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Jun

07

2016

Maximizing Blog Content, Part 2

Inbound Marketing

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Recently I wrote about some key concepts to building blog posts that are highly engaging and get recognized in today's tidal wave of posts. With two million blog posts being written daily, just getting found can be the most difficult thing.

Of course, once you're found, you have to do something to stand out. For the sake of argument, let's say you searched for "how to write a killer blog post." No, seriously, try it. You're going to get a number of variations on the search request. A lot of them come up with titles like "7 Steps to Writing Killer Content" or "What are the 8 Things Every Blog Post Needs?" As you start reading the articles, you're likely to see a lot of overlap.

Keeping Content Fresh

Some of that repetition is because there are only so many ways to reinvent the wheel. Good content is going to have certain features, and making the content highly engaging is going to come down to the skill of the writers creating it. Think of it like a hamburger. A fast food restaurant is going to create a lot of the same, reliable hamburgers, and they're going to do it quickly. When you want something distinct, you're going to have to find chefs who use fresh ingredients and go about cooking every hamburger on its own.

This isn't unlike the content mills that have grown in popularity these days. This isn't a judgment on the content or the writers working for those organizations; the rating feature alone indicates that some quality control is being considered. The issue is with the process itself.

The ROE Way of Thinking

If you’ve read my book, ROE Powers ROI, you know about the ways to think and communicate for ridiculous results. Because the Way One (vision) has more money than time, it's easy to lose perspective on the fact that the Way Three (tactics) has more time than money. It's possible that our demand for lots and lots of content has caused some loss in quality of that content. 

Here's what I mean. If an agency needs a batch of articles for its clients, it might push them to one of the content mills. Good agencies will have a group of writers they've worked with to ensure a level of quality, but they need the material to be posted. They have to feed the marketing machine. So they put a deadline on the work, say 24 or 48 hours.

Writers Are People, Too

The writers are people. They're getting paid a certain amount per word they generate. Perhaps they'll pad the word count a bit, but the bigger problem is that they are getting paid per word no matter how long they work or how much research goes into the final article. If it's a topic they don't know much about, they're likely to do the same research any of the rest of us will do.

Then they're going to come across the same articles we would have. Because those articles are so well optimized, they're going to go through the top three or four, maybe 5, and come up with their own version of ideas that have already been published. Even if the writer is a subject-matter expert, it just means that they're going to write content on the same best practices that they've already known will work.

Keys to Quality Content

One answer to getting better content is to allow more time to do the necessary research. Again, the Way Three process has more time than money. When on a sharp deadline, even the best writer is going to work quickly. The other answer is to invest in the content itself. A budget that allows for one-cent-per-word work is going to get one-cent-per-word work. If it's an 800-word article, writers have motivation to do the work as quickly as possible to collect their $8. They'll avoid plagiarism, but it's unlikely that the work is going to sound much different than everything else that is out there. “You get what you pay for” is an old saying, but it's as true about highly engaging content as anything else. It's also true that you get what you plan for. Giving content writers adequate time to create original, engaging content will pay off by building better relationships with more credible information.

In the end, quality is more important than quantity when it comes to blog content. Not only does it establish your company as an industry leader, but it helps your company fare better in SEO results. To learn more about what truly helps your SEO, click below to read through our new guide on the topic.

Download the Guide - 10 SEO Myths You Shouldn't Believe

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