Brad Vinning, a partner at ClarkeKann Lawyers, was frustrated. The blog post in front of him was functionally adequate but it just lacked… je ne sais quoi! He thought that outsourcing his blog content would solve his time problem, but how could he publish this?
Like many professionals, Brad had outsourced his blog post to a qualified writer in India. He figured that if she was a subject matter expert the $200 or so he paid for the blog post would be worth it. Turns out he was half right.
Typical blog content outsourcing issues
What came back to him was a fairly sterile blog post on his chosen topic. The information was solid but it just wasn’t all that interesting and Brad knew that if this blog post was going to have any impact, it had to capture his ideal reader’s imagination.
Taking a more collaborative approach to blog content
Brad then remembered a conversation he’d had with me about Writally at an event, so he signed up for an account and requested a content recipe for the same topic. His request was for a How To Blog Post – Beginner’s Guide.
Requesting his content recipe took all of two minutes and then when he received it, he quickly got to work rewriting the blog post. He drew upon the research that the legal writer in India had done but the content recipe prompted him to add in stories and anecdotes that added intrigue for the reader.
Using the content recipe, Brad was able to quickly finish the blog post and publish it. The result was his post was shared and liked on LinkedIn over 24 times and it was republished in the Internet Law Bulletin. This expanded Brad’s reach and attracted new potential clients to his law firm.
Since then, Brad’s team have engaged me to run two workshops, and since then the firm has published many engaging blog posts. They’ve also been using Writally regularly to speed up the process and give them ideas for how to approach each blog post.
Outsourcing blog content vs DIY
There is definitely a place for using outsourced writers for blog content, especially for research and fact-checking. However, if you want to make an impact with your blog content it needs to have your authentic voice and tell your stories.
When you’re an expert at what you do, potential customers are more likely to engage you if they feel a sense of rapport and trust. That simply cannot be achieved when you outsource all of your blog content creation to a stranger. Creating blog content needs to be a collaborative process at the very least.
What I’ve seen work really well is providing the content recipes to the subject-matter expert and then polishing their blog post for them once they’ve written the first draft or even just given us the dot points. We’ve done that with a few clients and the result has been a much faster and less painful collaborative process for completing expert content.
Over to you
If your blog content isn’t gaining traction, I encourage you to put Writally to work and track your results. If you would like more support, like editing and collaborative writing support, please just contact us and we’ll be happy to discuss your needs.
ps: Huge thanks to Brad Vinning from ClarkeKann for his permission to publish this post.