5 More Tips to Win at Search, Social and Content Marketing
Ideally you will have talked to the people who will write for you in some direct way. One exception, however, is asking students in nearby community colleges or universities whether they can help out. If you have a lot of non-salesy content, it's worth the inquiry to the department head of the area(s) of expertise you need.
5. When you get to the point of actually writing content, do you recommend hiring a professional writer, or just doing it in house?
With the risk of sounding wishy-washy—both. It's amazingly satisfying to create and control the content that comes out of your shop from beginning to end; to know that your crew created fabulous articles, infographics, podcasts and everything else that falls under the umbrella of content.
In many ways it's easier because you can set expectations and you know the strengths and knowledge centers of the people who write for you. At the same time, if you want a lot of content out there and you're trying to strike a comfortable balance of volume and quality, a writing agency is excellent value for money. Or with a little more work, developing a cadre of freelance regulars. You can still develop writers through guidelines and direction. What you tell writers can really make a marked difference in improving the quality of writing you receive.
Think like a publisher. Magazines have both in-house regular writers and also accept a great deal of freelance work, so it usually isn't either/or.
Another tactic to solicit guest blog posts of people who use your products or your client's products is to have a contest.
That addresses something different than the question asked, but it can be great user-generated, user-buy-in content. Capital One 360, an online bank, wants people to detail their savings stories—good or bad. Essentially, each winner gets $100. And from Capital One's perspective, with the writing being done, with the goodwill generated and with not having to pay people internally, they probably come out ahead. By the way, if you want to make a cool $100, the contest is still open.