Content writers

Anybody can knock up a bit of content. However, it takes a skilled writer to create content that is engaging, resonates with its audience and inspires the reader to find out more about who’s behind it. A talented writer will be able to craft a piece of content that is relevant, useful and, where possible, entertaining.

It’s not just a numbers game. Sure, there’s something to be said for getting loads of pages indexed by Google, but the only way you’re going to get higher domain authority is to produce plenty of quality content. Moreover, content can only do its job – i.e. present your brand as one that customers can relate to and trust – if it is created with craft and assurance.

If, for example, content is too heavy-handed in terms of selling, the audience will struggle to take it at face value – rolling their eyes at your thinly veiled selling tactic. Your content needs to be more clever than that. A good writer will give the reader all that they want, while subtly positioning your product or service as the solution to their problem.

So, how can you go about find these expert writers who are able to charm and surprise your target audience?

1. Look to your own team

During a recent chat with law firm Stephensons, the company’s Head of Marketing explained how all the different departments in the business contribute their own content – putting their expert subject knowledge to fine use.

The system works because the in-house marketing team vet all the content, making sure that it is engaging and accessible to its audience.

Remember, your team probably know your customers better than anybody else – they might chat with them on a daily basis. Utilise this knowledge by getting them to blog. If they’re not confident in their writing, get them to sit with a writer who can do their thoughts and expertise justice on the page.

2. Look to social media

In this day and age, content creators have to be writing with social media in mind, so that when it comes to sharing the content, it is social media friendly. So, those writers and agencies who are successfully sharing their content on social media should not be ignored.

Perhaps there’s a freelancer or agency who keeps cropping up on your timeline? If they can get their own content in front of eyes, likelihood is they will be able to do the same when working for you.

3. Reach out to experts

The best content often involves the top experts – because who doesn’t trust them? If you can’t agree to get the top experts in your industry to write articles for your blog, ask them if they will contribute some insight.

It’s just a matter of knowing the right people to talk to, and then being prepared to wait, if necessary. The best way to go about it is to reach out to a number of experts at once. Some will get back to you straight away, some will take a little longer, and others will politely decline. You’ll have to spin plates somewhat, but it will be worth it.

4. Ask content agencies to help

All brands need to be creating content – that much is now clear. However, there might be an issue with resources, i.e. you don’t have the skills in-house to make it happen. Or, you might have a writer, but they are not able to supply the amount of content you need to get noticed among competitors.

Hiring a content agency could prove to be an astute move. They will be able to flex around what you have currently, or act as your entire content marketing department.

If you sign up with an agency that you know has a proven track record in creating, distributing and measuring content, you can rest assured that you’re doing all you can to get noticed.

If that sounds like something that would work for you, give us a call.