Businesses hoping to use content marketing should consider expertise and style as primary factors when deciding who to use as a content producer, industry expert Joe Pulizzi suggested in a report from EContent magazine.
Brafton recently reported that more than 80 percent of companies plan to use content marketing moving forward, while 72 percent said they will hire creative and editorial professionals to manage web marketing campaigns.
Making a decision in terms of who to work with can decide the eventual success of any content marketing campaign. Choosing content writers with a strong knowledge of an industry and an ability to speak to specific target audiences will help companies choose and hit the target with their articles.
For businesses planning to use news content marketing, content writers with experience in journalism are ideal. Since the initiatives are often dovetailed with SEO and other search strategies, focusing on the development of information-rich news content marketing will be more beneficial than promotional articles.
Google’s Matt Cutts said at last week’s PubCon Las Vegas conference that overly promotional web pages would be less likely to rank well than informative pages. Using content writers with a strong understanding of news can help businesses provide search crawlers and, more importantly, prospects with the type of copy likely to boost SERP standing.
