Content writing is no longer optional – it’s a basic business survival skill.
It’s harder than ever before to rank on Google and get organic traffic. There are now 1.3 billion websites competing for buyers’ attention. Google processes more than 100 billion searches every month, and the searches are becoming increasingly specific – particularly with the rise of voice search. In 2016, 50% of search queries were four words or longer according to Wordstream.
Content writing is the only way to help your website rise above the clutter.
In a 2017 HubSpot study, 61% of marketers stated that improving their SEO and growing their online presence was their top inbound marketing priority. And, in a 2016 study, Demand Gen Report found that 47% of buyers view three to five pieces of content before engaging with a sales representative.
Great content helps check off many of your marketing priorities, such as:
• Growing organic traffic, indexed pages and incoming links to your site
• Engaging visitors and empowering smart buying decisions
• Achieving thought leadership in your market vertical
• Warming up prospective buyers for your sales professionals
• Building confidence and trust in your brand
Content is an asset that can be reused and repurposed for years to come.
Most content is evergreen, which means it can be used and repurposed for years to come. For example, a white paper can be used as an offer in email marketing, as downloadable content for website lead generation, as a handout by sales professionals, and even as a long-form blog article. The same content can be reworked and submitted for publication in an industry journal. In 2016, HubSpot found that one in 10 blog posts are compounding, which means that organic search increases their traffic over time. Pieces that we created 10 years ago still generate ROI for our clients today.
Why should you outsource content writing?
Writing content is difficult. Many executives and marketing professionals have great content ideas, but few have the time to write them down. In fact, the Content Marketing Institute found that 44% of business-to-business marketers outsource content writing. Why? Because it allows them to keep all their plates spinning. They can hand off their great ideas to content writers for cost-effective development, while they can focus on the next building blocks of their strategies. By outsourcing content writing, you can gain momentum and avoid the cost of lost opportunity. Send us a content assignment to see how it works. You’ll be glad you did.