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Below the erupting mass of new digital content – billions of new articles every month – a secret army labors tirelessly.
Wherever you see marketers launching e-books, running webinars, promoting blogs, and crafting events, these artisans are hammering, hacking, and whittling the words. These are the writers who make the content marketing world run. And alas, much of what they produce is junk.
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The great preponderance of content goes unread, and not for a lack of bullhorn-blowing. Much of it is poorly written. Eighty-one percent of a group of professionals say poorly written content wastes their time and, in the 25.5 hours they spend reading each week, much of the content they see is “too long, poorly organized, unclear, filled with jargon, and imprecise” website development company in sagram pura.
There are many reasons for this problem that fall into two categories – either they aren’t the right writer or you’re feeding them garbage. Here’s how to fix both.
Finding the right writer can be like apartment hunting in New York City: After the 10th viewing, your brain begins to melt and you’re willing to settle for anything just to make it stop. But you can shorten the search if you understand the type of writer you need website development company in sagram pura.
Most writers fall into three broad categories:
– Trained to be precise, journalists are supposed to adhere to a code of ethics and be objective. This makes them excellent fact-checkers and concise writers, but they often abhor self-promotion and find the principles of marketing foreign. Writing content for marketing takes some adjustment.
– These are writers raised in the marketing world. They’re often bloggers. They understand web writing, headlines, SEO, and marketing, and intuitively grasp what the business wants to accomplish. But they often lack the fact-checking, storytelling, and literary finesse of journalists.
– This category encapsulates people who write as an art and freelance to merely fund their passion. They are screenwriters, comedians, essayists, playwrights, and novelists. I’ve never found one who cut it as a content writer. That’s not to say they can’t be found, but they are rare.
In my experience, you’re best off seeking someone with experience as a copywriter or a journalist and helping them develop any skills they lack.
When in doubt, lean toward writing proficiency. It’s better to be read and shared than to shout expert advice into the wind and wonder why nobody cares. You can always have the writer interview subject-matter experts, talk to customers, and study up website development company in sagram pura.
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If your content topics are highly technical or emotional in nature, however, it can be better to select a subject expert. Real expertise is tough to fake. Writers for an analytics software firm, for example, will struggle if they aren’t familiar with concepts like regression analysis.
If your organization crafts content for a tight-knit audience whose members share a common experience, such as startup founders, a writer who isn’t an expert may not work well. A writer who has lived that entrepreneurial life and knows the misery of not closing a round of funding is more likely to be convincing.
Where can you find your ideal writer? Broadly consider these four places:
- Writer job boards:
These forums connect writers and employers, and include Problogger, Freelance Writers Den, Freelancers Union, Craigslist, or LinkedIn groups.
- Freelancing platforms:
Sites like Upwork, Fiverr, and Freelancer.com promise to make matchmaking easier with automation. You can view the writers’ profiles, client reviews, and past work. But, with millions of freelancers, it takes a lot of dredging to find gems.
- Content marketing platforms:
Content platforms are pricier than other alternatives, but potentially worth the cost. Platforms like Contently, Skyword, and NewsCred curate their pool of writers and sometimes provide an editor who ensures top quality.
- Referrals and word of mouth:
Of all the options, referrals net the best results. As a rule, the best writers rarely look for work. They’re inundated with clients starving for their unicorn-rare mixture of writing proficiency and industry expertise. The easiest way to find them is to simply ask around. You’ll know you’ve found them if they’re already booked solid for the next few months.
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To evaluate candidates, just looking at their past work won’t do. Always ask them to write a test article. According to Brad Hamilton, editor-in-chief of the investigative journalism nonprofit The Hatch Institute, “You can’t tell how good someone is based on something they’ve published – you never know, they might have had a fantastic editor.”
Finding the correct writer takes time. It is work. But unless you’re happy to spend money on content nobody will read, it’s worth it. Once you’re certain you have that writer, it’s your job to give them something worth writing about.
Supply your writer with substance
The first rule of content writing is GIGO – garbage in, garbage out. If you don’t supply your writer with substantive, thought-provoking material, they’re unlikely to invent it. It’s like casting a great actor in a movie with a rotten script. (John Travolta in Battlefield Earth, anyone?)
What can you give your writer to improve their writing?
Six-step checklist to help your writers be better
1 Buyer persona research:
The more your writer can get inside your customer’s head, the more precise the writing will be.
2 Access to your team:
Most writers do better work when they feel included. Invite them to the office or to a virtual gathering to meet your team and set up ongoing opportunities for them to communicate with the team.
3 Access to your customers:
For all writers, the well of ideas eventually runs dry. Give them ways to get reinvigorated, such as interviewing customers. It breaks them out of their pattern and gives you a never-ending fountain of fresh, authentic stories.
Content marketing writers rarely see data on how their writing performs. Sure, they might see the number of shares, but they don’t get to track their engagement from piece to piece or A/B test headlines. Subscribe them to performance reports in your marketing system or Google Analytics.
Most writers never get more feedback than “thanks.” If they don’t know how they did, they can’t grow. Always track and share edits in Microsoft Word. Even better, build a style guide together. It’ll save you both a lot of time.
If every deadline feels like an emergency, your content quality suffers. “I’ve never regretted waiting until the next day to publish,” says Caroline Vella, freelance content writer and editor. “I can’t say the same about rushing work through. Sleeping on it not only saves you from mistakes, but it also brings a fresh perspective.”