So you want to hire a copywriter. In the age of aspiring digital nomads and the appeal of working from home, many people are jumping on the copywriting bandwagon. But not everyone with an Internet connection is worth your money. An Upwork profile or a professional-looking website does not guarantee that a writer is capable of producing professional, high-quality content.
A content agency like Em Writes understands that there are professional copywriters and there are people who just think they can write. How can you pick a professional out of the crowd? Look for the following qualities:
They Understand The Audience
Content must be tailored to the brand, the audience and the platform. Potential customers seeing a brand for the first time on Facebook are looking for the same things as customers who have stuck by the brand for years and regularly open email newsletters. Each writer at Em Writes receives information on who will be reading each piece of content, their relationship to the brand, and what type of tone and style to apply to the piece.
They Have an Eye for Business Strategy
High-quality content has the ability to generate leads, close sales and boost ROI – but only if it works with your business’s overall strategy. Producing content for the sake of producing content is a waste of money. If the copywriter cannot tell you how their content will work with your current marketing strategy to help promote your brand, you are going to waste your money working with them.
They Know The Sales Funnel
How can you quickly find a copywriter who knows how to produce effective content? Ask them about the sales funnel and the customer journey. Don’t pass this off as marketing jargon; creating strategic content for each stage of sales funnel/customer journey should be a base-level requirement for copywriters and content creators. Creating content that closes sales before they are appropriate or drags on through the customer journey without any call-to-action is a fast way to lose sales and lose out on your investment in the writer.
Read more about what content is appropriate for each stage of the sales funnel. [sales funnel post]
They Promote Your Brand Authentically
Knowing the sales funnel grows an authentic relationship with potential and current customers. Outbound marketing is obsolete because customers don’t want to be sold to – they want to be informed. Aggressive promotional content is a turn-off. Content that educates customers and provides them with solutions, while subtly promoting your business and the solutions you provide, is the best way to gain trust with your audience. This type of content is harder to write than you might think.
They Have Superb Research Skills
In order to get your audience to trust your brand, your content needs to be authentic, and accurate. There has never been more content on the web, making it easy for outside content agencies to research and write content for a wide variety of clients and businesses. But excellent research requires more than just a few quick Google searches.
They Have a Second (or Third) Set of Eyes Watching
Good copywriters know that everyone has blind spots; even the most experienced, professional writers are not perfect. Each piece of content produced at Em Writes is reviewed by multiple team members before submitted to a client.
They Accept, Understand and Implement Feedback
You are the expert on your brand or your client – you provide another set of eyes that speaks to how the content is being used to reach customers and drive engagement. Feedback is essential to creating high-quality work. Professional writers understand the necessity of feedback, and marries high-quality content with content that is tailored to the client.
Ready to hire a professional content agency with copywriters that you can trust? Get in touch with Em Writes today.