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The result: we really are the better choice

If you want to attract the right audience, engage them and prompt a user to take action on your website, you need quality content. That’s where we come in: We provide top-notch content writing services tailored to your needs and budget.

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The Happy Beavers vs. other services

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Freelancer platforms are an excellent resource for finding freelancers and agencies. However, you must be prepared to carefully screen and select candidates in order to find a good match for your project.

How The Happy Beavers are different

We specialize in content marketing. We select only the best writers, who are experts in their field, and then make sure they deliver content of exceptional quality. We do all the leg work, so you don’t have to.

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Many companies now offer their customers self-service options that allow them to manage their content orders, purchase items online and receive their content quickly. However, you must be able to find the time to manage your orders on your own.

How The Happy Beavers are different

We tailor our services to suit your specific needs. Unlike other leading content platforms which require you to manage your own projects, we handle all stages of your campaigns, from initiation to implementation.

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The Happy Beavers vs. other services

The Happy Beavers

  • Save time – We are professionals at creating content. We will make sure everything is done right so that you don’t have to worry about it.
  • Experts at your fingertips – We have substantial experience in the field, having completed content marketing pieces for more than 100 companies and delivered more than 20,000 pieces of content to date.
  • QA included in all orders – Our skilled staff has been trained in quality assurance processes, making certain that every article you receive meets your unique guidelines.
  • Scalable services – We provide scalable services to handle orders of any size. We can handle a variety of formats, from articles to e-books.

In-house writers

  • Upskill your team – By devoting resources to training, you can develop your team’s skills and improve overall expertise.

  • Own the content creation process – Centralizing your content creation in-house gives you full control over both urgent and mundane issues.
  • Better understanding of the target segment – Internal content creation means you don’t spend time explaining to outsiders what your target market is, how your industry works or what your goals are.
  • Time- and resource-consuming process
  • Difficult to bring all team members together
  • Limited ability to develop multiple content formats
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What will content writing cost you?

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scaling content creation

3 Key Steps Before Scaling Your Content Creation

How to scale content creation is a recurring question among digital marketers. Producing quality content requires time and dedication. These two conditions are in short supply in the competitive business environment, but, to excel on the web, it is essential to scale content creation.

Fortunately, you shouldn’t have to feel like you have reached a dead end. There are proven resources that will allow you to scale your content marketing efforts without neglecting the quality of the pieces. Here’s how to scale your content creation without bending over backwards to do so.

What does scaling content creation mean?

Before delving into the essentials of scaling content creation, it is important to clarify what this concept entails. It is not simply a matter of increasing content production.

Certainly, scaling content creation involves creating a greater number of publications. But that’s not all. You need to make sure that content exhibits quality and can meet your business objectives.

Remember that the key to content marketing is to provide value to your audience. Therefore, to scale content creation, you must offer the user relevant materials, that is, pieces that advise and guide them through their buying process.

When and why do you need to scale content creation?

You may want to scale your content creation for a variety of reasons. Perhaps it’s because you feel pressure from the competition and don’t want to be left behind. Or perhaps because your website’s performance metrics are below your expectations. Essentially, if you want to stay relevant and rank well in search engines, you will need to scale your content production.

Even if your website is generating steady traffic, scaling your content creation will allow you to optimize your marketing strategy. The more visits you receive, the greater the audience demand for updated content becomes.

If, on the other hand, you are having difficulty generating traffic, you will probably need to reevaluate your strategy before scaling content production.

In any case, you should be concerned about the quality and consistency of your content. Search engines are becoming more and more demanding with regard to ranking results. To rank on the first page you will need to make sure you produce frequent publications meeting a high standard of quality.

Pages with increased and better content are the most important tools for search engines. Satisfying both criteria is a real challenge for digital marketers.

To build authority on online platforms, you need to learn how to scale your content creation. You must provide your audience with numerous pieces of original content to stay relevant.

Similarly, by generating quality content, you will reflect the synergy of the work of the content and marketing teams. You will increase the traffic to your website and improve the conversion rate. In short, you will obtain better business results.

Other challenges to scaling content creation

Ensuring the quality of the pieces and producing a sufficient volume of content are not the only challenges to scaling content creation. Given the saturation of information circulating online, many people feel that nothing new can be added. Creating valuable content also means discovering new approaches and becoming familiar with the needs of the audience.

Following market and industry trends is important, but social listening should not be omitted. This is an opportunity for those looking to scale relevant content creation.

The real goal of scaling content creation is to consistently accompany the customer throughout the buying process. To do so effectively, you need to know what they are looking for.

Another challenge in scaling content creation is the dispersion of information. Market intelligence does not always permeate all levels of the organization, making it difficult to gain that knowledge. It is necessary to systematize, analyze and process all this data and convert it into insights for content production.

The inefficiencies of many content marketing projects are due to the lack of alignment between teams. Isolated initiatives that do not respond to an overall business strategy are generated. As a result, the consumer receives different – and sometimes contradictory – messages or activities overlap.

Ultimately, although a fair amount of content is produced, it is not possible to scale it to achieve the desired results.

Three critical steps to take before scaling your content

Scaling content creation requires a strategy, process management and consistent production. Below we detail 3 steps to help you optimize content production effectively.

Step 1:  Consider whether to expand your production capacity in-house or to outsource

To determine whether it is more cost-effective to increase your operational capacity internally or externally, you must assess your current resources. Do you have the necessary tools? Do you have the trained staff available to take on this task? Is it feasible to integrate these functions without disrupting your processes and operations?

