Nobody knows your business better than those that work within it. So nobody is better suited for writing great content on its behalf, right? Not necessarily…
Knowing a subject matter is one thing. Knowing how to relay that subject matter in a way that’s both informative and engaging to a target audience is another thing entirely. It requires a specific skillset that’s developed, honed and refined with years of practice.
Enter the content marketers: a team of highly experienced copywriters that combine years of writing experience with a commercial acumen. They ensure that communications with your target audience are accurate, relevant and, most importantly, encourage the reader to act – whether that act is signing up to receive further content from your business or picking up the phone to arrange a demo of your product. Content marketers ensure that content isn’t created for content’s sake; it’s created to incite action and get results.
Of course, some initial input of those within your business may be required; your technical/finance/sales execs may provide a content marketing team with the bare bones of what they’d like to communicate – but it is the content team’s job to bring that information to life. Taking that raw data, that key information and transforming it into digestible, interesting and genuinely useful content is what sets your comms apart from the swathes of information that’s out there. What content marketers can do that businesses sometimes can’t is put the reader first; they understand what’s important to the reader and his/her classic ‘what’s in it for me?’ mentality.
It’s no magic trick. Quality content marketers – and they’re the ones you ought to seek out – will take the time to understand your business and its target audience. Becoming an extension of your own team, they’ll identify what makes your target tick and use that information to develop content that hits the mark. When partnering with a content marketer, be sure to look out for the following:
Content marketing support is not a luxury or a nice-to-have. Just as you wouldn’t expect your IT guys to jump on the phone and close a lead, you can’t expect your tech or sales teams to produce quality comms that resonate and engage your target audience. Marketing is a key function that supports many elements of your business; be sure to make the right investment in it.
We’ve been working at it for years so we know how to create high quality content quickly. If you require help with generating great original content that gets people clicking call Xander Marketing today on +44 (0)330 223 2770 and find out how we can help, or request a free one hour marketing consultation.
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