Offering Guest Posts for Your Clients: Why You Should Get Your Writers Involved

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More and more companies are beginning to realize the importance of content and guest posting when it comes to ranking well on a Google SERP, so naturally jobs for writers follow. Last week I wrote an article giving tips to companies trying to create and manage a content team. It can be particularly tricky to make this happen when your company has several different clients and you want to offer content services to all of those clients (this is most typical for a company specializing in SEO or any type of online marketing). In the past the answer was outsourcing this work, but as we move forward we’re seeing that companies want to bring this in-house.

Now ideally you would want to assign one writer to each of your clients, but this isn’t always possible if you have a meager budget. You’re going to want to hire one writer to work with several different clients. This then begs the question: How should a writer manage several different clients; especially if the clients are a part of different industries?

Why Guest Content for Clients Needs the Help of Individual Writers

There are a few different ways that your company can manage writers and content. If you’re simply looking to get content placed onto your client’s website, usually hiring writers and giving them “orders” works quite well. You can have the account manage of that client figure out what content is needed, and then put it out as an “order” for any given writer. With this strategy, no writer is in charge of a particular client.
When it comes to writing guest content, however, I’ve found that it works best to have one writer in charge of a few different clients. There are a few reasons why this often makes the most sense:

  • Pitching and Relationships. Guest blogging is all about going out and finding new websites where you can pitch an article. Once you find something good, you want to maintain that relationship in the hopes of earning future posts on that site. This isn’t easy to do when it comes to authoritative, industry-leading sites. Having one writer maintain that relationship helps keep guest blogging easy and gives writers something more to do than just write (as a side note: from personal experience I’d say this is important for productivity).
  • Organization. I always recommend Google docs when it comes to organizing a content strategy. This allows people to see and make changes in real-time. You can share the document with the manager of the account so that he/she is kept in the loop, but more than anything it’s a great way for writers to stay organized themselves. Have different tabs for different clients, and you can be sure to know what you’ve written and the status of all of those articles.
  • Expertise. Giving writers a select group of clients to write for helps him/her develop an expertise (more about this in the last section).
  • Number of Articles. The sheer number of guest contributions you will need will require a great deal of organization, so it helps to keep writers in the loop by letting him/her manage his/her own contacts and articles. In general, a full-time writer should be able to get around 30 articles live each month (potentially a few less to start).
  • Topic Creativity. You never quite know what topic will work before finding a site to post your future article. You will want to see the site first and potentially talk with the editor before you begin writing. This takes quite a bit of time, so putting it into the hands of an account manager can often be too much and cause communication issues.

Having your own set of writers in-house should help give you more control over the types of content being published (so prioritizing your biggest clients here works well). What content a writer publishes as guest content can play a huge role in that company’s reputation, so it’s important to stay on top of the quality.

Hiring Writers to Help Offer Content to Different Clients

The biggest problem when it comes to hiring writers is hiring a writer who is versatile enough to write about many different subject matters. You may have a client in the health industry who needs content for a website, and then you may have a client in the retail industry who needs content for guest posting.

What many companies try to do is hire a writer with an expertise in a particular industry. This certainly works best, so if you can lump some of your clients into a few different related categories you will find yourself with very qualified writers. If not, don’t sweat it. Hire a writer who really understands writing and being creative. SEO and the idea behind guest blogging is something that can be learned. A good writer should be able to produce some great guest articles (and you’ll likely see these articles get more and more advanced as time continues).

What is your process when it comes to hiring writers for several different clients? How do you make sure everything stays organized? Let us know your thoughts in the comments below.

Amanda DiSilvestro

Amanda DiSilvestro

Online Content Editor/Writer at HigherVisibility
Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility, a... Read Full Bio
Amanda DiSilvestro
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  • Damain

    Never had much luck with guest posts… usually got sub-par content so I quit. Guess I need to reconsider how I do it. Thannks.

    • Amanda DiSilvestro

      Definitely re-consider. I would create an entire “write for us” page where you have specific guidelines as to how a guest post should be written. It’s usually pretty easy to figure out if someone didn’t read that from a pitch, so you will only bother reading quality submissions.

  • Adam Lundquist

    You need writers who know the topic and speak the language. I have see too many poor posts where it is obvious that they were researching the post 5 minutes before and trying to shovel keywords in.

    • Amanda DiSilvestro

      I think that is a great point to make. I do believe that a good writer will be able to learn and thoroughly research an unfamiliar topic; however this doesn’t always happen. You have to stay on them and make sure you’re not getting those sloppy posts that you’re talking about. Thanks for reading!

  • Brett Langlois

    I would definitely say that in-house is the way to go with writers. We’ve faced a number of challenges with quality and deadlines when using writers outside our company. If you keep your writing in-house, your writers will be easier to manage and you can be more actively involved in the process. I’m also of the opinion that a good writer should be able to write on just about any topic, regardless of their level of expertise.

  • Amanda DiSilvestro

    I completely agree with everything you just said–there are certainly some third party sources that could do a good job, but it’s the in-house writers that can do a great job. Thanks for reading!

  • Sahil

    Hiring a content writer who is a subject matter expert in the clients niche is very important especially in getting them to write guest posts on high quality and relevant sites to get quality backlinks and traffic. A content writer who can literally write on any topic cannot produce quality content in all the niches and the end result will be like writing a content for the sake of writing it.

    • Amanda DiSilvestro

      It’s certainly ideal to get someone in the niche of your client, can’t argue with you there! I speak from personal experience with my own writing and the writers that I have managed in the past, and there is no denying that the writing does start out shaky. It’s not the best at first, and for many, this is unacceptable. However, I do believe some writers can really get the hang of an industry the more they research and write and try things on their own. It takes a while, but it’s not impossible. Just my opinion–thanks for reading!