Although many organizations prefer to manage all marketing activities in-house, this is not always the most effective solution. You need to openly weigh the pros and cons of each alternative.

While it is possible to hire new staff internally to scale content production, you should consider the implications and costs involved. Another possibility is to fully or partially outsource the process.

There is much more to scaling content production than writing, editing and designing more pieces. The process also involves significant planning, research and project management work. Consider transferring some or all of these responsibilities to a company specializing in content creation.

Of course, the budget is a crucial element, but the task of greatest importance should be recognizing and initiating the option that will help you meet your objectives most efficiently. By outsourcing content creation, you can focus on the priority aspects of your business and, at the same time, produce content on a larger scale.

In certain cases, it may be advisable to opt for a mixed solution. You can delegate the more general publications, which are usually more numerous, to third parties and develop specialized content with your team of experts.

Step 2: Design, optimize and streamline content workflows

Once you have decided how to scale content creation, you need to define the workflow. This organizational tool allows you to monitor the entire process and ensure the quality and timeliness of the processes.

The workflow should cover all steps, from the request to the delivery and publication of the content. This enables you to optimize content creation and make the most of all your resources. It pays to spend time planning because this will result in productivity, efficiency and ROI.

Detail the content production processes

To structure the content production process, break down the work into concrete activities. Assign responsibilities and roles to each team member and define time frames for each task.

Keep in mind that when you consider how to scale your content creation, the main focus is not merely writing more copy. Other steps should be included, such as:

  • Keyword research
  • Proofreading and approval of contents
  • Design of the parts
  • Publication
  • Promotion and distribution
  • Monitoring and measurement

On the other hand, it is necessary to establish work guidelines and communicate them to the whole team. It is always important to define them, but even more so when you outsource content creation. Create templates for recurring activities, allowing you to systematize and streamline processes.

Create style guides

But how does one scale content creation without risking brand identity? Is it possible to maintain a unique tone of voice and recognizable style when others are producing content for you? Of course it is! That’s what style guides are for. These help ensure consistency and continuity in your content marketing efforts. When you establish visual and style guidelines in advance, you can delegate your creation to different contributors without losing its essence.

Finally, define success metrics and generate checklists to help you monitor performance. This is critical when considering how to scale content creation. Don’t forget that this is an iterative discipline, with each execution building on previous results. To keep a pulse on quality execution you need to have reliable performance metrics.

Coordinate the team

Good communication is a must when scaling content creation. Team collaboration and synergy is only possible when everyone shares information and is aligned.

Manage and connect all processes to ensure brand consistency and achievement of your business objectives. Assign a reliable member of your team to take the reins of the project. Manage content creation as an asset of your company.

This means that you should take on this work as an essential part of your business. At the end of the day, content marketing is a mechanism to drive your business forward by offering customers a better experience.

Accelerating the speed of response and ensuring quality are the main objectives in scaling content creation. Remember, to maintain an overview of the process and not overlook details, it is necessary to:

  • Segment content by topics and type of pieces
  • Assign times and persons responsible for each activity
  • Create easy-to-use templates and forms (e.g. to create your content briefs)
  • Design communication and reporting mechanisms for workflow management
  • Use checklists

Step 3: Automate processes to save time and reduce errors

By outsourcing content creation, you can save time and money. Ensure that you minimize opportunities for error as well. That’s why it makes sense to automate processes and reduce manual work.

There are many platforms and software solutions available to make scaling content creation headache-free. Automate repetitive tasks, such as approving reports, tracking, managing budgets or sending reminders.

In addition to ensuring the robustness and consistency of content, these tools can contribute to business growth.

Among other things, they will allow you to:

  • Plan workflows
  • Assign tasks to responsible parties
  • Coordinate internal and external teams
  • Optimize the use of resources
  • Accurately track content production
  • Manage requests and share information with content creation service providers
  • Approve budgets and content pieces
  • Automatically update project status
  • Analyze performance metrics and generate reports

Don’t let the operational details of management prevent you from scaling your content creation and effectively connecting with your audience!

Content Marketing ROI

How to Measure Content Marketing ROI

There is no doubt about the potential of content marketing to boost your business. However, the results depend on the quality of the strategy and execution. Since there is no single recipe that works for all companies, it is essential to evaluate each individual case.

And while it is a generally cost-effective and less expensive practice than other forms of promotion, it does come with some costs. That’s why budget managers pay close attention to the ROI of content marketing.

What is content marketing ROI?

ROI is the acronym for “return on investment.” Therefore, the ROI of content marketing is the amount of money generated by the implementation of a content strategy. It is calculated mathematically by subtracting the costs of design, execution and monitoring of the activity from the revenue obtained.

While the formula is widely known, setting up the measurement poses some challenges. First, it must be determined which design, or means of content marketing, e.g. campaign, channel or type of pieces, should be estimated. The overall result will be the weighting of all the individual values. On the other hand, there are certain limitations to quantifying the return to be explained in detail later.

In any case, it is vital to keep in mind that content marketing is a long-term strategy. In fact, most content plans report a negative ROI early on. Nevertheless, perseverance is necessary as a lack of patience can lead to discarding a useful and powerful business tool.

Why is it important to measure content marketing ROI?

Measuring content marketing ROI or, each of the initiatives, allows you to strategically allocate resources. It is an accurate guide to the effectiveness of actions that will help you to invest your budget wisely.

