It’s a frequent question, even from companies interested in hiring me for emerging tech PR communications, seeking to attract more quality folks to their website. So, should you hire an agency to write content for you? “Ef” no! But there is one aspect of content strategy they can help.
Why Does More Content Matter?
For years we’ve been told more content and longer articles lead to better search ranking, and while this has been true for some time, it’s also one reason you see so much garbage content. When looking up “how to make bread” Google’s top organic offering is an essay on someone’s personal bread life experience or the history of flour. It’s stupid. You hate it, I hate it.
You can see why companies hire an agency to write content though. Creating all of this long-winded stuff can exhaust even a large marketing team. Fortunately, times are changing. (Side note: book publishers do this too, they actually have minimum word requirements on authors because people will pay more money for thicker books.)
Are you a communications pro? Then why haven’t you subscribed yet? (In case you have already… then, thank you extremely beautiful person!)
Subscribe To The Justin Brady Show »
More Content < Quality Content
Based on my own research, successful content campaigns for clients, multiple BIG Google snippet wins, unseating bigger players, and data from deep analytics data from eWay Corp, the day of quantity trouncing quality is soon to be over. Google and other search engines are starting to reward quality, well-written content instead of assigning a positive ranking for verbose pontification.
Although we can’t be sure how they do it, in our research Google seems to reward a ranking-bump for writing style, clarity, sentence structure, how often a piece is shared, and they are even using their neural networks to reward positive ranking bumps if you use original photography or images.
Truthfully, this is why a decision to hire an agency to write content for you, might actually backfire in an unexpected way.
Don’t hire an agency to write content. Here’s why.
Because search engines are beginning to reward quality content, hiring an agency to write for you will fail to achieve the organic goals you have set. Why? Because your agency isn’t the expert—You are. If an agency can truly write better content, you probably shouldn’t be concerned about content at all.
Hiring an agency to write content will only result in sub-par, verbose, fluffy crap. The added expense only results in more internet junk that no one will ever see or click on. But what if it does rank well? Like that stupid bread article, what if long-winded junk posts continue to do well?
Even if a potential customer, prospects, or future client sees it, they likely aren’t going to be swayed by agency writing fluff. Again, if you are successful at ranking in search engines, and your web visitors go up, it still doesn’t matter if your content doesn’t engage people or fulfill their search objective. They just throw you in the crap-content pile and move on.
Although agencies can’t write great content for you, that doesn’t mean they can’t be a major asset.
The Value an Agency CAN Provide
Agencies, marketing partners, writers, etc. do have value, helping you with your content strategy. While you should never hire an agency to write content, they can be a big ally in editing, directing, and helping you strategize. They can guide your SEO habits, help you assess if your ideas have value, and provide valuable resources. But they shouldn’t write for you.
It’s obviously a balance. The way I do this for clients is to have them write a 2-sentence summary, and who the article is for. They expand to a rough draft, we review together, and I help them with a final edit. This is a perfect balance.
Hi, I’m Justin. I’m a writer, podcaster and entrepreneur. I cultivate & amplify emerging tech companies’ stories, reaching millions of people.
My private contact list is reserved for communicators who want to sharpen their skills with new resources and fresh methods. Email me and introduce yourself if you you want to be added.