So who writes your sites content?.

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.

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So who should write the content?

If your site is very niche, technical or has to be 100% correct in its content, the best person to write the content is you, the business owner.

Alternatively, if your site is a little more generic, content can be written by an experienced copywriter who can broadly research your niche prior to writing the content.

A third option is to employ the services of a niche copywriter that specialises in writing content just for your niche, but this can get expensive.

who should write website content

If you do get someone to write content for you, go with the content they write.

Copy, just like creative design, is subjective. There’s little point in engaging a copywriter to produce content for your site if you are simply going to rewrite most of it.

If you have chosen a good copywriter, the piece they produce should be pretty much good to go with minor tweaks.

The thing to remember here is that they are not writing for you, they are writing for your market and the Search Engines.

The key thing to check is that the copy is accurate. If grammar and punctuation are your thing, you can always use something like Grammarly, but most copywriters use that anyway!

Here are some different types of content and the best people to write them.

  • Opinion pieces – best written by the person with the opinion – usually the business owner or someone that has the authority to speak on behalf of your brand
  • Landing pages – these need to be written by an expert, either in-house or outsourced
  • General blog posts – providing these are not too niche, you can often safely outsource these to an SEO agency or copywriter
  • Advice/Tips posts – expert required here unless the content is quite generic, be wary of delivering advice that is factually incorrect

Working with content and an SEO agency.

Content gets you found, so if you have little of it, your site is going to struggle to surface in the search apart from all but the most niche searches.

Your WordPress SEO agency should suggest the best route for you when it comes to content, and this may be a mix of:

  • The content you produce yourselves to the agency SEO advice (probably the most expensive in terms of your time)
  • Content that the agency produces in-house (more cost-effective and written for SEO)
  • Outsourced content to freelancer copywriters (cheapest, often best just for generic blogs)

Things that factor into who writes what are often influenced by:

  • Your/your team’s availability
  • The amount of content you want to produce
  • The size of the SEO agency
  • Your budget
  • Your niche

These are some of the main reasons that there is never a one-size-fits-all approach for SEO.