Having a good content strategy is fundamental to any marketing plan these days. This content can take many shapes and forms depending on who you are trying to engage and what platform it is being disseminated on. But, what should you be looking for when engaging a content writer?
Twenty years ago, writing may have involved a product brochure, a press release or an article but now so much more is expected. As Michelle Mason from Social Tap, a digital agency specialising in food and drink says, “we are asking writers to be creative, find a hook, and maybe have an element of creative advertising skill. They need to add that value into the mix. Plus, they need to understand a range of mediums, as well as the reason why it is being written - whether it be lead generation, brand awareness etc. And, they need to be able to repurpose it for different platforms.”
So, what else are the pros looking for, I asked.
Ease of doing business is number 1
“Competency is absolutely essential,” says Lucy Bingle who has a consultancy that helps clients set up their LinkedIn marketing strategy. “I like to let my writers engage directly with the client but for this to happen I must have complete confidence that they have excellent communication skills and will take the time to really understand the business and their needs.
“They need to be in tune with how I like to operate so that ideally, they can build a long-term relationship with the client.”
Put your clients at the centre of everything you do
“Storytelling needs to reflect the client’s objective,” says Lucy. “It needs to be engaging and to evoke a sense of the organisation’s values and mission. At the end of the day – does it make me understand the organisation better? Does it make me believe in the brand? These are the stories that get higher engagement on LinkedIn.”
Think about your purpose
Michelle believes one of the keys to good content is to start with a purpose. This means finding out what consumers are looking for and what problems need to be solved. “You need to think about your objective before you start,” she says.
Understand the different social media platforms and their roles
There is no use publishing a white paper on Facebook or a story about your favourite restaurant on LinkedIn! It is a professional marketplace. Facebook is more social, thus more suited to well written consumer content.
Personality!
There is a real trend towards storytelling at the moment. We have moved on from the third person approach to writing to a style that is more personal. People want to connect on an emotional level with the brand. They like to hear the ‘why’. When backed up with some facts and research it simply makes for more enjoyable reading. “It’s harder than ever to cut through and if done well this can be very effective,” says Michelle.
Be careful with your research
Gone are the days of trudging through your local library or digging out the Encyclopaedia Britannica – thank goodness! “Information is so readily accessible but beware of your sources. Not all of them are credible!” says Michelle.
Hire a specialist
Leigh Redman who is the General Manager at Communications recruitment agency, Commtract, says that her clients are very much looking for specialists in their industry. “Researching for stories is time consuming and someone with in-depth knowledge in a particular niche will have the edge. We are also finding that people with experience in journalism are also sought after as they know how to write a good story, can do good investigation and also have great contacts which helps with the research side of things.”