If you have been working in the content creation field, you may have seen a silent shift. The role of content experts is undergoing a significant transformation.
Earlier, they were primarily seen as content creators. But now, the content writers are stepping into a new role as strategic content partners for businesses. The shift towards content strategy consulting reflects the growing recognition that a well-defined content strategy is essential for success in the online space.
In this blog, we will explore the changing landscape of content services and how content writing companies are evolving into strategic partners. Let us dive in to discover how businesses can benefit from this perceptible shift.
What is Content Strategy?
Content strategy expands the role of a content agency from just writing content. It will now include various activities like planning, creation, and publication of the content. 70% of marketers are actively investing in content marketing. This calls for a well-defined and clear content strategy to gain a competitive edge.
Why is a Content Strategy Vital?
A content strategy uncovers answers to many questions like
- What is the persona of my target readers?
- What are their queries, needs, and wants?
- What type of content will help address these queries?
- Where do they most of their time online?
- What is our brand’s unique proposition that helps readers?
The answers will help guide you about what type of content to create and where to put it up for maximum visibility.
80% of the B2B decision-makers want to learn more about potential vendor via content like articles. This statistic also highlights how important is a well-defined strategy in successful article writing.
The Shift from Writing to Strategy
Traditionally, a content writing company was primarily tasked with creating content. Whether it was blog posts, articles, or website copy, their primary focus was on producing high-quality written content.
However, as the digital landscape has become more competitive and complex, the demand for strategic content solutions has grown.
Businesses now realize that content creation alone is not enough to stand out in the digital crowd. They need a comprehensive content strategy that
- aligns with their goals,
- improves brand visibility in the competitive online marketplace,
- resonates with their target audience, and
- adapts to the ever-changing algorithms of search engines and social media platforms.
This realization has paved the way for writers to transition into content strategy consulting.
So, what does this shift entail? It involves a broader and more strategic approach to content. Article writers are no longer just churning out articles. Instead, they are taking a holistic view of a client’s digital presence. This helps them understand their unique needs and craft tailored strategies to achieve their objectives.
What are the main activities in formulating content strategy
[1] Understanding Client’s Needs – A Key Content Strategy Enabler
One of the fundamental aspects of content strategy consulting is understanding the client’s needs. It begins with a rigorous comprehension of the client’s industry, target audience, and business objectives. A content writing company will conduct thorough assessments to gain insights into what sets the client apart in their niche.
This understanding goes beyond surface-level research. It involves identifying pain points, challenges, and opportunities that the client faces. They seek to extract actionable answers to these questions –
- Are they looking to establish thought leadership in their industry?
- Do they need to drive more organic traffic to their website?
- Are they seeking to engage and convert a specific demographic?
To achieve these goals, content writing companies collaborate closely with the client to gather valuable information and insights. They conduct interviews, surveys, and market research to develop a comprehensive understanding of the client’s ecosystem.
Such in-depth knowledge forms the foundation of a strategic content approach.
[2] Developing Customized Content Strategies
Once the client’s needs and goals are crystal clear, article writing companies set out to develop customized content strategies. These strategies are not one-size-fits-all. Instead, they are customized to fit the specific requirements of each client.
A comprehensive content strategy encompasses various elements, including-
2a – Content Calendars
Content calendars are meticulously planned schedules that outline what content will be created and when it will be published. They ensure a consistent and organized approach to content creation.
2b – SEO Integration
Search engine optimization (SEO) is a core component of content strategy. The writers will conduct keyword research and optimize on-page SEO elements. They will create high quality content that aligns with search engine algorithms like E-A-T guidelines.
2c – Distribution Plans with Articles
Crafting exceptional content is just the beginning. The expert writer will also devise distribution plans to ensure that content reaches the right audience through the most effective channels.
2d – Audience Research
Understanding the target audience is paramount. Experienced writers create detailed buyer personas and conduct audience research to know the search intent. This helps them make content that resonates with and engages the intended audience.
Learn more – How to Make Content Strategy Effective for Brands?
[3] Integration of SEO and Keywords in Articles
In the ever-competitive world of online content, SEO is the linchpin that can make or break your digital presence. Experts in content writing services have recognized the critical role that SEO plays in content strategy consulting and have adapted their services accordingly.
SEO integration involves much more than just sprinkling keywords throughout an article. It’s about understanding how search engines work, keeping up with algorithm changes, and aligning content with user search intent.
A content company conduct comprehensive keyword research to identify the terms and phrases that potential customers are searching for. They also determine long tail keywords. They strategically incorporate these keywords into the content while maintaining a natural and reader-friendly flow.
For example, consider a B2B SaaS company that offers project management software. They partner with a content writing agency for content strategy consulting. Through diligent keyword research, the service identifies that their target audience frequently searches for terms like “efficient project management” and “collaborative team software.”
