In a relatively short period, content writers have gained prominence in the business workforce. Yet, the service has been around for ages. Still, as a specialised role, it can be considered a new advent.
International companies accept the role as a necessity. However, some Caribbean business owners may still be acquainting themselves with what is a more recent position. There may be some misunderstanding about the reasonable expectations for the content writer and the prerequisites for carrying out efficient functions.
Within the last 20 years, content writers have grown to be an asset. They are a vital human resource for companies looking to build a solid digital presence. Whether it’s for social media content or website copy (inclusive of blog posts), businesses concerned with leads, conversion and sales invest in content writers.
Content writing in the Caribbean workforce
Many businesses in the region are still adjusting the idea of working with a professional content writer. Some may not yet have determined why a website content writer is essential for their company. Also, others question the writer’s part in contributing to the business’ ROI. Additionally, some may need clarification on the factors that can assist in or hinder the content writer’s efficiency.
If your company has recently become acquainted with the benefits of working with a professional content writer or is considering doing so, then this is the article for you. We’ll share some pointers that can help you determine how the content writer can fit into your company’s organisational framework.
What are the benefits of working with a professional website content writer?
Firstly, a website’s products or services and blog pages are likely to be most frequented by customers. These are high trafficked pages because customers have come to expect businesses to provide up-to-date, useful and accurate information via their website. Website content writers can educate your audience on the benefits of your products and services and provide solutions to other issues they may experience. Many business owners are mindful of the resulting financial advantages to their brand. Therefore, they invest because they understand the importance of having skilled personnel to develop relevant, engaging and optimised content.
Pro tip: There are many options if staffing a full-time content writer is not feasible. It may be beneficial to hire a digital marketing agency like Imagine Digital that offers the service or take on a freelancer.
What’s the role of your content writer?
We’ve touched briefly on the benefits. Now let’s look at the role of your content writer.
A website content writer’s role is by no means isolated; writing is not their sole responsibility. Instead, they should get involved with the technical side of things, such as product, service and customer service knowledge. Comprehensive knowledge of the company’s products, services, and clientele will aid in achieving their primary goal: to drive traffic to your website. They can do this by regularly executing fresh, authoritative copy that prompts engagement.
As you navigate this new organisational dynamic, we want to help you make the best use of your resources and your content writer’s talent. Next, we’ll discuss the needs of the content writer and how meeting them results in effective collaboration.
Here are eight things you should know when working with a website content writer.
They need a clear idea of the overall company strategy.
A primary responsibility of your content writer will be to create copy based on customer interaction. They are to determine what’s been effective and what’s not and guide their content accordingly. A key factor is ensuring the content marketing strategy aligns with your business plan and subsequent marketing goals. With this information in hand, your web writer can better produce data-driven content.
They need to offer customers value-added content.
What is value-added content? A business’s web posts should be relevant to their customers’ search and a signpost of the solutions that meet their needs. The content should provide value, leading customers to choose your product or service. There have been instances where metrics have shown that a particular solution on which promotion efforts are focused may not currently be the one in which customers is interested. Trust your content writer to use data to determine what content best suits your customers’ need.
They need the freedom to create objective content.
Allow your content writer the autonomy to craft honest, transparent, and realistic copy as it’s more likely to be trusted. As a business owner, it is perfectly acceptable and expected that you believe in the quality and effectiveness of your products or services. However, content that sounds biased or makes unrealistic claims may be dismissed as inauthentic and your brand as untrustworthy. Inevitably, such content drives customers away. Your content writer will need you to give them the freedom to create copy that both you and your audience appreciate.
They need a specific target.
Think of it this way, your content is your dart, and your audience the bullseye. The aim is to hit the mark and dead centre, too, not the surrounding surface. It’s the same with your website copy. Good content writing aims at a specific group of people, your target audience. Work with your content writer to establish who you want to target. It may seem strange to create personas, but it works because you cannot target everyone. When you aim at a specific, though fictional, person, you’re better able to focus on providing relevant solutions.
They need to avoid company or industry jargon.
You may notice that your writer avoids using technical terms in your website copy. There is a reason for not using jargon. While you know what you’re talking about, and people within the business and the industry know what you’re talking about, your audience may not. It’s better to avoid using super technical terms as not everyone may be versed in them. Technical jargon may dissuade a potential customer unfamiliar with the industry. Your content writer will work to find substitutes that are easily understood by the majority.
They will maintain a balance of informational and entertaining copy.
When your website content balances information about the company, products, and services with fun, practical topics, your website is more likely to get eyeballs. Yes, your audience must learn about who you are, what you do and what you’re selling. However, to capture and maintain customers’ interest, good content writing will include sharing valuable information. So, instead of showcasing a product, your content writer may explore and present issues that will guide your customers to seek out your service as a solution. Don’t be dismayed if your web copy isn’t a ‘direct’ sale. Let your content writer create copy that helps identify an issue your customers may be experiencing and guides them to valuable solutions.
They need to create and post copy consistently.
It’s essential to keep your customers engaged by consistently posting fresh content to your business’ blog. You can work with your writer to determine the frequency you would like to maintain. While large companies may choose to do multiple posts daily, that’s not feasible for smaller ones who may need to post once or twice per month.
They need to look at your competition.
A valuable part of your content marketing strategy is to analyse what your major competitor is doing. Your content writer can use the information to better position their strategy. They can use the data to develop web copy that offers workable solutions to your competitor’s weaknesses.
Trends are increasingly moving towards the significance of content writing and the role it plays in organisations. So as you contemplate how your business will acquire skilled personnel, we hope you feel more informed about what can be expected and what would make for lucrative collaboration.
Lou-Ann A. Jordan is a Content Feature Writer for Yello Media Group. She’s had a long-time love affair with English (a closet linguist, really). She enjoys the challenge of blending unsexy grammatical features with well-crafted, relevant ideas; the result: fun, engaging, structured content that’s relatable. When her pen is down, you’ll find her hiking, lounging on the beach or engrossed in Korean dramas.