Believe it or not, one of the single best advertising and PR investments your company can make is simply hiring a good content writer.
After all, we're living in an age of information. Whether it's “right” or not, the online public expects a steady stream of information about the companies they're interested in. You have to write blog posts about your thoughts on the industry and your upcoming products. You have to make Facebook posts with pictures of your latest event, Twitter announcements of new promotions, and more. It's enough to drive one to distraction.
Fundamentally, you have to work harder to attract online customers than in just about any other area of marketing. You have to be putting out new content constantly.
And that's why a good content writer really can be your business's best friend.
Why You Need a Quality Content Writer
Good content brings good leads.
It's easy to forget in all the numbers and statistics of SEO, but at the end of the day, you have to be putting out content writing that people want to read. Blog writing that is going unread and uncommented-upon isn't doing you much good at all. Maybe it's attracting eyeballs, but they're bouncing away almost immediately. (Now there's an odd mental image...)
Content writers understand different markets.
Good content writing is very much an art, and a difficult skill to learn. It's not just a matter of stringing words together in a grammatically correct fashion; it's about picking the right words to appeal to specific audiences or markets. A piece of rhetoric aimed at Boomers, for example, would fall utterly flat if sent to Millennials, because of differences in how the different generations view the world. It takes years of practice to begin to master this process, but this is where great content writers excel.
They probably understand SEO nearly as well as you do.
Professional content writers have to be well-versed in the theories of SEO, or they're not going to get much work. Concepts like keywords, viral marketing, search page rankings, and social sharing are part of the business. Further, they also understand how to integrate these into content without distracting from the ideas and messages being pushed. Fundamentally, good SEO should be invisible to your visitors, like sleight-of-hand, and a content writer knows how to do this.
They know how to write for different mediums.
A blog post is not a Facebook update is not a Tweet. Copy on your landing pages is going to look totally different from copy on a newsletter. Every medium you could use for your message has its own attributes and focus, and a good content writer knows these differences and can make sure that you stay on-message while still adjusting your content to fit the format.
Content writers come cheap.
There's no reason to beat around the bush here. It's not even necessary to hire a writer full-time to work in your office, although that's certainly one option, especially if you want to be hands-on. However, freelancers abound, and there are dozens of brokering services such as Zerys and Textbroker which have stables full of hungry writers looking for their next big opportunity. With rates generally well under 5c a word (at least for all but the most technical subjects), they can be easily afforded by virtually any business.
Content Writers: Smart, Productive, and Inexpensive
A good content writer is your ticket to more visitors, more leads, and higher-quality content all around. They get your message out to the people you want to see it, writing to specific markets as needed, and save you from having to do it yourself. Considering how cheap good writers come these days, there just aren't many good reasons why you wouldn't want to hire one.
How have you used a content writer to increase your leads or communicate more effectively?