When I tell people about my job – that I, in effect, sit around blogging all day – their reactions are generally a bit incredulous. How can someone actually make a living through writing blogs, and half of them for other people? Well, because it's a much more specialized field than a lot of people realize, and doing it well often means having to pull from a lot of different disciplines.
So, let's just talk a little bit about how complex being a content copywriter is, and why it's a specialized field worth you spending your money on for the sake of getting better blogs.
Content Copywriting As the Writer Sees It
Content copywriting requires the writer to be a generalist. On a given day, besides my own work talking about SEO, I might be writing about health and fitness companies or the history of pianos or any number of other subjects. To even begin to do the content copywriting itself, after all, I need to be able to do my research, tie it together to other things I know, and start to suss out what the business is about. So good content creation means being able to quickly do research.
But, I'm not just producing a school report. I'm trying to SELL stuff, dagnabit! Which means marshaling those facts and putting them to a higher purpose: understanding your product and your customer. A successful product is one that “slots into” your customers' lives and makes some aspect of their lives easier or more enjoyable.
Content copywriting is the interface between your product and your customers. We're the guys looking for connections, looking for ways to reach out to new markets that exist online and try to think of ways to lure them into your website. It's practical psychology with a large side of PT Barnum. (If only we could get more elephants involved...)
But wait! It gets more complex! Business blogging is a communicative arena. While the copy I write does certainly have a sales element, fundamentally the purpose of a blog should be to inform and inspire discussion. So on top of everything else, a blogger has to be a teacher: constantly looking for the best ways to get a message across to people and get them talking about it. It's not just enough to get people tah step right up folks and experience tha greatest blog on the Internets! People then have to have a reason to stick around and engage with you.
(This is about the point that elephants would be quite useful.)
And then there's the keywords and SEO strategies. Because content copywriters enjoy attempting to write to multiple markets at once, we in fact end up trying to simultaneously communicate to the two most diametrically opposed audience you can think of: Humans AND robots.
Blogging is part of SEO strategies, and one of your biggest SEO tools. You have to be constantly sticking in repetitive key words and key phrases, with variations, so that Google's dumb-but-swift search spiders will go, “Oh, this is a blog about content copywriting.” So on top of the combined juggling and singing act we're also doing, we gotta keep a bunch of robots happy with certain keyword percentages, meta-tags, rich snippets, and all sorts of other content WHILE cleverly disguising it or distracting folks so that most of the meatbags never even know it's there.
Seriously, can I just get an elephant already?
So, if you ever wondered why it's worth paying money for content copywriters, there you have it. We sing, we juggle, we dance, we psychoanalyze, we research, we strategize, we teach, and we even end up talking to robots while we're at it and no one thinks we're crazy.
We're the one-man-bands of the Internet era, but one thing we know is how to get you new visitors to your blog.
So give us a shot!