When budgets are tight, content is one of the first things to get cut. It’s easy to write content, isn’t it? The answer is no. In fact, crafting high-quality content is the most important part of any marketing strategy. It’s the basis of building a competitive strategy for your business.
Here are 5 reasons why content writers are critical to your marketing team.
1. Content is the cheapest marketing strategy
PPC can cost you thousands and get you clicks but no conversions. Outdoor and online advertising is expensive, and unless it’s laser-focused on your customers, it’s an empty cost. Likewise, sponsoring events is simply a waste of money for most businesses.
Content is an entirely different story. One of our clients recently used a Bristol Copywriter and the difference in results was amazing, as the inhouse produced content that didn’t really focus on either the sales message or the bigger picture of online messaging and branding, but the professionals took the time to work with the client to understand exactly what they needed.
Creating content, such as blogs, social media posts, whitepapers, and case studies, can help build connections with customers. Hosted on your website, posted on high-profile sites, and shared on social media, content can reach your customers directly.
There’s no competition when you compare the costs of content creation to other parts of the marketing mix. It’s the cheapest – and most effective – marketing strategy out there.
2. Content is the basis of SEO
Great content can help smash SEO targets and improve the customer experience.
Don’t believe us? Check out Google’s own advice on ranking factors.
Regularly posting excellent quality content on your website is one of the best ways to improve search engine ranking. Content writers can work with your SEO lead (or outsourced provider) to identify key search terms, developing in-depth content to target them.
The result is ongoing improvements to your SEO. Again, going back to the client we mentioned, using the Content Agency Bristol company allowed them to not only get a message that worked for their marketing aspects but totally helped to push their SEO through the roof, as good content does a lot of good things.
3. Content builds brand awareness
Businesses spend millions on marketing to build brand awareness, but ignoring content is a bad idea.
Content enables you to directly engage customers, answering their questions and providing insights. To build brand awareness, it’s vital that your content offers value, which is why you shouldn’t cut corners and costs. Instead, you should work with a professional copywriter or content agency and make them part of your marketing team.
4. Content builds a sustainable advantage
Content uploaded on your website, posted to partners and other platforms, or shared on social media creates a permanent record that’s core to building sustainable advantage.
Over time, your content will attract customers and clicks. But it will also generate valuable backlinks, which will boost your SEO.
The better your content and the more backlinks, the less likely a competitor can come along and compete.
Every day, content is helping to create a sustainable advantage.
5. They have transferable skills
OK, let’s say you’re experiencing a downturn, and you need to cut back or refocus. Content writers are highly skilled and can help you in all aspects of your business.
A great content writer or outsourced team will be able to update your website, optimise your adverts, improve your job descriptions, personalise PPC ads, and much more.
Having access to experienced, fun, and friendly content writers is critical to your marketing team.
Should you in-house or outsource copywriting?
If you’ve read this far, it’s evident that investing in content (or not cutting it back) is critical. But should you in-house content writer or outsource copywriting?
It’s a question that many businesses struggle with. Working with content and copywriting agency provides you with the most flexible solution, enabling you to be flexible with your requirements. You can increase and decrease the amount of content you need to match your strategy and deliver for your budget.
When it comes to copywriting and content, you get what you pay for, so select a partner wisely. Unfortunately, some content agencies will outsource content production to cut-price content mills or, even worse, use AI to generate nonsense content that will damage your business.
Our advice: work with a content agency you can trust and build them into your business. It’s the best and most successful strategy for ongoing growth.