How to buy content? Strategy for website investors

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So you have decided that website investing as an active investor is for you and found your first profitable niche site. The next step is to grow the site’s content. There are two ways to do that. One is to become a content producer yourself, and two is to buy content from an experienced writer. Spoiler: we recommend you do both to speed up your results. 

Why do I need to grow the site?

The apparent fact is that a bigger site will eventually be more profitable. However, you might say I want the website for passive monthly income and don’t want to do more work. So let the website pay for itself. That is a valid point. However, this strategy might only work well if your newly acquired website enjoys a monopoly in a given space and doesn’t have to compete constantly.

Growth is a risk-mitigating strategy.

By constantly working on your new investment, you ensure its income stream remains stable. Search engines don’t like websites that don’t get regular updates. If you don’t update your content for a while, somebody will eventually outrank you in the search engines, and then your monthly income will suffer. 

What type of content should I create?

The most straightforward form of content to start with is written content. To get your growth strategy going, you should invest in long-form, high-quality articles.

Long-form content means you should avoid short articles of less than 500 words in length. Ideally, you want to write something that is in the 1000-1500 word range. SEO companies constantly test what the ideal content length is, and their recommendations change all the time. However, it is safe to say that content that fully explores a topic or answers a question well will win. You might need 500 words to do that, or you might need 3000. Don’t focus on the word count as much as the content itself.

If you were fortunate and bought a content site in the niche you are an expert in; you can quickly go through the content already posted and see what type of articles are missing. Then, fill in the gaps by adding additional content that your readers will find beneficial. 

Tools to help with content ideas

Before exploring how to buy content, first you have to know what content to buy or write. Even if you are an expert on the topic, you might still have too many content ideas. To hone in on specific article ideas, your best solution is to look at the competition. Thankfully there is a myriad of tools to help with that.

Find content ideas using Ubersuggest.

Ubersuggest offers three free searches a day that you can utilize to find relevant content ideas, more if you open a free account.

For example, you purchased a content site about coffee. The next step would be to Google “Best Coffee Blogs” to get an idea of who is your main competition. You find out that is one of your main competitors, great!

Go to Ubersuggest and enter “” in the search bar.

Ubersuggest screenshot

Scroll down to see “Top SEO Pages.” 

Ubersuggest screenshot top seo pages

These pages drive traffic to that website. Ask yourself, can you buy content that is better? Perhaps, you can produce better content yourself. Maybe you can spin it differently, or give more focus to the product or focus on a different geographical area, or target a diverse age group, and so on. Repeat for other competitors.

The idea is simple, take what is popular, and do it better or differently. 

Find content ideas using Buzzsumo.

Like Ubersuggest, you can utilize the free version of to get ideas on what is trending right now on social media for your competitors. Type in the competitor’s URL, rinse, and repeat.

Buzzsumo screenshot

Find content ideas using Google itself.

We are continuing with the coffee niche example. Go to Google and start typing anything coffee-related. Google will automatically help you complete the query with the most popular search term. For example, if you type in “best coffee grinder,” you get the following suggestions from Google:

Google recommendations screenshot

Pick one and explore what pages rank at the top of the page. Explore the content and see if you can produce something better, more detailed or different. Rinse and repeat.

Avoid expensive paid tools at this time. There are premium versions of the tools like Ubersuggest and Buzzsumo premium, plus many others. These premium tools usually offer unlimited search results and in-depth analysis of what type of content you should create. However, in the beginning, you can get away with using the above-mentioned free tools. Save your money to produce high-quality content.

With the gaps you identify and suggestions that these tools output, you should have a viable list of articles to create. The next step is to get to work.

How to buy content from a writing service?

You made your initial investment, and now you have to decide to either produce content on your own or outsource it. The best bet is probably to do both. This is so you can learn how to write the content on your own, learn even more about the niche you just invested in, and become a better content producer in the long term.

But to get you started, it is not a bad idea to hire some help. The service that we have used when making website investments for the last little while has been WriterAccess.

We encourage beginner website investors to stay away from freelance matching services like UpWork or Fiverr. This, of course, is our personal opinion, but the quality of work on these platforms is lacking. Furthermore, these platforms attract many unvetted freelance writers. As a result, you have to go through many orders before finding someone who is actually good. Because of that, we have wasted thousands of dollars on poor-quality content. Although these platforms typically offer multiple revisions and satisfaction guarantees, the quality was hard to find. 

How much should you pay for content?

This will depend on the niche, but if you decide to use Writer’s Access, we recommend going with 5 Star service and above. On average, that would cost $0.08 (8 cents) per word. That means it would cost you $80-$100 for a 1,000-word article. At that level, articles will be well-researched and well-written, but you might still have to edit them to integrate them smoothly into your site. 

Check content quality with Yoast SEO.

Do this before you approve any articles.

If you purchased a content site, the original owner should have hosted it on WordPress. We would recommend avoiding any content sites not hosted on WordPress. At this point, WordPress is just too powerful not to use for a content website.

That said, with WordPress, you have access to a completely free, incredible SEO tool, Yoast SEO. After installing it, you copy and paste your newly purchased article to ensure you get the following:

Yoast SEO readability and SEO score screenshot

Yoast provides you with readability and SEO scores, as well as detailed suggestions on how to improve each. Follow the advice that Yoast includes point by point, and you will achieve perfect optimization for SEO without any heavy lifting.

However, if you still get a low readability or SEO score after implementing the plugin’s recommendations, reach out to the writer you hired and ask for a revision.

Final thoughts and next steps

You will need a constant flow of content to maintain your website’s position and protect monthly profits. On top of that, new content, if executed correctly, will drive growth. Traffic growth will mean higher revenue, and since fixed costs of content sites are low, that means higher profits. Furthermore, you can reinvest your increased profits to produce even more content, fueling the growth until you are ready to exit your investment and sell the website. 

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