Everyone can write, can’t they?
Who can’t sit down at a computer and put words to the page?
There’s no doubt we all know how to write. We write emails. We write letters (or some people still do). We write notes. And yes, if we run a business, we write blog posts and marketing emails.
But for business owners, it’s not enough to just put words on a page. Business writing, content marketing, is not the same as writing an email to your BFF. Some elements must exist in business content that aren’t required in casual conversation.
That’s why hiring a quality content marketing writer just may be one the best business investments you’ll ever make.
Does Aunt Martha Care About This?
Do you think Aunt Martha, or your BFF, cares about any of these elements when reading your messages:
- A well-crafted headline
- An interesting, attention grabbing picture
- Scannable content
- An easy-to-understand call to action
- Valuable content that speaks directly to a targeted audience
When you sit down to write an informal email or message, you’re likely not thinking about including any of these elements.
Although you may want to learn how to write scannable content even in your casual correspondence. Few people appreciate being bogged down in wordiness. Believe me, even Aunt Martha will thank you.
But when it comes to writing marketing material for their company, most business owners tend to write the same way they would if they were shooting off a message to a friend. And that’s a problem.
It doesn’t work.
Not for your business.
For example, did you know that people often share posts and articles on the web based solely on the headline or photo, without ever having read a word of the post?
And it’s especially true if you’re directing your content to business people. These people don’t have time to sit and read long blog posts. Business people are busy. They want information to be easy to read and absorb.
If you’re asking them to take an action of some sort, they aren’t going to sift through a page of dense text to find it. In fact, dense text all but guarantees that your email or post will be immediately closed and forgotten.
You may love all your flowery, fancy language, but trust me. Your target audience doesn’t. It might even piss them off.
I’m thinking that’s not your intended result. 🙂
Business Writing Is A Skill
Unless your business is freelance writing or marketing, likely you don’t possess the necessary skill set to produce quality marketing content that gets results and drives your business growth.
You may have a firm grasp of the English language, have gotten A’s in English class all through school, and can communicate articulately.
Unfortunately, that doesn’t mean you know how to write effective marketing content.
It’s not that you can’t learn how, but isn’t your plate already pretty full with other business tasks that require your attention?
Are you sure you want to take on the task of writing marketing content that takes hours to do well? That when not done well, does nothing for your business?
I’m going to go out on a limb here and guess that the answer is no.
And that brings us to the reason too many small business owners try and write their marketing content themselves, despite these compelling reasons they shouldn’t.
And that reason is — you guessed it — money.
You don’t want to pay someone to do something you can do yourself. I get it. But there’s only one problem.
You can’t do it yourself. At least not well. And not only might your efforts be making you zero money, but they might even be costing you money.
It’s time to rethink things, don’t you think?
You Have Great Expectations
Think about what you want, need, your marketing content to do for your business. Consider the high bar you set for results.
You want your content to:
- Engage your readers and reign them in.
- Inspire your audience to comment on, like, and share your posts.
- Be scannable and easy to read, with no word-dense paragraphs and lengthy text blocks.
- Be SEO optimized so that your readers can find it.
- Grow your customer base.
- Increase your revenue.
- Provide value to your specifically targeted audience.
- Be engaging, interesting, and remarkable.
When you produce marketing content for your business, the success or failure of your company, how quickly it grows, how well it reaches your intended audience, are all critical factors.
Without these elements, your business is destined to remain in obscurity, never earning you enough money to buy lunch, much less support yourself and your family.
When you look at how crucial it is to ensure that your marketing content works for you, how can you leave it in the hands of an amateur? At least an amateur when it comes to writing effective marketing content.
Does It Have To Be Costly?
So maybe by now you’re seeing the value of handing the critical task of producing high-quality marketing content to someone who’s trained to do it well. But you may be worried about how much it will cost.
There are no hard and fast rules for what to expect to pay for a quality content marketer. I can tell you that many marketing professionals will work with you to come up with a writing schedule and program that will fit your budget.
But a quality freelance writer and content marketer commands a competitive rate.
Just because someone calls themselves a writer, doesn’t mean they’re good content marketing writers. Maybe they are, and maybe they aren’t.
Take the time to find out.
What To Look For
So what qualities should you expect a writer to possess? Here are a few guidelines to help you pick the best content marketer for your business:
- Do they have testimonials from satisfied customers on their site?
- Can you review a portfolio or see examples of their work?
- What kind of education and training do they have? i.e., certifications, awards, etc.?
- Do they get results for their customers?
- Do you connect with them well?
- Are they willing to work with you and make necessary edits and adjustments to ensure your content gets the desired results?
- Do you like them and feel you can work with them?
- Will they provide you a short sample in your topic niche?
These qualities will get you started.
But one word of caution. Remember that the quoted fee may or may not be an indicator of quality.
While you may love being quoted a lower price, a fee that is too low can be an indicator that the writer doesn’t feel their services are worth more.
On the flip side, a very high price quote may not necessarily reflect quality either.
Price is just one factor to weigh in your decision.
Still, a quality writer is worth paying for. Shop around. Talk to several content marketers before making a decision.
Look for a writer who has a reputation for producing quality content but keep in mind even writers who haven’t yet grown a huge following can be a good fit for your business. And they’ll probably cost a bit less too.
Start your search for a quality content marketer for you business.
Take your time.
Do your research.
Interview a few writers.
Review their work.
And when you’ve made your choice, step aside.
Let your professional writer produce high-quality content that increases the visibility, engagement, and profitability of your business.
While you focus on what made you start your business in the first place.