Content is the most important part of your website; it gets your site ranking, informs your visitors and converts them into customers, but who should write it?
Most small business owners or marketing experts know that they need more content on their websites, but few have the time to actually sit down and write it.
So what do you do if you want to have an ongoing content-led campaign if you simply don’t have the resources in-house to produce all this great content?
Different types of content should be written by different people.
Who writes the content for your website depends largely on two factors:
What your business does
The type of content you are looking to produce
What your business does often dictates who should write the content for your site.
If you run a bakery, there’s a good chance that a lot of the content for your site will be based on baked goods, recipes, tips and tricks and so on.
This type of content is fairly generic and widely available on the web. A quick search will find you a top ten tips for making sourdough bread article that you can then spin or use for inspiration.
If your business makes niche parts for wind turbines, there are a lot fewer opportunities to write me-too content, the nature of your business is technical, precise and thought-leading, so you can’t simply get anyone to write your content.
This needs to be considered when you are planning SEO for your website.
The two main types of content you should be looking to produce.
Ignoring the generic top-level pages of most sites (what we do, who we are etc) there are two main types of content that you want to write specifically for SEO. These are:
Blog posts (articles, insights or whatever you choose to call them)
Landing pages (long-form content)
A blog post is typically a shorter (<1000 words) article that sits in your blog. This might be a news item, an update or an opinion piece for your website that links to other pages, boosting their internal page rank.
A landing page is a page you want to rank in the SERPs (search engine results pages). These pages are longer (2000+ words), more detailed and should demonstrate your expertise and knowledge on something specific – something that your market wants or needs. Landing pages are sometimes information articles that analyse something in intricate detail or advise pages that explain something in significant detail.
Ideally, your blogs should support your site content and your landing pages should be industry-leading in your niche.