CONTENT SERVICES

You will find yourself in need of content services at every step of your journey in the field of digital marketing and publishing. However, what particular content services you need depends on what stage you are at in this journey.

For this, the three key components you need to identify are your brand's value proposition, your target audience, and what channels you use.

What are you selling?

Your brand's value proposition is what product your brand is selling. It should reflect your product and brand's Unique Selling Point(USP), Points Of Parity(POP), and Points Of Difference (POD).

Who is your target audience?

Identifying your target audience is not complicated, but it sure is necessary. So, the first thing you need to figure out is segmentation. Segmentation consists of factors like who and how is your target audience and where are they located.

After you know your target audience, you need to figure out at what step they are in their purchase path. There are four steps in a customer's purchase journey: awareness, consideration, action and retention.

What platform should you use?

Now that you have identified your target audience, you can figure out what marketing channel your customer is more likely to be on. At different points of their purchase journey, customers find different channels relevant. These points determine whether your customer is more likely to be on a website reading blogs, going through social media posts, searching for comparisons, surfing the internet, or looking at email notifications.

Tactics

After choosing a suitable channel for your target audience to make your value proposition more appealing, you can decide what tactics you need.

• SEO: For websites, you can use on-page SEO, like web analytics, keywords, meta content, and, most importantly, content. Similarly, you can use off-page SEO for third-party pages and search engines, such as content marketing, digital PR, and listing websites.

Content production isn't enough to increase organic traffic. But, by correctly using a customised content strategy, you'll get the organic visitors you've been looking for.

The process of building a customised content strategy drives traffic. Researching your target audience is the first step in content marketing that will appeal to them. Once you know what works best for them, you can establish a publishing schedule, adjust the tone and voice to their preferences, and optimise the terms they use in search engines.

Following are some additional steps to utilise a content strategy to increase organic traffic:

1. To increase organic traffic, know your target audience.

Who exactly are you hoping to attract with your writing? Only by learning about your customers' persona can you acquire traction at the outset of your campaign. Whatever you choose to write about, be sure it's something your target audience is interested in. Finding out who you're writing for is an essential first step before you begin the content creation process.

2. Put up a keyword list that includes phrases your target audience often use in search engines.

Every aspect of your writing, from the content to the structure to the style to, most significantly, the subject, is determined by your audience. Therefore, covering topics and using keywords that your audience is actively looking for is essential to see results from your content marketing efforts regarding organic traffic.

3. Create a distinct content strategy that draws in your target audience.

A brand has to have its unique voice. Just identifying a keyword list is not sufficient to be successful. It's a crucial yet intangible feature of every successful brand. The same holds for business-to-business and business-to-customer content strategy. Your customers are more likely to identify with a character whose traits mirror their own. Knowing what your target audience is interested in isn't enough; you also need to learn how to create a customised content strategy suited to your specific niche and target audience.

4. Establish a regular schedule for content production and publishing.

Once you've chosen the frequency of your content production depending on genre and target audience, you need to schedule it.

Without a consistent and purposeful schedule, you can't expect to attract your target audience and get organic traffic.

Repeat this process once you've mastered it. Increasing your site's organic visitors is a methodical procedure that takes time. You dive in, modify, redo, and keep going at it.

Content marketing is crucial when establishing a name for your business. You may increase your content authority and boost your site's reputation by linking to other authoritative sites. The sad truth is that it often takes much effort to establish even a few meaningful connections. You can increase your chances of building relationships if you correctly approach individuals. Make sure you have a plan that will likely produce a favourable reaction before you start.

The term 'content marketing' refers to networking to get support for one's content production. Therefore, it's essential to be aware of the many forms of content marketing. One option is to get in touch with the administrator of a well-read website or blog and request that they link to your page. Another option is having a famous blogger or well-known company distribute your material through Twitter, Facebook, or another social media platform. Finally, guest blogging is another strategy where you provide material to another website in exchange for a link to your own.

Content marketing may give your brand these three advantages.

Credibility

For starters, it may help you establish credibility as a go-to authority in your area. Customers learn that you may be trusted when influential brand advocates endorse and link to you from their sites. Finally, increase your brand's visibility and credibility by participating actively in the community.

SERP Ranking

Your content's visibility in Google search results increases in direct proportion to the number of incoming links. Your site's authority will increase when connections to it appear on pages of reputable, often updated sites. That's why it's crucial to spread your content to new audiences. When your website is higher in Google's search results, more people will visit it.

Organic Reach

Reaching out to people in a natural way is the third advantage. People who are already reading the articles that link to yours may decide to check it out. In addition, users are more likely to return to your site for further information or to purchase if they find the material current, entertaining, and relevant. That's why building links with trustworthy sources and individuals is crucial.

