Content writing services: Blogs, bylines & editorials

If you’re not reaping higher traffic and leads from your blog it’s easy to conclude that website blogs do not work. But, when done right, onsite blog content can be an effective B2B marketing tool. The problem arises when content marketing strategies, blog writing, and SEO are not done hand-in-hand.

Strategy, writing, AND SEO in tandem

The ability to create truly effective B2B blog posts that generate real value relies on a well planned content strategy which not only investigates competitor content, but also studies your audience’s online search intent. No matter how well the blog is written, the maximum value can only be achieved if the content strategy that governs it is done well.

In our experience, we’ve also generated better blog results for our B2B clients when both the SEO services and the content writing services are within our purview. SEO and blog writing go hand-in-hand, so if the writing is offshored to freelance content writers who have no exposure to the content strategy, the results usually suffer. Likewise, if the SEO is outsourced, synergies are lost.

Every tech geek needs a word geek

We write for people AND Google bots

It’s common to hear people say you should write for people, NOT google bots. However, we think that you can still write for bots without insulting the intelligence of your reader, and you can still write for people without diminishing an article’s SEO value.

We achieve that by having an experienced SEO expert and B2B copywriter work in tandem. Together, they ensure your living and breathing readers are engaged while the bots know how to index your content.

Blog writing – The Etymon way

Our not-so-secret blog writing approach is threefold. We provide your readers with new perspectives in a respectful way, we inspire them to think differently, and we motivate them to take action. The way we do this differs from industry to industry and company to company, but we hold strong reign on three basic principles:

To strengthen your message, our blog content always includes credible statistics from non-competing sources and authoritative external links. Our content writers will source stats externally, or recommend internal quotes from senior management.

Blogs vs bylines vs editorial content

Blog writing aside, it’s important for SEO purposes to get the right combination of onsite and offsite content by using a combination of byline articles, editorial content and onsite blogs.

  • A byline article is a form of off-site content that can be used to drive traffic to your website. It’s called a byline because it shows the author’s name at the beginning of the article and is attributed to them. A byline tends to be more opinion-based, affectionately known as thought leadership.
  • Editorial content is an article that’s published on a third-party platform. Its purpose is to drive traffic to your website. However it is usually not attributed to a person, and it tends to be less advertorial in nature. There’s usually a cost involved to publish editorial content, and platforms require 100% original content, so it can’t be a blog that is already published on your site.

Frequently asked questions about B2B blog writing:

Send us an existing blog article for a one-time free editing service

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