Content may be king, but not all of it should be regarded as royalty. Sure, the best of it attracts traffic and facilitates conversions, but bad content runs visitors away. If you’ve decided to outsource writing tasks for your website, don’t drop your money on writing that fails to deliver — you need content that works for you! Ensure your money is not going to waste by considering these questions before you buy any web content.
Does it look professional?
While the internet is famous for reducing phrases to bite-sized abbreviations, quality still matters online, especially when you’re trying to convey a professional point. Frequent and glaring errors in grammar and spelling can quickly overshadow the merits of your information.
Is it well-organized?
Don’t get so wrapped up in optimization trends that you forget who really matters: human readers. Search engine optimization (SEO) trends will come and go, but most visitors will always want easy-to-follow writing that either helps them out or entertains them. Take a step back and assess whether it meets this timeless criteria before you buy web content.
Does it fit into a broader scheme?
Buying and publishing web content on disparate topics does little to encourage visitors to return. After all, they don’t know what you’ll post on any given day and, since you’re posting on so many different subjects, you don’t come across as much of an authority of their topic of interest anyway. However, if you stick to publishing clusters of articles related to a similar theme, you can gather momentum by attracting a readership that is deeply interested in that subject, and you’ll also enhance your credibility in the field.
Does it solve problems?
Few readers want to slog through articles made up of endless self-promotion — they get enough of that through advertisements. Instead, they value a reading experience that they not only enjoy, but which presents solutions they can implement as well. Make sure your articles and blog posts solve problems; it’ll encourage web users to stick around.
Does it encourage discussion?
The web is, as its name reveals, a connected space. It’s little surprise then that websites with strong visitor engagement and ample social sharing on sites like Facebook and LinkedIn tend to perform better than their isolated counterparts. Good articles should not only say something valuable, but they should also catalyze others’ valued participation.
Does it show signs of optimization?
It can be dangerous to get too wrapped up in the ever-changing field of SEO, but it’s also folly to ignore optimization completely. It is possible to have engaging, informative articles that incorporate sought-after keywords into the text so that search engines (and the people using them) can find them more effectively. Your content should appeal to flesh and blood readers, but it should also be shaped, in part, by readers’ search queries, since these queries play a critical role in what people encounter online.
If you have decided to buy web content for your site, you’ll probably be bombarded with options. There’s a lot of it out there. But before you drop money on what seems like a good deal, step back a second and ask: Will this purchase laze around my website, not delivering anything of value, or is this web content that works?