Blogging is good for your business.
On average, companies who blog produce 67% more leads per month.
And it’s not just about having a certain number of blog posts. It’s about having GOOD blog posts.
Quality content in your blogs makes a difference.
It raises the credibility of your company … which in turn has a direct and positive impact on sales. Consider the following from SEMRush.
Now what you need to know is if you can get your best blog writing in-house…
Or is it better to outsource it?
Let’s look at 4 factors that will help you determine when it is best to outsource your blog writing and when it may be better to stay in-house.
Effective blogs are easy to read.
So how do you make a blog easy to read? Here is where copywriting techniques and best practices can make all the difference.
Have a conversation with your reader
Use a conversational tone in your writing.
Imagine yourself sitting down and talking to your reader as you write. The goal is to sound like an actual human, not a marketing bot.
Can't come up with the right words? Try sitting down and explaining different areas of a business to a friend or colleague; an exercise that can help inform the right words to use.
The more you write like an actual person having a conversation with your reader, the more believable you will become.
Dig in more with the related article, What is H2H Marketing and How Can You Apply It To Your Business?
Avoid big words
Plain and simple: don’t use big words if there are easier words to use.
You may have impressed your English teacher by being a sesquipedalian (one who uses big words), but you will cause your reader’s eyes to glaze over if you do that in your blog. Or worse - they stop reading your blog altogether!
Also, avoid using complicated technical terms and jargon that your reader may not be familiar with.
Keep in mind these rules of thumb to help you avoid big words and in turn, increase readability for a more friendly and engaging blog.
Don’t talk about the accouterments available for a product but do talk about the accessories.
Watch your spacing
Spacing in your writing is important for easy reading. If you have long paragraphs in your blog you will find that the reader will first start to skim over it, looking for words that grab their attention. Next, they will start glossing over the long paragraphs more and more. If they keep it up, they may miss your most important information.
Do you see how it was harder to stay interested in the long paragraph…?
But breaking up the sentences into smaller paragraphs makes it easier to read?
Other ways to use spacing to your advantage include:
Are You Smarter Than a 5th Grader?
You shouldn’t write like you are. It is recommended to write content such as blogs at a 5th-grade reading level.
This does not mean you are “dumbing down” your message.
Instead, you are using shorter sentences and paragraphs.
This lets you share your information quickly and clearly.
You can use a Flesch-Kincaid Grade Level Readability calculator to determine the reading level of your writing.
As you can see, it may be harder than you originally thought to write an easy-to-read blog post.
Does your in-house staff know all of these best blogging tips?
If not, this may be a solid cut that it's time to outsource your blog writing.
Your blog needs to speak to your customer in terms that they understand. For example, a financial blog will use quite different jargon than a software blog.
No one talks your talk better than you and your in-house staff.
But blog writers know they need to research their topic and many agencies have writers who specialize in particular B2B niches. So if you find a writer that is familiar with your B2B niche, rest assured, they will be able to talk the talk.
Outsourcing your blog writing is a good option when:
Is your business so specialized that it would be hard for someone else to write about? Consider staying in-house, or having an in-house subject matter expert who is available to work closely with an outsourced writer.
The content of your blog may be fantastic and it can be the easiest possible article to read…
But your potential customers need to find your blog before they can read it.
This means blog writers need to do more than create content that is editorially compelling. They must understand how to best write for SEO.
Guess what? There are always new things to learn with SEO.
If you have someone in-house who loves SEO and likes keeping up on it, you’re a step ahead!
But if this is something your staff will have to learn and spend time keeping up on, this may be the time when you want to outsource your blog writing to SEO experts.
Want to learn more about SEO writing and what it entails? DIg in with this SEO guide to help you along.
As you can see, there is a lot more to creating an effective blog than just writing words down.
Do you or your in-house staff have those skills already? Or do you need to invest time in learning?
Then there is the actual writing of the blog post. It takes bloggers an average of nearly 4 hours (3:55) to write a blog post.
After that blog is written, do you have a plan in place for publishing and promoting your content?
It really comes down to where do you want to invest your time:
Let’s do a quick review to see when it is best to stay in-house or to outsource your blog writing.
Do you or your in-house staff know how to write effective blogs? (Copywriting Techniques for Better Readability)
Are your blog topics so specific it would be hard for others to write about them? (B2B Writing Niches: Who Can Talk the Talk?)
Do you or your in-house staff know SEO? (If You Build It, Will They Come?)
What is the best use of the time and skills of you and your in-house staff? (What is Your Time Worth?)
Writing blogs in-house
Work they were hired for outsource
While all of these factors should be considered when making your final decision…
Ultimately the decision truly lies in the best use of your time.
If you decide outsourcing is something you want to explore, PMG is ready to help with content creation (and more).
Give us a call, shoot over an email, send out a carrier pigeon - whatever works for you!