Originally published December 5, 2021 , updated on August 24, 2024

The relationship between a business and their website content writing company can reap a ton of benefits and rewards. Some of the best content writing services don’t stop at simply writing or creating content for a business. 

Businesses are often able to lean on their agencies and content marketing teams for several other things too. And while the relationship can’t be taken advantage of, of course, it should be leveraged to its full ability. 

Below we detail seven ways in which businesses can gain maximum leverage from content writing services in 2022. 

Use the Best Content Services to Help With SEO

Many agencies are not simply just writing companies. They have numerous other key functions that they fulfill too. Content marketing companies are experts at writing, yes, but they are also experts in other areas. 

Almost all agencies write content for different platforms and uses. This could be for print materials, ebooks, social media, and more. As a result of having to write across different platforms, industries, and regions, a content agency is also likely to be an SEO content writing agency. This means that they can help you and your business with your SEO needs. 

They should already be writing all their online pieces with SEO in mind, but they will also be able to advise you on how to optimise other parts of your website. Ask them to take a look at the back end of your website to see which sections could be better in terms of optimising for search. 

Ask Them to Assist With Topic Ideas

Don’t limit your writing service to only the topic ideas that you have come up with. They are the experts at what they do, so they are likely able to come up with fresh ideas. Tap into this. 

Some of the best content writing services have been at this for years. Chances are, they have a wealth of knowledge about which topics do well and which ones will get the most customer engagement or generate the most leads. 

Every month, or even every quarter, ask your agency to submit some new content ideas. The longer they work with you, the more they will be able to see which topics are best. They could create an editorial plan that both you and them can input into. This way, you ensure that everyone is on the same page and contributing to the content plan. 

Include Them in Team Meetings 

This goes beyond the team meetings that you already do with your writing service. Include them in other team meetings where you discuss other ideas and creative campaigns. Of course, you don’t have to include them in anything that’s confidential. But if there’s a meeting about how to be a better company for your employees, as an example, include them in that. 

This might not help them with content about your products and services, but it will give them a good idea of your company culture. Which could spark ideas for opinion pieces, thought leadership, and more. 

Often, these meetings could lead to some amazing and creative ideas for content going forward. You don’t have to include them in everything, but try to get them to one or two events or meetings. 

Have Brainstorming Sessions With Them

If you are stuck for new ideas – bring in some fresh eyes. Ask your content writing service for a team brainstorm. Not only do they have insight into what you do, but they are outside consumers too. So, they will have outside insight into your brand and business. Often, this can lead to new thinking and new ideas. 

The brainstorm will also help your writers understand the background and thinking around some of your goods and services. Let’s say that you are brainstorming new products for your business in 2022. If your content team is in on this session from the start, they will know how the ideas came about and why these products were created. 

This will lay a good foundation of understanding going forward. They will be able to write pieces for you with a deeper understanding of your business and products. 

Ask Them for Advice on Content Marketing Ideas 

Just because your agency is good at writing doesn’t mean they can’t do any other content marketing. They probably have some great ideas and thoughts on other content marketing avenues. 

Ask them for advice on other platforms and how to expand your current marketing initiatives. Perhaps they know of a great way to incorporate podcasts into your marketing. Or maybe they have a stunning video idea for you. 

As people who are so close to your content all the time, they probably often have new ideas about it. 

Send Them All Your Newsletters 

Far too often agencies hear about client news after it becomes irrelevant. Sometimes customers know about new products and services even before the writing agency. Because customers and clients are getting your newsletters. 

Ensure that the writing service that you use is signed up for your newsletters. Emailers have become hugely popular over the years. These mailers can be a treasure trove of information about a company. It could spark ideas for future tasks and it gives a good idea of brand language and tone. 

Ensure That They Follow You on All Your Social Media Channels 

This is for the same reason as what we mentioned above. New product or business news often breaks on social media first. It’s a good place for your writing team to see what you are launching, doing, or planning. 

The first prize, of course, is that you share the information with them ahead of time. But that’s not always the case and things can slip through. To make sure that they are on top of what your business is up to, your writing company should follow all your social pages and accounts. 

2022 is the year to work smarter and wiser. It’s the year to leverage everything you’ve got to make the biggest impact. So be sure to make the most of the best content writing services and make the relationship work for you in the long run. 

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