When you decide to outsource your blog, you do it for very good reasons.
Usually, saving time is top of the list. Often, you take the decision to bring in an expert writer who can craft your blog posts because they have both the time and experience to do so.
Finding a great professional blogger is a major boost for your marketing campaign. A good blogger will be able to understand your company, know the style in which you’d like them to write, and do their research about your ideal customers.
They can write you social media headlines to maximise your SEO when sharing your posts, and emails to help you share your new post with your database.
If you’ve never used a professional blogger before, here are some tips to get the most from that relationship:
If you want something done a certain way, be as specific as possible with your blogger. They want to give you copy you’ll love, and which gives you a great return on investment. The more detail you give them the better. If you want a headline with a figure in it and a post based closely on data you’ve collected, tell them. Don’t assume they’ll know exactly what you’re thinking, even if they are on your wavelength.
Embrace their creativity.
If you’re not sure what to do with a post, ask your blogger. They may have tried and tested ways of delivering something great which you hadn’t thought about. A good blogger will be able to come to you with ideas, and you can agree with them what you’d like them to work on. Part of the time-saving in hiring a professional blogger is that it frees you from having to come up with all the ideas yourself. That can be a real headache after a few months of consistent blogging.
Copy them in on your calendar.
That helps them spark off ideas for new posts around events you’re attending, sales, product launches, or new directions you’re taking in the business. Blogging calendars will also contain major events like film launches and holidays such as Easter and Christmas, but the more relevant the blogger can make it to your individual business, the better.
Let them mix it up when it comes to length.
Statistically, posts which are between 1,200 and 1,700 words get the best engagement. Shorter posts, however, are also excellent ways of getting information across quickly, especially if you’re blogging every week, and longer posts tend to be more expensive. The best way forward for your business could be having a longer read every month or two, helping to build engagement with your blogging audience.
Images are important.
Most bloggers have good sources of stock images. The best ones have good contacts among freelance photographers. If they offer you free stock images, take a look at them. If they’re relevant and good images, why not use them? Most social media platforms have far better engagement when pictures or video is used, so take any opportunity you can to embed them into your blog. Would it be worth getting a new image taken for your post? Could you use it elsewhere in brochures or flyers, or on an advert? It’s worth thinking about that, too.
Here’s to a fruitful relationship between you and your pro blogger!
Maria Williams is a professional blogger, copywriter, and PR for small business at Words You Can Use Limited.