{"id":42554,"date":"2017-12-07T08:00:00","date_gmt":"2017-12-07T15:00:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-hiring-professional-writer-improves-content-marketing\/"},"modified":"2024-11-15T08:13:17","modified_gmt":"2024-11-15T15:13:17","slug":"how-hiring-professional-writer-improves-content-marketing","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/how-hiring-professional-writer-improves-content-marketing\/","title":{"rendered":"How Hiring a Professional Writer Helped a Specialized B2B Grow"},"content":{"rendered":"

Getting started with content marketing<\/a> might seem daunting to some business owners, particularly those who have smaller businesses. But with the right writer on board, the experience can be less stressful and time-consuming \u2014 as well as a branding boon.<\/p>\n

A year ago, Grant Aguinaldo<\/strong> came across the website for my consulting business, Siteseeing Media<\/a>. Grant is the owner of Envera Consulting<\/a>, a Southern California-based agency that advises on environmental compliance. As you might expect, the industry is highly specialized and loaded with technical jargon, which were two reasons that Grant had a problem finding the right individual to help produce content.<\/p>\n

After trying out several lower-end freelancers, Grant decided he needed to go with a professional, even though his business was still relatively young and his budget tight. However, he believed that content marketing could differentiate Envera from its competitors, so he was willing to make the financial investment. His strategy was to provide value upfront by being completely transparent in how his business works, as well as to share some of the tips he\u2019s learned over the years.<\/p>\n

Here are Grant\u2019s insights into his experience with content marketing, as well as some advice for those businesses thinking of doing the same.<\/p>\n

What drew you to content marketing?<\/h3>\n

It was different. My field is very traditional, with much of the marketing being cold calls. I wanted to stand out from my competitors in how I branded and marketed Envera. I used to work on the other side of the industry, so now I\u2019m actually selling to the person that I used to be. So I know I\u2019m marketing my company differently than my competitors are. My goal is to provide value upfront.<\/p>\n

\"Hiring<\/p>\n

Your blog and newsletter provide lots of behind-the-scenes tips and strategies, many of which are how you tackle your clients\u2019 projects. Why did you decide to be transparent with your content?<\/h3>\n

First off, I was focused on being different. But more importantly, I developed a mentality that I just wanted to help people. I actually didn\u2019t care if you ended up calling me or retaining my firm. I still don\u2019t care. I know that not every business can afford a consultant, but I can still help them. If the content has helped in any way, then it\u2019s done its job, and I\u2019ve done what I\u2019ve set out to do.<\/p>\n

You mention that transparency is part of your content strategy. Do you see any downside to sharing your knowledge?<\/h3>\n

No, and that\u2019s completely counterintuitive in this industry. What I share on the Envera website is viewed as being proprietary or trade secret by other companies. That\u2019s fine. That\u2019s the way they run their business. I\u2019ve decided that I see no downside whatsoever.<\/p>\n

\"How<\/p>\n

How is the content marketing strategy working for you?<\/h3>\n

It helps because people see that the business is centered around content. We had zero clients in July 2014. Today, we have about fifteen clients, plus a few more in the pipeline. We acquired nearly a third of those clients through content marketing, which has not only led to revenue but has helped from a branding perspective. Envera is the only environmental-consulting firm putting out content, which helps the company stand out.<\/p>\n

If you were to have told me a year ago that I would have spent as much money as I did on content marketing, I probably would have been turned off. However, based on the response I\u2019ve gotten from people who have emailed me or sent messages on social media, it\u2019s worth way more than I\u2019ve paid. It helped differentiate the business. My competitors are trying to do it, but I don\u2019t think they\u2019re close in terms of quality.<\/p>\n

\"Hire<\/a><\/p>\n

You first tried working with more junior editors. Tell me about that experience.<\/h3>\n

I had created a large amount of content that I wasn\u2019t publishing because it wasn\u2019t polished \u2014 it wasn\u2019t at the point that I felt it was ready for public consumption. So I went on one of those sites where you hire a freelancer for some piddly amount. Those sites are just a race to the bottom. Their rates were super low, so I guess you get what you pay for<\/a>, because it never really worked out. I would hire people and get a product back, but there was always something missing. I would never get a product I was happy with.<\/p>\n

