We live in an information-rich world that’s constantly evolving. Noticeable shifts from outbound to inbound marketing and short-form to long form content have seen the power of the written word skyrocket. With the daunting realisation that Coca-Cola now spends more money on content creation than television advertising, how can other companies compete without breaking the bank? The answer: hire yourself a copywriter.
Increase Your Conversion Rate
76% of marketers plan to produce more content than they did in 2015. We’ve all heard the phrase “Content is king” umpteen times before, but the proof really is in the pudding - or in this case, it’s in the cheese. After launching a comprehensive content marketing strategy, Kraft estimates they generate the equivalent of 1.1 billion impressions per year, resulting in 4x better ROI solely through content marketing.
Although creating and distributing content delivers value to your followers and builds your reputation, sustaining an ongoing flow of unique copy can feel like an uphill battle – even for experienced marketing professionals.
Enter the copywriter.
With the sole purpose of bringing the personality, tone and unique selling points of your company to life through words, a copywriter can help highlight your company’s industry experience, professional expertise and competitive advantages through targeted, custom created content – at the fraction of the cost of a new television commercial or multimedia campaign.
A Stitch In Time Saves Nine
Unless you have a large marketing team capable of supporting a dedicated full-time copywriter, creating all of your content in-house can create a number of problems. Copywriting is a specialized skill that improves with experience, so asking marketing people (or worse, interns) to write content will probably deliver sub-standard results. Inexperienced writers run the risk of muddling messages or making cringe-worthy grammatical errors that quickly erode consumer confidence.
Recent market research featured in the UK webzine Real Business indicates 59% of customers would avoid doing business with companies that make obvious spelling and grammar mistakes. H&M didn’t really feel so clever when one of their new summer collection T-shirts misspelt “genius”. Hiring a professional copywriter will not only save valuable time and resources, but also safeguard against grammatical humiliation. As the saying goes, “If you think it’s expensive to hire a professional, wait until you hire an amateur.”
It Gets People Talking
Copywriting can also give your online and social media following a significant boost. Don’t waste time or money on costly Facebook ads or Twitter Business Cards, when SEO copywriters can help you choose keywords and phrases that take advantage of Google’s algorithms to improve your search results.
This doesn’t mean that we forego our conversational flair for the sake of repetitive key phrases – far from it. The best copywriters build rapport with potential customers through thought-provoking, conversational prose. For example, Intrepid Travel’s colourful collaboration of taste, excitement and intrigue breeds curiosity and wanderlust in the homeliest of homebodies.
A Great Way To Economize
Enlisting the services of a professional copywriter will not only save you time and lead to more effective results, but can also stretch your marketing dollars further – no small consideration in today’s volatile economy. Bypass slick, overpriced branding agencies and expensive media placements with a targeted custom content campaign. For a fraction of the cost of a traditional ad campaign, a professional copywriter can develop a well-rounded content strategy on social media platforms that produces similar results - if not better.
This content is more likely to reach your target customers, as the focus is completely on a particular demographic, as opposed to traditional ad campaigns where countless impressions and ad dollars are “wasted” on non-target customers. For example, Redbull’s Red Bulletin website curates journalistic content that takes the word adventure to a whole new level, attracting energetic risk-takers - without the inflated price tag of a full advertising campaign.
[Picture from Business2Community]