Why should you develop quality Content?
Just mention content writing to them, almost every marketer will be quick to say ‘Content is King’. Some marketers would do the extra mile by throwing a few more fluffy words like ‘Content Strategy’ and ‘Content Roadmap’ in a bid to impress you, the potential client.
Try to Google or Youtube the word “Content”, you would really know how the hyperactive internet marketers are going over-the-top to prove that content development is the end of the world.
However, these terms are more like buzzwords to a lot of entrepreneurs who have had a bad experience with content writers, especially it’s the case in the UAE. As a result, some of these businessmen now do not pay much attention to a proposition about content.
Needless to say that many business owners are also not aware of the importance of content creation, let’s say, for branding.
On the other hand, there are business owners or managers who really think that content writing is filling a few pages on their website. For them, the website is just their new business card, rather a fashionable one.
In the worst case, you have someone across the table who knows about content creation but would like you to work for them almost for free.
If you are pitching this type of prospect(a potential client), then you risk losing your time and resources as he/she does not appreciate your service. The best course of action is to stay away from such clients.
I can say that the situation is particularly difficult in Dubai when it comes to content creation or content marketing.
Why Quality Content Writing Services are difficult to sell in Dubai
As I mentioned before, the business owners or managers who do not understand the importance of content, would present you an interesting challenge. It is a matter of trade-off between customer acquisition and the profitability.
First, if you have to educate them, it is a lot of work and also you are not sure if they would sign up for your service.
Second, once they understand it they would most probably snub you by cutting your quotation by 50-80 %. You know why they are likely to do that. Actually, they go online and find that they can get a freelancer to write an article for $5 on Fiverr 🙂
Or in most cases, they turn to cheaper content services outside the UAE relying on the online freelance portals. They can also directly connect with freelancers or content service providers in the countries known for cheap outsourcing.
The problem with cheap content writing services
Cheap outsourcing can be a great strategy and can offer you a somewhat competitive advantage, but it does not work well for content marketing or content development.
Here is why. You can easily outsource a hardcore IT service that are highly structured. For example, fixing bugs regularly on a website or writing a basic level code.
But developing a great piece of content is really the opposite. First of all, there is an issue of originality. Creating authentic content takes time and also some talent. Further, it requires at least two different set of skills.
For example, I can write but I need a good editor to proofread and edit my work. I do both myself and you see the problem in my writing when I have delayed proofreading. I just hate proofreading :).
No, seriously proofreading yourself is very difficult. As you are involved in the topic so much that you add more ideas each time you try to proofread it.
Second, the content has to add to your brand story or sell what your business offer, therefore, it should not be taken lightly.
Now, if you get cheap freelancers or services to create content for your blog, social media or web pages, do you really think the freelancer is going to care?
Of course not, you would get mostly plagiarized or average content. Nothing is truer than this cliched line here:
“You get what you pay for” is the real story of content creation in Dubai
Tell me if you have used services of freelance portals and you have not got burnt. Did you not get plagiarized or pathetic quality? Did the cheap content writers not torture or waste your time and resources?
You see, content development is a part of the overall content marketing strategy for your brand.
OK, It sounds pompous but content strategy is how you can tell your brand story. The content could be a part of the great copy in your ad campaign, on your website, and in your blog.
The Marriage of Content and SEO in 2019
It is not just writing content on your website or on your blog particularly but you need to rank your pages in the search engines. It means content writing is basically for the purpose of optimization of your website or generally known as search engine optimization(SEO).
How search engine optimization work depends on the technologies used by search engines such as Google & Bing etc. There are some specific SEO techniques that make your pages readable and discover-able by search engine bots.
Have you been trying to do SEO yourself using Yoast plugins? Or you are completely new to this field?
Let’s say, you know how to do research and find the right keywords. You can go ahead and optimize your site in the back end utilizing the services of a developer. In fact, using Yoast SEO plugins, all this would be done for you automatically except the keywords research.
The search engine bots are looking at the quality of content on your page by assessing how much time a user spends on the page. In other words, time is one of the most important metrics to determine if you have a quality content or not.
It does not end there, the bots also want to know if people are engaging with the content by linking to it (that is the back link).
Can you motivate me to link to your article that someone wrote for you on Fiverr for $5. Trust me, doing no content development is better than doing such bad stuff.
Once , a client called me over to a very fancy hotel in Dubai. I had the impression from our conversation on the phone that they knew the worth and importance of content development. Further, they insisted that they had already seen and liked some of my work. Of course, I was excited to go to the meeting.
Man, it was unbelievable! The guy had the audacity to take out a calculator and price each article @ $10 and arrived at $250 for the total 25 articles. It doesn’t end there. He wanted the articles to be optimized (SEO) and had to be 500 words each.
Now, this was like a Fiverrmania that had come to life at an extremely luxurious hotel in Dubai. I could hardly compose myself at the revelation. It was a complete waste of time. My mistake! The incident deserves a separate article. I think I should write it soon.