How Companies Can Build a Best-In-Class Content Team with Freelance and In-House Writers
Are you already aware that the Serpstat team is always more than happy to debate different captivating topics in the SEO and Marketing industry?
Let us immerse you in the atmosphere of effective brainstorming on Twitter :)
Thus, as marketing is one of the most challenging niches nowadays, we decided to manage a Twitter chat and discuss content marketing issues and best practices with top experts in the field.
Check out the points from the questionnaire below, join our Twitter Chat, and share your thoughts and personal experience!
These are the people responsible for developing a fruitful promotion strategy by creating high-quality content and thereby improving your site's SEO rankings.
While some businesses assemble their content teams in-house, others are willing to strengthen the staff by hiring freelance writers who tend to bring fresh content ideas.
Let's overview several practices for content marketing the companies should use to gradually improve their rankings!
- What resources do in-house writers need to do their jobs well?
- When does it make sense to outsource some content?
- Should you rely on your SEO company to create content? Why or why not?
- What criteria should you use in choosing a freelancer?
- What are some common things companies do to sabotage their content success?
1. What resources do in-house writers need to do their jobs well?
A company hires someone who works full-time and is fully engaged in writing content to meet the company's goals.
What else do in-house writers need to do their job well?
Let's see what our experts think about all this.
• company history;
• facts about the products or services - as approved by the PR and Compliance;
• list of subject-matter experts in the business they can talk to.
Also, if the company has an archive department, they hopefully will have a shed load of images – always useful for content.
It would be perfect if they also had tools for research, sourcing, writing, optimization, design and video, management systems, distribution, and measurement tools.
Let's dive deeper into that issue.
2. When does it make sense to outsource some content?
While evaluating the need for outsourcing content, it's important to adhere to a particular framework:
When you need something outside the in-house writers’ core competency. Working with a specialist costs $, but it should drive better results. When a company wants to move on a content initiative fast and hiring outside help is the only way it can happen.
Hopefully, they will be far better crafters of content, and working together and providing them with all the source materials will mean a total win.
• When you're going to publish content more frequently, but there aren't full-time tasks anymore.
• When you need more fresh ideas and varied viewpoints.
• When your ROI is low for a long time.
When it comes to the implementation of the tool for such needs, it's Serpstat that is worth considering.
Expand and improve your site's semantics, analyze your competitors, trends, and keywords seasonality, and create an appropriate content plan with Serpstat Tools.
Learn how to use the Keyword Clustering Tool (which is the process of grouping keywords into themes that are relevant to your website pages) and perform comprehensive text analysis of page content after that.
Simply go to the "Keyword Clustering" section —> click an "Add a new project" button —> name your project —> choose a search engine and country —> choose strength, cluster type, and click "Start".
After that, you can carry out text mining: after receiving clusters, click on the "TA" button in the top right corner of the report. It's that simple :)
Leave a request, and our experts will advise you on the development of your project, share training materials, and offer test access to Serpstat!
3. Should you rely on your SEO company to create content? Why or why not?
Such companies improve brands' digital presence without paying for ads. Their strategy is based on three core areas: on-page SEO, off-page SEO, and technical SEO.
If you choose to have a freelancer write your content, know that good freelance SEO writers know how to seamlessly work with agencies, so it shouldn’t mean any extra time for you.
It’s always a good idea to ask any company for writing samples. If the writing sounds stilted or spammy, you may want to check out other options. It can be a big buyer beware thing, unfortunately.
Ask for samples, and read them. Bad content that ranks well is worse than bad content that nobody sees.
We'll appreciate your comments on our Twitter conversation ;)
We conduct them every Thursday at 2 pm ET | 11 am PT on our Twitter channel by hashtag #serpstat_chat.
4. What criteria should you consider when hiring a freelancer?
Or they are as cheap as chips if you have next to no budget and no time.
• Find the reviews, and check all the requirements.
If there were some problems, ask about them and pay more attention to them when reviewing the sample and during the communication.
Other things to consider are: Do you find their writing engaging? How does their writing position?
What “level” of freelancer do you need – someone who is newer to the game? Years of experience, so they can help you with other things besides the writing? Do they have industry expertise?
Here’s a big one. Does the writer “get” your brand and your company? That “click” is so important.
As with other things, you get what you pay for. You don’t have to pay top $$ for every piece of content, but good writing costs money. Paying $50 for 1,500 words probably isn’t going to get you the best content. Sales content can be $$$, too.
5 .What are some common things companies do to sabotage their content success?
Many things can go wrong though:
However, content marketing should first and foremost be focused on providing valuable information for customers.
• Having someone who doesn’t know SEO assign article ideas and keywords.
• Not getting outside writing help when a company needs it – so they lose momentum and opportunities.
• Not bringing on an SEO content editor or strategist – so nobody is checking tone and feel, flow, wording, etc.
• Working in silos and every department has its own SEO rules … and the departments don’t have a central strategy.
• Micromanaging the writers and editing every. last. word. Just don’t.
Explore best practices, stay sophisticated, and do not be afraid to experiment.
Provide your in-house team with appropriate working conditions, expand your team with new professionals, explore trustworthy services, review high-quality sites as much as you can and boost your brand rankings!
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Looking forward to interaction — we’re sure you’ll love our little community as much as we do :)
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