It goes without saying that we’re huge proponents of blogging for business. And, if you’re reading this post, then you probably are, too. If you’re a marketing or SEO agency, then you’ve probably mistakenly taken on that client.
You know the one. “Oh, we can handle that blog post/article/copy. Just let us do it!” they enthusiastically exhort.
There’s just one problem. They can’t.
Which is a little awkward for everyone involved. Plus, everybody ends up taking the proverbial haircut. Here are seven reasons our team at Content Equals Money believes clients should never (with very few exceptions) write their own content. If you’re an SEO or marketing agency, you can save yourself and your clients lot of time and money by heeding these warnings.
#1 They Don’t Know How to Write.
Okay, you know it’s true. No, you can’t flat-out say it to your client. Sure, you could casually email them a copywriting classic like Demian Farnworth’s 10 Ways to Write Damn Good Copy, but is that really going to turn the situation around? Many people – despite their MBAs, great conversational skills, and all-around intelligence – just can’t write.
#2 They Can Write… But Not for the Web.
… Then there are those who can write, but don’t know how to write for the web. This problem – as far as generating blogging results – is essentially the same as not being able to write in the first place. The only difference is that a natural writer can always be trained to write for the web. But time is money here!
#3 They Can’t See the Forest for the Trees.
How many hours have I spent on cover letters, pitches, web bios, and tell-me-about-yourself essay questions?
Writing about yourself is difficult; it’s uncomfortable; and we all spend way too much time on it. When the client turns over the writing reins to someone who doesn’t have the same emotional attachment, the writing will happen a lot faster.
#4 They Don’t Have the Time.
“I’m a writer, so I should have a blog about writing,” I naively said to myself a little over a year ago. Twelve months and 8 or 9 blog posts later, I had to admit that plan didn’t go over too well. When people are busy with work and business, they usually don’t make the time to also blog about their business – no matter how well intentioned they start out. Of course, someone who’s hired to do the content writing will always make the time.
#5 They Make the SEO Agency Do Extra Work.
If you work for an SEO agency, then you know this is true. Ever had this conversation?
Client: “I want to start a blog with a strong SEO component.”
Agency: “Great, let’s do it!”
Client: “But, I want to do the writing myself because I know my company best.”
Agency: “Uh, okay, what do you know about SEO?”
Client: “Nothing. I’ll just do the writing, and you can do the SEO.”
Agency: “Well, they’re kind of connected. You can’t really separate th–”
Client: “Don’t worry about it! You’re the expert!”
Many clients think that SEO is magic – like you just sprinkle it over a finished product and enjoy terrific results. But, when you have this kind of situation at play, the SEO agency ends up spending just as much time – if not more – rewriting and fighting with the end client, which is why we always advocate for SEO agencies writing for themselves or partnering with a writing agency.
#6 They Don’t Really Understand Plagiarism.
It always surprises me how many clients don’t understand the significance of original content. Like practically every self-respecting writing agency, we always run clients’ content through Copyscape, the leader in duplication detection software. Duplicate/plagiarized content is penalized by Google, which means it will never achieve the results that the client wants from SEO writing.
#7 They Cost Themselves More Money in the Long Run.
When all – or some – of these reasons converge, your clients will end up costing themselves more money in the long run. When it comes to SEO and content writing, encourage your clients to leave it to the professionals. It will save time and money, while achieving better results.
How have you persuaded a DIY client to see the light?