By default, website content duties tend to fall to the founder of the company.
In some cases, this can work quite well – just look at Neil Patel or Eric Siu.
But the reality is that founders often have better things to do, such as marketing or business development. They would prefer not to be working in the business, but rather on it.
Plus, if you aren’t good at writing, or if you don’t enjoy the process, you’re going to end up loathing having to churn out new content – especially if you’re trying to publish new blog posts regularly.
So, who should write your website content? Here are several options to consider.
No one knows your company better than you do. As such, having an in-house team handle ongoing content duties might be the best way to generate quality content consistently.
The issue is that you may not already have an in-house content team, in which case you would need to establish one. You would also need to work from the ground up to develop systems, a strategy, and a schedule.
In-house teams can become incredibly effective over time. But often they require the most time to set up too.
Ghostwriters or Content Agency
There are many ghostwriting services available. They will generate content for you and charge a fee, but the content they create will be yours to do as you please. Ghostwriters do not require credit for their work.
There are, however, some things you should know about working with ghostwriters. For one, you’ll need to provide specific instructions if you’re expecting the content to be anything out of the ordinary. For another, it will take some time for them to learn your branding, style, and voice, so you would need to be patient with them.
There are also content agencies that can create content on your behalf and are knowledgeable and skilled at what they do. There’s a good chance you will pay more to work with an agency, but if they are a good fit, they won’t do wrong by you.
Contractors or Freelancers
Working with a contractor or freelancer is a lot like working with a ghostwriter. The main difference is that you’ll need to determine what the exact agreement will be.
Will you give the writer credit for their work? Will you be working with them on an ongoing basis, or will you be hiring them for one-off projects? How will you be compensating them? These terms are often negotiable.
It’s easy to find contractors to work with on sites like Upwork and Freelancer.
A Combination of the Above
The best solution isn’t always the most obvious. In some cases, it may be best for you to use a combination of the above methods to get your content needs handled.
For instance, you might write some content in-house while ghostwriters generate additional content to help you build your archives. You might outsource all your content writing duties but run all the content through an in-house editor to preserve your brand voice.
There are no hard and fast rules when it comes to developing content for your website.
If you are skilled at writing, and you enjoy the process, there’s no reason why you can’t be the one creating the content. But if you loathe writing and have trouble keeping up with ongoing publishing duties, it may be time to hire someone that can help.
From freelancers to ghostwriters, there is no shortage of options. The right one largely depends on your budget, fit, and how much content you need to be written.
Who writes your website content? Is this method working for you?
Let us know in the comments below.