By Sondre Rasch, Co-Founder | Konsus, Inc.
It is by now common knowledge that one of the best ways to become visible on the Internet is to have content worth reading on your website.
Writing blog articles is one way to do this. We’ve previously written on how to write articles people actually want to read.
If writing isn’t your thing, you might want to get someone to do it for you, such as an agency or a freelancer writer. Freelance writers in our network write numerous blog articles every week.
Having written by now a lot of articles, in multiple languages, across a multitude of fields, we’ve learned a thing or two about what works and what doesn’t.
1. Start with the long-game
A great thing about making valuable content is that unlike most marketing efforts, this one is additive – meaning that it is more effective over time. As the graph below shows (and we have experienced), the majority of traffic does not come from new, but old blog posts. Each new blog post is an asset.
The flip-side of this insight, of course, is that the value takes some time crystallize. So before embarking on it, you may want to evaluate whether you are willing to commit to the strategy for a sufficient period of time, for example, 6 months.
2. Choose your topics
A smart bet is often to write articles that add knowledge to the field you operate in and are of value to your intended audience.
The people who find your articles on search engines are more likely to also be interested in your product, and your customers might be inclined to share them as well.
3. Set a publishing plan
As the graph below show, unsurprisingly, the traffic you can expect rises with the number of blog posts you publish. Once per week is a good start, but increasing to three, or even four, times per week seem to have increasing returns. The numbers below also correlated with the number of leads these companies got from their blog.
In Konsus our writers have ongoing recurring blog-projects for our customers. After the underlying strategy is set, we send new blog posts at fixed days every week for review. We’ve been told that this is a useful hack to stick to a publishing plan, as well as minimizing the management required.
Working with writers
1. Describe what you want
A writer can only give you what you want if you tell them. The more information you can provide about the kind of article you’d like to see, the more likely it is that we will hit the mark. Be precise in your request in terms of length, style, topic, etc.
If you have examples of the types of texts on the topic you like and would like to emulate: link to it. Instructing by analogy is both effective and often accurate.
2. Point the writer in the right direction
Since it is your business we are writing about, you hopefully know more about the area than we do. So whatever insights into your field you can provide to your writing team, the better.
The ideal is unique insights from your company, information that no one else has. Provide your writers with this, and you will add to the total knowledge of the world, and make it much easier to write valuable articles.
If you have existing texts that you have already written you should give these to the writer. This allows them to see "your voice" and will ensure consistency between your vision and the blogs written for your company.
If you don’t have a defining voice to share, informing if you prefer a corporate vs. casual tone is helpful.
3. Allow for iterations the first few times
To build a good relationship with a writer, the feedback on the first posts is incredibly useful. While the skills of writing are universal, your business and your preferences are unique. The best way to communicate them is in real, honest feedback.
Give detailed and clear feedback on what you like and don’t like. The writer will then quickly pick up the nuances of your voice and message. We almost always observe that after writers work with a company on several projects, very little feedback is needed.
Content writing Q & A
How do I promote my blog?
There are two general ways content gets visitors: search and sharing. Writing articles your users would want to share with is therefore helpful.
Post to your own social media channels
Share texts with other sites (guest posts) to gain audience
Share to link aggregators like reddit, hackernews, etc.
Have the basics of SEO in place on your blog so search crawlers and engines find your articles.
Should I add illustrations?
Blogs are absolutely enhanced by infographics or original illustrations (if they look good). Popular ones may even be turned into infographics and re-published later.
How much does it cost?
Konsus charges $29 per hour, and a typical standard-form blog article takes around 3 – 4 hours. Longer and more complex topics can take more time, of course.
Click here to get started with our writing team.