But where do you distribute your content?You could achieve something in a day, but I doubt you will create anything lasting. We have a three-month probation period for our link builders (although we usually have a pretty good idea if they are worth keeping after two months).
Yes, in-house people are often much better placed than a third party to write authoritatively on a subject, but they often crank out very formulaic material and marketing or PR departments are often geared up for offline writing; the jump to engaging an online audience is quite often beyond them (sweeping generalisations but still).
I deliver training courses to people like this on a semi-regular basis and am astonished at how unimaginative these in-house writers can be. We often come up with a small raft of suggestions about how to create new and interesting content and see a look of dawning realisation cross their faces, accompanied by 'oh yeah, I hadn't though of that' - and these are ideas we come up with after spending less then an hour with them and their brand.
There needs to be someone who is responsible for some sort of creative input into the writing process, but they need to be divorced from the writing process - someone responsible for the content strategy - and some sites have this. Those that don't will see the benefit of hiring and SEO, even if it is difficult to justify a new hire.
As for link building, they need monitoring. It is too easy for a team to get stuck in unimaginative ruts. They need an oversight system to poke them out of their comfort zones. A culture of idea sharing needs to be cultivated and innovation needs to rule the team.
Ultimately, there is nothing wrong with in-house teams. They will be just as susceptible as agencies to charlatans; the defense against this is someone knowing their onions doing the hiring (difficult if you are building a function from scratch). But if you want work to start with professionals doing the work, and you want them started by the start of next month, you will be lucky to get job ads live by then; you call a good agency and say I need this resource starting on the 1st July, as long as the money is good, you will have those people working right on time.
(,
Tue 22 Jun 2010, 21:35,
archived)
Yes, in-house people are often much better placed than a third party to write authoritatively on a subject, but they often crank out very formulaic material and marketing or PR departments are often geared up for offline writing; the jump to engaging an online audience is quite often beyond them (sweeping generalisations but still).
I deliver training courses to people like this on a semi-regular basis and am astonished at how unimaginative these in-house writers can be. We often come up with a small raft of suggestions about how to create new and interesting content and see a look of dawning realisation cross their faces, accompanied by 'oh yeah, I hadn't though of that' - and these are ideas we come up with after spending less then an hour with them and their brand.
There needs to be someone who is responsible for some sort of creative input into the writing process, but they need to be divorced from the writing process - someone responsible for the content strategy - and some sites have this. Those that don't will see the benefit of hiring and SEO, even if it is difficult to justify a new hire.
As for link building, they need monitoring. It is too easy for a team to get stuck in unimaginative ruts. They need an oversight system to poke them out of their comfort zones. A culture of idea sharing needs to be cultivated and innovation needs to rule the team.
Ultimately, there is nothing wrong with in-house teams. They will be just as susceptible as agencies to charlatans; the defense against this is someone knowing their onions doing the hiring (difficult if you are building a function from scratch). But if you want work to start with professionals doing the work, and you want them started by the start of next month, you will be lucky to get job ads live by then; you call a good agency and say I need this resource starting on the 1st July, as long as the money is good, you will have those people working right on time.
Do you have some examplesof a good articles written for link building by an SEO?
Everytime I ask this, people seem to only link to their own blogs writing about things they care for personally, rather than a link to an article for a client.
(Everytime I ask this, people seem to only link to their own blogs writing about things they care for personally, rather than a link to an article for a client.
monkeon schmonkeon,
Tue 22 Jun 2010, 21:41,
archived)