It happens all the time, people hire a SEO company to work on content for them, and they don’t give any details. They put money down and don’t know anything about optimization so they leave it up to the creative control of a company and that can be problematic. It could also become a great thing, but you’ll have to consider giving over a great deal of trust to the people that are going to be marketing on your behalf. In order to have a company take on the creative aspects of your internet marketing protocol, they will need more than just free range to work on marketing components. It’s far too easy to rely on the expertise of others without input, but that’s not the question at hand.
The short answer is, yes. Yes, a company can definitely create authoritative content without your input, but you’ll need to follow a few pieces of protocol if you’re going to go this route. You may not be happy with the results, so make sure that you understand how this can end up causing you a great deal of panic.
Trusting Strangers With Your Brand
When hiring anyone to work on your home, you have to trust them. Let’s say you hired a plumber and you asked them to work on all the pipes and fix different elements in the home. You would have to trust that they are going to help you move forward with relative ease. There’s a certain trust that you give them and that’s something that is backed by guarantees, warranties, and information that they give you. But what about the internet? Information technology lends itself to a lot more hubris than a plumber so comparing the two may be tough for some to deal with.
When you hire a SEO company they will have to implement several things about your site, and they are used to it. If you hire a good company, they will do a full audit of your website as it stands right now. They will be able to tell you what kind of traffic you’re getting, what is missing, and how to thrive in today’s real world of traffic interactions. This is something that separates the DIY crowd from professional grade firms. If you don’t know what goes into an audit, then you are already behind. To give you a small glimpse of this, search engines today rank pages based on 200 – 400 different things. If your site doesn’t have all these in place, you will end up ranking lower than the competition.
The Content Authority Element
Content authority doesn’t just mean that someone is professional creating the text. It’s about all the elements that make up content in today’s landscape of marketing. When you start to break this down you will realize that there is no less than 15 pieces of marketing collateral that you need to have in place in order to work with the relevant information that you can publish on the web. That’s right, 15 different components that need you to push forward. If you do not work with the diversity here, you will end up losing out on the huge market share that can be created.
When you speak with DIY professionals, they will tell you that you only need to post blog updates, page updates, or things that have 1 image, and roughly 500 words to move forward. A 500 word blog post is nice, and having a relevant image tagged with it is good, but it will not give you the incredible work that 15 other pieces of content will give you, when done right. Authority is a matter of focusing on diversity, and not just one thing, so don’t assume that you can get away with putting all your eggs in one proverbial basket.
Not All Companies Specialize in Content Design
Here is the sobering part for those that think that they need to find the super hero of marketing companies. Not every SEO company that you contact will be able to design content. That’s something that is going to definitely come into your view when you’re narrowing down the companies that you want to hire. You may find that some are focused more on link building, others will be more focused on social media interaction, and then there will be those that can do it all, like modern day super heroes of technology. Which one you choose requires you to ask yourself several questions.
You’ll need to ask whether or not you need just content, or you need links, design and more. There are a lot of branches that come underneath the tree of internet marketing. Marketing today requires you to move a lot of parts around and focus on creating market share that is tied to several different elements. Without putting everything in proper perspective, you will not be able to gain market share.
At the end of the day, yes, a company can create authoritative content without your input, but it’s best to be familiar with the methods that are going to be used in creating that. Take your time and find out which company has a good track record of implementation straightway.