Blogging is an excellent SEO strategy. It provides continually updated content for Google, plenty of opportunity to create an internal linking structure and use anchor text, and also engages your readers. However, a blog can take up a lot of time. Should you outsource your company blogging, or not?
The case for outsourcing:
Sometimes outsourcing is the only acceptable option – you run a small partnership and just don’t have time for example. Here are some other advantages:
- It might be cheaper to pay someone else for it than spend your own time blogging
- It can create a more professional blog
- Pro bloggers are often more in tune with the net community
However, there are disadvantages …
The case for in-house blogging
- If you’re trying to build yourself up as an expert and have a relatively obscure industry, you’ll almost never get the quality posts from an outsourced writer that you could write
- In-house blogging creates a real face for your company … not an outsourced face
- You have access to inside information that you might not think to pass on
- You’ll have access to multimedia relevant to your company that freelance blog writers couldn’t get.
The solution?
As with many things – a mix of both strategies works best. Start with a 50/50 mix … and adjust as you go!