Now that they know the trending keywords, they can create high-quality blog posts optimized for these keywords. This marks the starting point when the company begins to rank higher in search engine results pages (SERPs). With such steps, they successfully attract more organic traffic and ultimately increase conversions.
[4] Measuring ROI for Articles
In the world of business, outcomes matter. Content strategy consulting places a strong emphasis on measuring the return on investment (ROI) of content marketing efforts. After all, clients need to know not only if their content is performing, but also how it is impacting the bottom line.
To achieve this, content agencies employ a range of metrics and analytics tools. Some of the key performance indicators (KPIs) they focus on include-
4a – Traffic Metrics
Did you know that web traffic This includes website traffic, page views, and bounce rates. An increase in traffic indicates that content is driving more visitors to the site.
4b – Conversion Rates
Conversion metrics reveal how effectively content is driving desired actions, such as filling out contact forms, signing up for newsletters, or making purchases.
4c – Click-Through Rates (CTR)
CTR measures the effectiveness of calls-to-action (CTAs) within content. Higher CTRs indicate that content is compelling readers to take action.
4d – Social Engagement through content
Metrics related to social media, such as likes, shares, and comments, provide insights into the reach and impact of content on social platforms.
4e – Lead Generation
For many businesses, content plays a pivotal role in lead generation. Measuring the number of leads generated through content offers a clear picture of its effectiveness.
4f – Sales Metrics
Ultimately, the bottom line is what matters most. An article writing company helps clients track how content influences sales, revenue, and customer acquisition costs.
[5] Content Distribution and Engagement
Creating exceptional content is only half the battle. Getting that content in front of the right audience is equally crucial. This is where content distribution and engagement come into play.
Do remember that content should not remain static on a website. Instead, it should be actively promoted through various channels. These channels may include-
5a – Social Media
The content agency will leverage social media platforms to share and promote content. Doing so lets them engage with followers and build a sense of community interaction.
5b – Email Marketing
Incorporating content into email campaigns will deliver many results. It helps to nurture leads, inform subscribers, and drive traffic back to the website.
5c – Guest Posting
A content writing expert will partner with authoritative websites in the industry. They will collaborate by publishing quality guest posts and thus, reach a broader audience.
5d – Content Syndication
Distributing content through syndication platforms and networks is a good content strategy. It helps to propel its reach and visibility.
5e – Influencer Collaboration
Another great move is to collaborate with industry influencers and thought leaders. This step helps to amplify content reach and credibility.
[6] Staying Updated with Trends
A savvy website content writer knows that change is constant in the world of SEO and digital marketing. They understand that staying updated with industry trends, search engine algorithms, and emerging technologies is essential. This knowledge helps them offer effective content strategy consulting.
The world of SEO, for instance, is in a perpetual state of flux. Google and other search engines regularly update their algorithms. This can have a significant impact on search rankings. An article writer will invest in ongoing education and training. This way, their teams would be up to date with the latest SEO best practices.
Furthermore, they continuously monitor shifts in user behavior and preferences. New content trends emerge every year. These may include voice search, video content, or interactive experiences. The content agency adapts their strategies to incorporate these elements into their clients’ content.
[7] Building Long-Term Partnerships
Perhaps one of the most significant shifts in the relationship between businesses and content writing service providers is the move from transactional engagements to long-term partnerships. You should know that the value of a trusted content strategy consultant goes beyond a one-time project. It extends into an ongoing collaboration that delivers long-term gains.
Businesses recognize that content strategy is not a one-and-done endeavor. It requires continuous refinement, adaptation to market changes, and staying ahead of competitors. Content writing experts understand this need and are eager to build long-term partnerships with their clients.
These partnerships offer several advantages-
7a – Consistency in Article Writing Services-
Long-term partnerships ensure a consistent approach to content creation and strategy. Content development companies become intimately familiar with the client’s brand, voice, and objectives, leading to more effective content over time.
7b – Scalability
As businesses grow, their content needs often expand. Long-term partnerships allow for scalable content strategies that can adapt to changing demands.
7c – Adaptability
In the fast-paced digital world, agility is critical. A writing company can quickly adjust strategies, respond to market shifts, and seize emerging opportunities when they have a deep understanding of their client’s business.
7d – Expertise Transfer
Over time, clients benefit from the expertise and insights gained by the content developer. They become a valuable resource for staying ahead of industry trends and leveraging content for business growth.
To summarize
We have seen how content experts can transcend their role to emerge as a viable strategy partner for businesses in various industries.
The shift from writing content to providing comprehensive content strategy consulting has empowered businesses to get a remarkable competitive advantage online.
As businesses recognize the value of strategic content, they are turning to content writing companies. They can craft compelling narratives. In parallel, they also align content with their broader objectives. The result? Enhanced online visibility, increased audience engagement, and measurable business growth.
Textuar has built competencies to provide valuable content strategy consulting as a part of its skills in article writing services. Connect with us to formulate a winning strategy that powers content as a lead generation magnet for your brand.
