Whether you use an in-house copywriter or a digital marketing agency to keep your blog updated, chances are you understand the role content plays in the world of digital marketing. There’s just one problem – the web is becoming so saturated with blogs, tweets, infographics and videos, it’s becoming increasingly vital for businesses to stand out from the crowd.
We recently talked about the importance of having a blog on your website, but having a good content marketing team is no longer enough to appear in the search engines, attract readers and build your customer base. To truly thrive you need a great content writer. You need a person who will go above and beyond the call of duty to ensure your website’s overflowing with content that inspires, informs, educates and entertains.
So what are the differences between good content writers and great content writers? Let’s take a look…
1. Great content writers know how to make a dull subject interesting
Great content writers are able to transform a bland subject into something that’s likely to grab readers’ attention. No matter what the business in question is trying to sell or do, they’ll find the hook. They’ll uncover that unique angle that fascinates and intrigues readers, leaving them wanting to know more.
2. Great content writers immerse themselves in the topic at hand
It’s often said that good content writers are able to write about any topic, regardless of whether they understand the subject or not. There certainly is some truth to this but, when a person writes about something they don’t understand or have no interest in learning, there’s a risk the content will be dull, lifeless and even nonsensical.
Great copywriters are often so passionate about the work they do that they become interested in just about any topic they write about. They’ll immerse themselves in the subject and strive to learn as much about it as they possibly can. They’ll research a company, issue or trend until they know it like the back of their hand. They’ll sit on the bus each morning and daydream about their client’s products or services, even if these things are completely foreign to them.
Of course, it’s unrealistic to expect content writers to be experts in absolutely every topic they cover, but by doing plenty of research and asking all the right questions, they’re likely to have a great number of ideas and find it easier to craft content that converts.
3. Great content writers know their audience
Good content writers will update your blog regularly with keyword optimised posts that have been double checked for spelling mistakes. However, there’s no use churning out quick fire blog posts or optimising content for the web if the audience hasn’t been at the forefront of the writer’s mind throughout the creation of the post.
Great content writers know how important it is for their writing to be tailored to their audience. After all, even if a piece of content ranks well in the search engines, if it’s badly written or fails to offer useful information, visitors to will soon lose interest and go elsewhere.
4. Great content writers take pride in their work
Although one might argue there’s no such thing as perfection, great content writers often strive for it anyway. They take so much pride in their work that they’ll often rewrite a blog post 2, 3, or even 4 times before they’re completely happy with it. Great content writers will remove a sentence here and change the wording there. They’re not afraid to ask for feedback and they’ll happily tweak their work until it’s just right.
5. Great content writers know when to follow the rules… and when to break them
Although incorrectly used apostrophes make me gasp, there are times when breaking traditional rules of copywriting can be beneficial to the piece.
As copywriter Andrew Boulton explains: “Copywriting is at its most persuasive and dynamic when left unrestricted. Already constrained by brief, brand and tone of voice, to then further burden the writer with a restrictive (and frankly redundant) purist approach to language is doing a disservice to the creativity and impact of a campaign.”
A great copywriter knows when to follow the rules and when to break them. After all, “I like cooking my family and my pets” is never okay. Correct grammar saves lives. But whether they’re starting sentences with ‘but’ (see what I did there?) or embracing the controversial Oxford comma, a great content writer is willing to rebel against tradition from time to time.
If you need help creating valuable content that draws people to your website, builds brand awareness and encourages people to convert, please do get in touch with us. As far as we’re concerned, good is no longer good enough. We strive for greatness.