Should I blog around the holidays? It’s the top question many marketers ask once Black Friday and Cyber Monday have passed.
A client dumped us a few summers ago. After a very warm working relationship over several months, I received a very cold email out of the blue telling us our content and consulting services--including the content marketing strategy we were making them--were no longer needed because they decided to do "viral marketing."
I get a major case of the warm and fuzzies when a client hands us the reigns and lets us create all kinds of cool content for their blog. When the sky is the limit, we are able to whip up a wonderful content mix that offers a range of something to cater to every persona that makes up their ideal audience. This allows us to create an entire library of brilliant on-brand content that’s basically begging to be shared and maybe even go viral. But this doesn’t mean this is always a good idea, as there are a few negative outcomes you could anticipate.
Team Impressa works with a lot of startups, and most of them face very similar challenges. The issue, essentially, is that there's a lot that needs to be done, and the internal team is too small to tackle everything themselves. This includes content strategy.
About a month ago, a potential client reached out to the Impressa Solutions team because he needed some blog posts. To be frank, blog posts alone were not going to get this guy to his stated goals. He needed a content strategy, but when I told him this, I was met with resistance. He didn't want to be "upsold" on "extras," and he insisted that I describe what a successful blog post looks like--because that was what he wanted.
Well, the problem with too many posts is tricky as all get out. For starters, how many posts makes for too many?
Outsourcing stuff you don’t have the time or talent for is a brilliant idea, but just bringing on an agency or a freelancer or three to turn out your blog content won’t be enough. Even if they are the most capable, experienced folks you can find, if you aren’t helping them help you, the results will certainly suffer. So, in case you were wondering, here are a few pointers on how you can help a freelancer or agency help you with your blog content:
Paying by the word once made sense. When print was beyond popular, writers would receive a generous per word rate, so the compensation included the kind of thoughtful editing necessary to craft an article or other piece to be the perfect length. But this pay per word model doesn't work anymore!
It doesn't matter what your business does; it needs a blog. If you are online or off, selling products or services, your business can benefit from a blog greatly. You may or may not have heard that before, and you most likely are wondering why blogging is such a big deal for your business (and your bottom line).