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I ran an experiment last year. I had a website with no blog. It had lots of pages on a niche topic, but very few readers. I installed a blog and began posting once per month. In a year, the traffic doubled – (I’ll admit it increased from ‘barely perceptible’ to ‘quite unremarkable’, but you can’t argue with the numbers).
The massive spike around April 2013 was from some experimenting with paid discovery. The second, smaller spike was a particularly controversial blog post.
I think this settles the argument once and for all: A regular content schedule is a sure-fire way to get traffic.
I know what you’re wondering – ‘How does this affect me, the business owner?’
Well, business owner, I’ll tell you.
It means that you should be publishing regular content on your site if you want people to be visiting it. But as a business owner (or marketing manager) you’ll be plenty busy enough with all sorts of other concerns – do you have time for creating a content marketing strategy too?
You need to be producing content – that’s a fact. It’s a thing you can’t deny. I create content for 30 clients – I use the ‘DEAL’ system, from Tim Ferris (author of The Four Hour Work Week):
Define, Eliminate, Automate, Liberate.
Define the sort of content you need. I daresay you won’t go far wrong with one blog post per week and one infographic per month.
You’ll also need to consider sharing and seeding the content as it’s produced. This can be done via the regular social networking channels, but also on targeted interest sites via email outreach.
All of these things take time – hours and hours of time. But only if you do them all yourself…
Remove any unnecessary steps in the programme. Don’t waste your time getting bogged down with trying to design things yourself or write blog posts yourself – there are plenty of people in the world who will do it for you in exchange for money. They are called freelancers and are readily available online.
Think about what you really need to do for the job to work. In fact, I’ll do it for you – you need to come up with content ideas and you need to check it, then post it. The rest can be done for you.
Automation is achieved by setting up a system that handles the tasks for you. In essence, you feed the machine with briefs and it comes back with content. Online freelancing services exist purely to make your life easier, and they’re really great.
My favourite freelancing sites include:
O-Desk is very useful for finding people to do basic tasks – data analysis, basic research, number crunching etc. I use O-Desk for jobs that are too time consuming to handle myself. For example, if I was trying to make an infographic about football transfers (which I am), I’d post the job on O-Desk and find someone more capable and efficient than me to handle the research and analysis while I concentrate on planning the next infographic.
O-Desk also allows you to create teams of people to handle larger ongoing projects. It’s efficient and easy to manage and provides a screentracker so you can make sure your freelancers are staying on task.
Do note, however – O-Desk has a very high number of have-a-go-heroes. They aren’t necessarily qualified in a given field, so although they are competent, you can’t expect them to do more demanding tasks. For basic stuff though, it’s ideal.
Textbroker’s site is fairly basic in functionality, but it focusses solely on copywriting so it’s far more targeted. Prices vary based on the writer’s rating (out of 5). I’ve found some really fantastic writers on Textbroker, but also some absolute stinkers. Usually I have to edit a few things as it’s easier than sending it back for amendments, but it saves a lot of time.
Good copywriters also tend to be good researchers. They’re generally more able to follow a complex brief than their counterparts on O-Desk, so you can offer them more in-depth projects to research.
People Per Hour – covers pretty much every digital-based job, but I use it for designers
PPH is more useful to me than some of my own body parts. I can post a job at 9 in the morning, receive proposals and have the job in the bag before I go to bed that night. People Per Hour has the benefit of knowing where your freelancer is located, so you can target areas that are likely to have more qualified personnel.
For instance, in searching for a designer, Europe has more reliable design schools than other parts of the world, and by choosing someone in Britain I can guarantee we’re in the same timezone, language and operate on the same working hours. It makes the tasks much more manageable.
The site is really fun. You could spend hours looking at the fantastic artwork and designs people come up with. It costs a lot as it’s targeted solely for design and membership is by invitation only so the vetting process is quite thorough.
Hiring works like a traditional jobs list – you post your jobs and people apply.
It is possible to contact the designers for one-off work, but generally they know the value of their work so be prepared to pay for it.
You need to get your content in front of people. Using services like O-Desk will be futile as the workers tend to take the easy option, and language barriers often mean briefs are misinterpreted. People Per Hour is better as you can find people with proven experience who can provide you with a list of relevant sites to contact with a view to posting your content.
Seeding is an essential part of the content process. Making sure your content appears in the right places and in front of the right people is undoubtedly going to reap its own rewards. By building lists of relevant sites to post to, you can automate this process and make sure every piece of content is placed in front of the influencers, sharers and promoters you need.
If you’ve got a bit of budget, you might also consider paid promotion on social media. ‘Boosting’ a post on Facebook, or StumbleUpon’s paid discovery service guarantee the content will be exposed to more people. However, the content needs to be useful and relevant to the audience to gain more traction. If it’s not engaging, people won’t engage with it (click/share etc.) and you’ll have wasted the promotion budget.
As you practice and refine this process you’ll find yourself free to do other things for your business. You’ll be free to chase new clients and more work, and the best part is, you won’t need to do any more work yourself – the system can handle it!
You’ll notice I didn’t mention anything about idea generation – that’s because I think idea generation is the one thing you shouldn’t outsource. You need to make sure your content is completely suitable for the purpose, and you can have a lot of fun coming up with new ideas.