Like a shop window, a company's website must constantly offer new things.
Indeed, the user's browsing experience should be as close as possible — with its own means — to the pleasure of wandering and taking the time to "shop". What you aim for by providing high-quality text content, in quantity and on a regular basis, is not directly sales: it is the user's attention time, their immersion in your brand universe, and the quenching of their thirst for knowledge.
Some enjoy wandering through department stores; that doesn't mean they try on every garment they see. The same should be true of your site: offer many article headlines, recent and impactful, so your visitor has the widest possible choice without having to leave your site.
That's why today, the content writing has become one of the essential pillars of customer loyalty. A talented popularizer, an SEO pro, the web writer external partner asserts itself as the essential ally of any company present on the web.
Do you need a freelance web writer?
Yes. Any other questions? To answer you in more detail, even if you possess all the qualities required to be a good web writer and even if there is an employee within your company in charge of content writing, it is preferable that you call on an external writer.
Writing good articles takes time — time you won't have to devote to your core business if you write your own content. Even if you have an internal writer, an external professional of web writing external will come to support your employee.
Results:
- you will no longer publish sporadically during holiday periods
- you hire the services of a professional who brings their expertise and an external perspective on your content strategy
You know this: content strategy has become indispensable to inbound marketing. Don't succumb to the temptation of saying to yourself: it's my native language and it's my company, so I can very well write articles about it myself.
It's precisely because you are so close to your business, even because you are one with it, that you should hire an external writer who possesses the quality you lack: perspective.
What are the advantages of working with an external web writer?
1. Save time and money
"Don't put all your eggs in one basket," the proverb said. In the event of a temporary failure, work with multiple writers is a guarantee of security. As reinforcement on a project or to carry out regular tasks, the external writer allows you toincrease your publishing frequency. Solicited by e-commerce professionals when launching their new collections, they are also called on to regularly supply a company blog.
This is exactly why the flexibility of a freelance writer is valuable to you.
To avoid the downside of this flexibility, namely that you never know in advance the strengths or weaknesses of a writer, you can turn to platforms such as Redacteur.com, which preselect professional freelance writers for you and handle the client relationship.
If you are a small operation without a dedicated editorial team, occasionally hiring an external writer lets you obtain quality content quickly, without the economic and social burden of having to put someone on the payroll.
If you are a larger organization, external support can be welcome during busy periods, when one of your writers is absent, or even over the longer term to provide an outside perspective.
2. Bring fresh ideas
The "outside perspective": now that's a valuable contribution. Indeed, even if you have an internal team of professional writers, they are immersed in the daily life and values of your company. It will inevitably happen that, despite their professionalism, they become "short-sighted," and their ideas renew less easily.
An external writer will bring an interesting dual asset: first, their own stylistic touch; second, they've "paid their dues" working with other companies and can therefore put elements learned from competitors to your benefit.
As you know, robots Google's indexing hate and penalize the " duplicated content ». But it goes even further: their close reading is now able to showcase original content, hence the importance of regularly changing the style and ideas in your publications.
3. Guarantee of receiving optimized articles
The professional writer is concerned with all aspects of their job, and among them is the organic SEO. Semantic cocoon, expanded lexical field, relevant keywords, logical structure of the text… the writer focuses on what might seem like details to a novice, but which greatly affect the text's SEO.
In short, the professional writer answers a dual challenge: perfection in spelling and grammar (for human readers), and a solid semantic, lexical and logical structure aimed at Google's crawler robots. Far from being mutually exclusive, these two aims converge.
They nevertheless require all the know-how of a professional, to avoid favouring one (the pleasure of human reading) to the detriment of the other (an article's SEO performance). For example, keywords must be inserted as naturally as possible into a text, without "showing off" an overly visible SEO framework that is unpleasant to read…
4. Follow an editorial calendar
Follow a editorial calendar : in all honesty, are you ready to add this constraint to your schedule that is already bursting at the seams?
You'd be better off lightening your load by delegating this constraint (a real constraint, given the time required to write a good, exclusive and impactful article) to a professional writer. But then, what is the purpose of an editorial calendar? It provides a clear agreement between you and the writer. It can be easily integrated into a project management tool and give you visibility of the writing process at different stages.
Next, an editorial calendar is essential for timing your publications. Indeed, you need to alternate “cold” content (in-depth articles, academic fundamental research analyses, etc., highly reliable and slow to change) and “hot” content (pieces on topics more sensitive to current events’ fluctuations).
In addition, you also need to publish regularly to show Google how active your site is and that it is continuously updated.
Consider repurposing old content by changing the format (a podcast turned into an article, a white paper condensed into a cheat sheet, etc.), or updating older posts to preserve their SEO value.
5. Build customer loyalty
Your online visibility goes through your content. Publishing blog posts and status updates on your social networks or sending email campaigns are necessary to retain your customers and attract new readers.
By entrusting this work to an external writer from Rédacteur.com, you ensure you deliver more objective texts to your readers and clients. Too involved in your work, you can sometimes lack perspective on matters related to your activity. A good freelance web copywriter will follow your instructions while also bringing creative suggestions.
Interesting content published on an explicitly regular schedule will create a double pleasure for your reader: the pleasure of satisfying their thirst for knowledge on the one hand, and the pleasure of ritual and a recurring appointment on the other.
This “reading pleasure” for your visitors aims to create a virtuous SEO cycle: readers convinced of your expertise will spontaneously talk about you to their network, on social media, and may even publish external links to your site on their own websites — a form of endorsement that boosts your SEO by making you a credible site, validated by your peers in Google’s eyes.
6. Increase the ROI of your content strategy
Let’s not kid ourselves: behind publishing an article or sending a newsletter is often the desire to increase sales. The web copywriter knows how to make your attractive content appear appealing to your clients or prospects. Arousing interest and then creating desire is an art that only the best copywriters master.
They will strike the right balance of information and mystery to capture your audience’s attention, and include a call-to-action so natural that your reader will move from prospect to client, even ambassador, almost without realizing it.
7. Improve your company's brand image
Your content is addressed to your clients, but also to visitors who, even if they do not need your services immediately, might call on you one day. The external web writer will help you to build a loyal readership who are interested in your field.
By regularly publishing content that speaks to them, they help position your site — and therefore your business — as an authoritative player in your market.
You will be seen not only as pleasant to read, but above all as an essential expert in your field.
Naturally, your readers will tend to turn to you for technical questions or requests for advice.
Our tip
Are you considering hiring an external writer to strengthen your team or to outsource all of your content writing ? Redacteur.com hosts several hundred professional web writers. Order your texts quickly and choose a writer from the various applications received to write your content.
