Any business which is starting out faces one big question – which of my tasks should we do ourselves and which do we get professionals for? This question comes up not only because of the costs involved but due to many reasons. When you are starting off, every bit of money you can save is important. Let’s understand a fact here. Compromising with content means you are neglecting an aspect, which can act as a potential lead magnet.
- 1 Understand what Copywriting is and why do you need Strategists-Cum-Copywriters:
- 1.1 The Benefits of Hiring a Copywriter Who Knows Content Strategy
- 1.2 Why do you need Content Strategy for Your Business?
- 1.3 Top 6 Benefits of Hiring a Content Strategy-Savvy Copywriter?
- 1.4 The Cons of Hiring a Copywriter, who is not a Content Strategist
Understand what Copywriting is and why do you need Strategists-Cum-Copywriters:
What Is Copywriting?
The word copywriting used to earlier refer the job of writing your promotional material for your print advertising, outdoor spots, and email promotions. Today the word copywriting has evolved because the word promotion now encompasses a whole lot more. It covers all your digital content, in the form of the matter on your website, on your social media pages, the blogs that promote your company or products and so many other vehicles which you use to pull in prospective customers, generate referrals, resolve customer queries and even disseminate non-promotional information about yourself.
The Benefits of Hiring a Copywriter Who Knows Content Strategy
What is Content Strategy?
Let us start with one of the points mentioned above and see if we can turn it around. Yes, time is valuable, but you also need to remember that you are a businessman, not a copywriter. So the money you save by doing your own copywriting and managing your own social media traffic, is it more valuable than the time you spend? You need to do a quick calculation of what value your business gives you for every hour of your time, and compare it with your costs per hour if you hire a copywriter. That will help you judge if your copywriting is a job best left to the experts.
Why do you need Content Strategy for Your Business?
The scope of copywriting has increased by leaps and bounds today. Unlike earlier days, it is not enough to write attractive copy for a newspaper advertisement, and hope for people to like it and come to you and buy your product. Copywriting straddles the world of digital media and static media. For the brave, new world of digital marketing, copywriting must be a living, breathing animal that can engage the customer set and encourage interactions, shares, follows etc. It is not a one-way communication at all. The correct content strategy in the copywriting efforts will result in better traction for your products or services, so hiring a professional make sense.
Top 6 Benefits of Hiring a Content Strategy-Savvy Copywriter?
1) He knows the Direction:
A copywriter will have a strong grasp of the latest concepts of metadata and search engine optimization. How this differs from a static newspaper advertisement is that a newspaper ad you pay for will have your insert in all copies of that newspaper, and any customer who reads that newspaper is bound to see it.
2) Customers like the Web:
Customers today are more likely not to wait for the next day’s paper to find what they are looking for. They would just open a search engine on their web browser or mobile and seek what they are looking for. And that’s where your content strategy comes in.
3) You need to be on top:
A search engine’s results have a limited number of results showing on each page, depending on the search string used, and the presence (or lack of it) of that string on your page.
4) SEO Savvy:
The way your page text is written will decide if the metadata of your page results in a match with the search string you are hoping to attract, and how high up in the search results it will feature in. This is, in a nutshell, what search engine optimization refers to.
5) Expert Strategy:
Your copywriter decides your content strategy in such a way that your pages get the most number of hits on search engine results, helping you generate prospects and referrals. That is something you would not be an expert on.
6) Social Media Expertise:
Another area which needs a clear and effective content strategy is social media. No business can hope to flourish if it doesn’t have a robust presence on social media, irrespective of which industry it is in.
If you hire a copywriter who is strong on content strategy, he would be able to decide on the best social media sites that match the nature of your business, what kind of communication would work best for your target audience, and also what extent of interaction you can provide or wish to provide.
The Cons of Hiring a Copywriter, who is not a Content Strategist
This article began by talking about businesses which are starting off, and most of the cons associated with hiring a copywriter pertain to new businesses more than they do to businesses which are reasonably established.
• Ideas behind business
A business that is new might not be clear itself about which are the most important target segments, or which vehicle of communication would be the most effective, or even what are the most important products/services that need to be promoted. For a copywriter to grasp that might not be so easy and explaining to him would be difficult for you as well. Since you, yourself, are not so sure. Therefore, initially doing the copywriting yourself might make more sense, as you understand your business.
• It’s the Money Factor
Money is another big factor, of course, like we already said. Hiring a good copywriter might cost you a substantial amount, a burden which your fledgling business might not be ready to take just yet. Finally, the question of time is important. When the new business is still a long way off from being on autopilot, it needs all the time you can provide, so would it make more sense for you to explain things to the copywriter or utilize that time to do your own copywriting instead? These are a few reasons why your decision to hire a copywriter, at least initially, might not be advised.
Today’s digital world requires a multifaceted media content strategy, which generally is difficult to provide in-house. A business would be well served by hiring such an expert who knows content strategy so that the copywriting services provided can help your company get ahead of the race and win over customers and influencers alike.