Providing management with concrete performance data will help you provide data for obtaining the funds you need. Abstract benchmarks, or benchmarks disconnected from the company’s objectives, are unlikely to convince those in charge of managing finances. Speak to them in their language and back up your proposals with numbers. Otherwise, developing robust plans may be hindered due to a lack of resources to execute them.

Explaining that content marketing generates more leads will be fruitless if you can’t demonstrate that contribution. To do so, you must establish metrics that you can test and assign value to them. The same goes for customer retention and authority building.

Admittedly, many marketers don’t know how to measure the ROI of content marketing. In a study released by Semrush, only 35% of participants quantitatively measured the impact of activities.

How to calculate content marketing ROI

The difficulty of measuring content marketing ROI is not related to the complexity of the formula. In fact, the same calculation is used to evaluate other marketing actions:

ROI = (return – total investment / investment) * 100

The challenge is to quantify and associate these values. Unlike pay-per-click ROI, the data is not automatically generated.

It is necessary to define KPIs to measure the actions that generate revenue and to account for all expenses or investment costs. For example, the cost of writing a blog article is not limited to writing the content. It must include the resources dedicated to the strategy and administration of the project as well as the design, editing and promotion of the content.

The contribution of the content to the business objectives also needs to be estimated. This value is equivalent to the performance of the campaign or piece.

In the case of a blog that directs the audience to your e-commerce site, this is simple, but, when it comes to B2B or B2C sales, where there are multiple touch points, attribution is less straightforward. Most likely, different metrics will need to be combined to build your own model to measure the performance of your content strategy.

To determine conversion rate, companies often use surveys and other research tools. If the sample is statistically representative, the data can be projected and figures can be obtained to calculate the content marketing ROI.

Content marketing conversions and ROI

The application of this formula to calculate content marketing ROI involves identifying the following values:

  • Number of potential customers: for example, the number of visitors to your website.
  • Lead rate: the percentage of leads converted into prospects. Let’s say you have an e-book that can be downloaded by anyone registering on the site. Visitors who share your data are qualified leads. Convert that number into a percentage.
  • Average sales price: the average lifetime value of your customers (LTV) or average sales price.
  • Investment or expenditure in content marketing.

Obtaining the data to calculate ROI

You must establish benchmarks, that is, conversion potential and sales value. Company historical data can give you a good indication of this. Look at past results achieved through similar activities. Also take your current sales into account to establish a comparison.

Moreover, determine how many high quality leads you will get and what percentage of them will convert into actual customers. If your conversion rate is 10% and you get 2,000 organic visits per month, you will get 200 leads per month. Then calculate how many of them will convert into leads.

Aim to set realistic content marketing ROI goals that are appropriate to the characteristics of your industry and market. Benchmarks are not universal, as they depend on many factors. The success or failure of a content strategy is contextual.

Non-financial return on investment

While it is vital to track numerical data to evaluate your content strategy, you should not neglect qualitative measurements. Knowing how your audience perceives your brand and how relevant your message is will allow you to refine your strategy.

Be sure to record both financial data on content marketing ROI and non-commercial impact indicators. The Content Marketing Institute broke down the most important KPIs for each type of content. Reactions on social media or traffic to your website will give you clues about your audience. If you manage to connect with your audience and gain their trust, chances are they will become customers in the long run.

Generally, ROI is linked to the topic of sales. But there are other types of conversions, such as likes on social networks or visits to a website.

Focus on metrics that will help you optimize your strategy. Disregard vanity metrics as they only complicate the exercise. If you decide to outsource content creation, pay particular attention to the measurement methodology used by the provider. Consider the alignment of objectives and business vision.

Case study

Reviewing a case study is often the best method to facilitate understanding. Here we see how to measure content marketing ROI:

A fintech company, focused on alternative credit scoring, has commissioned a content provider to write 10 posts. Each piece includes a tracking URL, which directs prospects to a landing page. There, users can request a free financial consultation.

The company paid 500 euros to write the content and spent 100 euros on advertising. The articles generated 10 leads, 2 of which became customers. The company earns around €2,000 per customer.

According to the ROI formula, the first value to determine is the yield. To obtain it, multiply the sales value by the number of effective customers:

2 (customers) * 2,000 euros (yield per customer)

= 4,000 euros (content marketing performance)

Now calculate the costs of the content marketing plan:

500 euros (editorial) + 100 euros (promotion)

= 600 euros (investment)

Subtract this cost from the yield:

4,000 euros (yield) – 600 euros (investment)

= 3,400 euros

Divide that figure by the cost of content marketing:

3,400 / 600

= 5,666

Finally, multiply that figure by one hundred to obtain the ROI value in percent:

5.666 * 100

= 566 %

In this example, the hypothetical fintech company has achieved a content marketing ROI of 566%. Not bad, right?

Best practices when measuring content marketing ROI

Measuring your content marketing ROI will not only help you better manage your budget. It will also allow you to optimize your strategy to drive results. Remember that effective content marketing is content that connects with your audience and positively impacts your business. Keep the following recommendations in mind when analyzing content marketing ROI.

Flexible campaigns

Content marketing ROI is a variable value that depends on the quality of your strategy and execution. For accurate tracking, try to structure your campaigns so that you can make minor modifications without altering the entire plan.

Analyze how these changes affect your results and how they influence ROI optimization. For example, evaluate the impact of calls to action (CTAs) or page design. The more responsive your content pieces are to your audience’s interests, the better your performance will be. Moreover, content marketing ROI will be more positive.

