Content is the brick and mortar of the internet. It is what populates your website, engages with your fans on social media, fills your emails (and your inbox!) and comprises the articles you write, read and share.

The best content does not seem like content at all. It is engaging, informative and useful. It is written in such a way as to appeal both to search engines like Google and the human beings who will ultimately read it.

Writing good content requires training, expertise and not a little bit of talent. Like crafting a good piece of furniture, it is a skill that needs to be taught, honed and practised. Content writers need to be quick learners, able to rapidly assimilate the vocabulary and needs of any particular audience. They also need to be constantly up to date on the latest changes to search engine algorithms that keep SEO (Search Engine Optimization) experts on their toes.

Most small business owners do not have the time to become expert content writers. They are too busy creating their product, doing customer support, marketing, book-keeping, and in general trying to keep the lights on.

The result of this is that many local small businesses let themselves down in the content department. Their websites are unengaging or out of date. Their email newsletters do not get opened. Their social media pages lie dormant. Each one of these is a missed opportunity to drive old and new customers back through the door.

This is why many local small businesses are turning to content writing agencies. Buying content online is surprisingly affordable, especially if you see it as a long-term investment in the success of your business. A good article can keep sending you qualified traffic for years to come, while strategic improvement to the most important pages in your website can drastically improve your conversation rates.

Professional content agencies such as Top Content make the process simple with a sophisticated onboarding process and ready-to-use templates that make it easy for you to structure your content needs. You are the boss, so you are of course invited to critique the final product and ask for revisions and changes along the way. Content is typically billed per word, with rates increasing based on the level of complexity and quality required.

So if the idea of writing a blog post, webpage, social media update or email newsletter gives you a migraine, consider hiring someone else to do the job for you so you can get back to running your business.