CEO Blogging Tip: Do you want to save time or money?
I shared the concept of Shortcut Content with a Facebook acquaintance.
He looked the site over and came back with a question that all sole-proprietor Internet Marketers seem to ask.
“Cool Service…but isn’t it a bit pricey? Also…what about traffic? How much traffic can someone expect?”
Here is my response:
As you know, time and money are interchangeable. There are plenty of resources out there for people who want to save money. There is plenty of good information on exactly what kind of content business owners need to create (mostly, lots of relevant content).
We’ve found that the only really good ideas out there for actually creating the content were hiring a staff member or hiring a ghostwriter. While, article writing services may be good for SEO fodder, they don’t usually make terrific reading nor do they offer the wisdom of a CEO in his own words.
The staffer/ghostwriter option requires the CEO to spend just as much time explaining his ideas and then proofing them and correcting them that it doesn’t really save that much time for the CEO.
So…our service is aimed squarely at the CEOs calendar. Churning out 6,000 words in an hour’s time is no easy task at the keyboard. However, it’s a breeze on a microphone when someone is asking you questions that you don’t even need to research. We do the interviews, edit the podcasts, transcribe them, and turn the transcriptions into posts using professional writers who will write in the voice/style of the CEO. We vet the interviewers and we have 200 editors and proofreaders standing by. We can push out the articles in US, Canadian, UK or Australian English. Labor intensive work, all done by professionals.
We will also post the articles to the client’s blog and assist with proper setup of RSS and iTunes.
So…now on to your traffic questions…without knowing how much traffic is currently coming to a client’s site, we can make no guarantees of what a regular podcast will generate. However, if their company blog is gathering dust with posts more than a year old, or every other month, you can bet that having the CEO podcasting will only increase traffic.
So…we are primarily focused on Producing the content and not distributing it. We’ve found that this is usually the bottle neck. Internet marketers can take all the whiz-bang classes and products out there, but until they actually produce something worth distributing, they don’t get much use out of all the tools.
We found this to be the case in the class I used to teach. You can help someone understand the environment, you can help them outline their writing plan, but if they don’t actually produce their content, all is lost.
Our goal with Shortcut Content is to bridge the gap between good intentions and ACTUALLY writing. If the CEO won’t take the time to write, perhaps we can squeeze an hour a month from him to TALK.
Wow…that was a pretty long-winded answer for a Facebook message.
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