On the other hand, by optimizing your content strategy, you may be able to reduce development costs. You may find that you can reuse pieces, adapting them to other formats. This means you will need less new content, thereby spending less time and resources on its production. At the same time, it will be easier to plan and manage content distribution.

Both factors can be decisive when deciding whether to create content internally or outsource it to a specialized company.

Do not forget non-financial KPIs

Non-financial indicators are fundamental to the ROI of content marketing. The impact of conversions on the generation of qualified leads and consequent sales is, for example, undeniable. It is therefore advisable to keep an eye on click and bounce rates, SEO rankings, traffic and social shares.

While these metrics cannot be directly transformed into ROI data, they can improve the performance of your campaign. Among other things, they can help you identify which types of pieces are most effective or which channels are appropriate. For example, they could lead to an increase in the frequency of your blog posts or the discarding of video production. These decisions will affect your budget and alter your content marketing ROI.

Pay attention to links and their conversion impact

Tracking links will help you better understand conversion. A tracking URL can help you determine where your page traffic is coming from. It shows you how many visits stem from your blog post or search engines. This will help you measure how efficient your content strategy is and guide future actions.

Content optimization 1

3 Keys To Optimize Your Content For High Conversion Rates

Understanding the keys to content optimization is crucial to achieving desired business goals. Optimization can serve several functions, such as ensuring better search engine rankings or guaranteeing conversions.

In each of these cases, the suitable approach and actions to be taken vary. SEO optimization helps to improve rankings by using keywords to drive traffic to your site. Conversion optimization, on the other hand, seeks to persuade visitors to your site to take an action, such as completing a form and providing their contact details or making a purchase and becoming an actual customer.

Of course, it is important to attract visitors to your website. But the attraction leads nowhere if you cannot achieve conversions from it. To do this, you need be familiar with their needs and motivations and help them make a decision. The following describes what are the keys to content optimization for conversion and how to use them to your advantage.

Focus on your audience

The first step is to put yourself in the shoes of your target audience. What are their interests? What obstacles do they face? Where are they in the purchase funnel? Answer these questions so as to best steer them toward conversion.

For these purposes, it is recommended that you create a buyer persona profile. Define it in as much detail as possible and address your audience using appropriate language and terms. Keep in mind that approaching a B2B customer is very different from approaching a B2C buyer. In this case, some informal language may be appropriate to create more familiarity with your audience. This is one of the main keys to optimizing content for conversion.

Think seriously about your CTAs

Moreover, you should pay attention to where and how you present your call to action. It is also necessary to consider where the customer is in the buying journey.

Users at the top of the funnel (TOFU) are not ready to make a decision. Your CTA should be geared toward attracting their attention and building a relationship. Your potential customer is still in the information-seeking stage. Focus on providing valuable content and rule out direct selling for the moment.

Instead, for a customer who is at the bottom of the funnel (BOFU), the CTA can drive the purchase. Consider offering limited-time free subscriptions or downloadable resources such as e-books or demos.

The placement of CTAs is another key factor in optimizing content for conversion. These should, for no reason, interrupt the reading but rather be integrated naturally into the content. Otherwise, they can scare away potential customers by being too aggressive or annoying. Use CTAs to invite your visitors to delve deeper into the topic and get solutions to their needs.

An effective call to action focuses on the potential customer’s pain point and appeals to their emotions. It makes them feel understood. They should believe that you can provide an answer, if not a solution. Consequently, it is preferable to introduce the CTA after establishing a connection with your audience.

Also, be sure to provide reliable data and gently exert your authority on the subject. You must earn the trust of your audience and demonstrate your credibility.

A good CTA is characterized by:

  • Explicitness – tell the reader clearly what they should do;
  • Advantage – explain the benefit of performing such an action;
  • Sense of urgency – by using words such as “now” and “just for today,” the visitor believes the offer is unique and limited.

Present the full potential of your content

In focusing on what are the keys to content optimization, it is necessary to align your proposition with the audience’s expectations. Your content should guide and facilitate the buyer’s journey. To do this, implement the following recommendations:

Write to attract the attention of your audience

If you want to know what are the keys to content optimization for conversion, you should not overlook content writing. Language is a very powerful persuasion tool.

Engage your audience with easy-to-read, well-written copy and relevant information. Create flowing, inviting copy that engages the reader. Use the AIDA model for writing your copy.

Mind the grammar and spelling and use adjectives wisely. Be prudent in your word choice, so the wording is familiar and meaningful to the interests of your audience.

Structure your content to facilitate the understanding of key information

Make it easy for your audience to find sought-after information quickly. The format of the content can be your greatest ally here. Do not hesitate to add graphs, bullets, lists and comparison tables.

Graphic elements can facilitate understanding of the subject matter and attract the reader’s attention. If the content is difficult to digest or uninviting to read, you may lose your audience despite the value of the content. Remember that one of the keys to optimizing content for conversion is to retain your audience.

Avoid long blocks of text and highlight the main ideas. For this, lists are ideal because they allow you to present information concisely, particularly if it is a large amount quantity. Likewise, comparative tables offer, at a glance, a significant amount of data of interest to the reader. Because our attention span is limited, tables are an excellent way to attract the interest of potential customers.

Focus on your audience’s issues

Of course, you will want to talk about your brand your content. However, the focus of conversion-optimized content should be on solving your audience’s issues or concerns.

Although your interest is obviously commercial, your articles should not be perceived as promotional material. Don’t merely list the features of your product or service. Instead, talk about benefits and solutions these hold for the potential customer.

