You may have heard of search engine optimization (SEO) and content marketing as two separate strategies. But if you take a moment to think about it, that’s like separating trees from a forest. Not only is it impossible, but it misses the point entirely.
Content is how you achieve quality SEO—and posting well-written, optimized content regularly is one of the most effective online marketing strategies available.
Why does good content matter?
Businesses that publish more than 16 articles per month see over three times more traffic and over four times more leads than companies that post four or fewer. Moreover, the majority of all online purchases are made by customers who read or engage with website content.
It’s clear that content is crucial for marketing your business, but why is it so effective? Consider these three reasons:
- Reliable and engaging content encourages your customers to visit your website often.
- Longer, high-quality articles allow you to target SEO keywords naturally.
- Regularly posting content gives you great material for social media marketing efforts.
Excellent content helps your website rank higher in search results on Google, the world’s most popular search engine. But more importantly, it helps your brand build authority with your audience and provides a foundation for every other part of your marketing efforts.
The web is full of mediocre content, to the point where most people only spend 37 seconds on any given article. Articles that keep people’s attention correlate with a higher rate of engagement and a better return on investment (ROI) for marketers. Long story short: content is valuable when it’s good. Otherwise, it’s a waste of effort.
How to Get Unique Content for Your Website
Understanding the importance of excellent content is one thing. Knowing how to get content for your website is another. Here are five strategies to build consistent, high-quality, and publishable content for your website.
1. Hire a Writer
When you’re looking to increase your posting schedule or start generating top-shelf content, hiring a writer is typically the first thought that springs to mind. Instead of taking the time to produce content yourself, you can outsource to someone who has specifically cultivated the skill skilled in creating high-quality material.
Hiring a writer allows you to connect with a professional and work together to create content that meets your needs. Plenty of freelance writers are willing to produce content for businesses of every size. A writer with experience in your niche can help you plan your content strategy and even research new SEO keywords to target.
The trick is finding a single writer who can provide your business with the experience and knowledge you need. If you choose to hire a writer yourself, you either need to work with freelancers on short contracts or onboard a new employee.
Either way, you will be paying for these experts’ time and effort at a negotiated rate. Remember that you get what you pay for, and good writers aren’t cheap. If you find a writer offering to write at a rate that’s too good to be true, you’ll probably wind up with poorly written or plagiarized content.
To avoid this, spend time vetting potential writers. Once you’ve moved past the hurdles of recruiting, hiring a writer is one of the most effective methods of getting awesome content on your website regularly.
2. Use a Content Creation Platform
If the idea of having a dedicated writer is appealing but you’re concerned about the work involved, consider using a content creation platform.
Working with a content creation platform like Compose.ly means more time to focus on your area of expertise.
These platforms have already scouted and put together teams of writers with proven track records in your niche. Because of this, you also benefit from significantly better availability. Instead of pushing one writer to fill your website, multiple writers on one platform can work on creating fresh and exciting content from different perspectives.
Some content creation platforms do even more than content creation. They might also offer:
- Editing. Many of these services offer editing as a part of the writing package. The result is polished content for your site with minimum effort on your end.
- Content strategy generation. If you’re struggling to find enough topics to create content regularly, you may be able to work with your content creation liaison to build a content marketing strategy going forward.
- SEO assistance. The right content creation service can often help you identify high-value keyword phrases and target them more effectively.
- Proven results. A trustworthy content creation team often has case studies showing how they’ve helped other brands. You’ll have more peace of mind knowing your content is in their hands.
3. Reuse Email Responses
Regardless of who’s writing your content, you’ll need to get topics from somewhere. If your business has been around for a while, you’re probably sitting on a treasure trove of topics without even knowing it: your email inbox.
For example: For website pages like your FAQ, your customer service email account is likely bursting with questions and answers. Use your email responses as a basis for possible web page content and blog titles.
If you regularly get questions on specific topics, you may also have found how to get unique content for your website with a minimum amount of effort. People who are curious enough about something to email your business are probably searching for it online as well, making that subject an excellent choice for content marketing.
4. Repurpose Quora Answers
Quora is a question-and-answer website where people can ask about things that interest or concern them.
Answers on the site are generally well-written and well-researched, but they don’t necessarily support your marketing efforts if you leave them there. If you or any experts in your business have written relevant Quora answers, you may be able to use them as quality content with a little editing and formatting.
You don’t have to stick with your own Quora answers, either. If you check Quora for topics related to your niche, you may find unanswered questions that would make good article topics. Once these articles are posted, go back to the question and post a link, guiding future curious people to your website.
On the other hand, if you find awesome Quora answers that others have written, you can reach out to the author and ask for permission to post it on your website. This strategy can help you network with creators in your niche and potentially build relationships with future guest authors. Make sure to get written permission to use the answers so you can avoid copyright problems.
5. Invite Guest Authors to Write for Your Website
If you’re looking for a good way to quickly build both your site’s authority and content, getting guest authors to write blog posts is an excellent strategy.
Your niche likely has a few well-known, trusted people whose opinions and knowledge are trusted by the community. In larger niches, there may be lots of people with relevant expertise. Having some of these experts write content for your site is a great way to get both engaging and high-quality content.
Even better, guest authors can give your website more exposure by letting their audience know that their work was published on your site. You can get some serious SEO benefits from the cross-promotions and backlinks they can provide, too. However, this writing relationship often has some stipulations.
Guest authors may charge a significant fee for their time and effort, especially if they are famous or extremely busy elsewhere. You may also find that they have demands regarding publicity, such as putting their article front and center on your website for a certain amount of time. Less well-known guest authors may simply ask, “Can you write content for my website too?”
Every writer will have their specific requests, so take the time to work out the details in advance.
Fill Your Site With Amazing Content and Watch It Grow
Getting a website off the ground can seem intimidating, but it doesn’t have to be. There are plenty of ways to get awesome content for your website quickly, like:
- Hiring dedicated writers to give you content regularly
- Using content creation platforms
- Reusing well-written email responses or mining your email inbox for ideas
- Repurposing Quora answers
- Working with guest authors to cross-promote your content
If you’re trying to build a website that your customers trust and search engines love, filling it with engaging and useful content is your best bet. Don’t worry about getting enough content for your site—there are so many options available out there. One or more is bound to work for your situation.
This article was written by Compose.ly writer Gabrielle Hass.