Content for content’s sake is a waste of time. If you want to get a return on investment you need to think about why you are writing it. There are many good reasons to blog so make sure you are clear about your intent and desired outcome before you start.

Think through your goals and build your content around those. These are the outcomes I am looking for when I write my blog. You may have others but once you have decided what they are you can brief your copywriter with real purpose.

Improved brand awareness through thought leadership

My clients often ask, ‘does blogging increase brand awareness?’ A good blog provides you with the opportunity to demonstrate your expertise and views on your area of specialisation. Brand awareness can be a slow burn but over time it works. If you consistently deliver useful insights, you will become the go-to person in your industry.

New leads through my website

So you want to generate more leads on your website? Then you need to publish content that will grab enough attention to inspire a click through. You need strong calls to action and you also need to make sure that your messages will resonate with the people who hang out on the platform you are posting on. For example, as a general rule Facebook is more suited to consumer products and LinkedIn for professional services. It is also worth putting a few dollars into boosting your posts if you want to gain traction on Facebook. LinkedIn works on a more organic formula.

Improved search rankings for targeted keywords (SEO)

What will people be searching for if they are looking to purchase your product or service? SEO and copywriting go hand in hand, but it needs to be well written and look seamless. Simply stuffing a bunch of keywords into your copy doesn’t work. If the article is clumsy and hard to read, you will lose your potential customer. This is a great reason to engage a professional copywriter!