Your copy, however, should not be impersonal. Effective copy is capable of conveying your brand voice without becoming a sales brochure. Conversational copywriting is key to content optimization for conversion. Engage the reader and avoid self-aggrandizement and grandiose phrases. Consider that your audience is really just looking for answers.

Furthermore, bragging about your benefits without putting them in the context of a solution can detract from your credibility. Your message should focus on the needs of your audience, not your company. In short, grab their attention and convince them that your company has the solution for them. Persuade them to convert by continuing on in the purchase funnel.

how to write a blog post outline

How to Write a Blog Post Outline That Sets You up for Success

Sitting before the blank page can be frightening. Even the most experienced writers can go through periods of writer’s block. And since content marketing demands frequency and quality, you don’t have that luxury. Fortunately, there are widely proven techniques, which can help you manage the writing of your blog posts.

A good start is essential. That’s why, before writing the first word, it’s a good idea to plan your work. Today we are going to explain how to write a blog post outline that is well-structured and provides relevant content.

Why should you write an outline for your blog posts?

In addition to avoiding creative block, writing an outline for your blog posts will allow you to optimize and systematize the process. You will undoubtedly have to invest time into preparing a complete and accurate document, but it will speed up the next steps.

When you organize your ideas before putting them into a text, there is less risk of straying from the central focus. This minimizes future corrections and ensures that you do not diverge from the main argument.

Predictably, the user experience will also be improved, as they will find answers to their questions. And, consequently, the publication will be more effective.

On the other hand, if you choose to outsource content writing, you can ensure that you receive pieces that meet your expectations. Providers will have all the information they need to produce successful blog posts.

How to write a blog post outline in 5 steps

When you establish a strategy for how to write a blog post outline it will be virtually impossible for your articles to go off topic. It will be your roadmap to stay on track and guide your audience.

Step 1: Set the title or subject of the publication

You need to define what you are going to talk about with your audience and what the topic of your publication will be. This does not have to be the final title, but it must be specific. At this point your goal is to narrow down the subject matter. Because how can you write a blog post outline if you have not determined the issue you want to address?

For example, “backlinks for SEO” is too broad an object of study. There is a good chance that you will end up creating a generic and ineffective text. In contrast, “How to generate organic backlinks” is much more precise and pragmatic, in the sense that is satisfies a particular information niche.

Step 2: List the key points to be addressed in the publication

To avoid rambling, you should establish the questions your audience has which you intend to answer in your article. In other words, what topics will your publication cover that will lead the reader to the conclusion outlined in the title.

This is a crucial step when writing a blog post outline. Some of these are likely to become sections or H2s of your article. Keep in mind which keywords and phrases you intend to rank for.

Continuing with the example of “How to generate organic backlinks,” we could focus on the following topics for discussion:

  • What is an organic backlink
  • Why organic backlinks are important for SEO
  • Strategies to generate organic backlinks
  • How to optimize a website for better organic links

These serve as the guidelines for writing the publication.

Step 3: Brainstorming

With this starting point, we can begin to nurture the content. We must break down each of the main questions and specify the concepts that need to be addressed in more detail. Brainstorming is highly recommended at this stage.

If possible, involve other team members to make the exercise more productive and possibly more comprehensive. Sometimes we are so familiar with a subject that everything seems obvious to us. A fresh look will enrich your content.

At this point, let the ideas flow and don’t worry if you are not yet completely clear on how to include them. List any additional details that may be relevant. Many questions may ultimately be discarded, but they may also serve to explain or contextualize a main argument. They may even generate a new perspective that increases the value and originality of your content.

To write a blog post outline about organic backlinks, we could consider aspects, such as:

  • What are high and low quality links
  • Domain authority and page authority
  • Backlinks and organic traffic
  • How to avoid low quality organic links
  • How many backlinks should a web publication have?
  • How to convert mentions into links
  • Content and organic backlink generation
  • Links to related companies
  • Inclusion in directories
  • Participation in forums
  • Check backlinks from competitors
  • Guest blogging
  • Repair broken links
  • How to leverage social networks to get more backlinks

As you can see, there is no order to this listing. These are loosely arranged issues that need to be ordered to create flow in the article and be meaningful to the reader. This is what the next step addresses.

Step 4: Group the issues and prioritize ideas

Learning how to write a blog post outline is essentially learning how to organize ideas. Article is already taking shape. Think of the questions generated as

pieces of a puzzle. Group related ideas together and arrange them to create a coherent structure.

In doing so, put yourself in the shoes of your audience. How would you like to be guided through the text?

Some people mark the main and secondary ideas in different colors. Others prefer to use post it notes and write the headings there. You can also use an online tool to create a mind map that will allow you to better visualize the hierarchies and relationships of concepts. Choose the technique that works best for you so you can optimally reorganize the topics.

The result should be an outline that contains main points and secondary ones. There is no general rule about how many sections or H2s a publication should have. This may vary depending on the format and length of the text as well as other requirements. Usually, a publication will have 3 or 4 main segments that are broken down into H3 and H4.

With our proposed topic, we could create an outline to guide our writing similar to this:

Title: How to generate organic backlinks

  • What is an organic backlink?
  • Why organic backlinks are important for SEO
    • What are high and low quality links
      • Domain authority and page authority
    • How to avoid low quality organic links
    • How many backlinks should a web publication have?
  • Strategies to generate organic backlinks
    • Content and organic backlink generation
    • How to convert mentions into links
    • Links to related companies
    • Check backlinks from competitors
    • Guest blogging
    • Repair broken links
    • Inclusion in directories
    • Participation in forums
    • How to leverage social networks to get more backlinks
  • How to optimize a website for better organic links

Writing a blog post outline makes it easy to create a proper reading flow that attracts and maintains the attention of your audience. The content will be presented logically, with a natural flow of ideas.

