Friday, April 19, 2013

How to Get Quality Content from a Busy Client

by David Brown
webmaster / copy writer

Logion Web Design

Of course everyone knows by now that quality content associated with a web site or social media is important for SEO and internet marketing. How can you get this quality content when you are writing for the client and they are too busy to offer any time for it?

 If a business owner is too busy managing their business, chances are that they are too busy to write authoritative articles about their industry. I know because I am one of them and my industry is internet marketing, SEO ,and copy writing. I create time to write because I love writing.

As an SEO copywriter, my clients range from attorneys to funeral homes to remodeling contractors and a vintage meat market. The monthly blog for the vintage meat market - The Butcher's Blog - contains various bits of news, announcements, specials, pictures of meat recipes, and links to their web site, Facebook page, and Twitter. Although it takes time to plan out and write, it is not as demanding as a DUI attorney blog, or a remodeling blog. 

For the DUI attorney blog, in addition to asking him for case studies, for one blog I researched the Oregon statutes, found a new revision that was just passed, wrote on it, and got the attorney's approval to publish. 

For an assisted living facility who had a zero deficiency inspection status from the State of Oregon I researched the full aspect of the inspections, wrote a news release and a blog about it, and published it.

I research the industry, other articles, and think of catchy titles such a Bathtubs Unplugged, or Harry Potter Webmaster. The title can lead into a focused discussion of a topic, with a reference to the title within the topic to make it relevant.

Besides researching the industry, I put on the hat of a reporter and interview my client, asking leading questions that may result in a topic or two for a blog. Using these questions and answers, and a bit of creative thinking and writing, I work to write, edit, and revise until it becomes a quality blog/article that has relevance and interesting educational information. 

Getting quality content from a busy business owner can be like pulling teeth sometimes, but that is what they hired us for, and sometimes to do the job we need to put a high priority on those emails, talk to them on the phone, and use strong perseverance to get the job done.

The SEO aspect of the copy writing includes the integration of researched keywords to make sure that they have the most traffic based on Google stats.Once a blog is written, then during the editing and rewriting I can include a few keyword phrases if they blend into the content. 


The Google updates titled "Panda" and "Penquin" show that Google is serious about people trying to take short cuts to get better page ranking such as buying links that have strong "pr" value. They penalize sites for doing this. Here's some basic tips from Google on content:

"The best way to get other sites to create relevant links to yours is to create unique, relevant content that can quickly gain popularity in the Internet community. The more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. Before making any single decision, you should ask yourself: Is this going to be beneficial for my page's visitors?"
(from Google)
It is not only the number of links you have pointing to your site that matters, but also the quality and relevance of those links. Creating good content pays off: Links are usually editorial votes given by choice, and the buzzing blogger community can be an excellent place to generate interest."
(from Google)

The key here is to "create unique, relevant, content" that may become "popular" in the Internet community of your target market. Blog/ articles and news releases  are the best way to do this. Getting them to be popular is just as much of a challenge for a busy business owner.

Getting quality content from a client is knowing what questions to ask, doing your research, and keeping the busy business owner engaged in the process. Sometimes outside help is needed. When professional help is engaged, make sure to answer questions and help the copy writer or SEO consultant get good quality content to represent your business.

David Brown

webmaster / copy writer

Logion Web Design
Portland-Salem 503-302-2333
Eugene - 541-953-3360