This blog post has been authored by Anne-Marie Ianko, Iris Writing International
The online activities of a business are an intrinsic part of its brand image. Nowadays, any business worth its salt has a website and a social media page. In fact, your potential customers might even doubt your credibility if you don’t have a functioning website. But merely creating web pages is not enough. You have to upload fresh content regularly to stay relevant to your target audience as well as search engines.
However, many businesses want to spend the bare minimum on content, and they are happy to hire run-of-the-mill content creators. It is easy to find services that would churn a huge amount of content within a small budget. However, will the deluge of irrelevant or copycat content contribute to your sales growth? It may not be obvious to you immediately, when you are busy uploading several blog posts with strategically placed keywords or click-bait titles to entice audiences into visiting your site.
Flooding your website with such content might improve the vanity metrics, but it doesn’t resonate with your audience. A business should focus on content that clicks with potential customers, rather than chasing page views and likes.
Let us elaborate more on this topic and explain why high-quality content is worth every penny that it costs:
1.To encourage someone to read more of your content, you must hold their attention in the very beginning and lead them towards some valuable insights.
Cheap content service providers do not care about the structure of the content or the interests of the target audience. Their entire focus is to generate more content in a short period, which means neither they would neither work on finding new information nor making the presentation appealing. If you think you can engage the audience with a barrage of poorly crafted content, you are in for a rough ride.
2. The internet audience still read blogs. But millions of new blog posts are published each day- the competition is intense! And a blog post not just competes with other written content; there are images and videos too vying for the attention of people browsing the internet. The audience too has evolved- people prefer to skip titles that look like each other and scroll down to open the one promising something new.
A content writing service that agrees to work for pennies would most likely regurgitate the content published on other sources. Do you really believe that your audience has any incentive to consume such content?
Content marketing personifies a brand, and the audience tries to judge the authenticity of the products or the services through the content. Would you like to rely on rip-off content in order to save a few dollars, and put your business credibility on stake?
3. How would your audience feel about cheap, knock-off content coming from you?
Would they like to come back for more, or share it on their social media handles? The purpose of content marketing is not to increase your page views, likes, or comments; the purpose is to turn your audience into your promoters.
A brand becomes successful when its revenue increases and content marketing can rake in the moolah when people believe in the content. Content is an extension of your business. You want people to share your content in their network, choose your website over others for authentic information, and see you as a leader in your field.
There is a big chasm between people skimming through content, and people making a purchase decision based on the content they consume. If you want to bridge this gap, you need content that speaks for your brand. Individuals or agencies who create such high-quality content are not automated typewriters; they are highly skilled professionals who spend many hours understanding your brand as well as your potential customers before typing the first sentence. Hence, their charges appear to be higher than generic content agencies, but the value of their services justifies the cost.
Websites and social media handles have become the front faces of businesses. When a person gets to know about a new brand, he or she is more likely to check out its website rather than visiting a physical store. And if you want content that portrays an authentic picture of your business, you need content creators who can become your voice. You need someone who understands your brand, your aims, and your business values; and shapes authentic content for you. Allocating a budget for top-notch content is an investment that will benefit you in the long run; hence, choose wisely and refrain from making a decision solely based on cost.
With more than 40 writers, journalists, editors and SEO experts on staff, our Iris team identifies the problems facing their clients’ brands and calls upon experienced professionals from their arsenal with the requisite skill sets as they create customized content marketing plans together with you, the client.
During this time of uncertainty, whether you develop your own content marketing strategy or decide to leverage the expertise of a seasoned writing agency, you can begin the process of recovery – both for you and your customers. For more information, check our library, a few useful guides will be soon published there: https://iris-writing.com/the-iris-library/