Step 5: Review, reorganize and eliminate unnecessary issues

If time permits, let your ideas settle. Return to the outline later and review how the structure flows. You may need to reorder or delete a question that adds little to the article or deviates from the topic. Or, conversely, you may find that there are gaps in the information that must be filled.

Now that you know how to write a blog post outline, the actual writing process becomes much simpler. You will only have to write the text of each section because the cohesion and flow of the article have been attained.

Additional tips

Aside from these five steps, some additional recommendations on how to write a blog post outline can be considered. These are tricks that we have learned with experience and that allow us to offer top-notch content writing services. With them, you will not only enhance your copywriting, but you will provide your audience with more relevant content.

Ensure content is scannable

After so much effort to create quality content, you may find it disappointing to learn that people don’t read your texts. Nonetheless, that’s the sad reality. Most people skim through web pages in search of interesting or relevant data.

That’s why digital writing is in a class of its own. Sentences are shorter; there are many bullets and numbered lists, and the language is direct and precise. When writing a post for your blog, try to adapt to these rules to capture the readers’ attention.

Include reliable data or statistics

Surely your original ideas and proposals are extraordinary, but you need to convince your audience of their validity. And nothing is more effective than data and statistics from reputable sources.

As you write the blog post outline, identify the sections that need to be supported by authoritative studies or research. Look for references and note them next to the idea they support.

Write down anything you may need to remember later on

You may come up with many compelling ideas as you are writing a blog post outline. Write them down immediately so you can come back to them later. They may be examples or details that enrich the topic or hook phrases that invite reading. Don’t forget that the ultimate intention is to connect with your audience and motivate them to continue their buying journey.

Consider these tips as the last phase in mastering the art of writing a successful blog post outline.

how to create a content brief

How to Create an Outstanding Content Brief [Free Template]

A quality brief can make the difference between a mediocre result and a text ready to be published. Spending time developing a content brief template will save you hours of editing and multiple corrections.

This is particularly relevant when you delegate content creation to third parties. To be productive, you need to make sure that the pieces will meet all your expectations. Creating a template can be a great advantage when you write the articles yourself because it will help you organize your ideas and stay focused.

Our project manager, Anna Wezwraj, shared the secrets to creating an outstanding content brief with us:

“A content brief should contain all the important details that the participants of a project should know. Its format should be simple and user-friendly for those involved. It should also be brief but very complete. It should summarize all the information needed to develop a piece of content. It should specify aspects such as length, metadata, keywords, preferred style and indication of unwanted content or prohibited references.”

She also emphasized the desirability of providing the general structure of the article or attaching examples of successful copy, “A reference piece will surely help to better understand the client’s needs.”

Free Download: Content Brief Template

This free content brief template is a great starting point for building your own custom content briefs.

Content Brief Template Screen

Useful data for creating a content brief template

1. Suggested or working title and subject

Providing a title suggestion will help the writer understand the topic or angle for approaching the topic. It is important that you inform the writer in the content brief template:

  • What is the purpose of the piece?
  • What angle or perspective should you adopt?
  • What is the message you want to give your audience?

Defining the topic of your publications is a crucial factor for the success of your content. If you are short on ideas or have doubts about the interests of your audience, you can find inspiration in:

  • Your competitors’ content: analyze what keywords they use and try to identify content gaps;
  • Research what are the most frequent search terms on Google and the most frequent queries about your industry on forums and pages such as Quora;
  • Use a content ideation tool to spot trends and breaking news in your industry;
  • Conduct a survey through your social network platforms to identify relevant topics for your audience;
  • Optimize and rework the content published by your competitors, adding updated data and valuable information;
  • Ask your writer to provide suggestions, based on his or her experience and knowledge of the industry.

2. Examples of competitors and links to similar articles

There is an old saying: “Setting an example is not the main way to influence others; it is the only way.” The phrase is sometimes attributed to Einstein, but its authorship has not been proven. Nevertheless, it is certainly a recommendation worthy of a genius.

It is much easier to explain to your employees what the expected result is if you accompany your words with a concrete example or two.

Provide samples of well-written articles with the structure, tone of voice and messages you are seeking to achieve. Draw on both your own copy and that of your competitors to guide the writer in creating new pieces. Include these in your content brief template.

3. Word count: recommended extension for SEO

Although experts have debunked myths about the ideal length of content pieces, it is advisable to set certain parameters. Of course, quality is more important than article length, but each format has its standards. Reading on digital platforms is very different from reviewing texts on paper.

By specifying an approximate word count, you will also be informing your supplier, more or less, of the depth of the content. That is, the level of detail with which the subject should be covered.

That said, it is worth citing the results of the most recent State of Content Marketing from SEMrush. The research indicates that articles longer than 3,000 words outperform shorter articles in terms of traffic.

Although it may seem contradictory, both statements point in the same direction. The higher performance of long articles is the result of a more extensive development of the topics covered. Remember that it is not about writing more but about writing better.

4. Objective

Reserve a prominent space in your content brief template to state the objective of the project or piece. What is the aim to be achieved with this content? The writer should be aware of the purpose of the content and the expected outcome. It is a common mistake to overlook this information.