It took me a while to figure out what I was looking for. I thought that any old editor would be able to take my garbled notes and turn them into something great. Then I read somewhere that there are different kinds of editors<\/a>, and I realized I\u2019d been looking for the wrong one. I was expecting the editor to come back and say, \u201cThis doesn\u2019t make sense\u201d or \u201cMaybe we should elaborate more on this idea.\u201d But what I was getting was like having someone proofread my term paper \u2014 just a redline, and maybe<\/em> some meager notes.<\/p>\n

I probably went through four or five editors before I realized what I probably really needed was a ghostwriter<\/a>, which I knew would be expensive. I wanted someone who could take my material in the shape it was in, read it, make an assessment of what needed to happen to make this a finished product, and then work with me to get it to that point. That\u2019s when I decided I was done messing with low-level freelancers and was going to invest in my content. And I have to say the experience has been awesome. Because everything I\u2019ve ever wanted, you\u2019ve been able to do. And I was really afraid at first, because the content is really technical. But the experience has been exactly what I\u2019d been looking for.<\/p>\n

\"Finding<\/p>\n

How much time do you think you\u2019re saving?<\/h3>\n

It\u2019s really hard to quantify. But now I don\u2019t have to stress about whether or not it reads correctly. You\u2019ve saved me a lot<\/em> of time. What\u2019s really rewarding, and also difficult to quantify, is that my competitors have told me that they read my content. I\u2019ve even been told by officials at government agencies \u2014 the ones who write the rules that I advise on \u2014 that they\u2019ve subscribed to the Envera newsletter. Random people send me emails about how digestible the content is. That\u2019s all because of you.<\/p>\n

It\u2019s easy to sit back and say, \u201cI want to create content.\u201d But to actually put it into motion? It\u2019s really, really hard to do by yourself. It blows my mind how backed up I was. Now it\u2019s pretty simple. You\u2019ve been insanely helpful in getting this done.<\/p>\n

What have been some of the unforeseen benefits of content marketing?<\/h3>\n

One huge benefit is that I can easily send content to people. I often speak with prospective clients who ask me to summarize my points in an email. I say sure, then BOOM! A few minutes later, they have links to five articles on the very topic we were just discussing. It\u2019s such a time-saver. Plus, when the prospect sees not just a few paragraphs with a closing line, but rather long-form content, the response is very<\/em> different. You can\u2019t put a price on that. Just the mere fact that there\u2019s all this content speaks for itself.<\/p>\n

Another benefit is that our SEO rankings have soared since you reorganized the content. When I recently asked my employee to research a topic, our site consistently came up on the first SERP (search engine result page). And the tags index really high. We\u2019ve actually had clients call and say, \u201cHey, we\u2019re in a meeting researching subject X and your website keeps coming up.\u201d My response: \u201cThat\u2019s by design.\u201d<\/p>\n

\"How<\/p>\n

What advice do you have for small businesses looking to start content marketing?<\/h3>\n

Know what you\u2019re getting into. It\u2019s a lot of work, so make sure you have the bandwidth and right staff, freelance or otherwise. You should also have a client in mind that you write to. One of our clients is a maintenance manager, and I write as if I\u2019m talking to him. Well, I used\u00a0<\/em>to write as if I were writing an email to him. Now I just dictate and imagine him sitting in front of me as if I\u2019m talking to him. Then I send the transcription to you.<\/p>\n

More advice: You have to be consistent. When I share Envera articles on my LinkedIn profile, I definitely see the needle move, even if it\u2019s just slightly. I start seeing more views of my profile and more people from secondary connections looking at my content. I\u2019m definitely reaching new people.<\/p>\n","protected":false},"excerpt":{"rendered":"

When competitors actively read your content, you’re doing something right. Learn how the owner of a niche consultancy jumped into content marketing and found just the right writer to help differentiate and grow his business.<\/p>\n","protected":false},"author":136,"featured_media":34325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[154],"tags":[178],"ppma_author":[264],"class_list":["post-42554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive","tag-n-a"],"acf":[],"yoast_head":"\nHow Professional Writers Help B2B Grow | ClearVoice<\/title>\n<meta name=\"description\" content=\"When competitors actively read your content, you're doing something right. 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