A blog is one of the most-used content marketing tools in business. Creating content positively influences not only SEO matter but also helps us show ourselves as an expert in a field and respond to frequently asked questions of our clients with ready-made content. However, the biggest problem with content in the company is building processes that will shorten the time and work associated with sharing knowledge within an article. However, the whole tedious process of research, writing, and checking can be shortened and simplified to a level where each organization will be able to get the quality content on its blog with a low amount of time and work. In practice, we should publish as often as possible while maintaining the quality of content that we produce.
A common problem for a marketer in a company is to understand what the company does from the technical side. He knows his job very well, however, for example, the work of a personal data protection officer in a company can be simply dark magic for him. And what about the moment when he is tasked to write a text about software synchronization with the latest accounting and invoice system?
A content factory is exactly the answer. It’s enough for one manager to find an hour for your marketer, explain the topic, and be patient enough to answer the questions.
Every good marketer should be equipped with a list of questions he wishes to pose and topics which require thorough explanation before he meets with an expert. The person responsible for content can’t be afraid to ask them – an expert has agreed to devote his time and probably won’t have a problem with answering, so called, obvious ones. Any questions that may be valuable should be asked – of course, a person familiar with the topic probably can elaborate on it for hours, but it won’t necessarily have a direct influence on the quality of the text itself.
If you asked an expert to write an article about a topic, the text probably wouldn’t be readable – it would be difficult to read and contain a lot of technical terms. If a marketer tried to write a text about the same matter, he would spend hours researching and even longer to understand the technical data he came across – and it would still be clear that the text isn’t much substantive.
However, when you decide a marketer together with an expert will spend the time to make a mini-interview and will be responsible for creating, processing, and optimizing the text – this will definitely facilitate the work.
Remember that the key in this process is noting or recording conversations – if you can’t do it, then the company will actually lose both people working time, and the work on the text still won’t move forward.
It worked – we already have a pre-interview and notes written down. It must be remembered, however, that the other side is also just a human being and any source or, for example, numbers may turn out to be obsolete or not up-to-date. Any information that relates to external sources must be checked so that the text can bring reliable data to the reader and doesn’t mislead him. A marketer should try to find all sources and find valuable links – it will also enrich the text with external linking, which is not without significance when it comes to SEO.
The initial text version, which is created on the basis of notes from the conversation, must be sent to the expert to proofread. Many things could be misunderstood or misrepresented and this could mislead the reader and negatively affect the brand image of the expert who signs the material with his own name. Regardless of whether the text is signed with the name of the author or an expert (this will usually be a better option) – the recipient always has to get the same value by reading it. The most optimal from the point of view of the process is the organization of two feedback rounds – the first one in which we catch obvious errors and gaps in the understanding of the matter discussed and the second after the corrections that will help clarify some fragments and improve the language of the text.
Of course – if it is necessary, especially at the beginning of the process – you don’t have to limit yourself to two rounds, but the shorter it is, the more effective and less expensive the process will be.
It must not be forgotten that the text should be valuable to the reader in the first place, but it should also bring value to the company – both in the short and long run. This value will not have to be measured against lead numbers, but also in how the value of your domain increases from the SEO point of view. Therefore, a marketer must remember to apply basic rules when it comes to writing texts in content marketing, such as:
… and this is only part of these rules – you already know why it is worth giving a text to the marketer to write it. 😉
The process worked out by us is not just something we wrote down on a piece of paper and we offer clients who start their adventure with a blog. This is a process that has been developed and tested many times in various organizations. This form of work increases both the time and cost effectiveness of the process and simply unblocks the organization at the procedural level. In the case of an interview, it costs only about two hours of work of a marketer and an expert together (remember that the time of joint meetings is always multiplied with the number of participants in it, but not always their working time will be equal when it comes to value). Subsequent activities are the time to write text from notes – up to 3 hours uninterrupted by other work activities – and about half an hour for each feedback round from an expert.
Remember that if you run your blog in a foreign language, it’s a good idea to finish the process by sending the text to proofread it. If your concern related to the publication of articles has already been solved by the process of content factory – then proofreading will allow you not to worry about the value of the text in a foreign language version.
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