A post aimed at generating leads should have a direct and obvious call to action. On the other hand, if you want to generate organic traffic, your brand’s approach should be more subtle. Share this information with the writer for better targeted and more effective content pieces.

5. Target customer

Don’t forget to include a profile of your target audience in your content brief template. Better yet, if you have defined your buyer persona, share this description with the writer. Knowing who you are talking to is vital in order to tailor your message to the audience’s language and adopt the right tone of voice.

Apart from the demographic description of your potential customers, provide information about:

  • Buyer’s personality
  • Purchase motivations
  • Needs satisfied by your product or service
  • Points of contact with your brand or company
  • Niche details

6. Keywords

Keywords are the fuel that will allow you to move to the top positions in search engines. It is imperative to research which terms rank best and to define what your primary and secondary keywords will be.

It is also advisable to indicate the desired keyword volume in the content brief template. It is important to clarify that there is no perfect density, as these are parameters that change frequently. Currently, the WordPress plugin Rank Math recommends a density between 1 and 1.5%.

Be sure to include keywords in headings, body text, URL and meta description. Use the keywords with the highest volume in the headings to improve your ranking. For headings, incorporate the average volume ones and leave the lower volume ones for the body text.

7. Metadata

Metadata are tools used to inform search engines about the content of pages or files. In this sense, they function as a kind of index that allows information to be classified and located. It goes without saying that they are essential elements for SEO.

There are some considerations about these tags, especially related to their length. In the case of the meta description, it should ideally be between 140 and 160 words. Meta titles should not exceed 65 characters for display on computers. On mobile devices, the maximum is 50 characters. If you write longer texts, the search engine results page will not display the excess words.

Include a line in your content brief template specifying the data. If you work with an expert content production service provider, you can delegate the creation of metadata to them.

8. Tone of voice

Brands, like humans, have (or should have) an unmistakable voice of their own. The tone of voice is a reflection of the brand identity and, therefore, must be consistent. It manifests itself through the words, turns of phrase and expressive resources used in its communications.

Tone of voice can help you build emotional connections with your audience and differentiate yourself from competitors. It is important to hit the right tone for this to be successful with your audience.

Your content provider should know how your brand speaks so as to produce authentic and credible copy. In your content brief template, you can describe, in broad strokes, the style. Be aware that these are often vague terms and subject to interpretation by the recipient. So the best way to convey this information is to provide examples of previously developed content.

9. Language

If your company operates in several markets, you should include a section in the template indicating the preferred language for your content brief. This will avoid misunderstandings, especially if you work with a supplier that can provide writing services in different languages.

Moreover, in order for customers to identify with your brand, you should also pay attention to regional speech variations. Thus, wherever applicable, it is advisable to specify whether there is a need for adapting content to British or American English, general Spanish or Latin American.

10. Delivery date

Deadlines can be a real source of stress for publication managers. Set realistic dates, considering the time you may need to edit copy and request adjustments. Place this information prominently in your content brief template.

11. Description or outline of the content piece

Developing an outline of the publication is highly recommended. It is important that the writer is fully aware of your expectations. If you have a pre-designed format, add it to your content brief template and fill in the details.

When you work regularly with a writer, you can provide this information verbally, supplementing it with general brush strokes regarding the treatment of the subject if necessary.

12. Specific instructions

In this section of the content brief template, you should indicate specific considerations of the project or article. This is a space where you can, for example, warn about sources or content to be avoided, indicate prohibited words and specify the number of internal and external links. Not only will this save you correction time, but it will also optimize the content creation process.

Although these recommendations are more than sufficient to aid you in creating a content brief template, we want to make it even easier for you. Download our template and fill in the fields with your project information. You will get a customized brief template in minutes.

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Although these recommendations are more than sufficient to aid you in creating a content brief template, we want to make it even easier for you. Download our template and fill in the fields with your project information. You will get a customized brief template in minutes.

how to hire a long term good writer

How to Hire a Long-Term Good Writer

An effective way to boost your business is to hire a long-term good writer. Their skills can be applied to a successful content marketing strategy that will consistently create quality copy. This, no doubt, is time-consuming and demanding. You’ll want to have a copywriter on your team who understands your business and knows how to communicate with your audience.

Not only will they be able to create appropriate and well-written pieces, but they will establish a connection with your audience. Hiring a good content writer for the long term will also allow you to ensure the frequency of your posts. These are highly rated criteria for ranking well in search engines.

Models for hiring content writers

There is no single solution as to how to hire a long-term good writer. There are different hiring models, which you need to evaluate based on your needs and the characteristics of the project. Below we briefly describe the available avenues and explain the advantages and disadvantages of each of them.

a) Hiring a full–time employee

You may think that the solution to your content needs is to hire a full-time writer. As an employee of your company, the writer will have the opportunity to get to know your business in depth. Also, communication with other employees will be faster and smoother, enabling them to easily obtain the information needed to write content.

However, this has budgetary implications and entails labor obligations, which should be carefully evaluated. Keep in mind that you will be committed to paying a monthly salary, even if the volume of work is low. If, on the other hand, you need to produce large amounts of content, a single writer may not be sufficient.

Another aspect to consider is the type of content pieces. Writing for social media requires different skills than writing a white paper. While you might find a versatile writer, it is rather unlikely that the individual will be proficient in all writing styles.

b) Hiring a freelance writer

Recruiting a freelancer is another option for hiring a good writer on a long-term basis. This is a much more flexible business arrangement that frees you from work burdens. Generally, freelance writers charge an hourly or word rate. In some cases, it is possible to agree on a fixed price for the entire project.

