Entries by GL Content Team

What Long-Form Content Can Do For Your Brand

Some brands have moved away from long-form content because they fear that the public’s attention span is declining. A myth we have been told constantly. Science has shown this to be false. In fact, in their State of Attention Report, Kelton Research found evidence of the contrary – our attention spans are improving from generation […]

Business Content Marketing: Make Your B2B Blog More than Just A Blur Of Information

Let’s talk about pimping your blog.

Blogging has become a real social phenomenon over the past few years and for good reason. Besides being a great customer service tool, its ability to rank highly in search engines, attract swarms of traffic, create advertising revenue, promote services and generate sales has led to the growing importance of the blog as a business tool worldwide.

Simply put: there just isn’t any way around it.

As books inform us of the past, blogs inform of the here and now.

So what makes a blog great?

Like most things in life, there isn’t really a one-size-fits-all approach.

One man’s trash is another man’s treasure, so yes, in some aspects it comes down to your target audience, as well as topic relevance. But wouldn’t it be great if one had a general recipe for success?

There might not be a one-size-fits-all approach, but below are a few of the most fundamental things one needs to keep in mind when hammering out that next blog.

Should You Outsource Content Marketing? 6 Questions to Consider

Content marketing is a significant part of any digital marketing tool kit. Content that is SEO-optimised is even more important when it comes to increasing the visibility of your site, as 95% of people only look at the first page of the Search Engine Results Page (SERPs).

However, according to Zazzle Media, 60% of people find it difficult to create consistently valuable and well-written content. 32% of digital marketers also say that their content creation strategy is lacking.

So, if content is such a vital cog in the digital marketing machine, and you don’t have any available resources in your company, should you outsource this function to a content marketing agency?

Here are six questions you should consider before outsourcing.

1. Do You Have The Skills In-House?

Before you decide to hire a content marketing agency, have another look at your team and see if they have the skills that you need to produce great content. Creating outstanding content is much more than being just a good writer. There are other skills – research, social media management, social listening, and the like – that the content marketing arm of your business needs to have. If your team already has these skills, you’re better off in-source this marketing function.

2. What Is Your Budget?

If you do decide to go the outsourcing route, see how much you can spend on your content marketing. Many agencies offer various packages to suit a variety of budgets, so look carefully at your options before you sign up with a content marketing organisation. Do your research and consider several agencies or freelancers. If you don’t have a big budget, consider going for a smaller agency, because the more prominent agencies are more likely to charge inflated rates as they have increased overheads.

3. Do You Want To Work With Freelancers or An Agency?

Depending on your preferences, you may choose to work with a content marketing agency or a freelancer. There are pros and cons, either choice:

  • With an agency, you’re always guaranteed on-time delivery as they have a number of resources who can manage your content creation. However, because so many people are working on your material, the outputs that you receive may be worded slightly differently as you will be having different voices coming through.

  • If you decide to work with a freelancer, you’ll have that personal touch as the person who you’re dealing with is also writing the content. As such, you know that the quality of work that you’ll be getting is consistent. However, if your demands increase the freelancer substantially may not be able to cope with the increased workload.

4. What is Your Content Strategy?

For your content marketing to work well, you need to have a solid strategy in place, which needs to have the answers to questions such as:

  • What do I want to achieve with my content marketing strategy?

  • What type of content do I want to put out into the marketplace?

  • What takeaways do I want my clients or potential consumers to have about my brand and me?

Once you’ve responded to these questions, you can start designing a structure of content that you want to disseminate. For example, consumers like to know what goes on behind-the-scenes in a company, and you need to decide how much you want people to see. You also need to choose what type of content you want to put out, such as videos, blogs, articles, infographics or combination of all of these.

5. What is Your Content Marketing Workflow?

For any project to work successfully, there needs to be a proper workflow in place. Content marketing is no exception. If you decide to outsource your content marketing or develop a team in house, you need to establish a system so that all members of the team know what they need to do, as well as when and how long they have to do this. Questions you’ll need to answer are:

  • Will the content creator need to research the piece themselves or will they be provided the research?

  • How long will the content creator have to put these pieces together?

  • What happens if you don’t like a piece of content that is created? How long will you give them to redo it?

If you prefer working with freelancers, consider hiring an editorial project manager who will coordinate workflows, quality-check the writers’ work and put together editorial calendars so that you don’t have to.

6. How do You Measure Content Marketing Success?

With everything that you do in your business, you need to measure it so that you know  it’s working. There are several metrics that you should monitor to measure the success of your content marketing efforts. For example:

  • If you decide to outsource your content marketing, either with a freelancer or an agency, put in place certain key performance areas and key performance indicators which the outsourcer will need to meet.

  • In terms of measuring the effectiveness of your content marketing, a must is for you to have Google Analytics on your website, so that you can see which content pieces attracted the most visitors to your site.

The Beauty of Content Marketing

Content marketing is the most effective form of digital marketing to date, as it is quite cost-effective to produce and the returns are quite high. However, make sure that you don’t neglect your other forms of marketing in favour of content. The most effective marketing plan is an integrated one which combines aspects such as pay-per-click advertising, search engine optimisation and public relations with content marketing.