If you consistently post high-quality content, you may benefit from organic clicks. A larger audience, more customers, more readers, and more sales are all possible results. You may want to know what steps to take to make it happen. Two ways to proceed are creating content in-house or contracting it to a content creation agency.

We'll help you determine a feasible course for your website.

Should You Outsource Your Content?

There is no denying the value of content services. Still, only some businesses have the resources or time to start their content production from scratch.

Even if outsourcing has drawbacks, such as a lack of brand understanding and ownership, the benefits outweigh those drawbacks.

Some of the benefits are as follows:

1. Time Management

Simply not having the time for in-house content production is a primary motivator for hiring a third party. It's possible to spend all day doing nothing but research, writing, and posting new blog pieces. That's not even including the time spent on social media promotion and SEO, which are essential to a successful strategy.

Content Production in Bulk

Finding relevant information, writing an article, and promoting it takes effort and time. It may not be realistic to expect even a full-time writer to achieve more than one article a week if you want to publish blog pieces that are well-researched and informative.

You'll need additional authors to increase your publication frequency without compromising quality. You can outsource as much material as you need or as much as your budget allows without onboarding full-time resources, which is why outsourcing is helpful in scaling.

Flexibility

You may quickly increase or decrease content production as your company needs change, thanks to the scalability that outsourcing provides.

Industry Specialists And SMEs

It's possible to become proficient in specific fields, but it's impossible to master every area.

Outsourcing to people with specialised knowledge is beneficial unless your content strategy requires writing just about a particular field.

When working with a content creation agency, you can request a specific content creator with knowledge in the area you need help with.

Should You Hire A Team Of In-House Writers?

Should you create a content production department in-house or work with an outside content creation agency? For many companies, this is a pressing concern across their marketing initiatives.

Here are some reasons:

Responsibility For Brand Messaging

Bringing content creation in-house allows for a deeper understanding of the product being sold. In addition, this shortens the production process duration for each campaign, which leads to better results.

Digital Property Rights

Much of the rhetoric surrounding in-housing emphasises ownership as the primary motivator.

Even if you decide to handle everything internally, you may quickly get overwhelmed by extra work, and pressing due dates. Outsourcing content production may be a reliable fallback plan in such a scenario.

To get the most out of both worlds, use a hybrid strategy. Thus, it might be advantageous to have a trustworthy content creation agency.

If you are an established brand, an upcoming business, or a brick and mortar store that seeks digital expansion and outreach, you know that digital content production forms an integral part of your content marketing strategy. With over 90% of customers reading and researching online before making a purchase decision, content production is gaining importance in digital marketing.

Owing to this surge in content consumption around products and services, the content production industry is estimated to be a USD 51 billion industry by 2027, with a CAGR of about 17%. Resultantly, this modern digital landscape offers you multiple options to choose from to start or expand your content journey.

The first choice you make is between keeping content production an in-house service or outsourcing it to an agency. While hiring writers or contracting with freelancers seems an easier and quicker way to start your content production journey, you could find yourself in a tough spot in cases where you need content at scale, or something on an urgent basis while your writers are occupied with meeting deadlines for existing content deliverables. Finding one or two writers with varied subject matter expertise could be another roadblock. Engaging with an experienced content creation agency is a wiser choice for long term goals. But how do you choose the right one?

Five steps to select an agency for content production services:

What is their content production process?

In a usual scenario, you would raise a content request with an agency of choice and they will deliver the required content based on your guidelines. Think bigger. Hire an agency that understands your business and its core values, builds a unique content strategy aimed at overall growth of your business and then gets into marketing the quality content they create.

What is the expertise of the agency?

Your brand is unique, and you have specific content requirements. But hiring an expert digital content creation agency will ensure that all your content is SEO optimised, that content production is based on a strategy suited to your business goals, and that your content is distributed at the right platforms in the right format for the right audience.

What is their Industry experience?

Agencies offering digital content production services often have writers from various backgrounds with varied years of writing experience. In order to shortlist an agency that matches the area expertise you are looking for, check the industries they have worked with, client relationships they have, and most importantly, the experience that agency has in the particular industry.

Can they provide quality content at scale?

Your expanding business would lead to more content marketing, and more content creation. While most content creation agencies claim scalable content delivery, they either miss out on deadlines or share average content to meet the timeline. The agency you choose for content creation should be able to meet both requirements at once - content at scale without compromising on quality.

Do they leverage technology to deliver content?

Use of technology signifies two things: one, the agency is well-versed with the changing digital landscape and two, technology keeps the entire content production process transparent. The former means that you get the most updated and trending SEO content. The latter enables the agency to provide quality control at each step of the process, and ensures that you can make necessary changes at any stage.

When you want to focus on digital expansion, get into a partnership that elevates your experience while taking charge of your content strategy, content creation, content marketing as well as analytics for optimised performance.