This is a scalable model that can be adapted to your content needs and allows for a better use of resources. However, it has its disadvantages as well. With freelance writers, there may be difficulty in getting timely responses. This could lead to some bottlenecks.

Moreover, you will have to invest time in selecting and hiring writers for each assignment. Some writers may have a greater learning curve than others. This is important as you will need to make sure they understand your industry and are familiar with your company’s tone of voice.

c) Hiring a content creation company

What is the best way to hire a long-term good writer without so many complications? A content creation company is probably the easiest solution. In this case, agencies are responsible for recruiting writers and verifying their suitability for each project.

Furthermore, they guarantee compliance with delivery dates and can respond to all your needs. They have a large group of experts available to meet your requests. They also apply strict proofreading and editing criteria to ensure the quality of the content pieces.

The main advantages of hiring a good writer on a long-term basis through a content creation company are:

  • Myriad and diverse talents with the ability to adapt to different formats and industries
  • Scalable services that guarantee on-time delivery, regardless of the volume of work. You can easily contract any format from one social media post to more than 1,000 blog articles.
  • Save time and resources. Content creation companies can handle the strategy, writing or management of the entire project. By delegating all these functions, your team can concentrate on the most important tasks. They won’t have to spend valuable hours of their day coordinating the work of different vendors.

Types of content writers

The second point of this definitive guide on how to hire a long-term good writer refers to the profile of the writer. We have previously alluded to the differences that exist between the different types of texts. Now we would like to delve a little deeper into the subject.

To choose the best talent for your project you need to consider many aspects. Writing skills are a basic criterion, but they should not be the only criterion. The content writer you select must be able to adapt to the style and tone of voice of your business. It is also crucial that they are familiar with the platforms where your content will be published.

In fact, professionals usually specialize in one writing format. Roughly speaking, we can classify them as follows:

a) Blog or article content writer

Blog posts are very effective in getting organic traffic to your website. These types of content pieces should be engaging and provide useful information to readers. They are usually long-form content, requiring research and prior knowledge of the subject matter. Consequently, it is advisable that the writer has experience and affinity with the topic.

b) Copywriter

In advertising agencies, copywriters are responsible for creating slogans for advertisements. This requires excellent synthesis skills and the ability to convey complex messages in short, cleverly worded sentences. Often, they also include calls to action. As such, copywriters are ideal for producing content for social networks, online stores and websites.

c) Technical writer

When it comes to specialized content, it is essential that the writer is familiar with the industry and its jargon. To connect with your audience, you must use their language and master the technicalities of your business. Technical writers can command slightly higher rates, as they tend to be experts in the field.

d) Ghostwriter

Knowing how to a hire long-term good writer is particularly important when engaging a ghostwriter. At the end of the day, we are talking about content pieces that will be published in your name or your company’s name. In other words, the writer’s name will not appear as the author of the text.

Many public figures use ghostwriters to write their books or web pages. Although these are published as works of their authorship, they have, in fact, been written by third parties. Obviously, the signing of a confidentiality agreement and the assignment of rights is indispensable.

Similarly, ghostwriters play a key role in content marketing. To position themselves on networks, brands need to produce a large number of pieces on a regular basis. This is why the work is delegated to several ghostwriters, who must ensure consistency and uniformity of style in the pieces.

Tips for hiring a long-term good writer

Now that you’ve decided how to hire the type of writer you need, you can start looking for suitable talent. This process may be a little more difficult than you think. There are many writers out there, but to effectively narrow down the selection, it’s best to start off on the right foot.

Be sure to clearly define the purpose and expected results of the project. Let the candidates know what their responsibilities will be. Preparing a detailed job description will save you a lot of headaches and avoid delays and setbacks.

Consider aspects such as expected time commitment, workflow, budget and desired training or experience. This will help you filter the most suitable writers for your project.

It is highly recommended that you ask writers to submit samples of their work. This can help you take account of their style and evaluate the quality of their writing. Check spelling and syntax and pay close attention to the organization and linking of ideas.

How to pre-select the best writers

To hire a long term good writer, you will need to verify their familiarity with the project. An interview is an excellent way to obtain additional information before making a decision. As you are likely to receive a large number of proposals, you should make a short list of your requirements.

It is a good idea to create a template that allows you to systematize the classification of prospects. For example, you can create categories such as:

  • Industry knowledge
  • Experience with the format
  • Rates
  • Availability
  • Project requirements (SEO knowledge, mastery of tools or software programs, etc.)
  • Quality of sample text

To optimize the process of hiring a good writer for the long term, be strict with the evaluation. After applying these filters, you should have a list of about 10 potential candidates.

Interview and test work

The interview and test work are the final assessment criteria for hiring a long-term good writer. The interview allows you to assess the candidate’s level of interest and compatibility with the project. So, it makes sense to address issues such as availability and time preferences, knowledge of the industry and references from other clients.

Don’t overlook terms of payment. Some freelance writers may have limitations in issuing invoices or difficulties adapting to your company’s payment policy.

Use the interview as an opportunity to give them a short assignment. Even if you have received samples of previous work, this is your opportunity to see how they respond to a specific request as a small test.

Analyze their ability to create content that is engaging and inviting to read. Assess the richness of the vocabulary and the appropriateness of the tone of voice. The writing test will also provide you with information about the candidate’s ability to follow instructions and accept feedback.

In this brief guide on how to hire a long-term good writer, we have summarized the essentials. On our blog, you will find other valuable resources, which will help you outsource content creation effectively.

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