If you find that you are struggling with producing a steady stream of content, there are always other options available so that your company can still create high-quality content pieces. If you do decide to go the outsourcing route, don’t be afraid of trying out a number of options before you find the one that works for you.

The Benefits of High-Quality, Native English Content: Consistency Drives Your Brand Forward

The quality of a brand’s content can mean the difference between success and insignificance in the business to business (B2B) market. Content marketing has been shown to increase business success rates, and assists in growing brand awareness, encouraging audience engagement, and increasing sales.

However, it requires a deeper understanding of the relationship between quality content and audience response in order for a content marketing program to achieve success.

Copywriting vs SEO Content Writing Service: What's the Difference?

Copywriting and SEO content writing – you’ve heard of them both but are they really different?

Which one is more important for your business?

Should you invest in an SEO content writing service?

Or should you focus on a copywriting service instead?

Here’s the quick answer: They’re two sides of the same coin. You need BOTH.

person holding ballpoint pen writing on notebook

The Two Crucial Branches of Content Marketing

SEO writing and copywriting, when implemented correctly, will help you reach, engage, and convert your leads into customers.

Some marketers will tell you that these two types of content development are the same thing. Others will tell you that you only need one and not the other.

The simple fact is this:
Sometimes the two overlap but there are some distinct differences to be aware of.

SEO writing and copywriting, combined, are the foundations of content marketing. It’s the differences in delivery that set them apart from one another.

You might want to tell precisely the same story to different people but your delivery will be different.

Consider a real-life example:

When telling your friend what you did over the weekend vs telling a colleague, you’re not going to choose the same words. You might also include or exclude a few juicy tidbits, depending on your relationship with your “audience”.

The same applies to content marketing. SEO writing is reserved for one audience while copywriting is reserved for another.

What is Copywriting?

Copywriting helps build brand awareness and motivates consumers towards a particular call to action – usually a purchase or a sign-up. Copywriting is usually persuasive.

Copywriting is suited to a wide variety of different content marketing projects, taking on many forms including:

  • Emails

  • Web pages

  • Landing pages

  • Video/audio scripts

  • Advertising copy

goodman lantern copywriting service

What are the Main Elements of Good Copywriting?

  1. Targeted
    Copywriters need to develop copy that targets a specific audience. The content needs to address a particular problem or pain point in that target group while making sure to present the brand as a solution. There’s a need to understand the psychology of the target audience; learning to subtly push the right buttons.

  2. Emotionally Appealing
    Copywriting needs to elicit an emotional response from the reader. It’s all about the art of knowing which words to use and which words to leave out. Copywriters use their words to create an experience for the reader.

The key to solid copywriting lies in a) developing audience personas and b) knowing how to hook the reader.

What is SEO Content Writing?

SEO is the big, confusing elephant in the room for so many people.

SEO writing, or on-page SEO, focuses on developing textual content that is both search engine and reader-friendly.

The main mistake people make when crafting this type of content is worrying too much about the search engines and forgetting about the real-life human they need to target. That’s often where a professional SEO content writing service comes in.

SEO writing is only successful if you avoid the following:

  • Keyword stuffing

  • Cloaking

  • Buying backlinks

Effective SEO content is both informative and user friendly. It should be scannable, consumable, and easily discoverable.

What are the Key Components of SEO Writing?

  1. Keyword Research
    When conducting keyword research, an SEO writer hunts for words that people search for in relation to your product or service. These words (or phrases) are used to map out a clever strategy for your content. More often than not, these keywords will be used to answer a specific question that readers are asking or to address prevalent thoughts/opinions the audience might have.

  2. A “Readers First” Attitude
    Newbie SEO writers will target search engines with their content. Professional writers know that people come first. Yes, it is important to make content crawlable by inserting keywords. But that doesn’t mean neglecting the reader’s experience. Google ranks content based on user intent and how much time is spent on a particular page. Additionally, good content is always shared by readers – this results in tons of backlinks and, ultimately, higher discoverability.

Differences and Similarities Between Copywriting and SEO Content Writing

The main goal of copywriting and SEO writing is:
to hook, engage, and convert leads.

That’s the one big similarity.

While both disciplines have the same goal, they approach them differently.

So What’s the Difference?

There are two major differences worth noting: consumption and target audience.

  1. Consumption
    SEO writing meets the audience on a webpage, while copywriting may meet them anywhere else. SEO writing can be found in long-form content like articles and blog posts, seeking to answer questions. Copywriting happens in a specific brand voice and is related directly to the selling of your product/service.

  2. Audience
    SEO writing is for people who are at the top of the funnel. It’s for people who are looking for solutions to a problem or answers to a question. Copywriting is aimed at warm leads who are already leaning towards buying.

What’s the Benefit of a Professional SEO Content Writing Service?

Marketers often resort to “black hat techniques” to pump out their version of SEO-optimised content.

Unfortunately, without the skills required to craft impactful content, these pieces are often keyword-stuffed and badly structured.

The latest Google algorithm updates prevent lacklustre content from ranking. You need solid, well-written content packed full of value if you want to succeed at the SEO game.

An SEO content writing service is backed by experienced writers who know when to tug at the audience’s heartstrings and when not to. They know which keywords will work and which won’t. Ultimately, they’ll guide you towards content marketing strategy that will work for you.