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Why you Need a Content Marketing Copywriter

 

What does it mean to be a content marketing copywriter?  Is it the same thing as an SEO copywriter?  A marketing strategist?  A freelancer who specializes in copy that sells products and services?  Well, let’s break it down.

“Content marketing” is actually a marketing strategy (using content in its many and varied forms).  Which is to say that it involves the use of content as part of a coherent long-term plan that has as its end goal the selling of products and services.  Which cannot happen unless the content adheres to SEO principles in order to be found by both people and search engines.  Which means that a content marketing copywriter is, ideally, the person who understands both content marketing strategy and SEO.  Not one or the other.

Many, many copywriters bill themselves as “SEO experts”.  Alas, it does not take long to realize that what they mean by this is that they know how to insert keywords into their copy at a certain density.  Don’t get me wrong—this is certainly part of SEO 101.  But, without knowledge of how that copy will be used as part of a long-term marketing strategy, the copywriter can only create isolated bits of related content that may or may not be helpful to the client.

You’ve heard the phrase “the whole is greater than the sum of its parts”?  In content marketing, this is true for sure.  A good content marketing copywriter will be able to take the bits and pieces, the company’s goals, keywords, budget and long-term vision for growth, and understand how to create content that takes them from one end to the other.

We have said it before—without a strategy, your online marketing efforts are likely to be hit and miss.  So, it stands to reason that you need a strategist.  One of the most cost-effective ways to get one, regardless of your marketing budget, is to avail yourself of the services of a skilled content marketing copywriter.  With a good content strategist in place you can:

                1. Define your goals
                2. Determine your customers’ needs
                3. Determine the desired customer action
                4. Choose the appropriate content products/vehicles
                5. Track results

If this list sounds familiar—congratulations!  You have read our content marketing ebook.  You must be very smart!  These are, in fact, the 5 steps to effective content marketing. 

So, does your copywriter understand how the copy he or she writes will be used?   Or are they plugging keywords into 100 pages of content that all pretty much say the same thing?  Are they creating sad, lonely and isolated little bits of content that have no meaning by themselves, just floating around out there with no direction and no purpose?  Or do they understand that no content is an island?

Your content marketing copywriter will get it.  He or she can put the puzzle pieces together for you so that you—and your business—can step back and see the bigger picture.  

Comments

Thanks for the article. As an SEO Copywriter (who does more than insert keywords!) the five points you list will help me work with clients to define their goals.
Posted @ Tuesday, November 16, 2010 6:38 PM by Metro Mary
Great article, I want to read more, but the link to the e-book is not working for me.
Posted @ Thursday, November 18, 2010 2:51 PM by Rae Benedetto
Hi Rae! Thanks for your interest, and I hope you find the information helpful. The link seems to be working now so please, try again.
Posted @ Thursday, November 18, 2010 3:12 PM by Beth Hrusch
Is Google Analytics enough for tracking results? For how long should a content marketing copywriter plan on working with a client? Tracking takes a long time doesn't it? Should a copywriter work within a content marketing team to be most effective or can a content copywriter work alone?
Posted @ Monday, December 19, 2011 12:08 AM by ginaann
Hi Gina--Good questions! Google Analytics is one of the most popular tools--it should be robust enough for almost anyone's data tracking needs. There are other good ones out there, though, so look around.  
 
When it comes to the writer/client relationship, there's virtually no time limit for how long it can last. It depends largely on the scope of the client's content project(s). For example, many of our writers have been working on ongoing blog projects for months, while others take on one-time orders. If you become the "go to" for a client, you could find yourself reaping the benefits of long-term work--definitely something to shoot for, and one very good reason to become a CM writer with special skills, as I mentioned in this post.  
 
As a writer you can definitely work alone very effectively. For large projects, you might want to consider working within a network of writers where clients can choose several writers to handle the tasks.  
 
Either way, becoming a good CM writer puts you into an elite group of highly skilled web content writers who are more in-demand every day. Thanks for your interest, and good luck!
Posted @ Monday, December 19, 2011 9:42 AM by Beth Hrusch
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