Content Marketing and Hiring a Copywriter

Every business needs content. Not the bland, me-too nonsense that frequently clutters up our inboxes and feeds, but genuinely useful, interesting content. Effective content builds your audience, and builds your business. But without a strategy, content creation can feel like a never-ending treadmill you can’t get off!

If you’re finding that it’s difficult to come up with the right words, or you can’t find the time, then you may find that hiring a copywriter is a good option for you (and your business). Some serve specific niches like real estate or healthcare, and others write across several industries. A professional copywriter can take the stressful job of creating copy and content off your plate.

The Definition of Content Marketing

Content marketing means creating and sharing valuable content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.

The Difference Between a Professional Writer and a Content Marketer

Good content requires excellent writing. But the elements of strategy and structure need to be in place to get it to work as marketing.

Five elements that separate high-quality content marketing from material that’s well-written but might not deliver the same business value:

  • It has to move the audience
  • It has to earn attention
  • It has to have spark
  • It usually relies on proven structures
  • People have to know how to think of you

Reasons why it’s a Good Idea to Hire a Professional Copywriter

  • A professional content writer has a strong, confident writing voice
  • A professional content writer has a solid grasp of spelling, grammar, and usage
  • A professional content writer finds the intriguing angle
  • A professional content writer understands the elements of content that sells
  • A professional content writer can articulate why she’s using a particular content strategy
  • A professional content writer has a commitment to quality and ongoing education

Where to Find Content Professionals

Here’s a couple of links to reputable companies that hire out copywriters:

www.copyblogger.com/certified-content-marketers

www.copywritingschool.com.au/directory/find-a-copywriter

Audiences don’t stick around for weak commercials or carbon-copy content. They need to be moved. If your content doesn’t do it, they’ll go elsewhere. It’s a big web out there, full of delicious distraction to tempt them away. And yes, you can move your audience even if your topic is “boring.” Use humor, stories, or frustration. Everything we do as people creates mini stories — you can use those for content, even for technical topics like law, medicine, manufacturing, or accounting.


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