In today's world of digital noise, brands need unique content that helps them break through the clutter.
The brands that are most successful with digital marketing efforts are those that invest in relevant content that really connects with the company's audience.
Great content has the ability to create a positive experience for your potential customers and compel them to come back for more and become brand advocates.
For that reason and many more, developing and executing a content marketing plan is arguably the most important part of the marketing puzzle.
"Marketing is telling the world you're a rock star. Content marketing is showing the world you are one." - Robert Rose
The world’s great religions all recognised a fundamental psychological precept; if you want to get through to someone, bury your message in a story.
Similarly, good content production is not just about telling the facts. It’s about creating a narrative that resonates with your audience and spreading ideas. To do that, you first have to understand your audience's world view.
Therefore, a good content writer must possess not only technical expertise and the ability to write clearly and concisely; they must also have some understanding of human psychology.
Content created in this way will help your company establish trust, increase the visibility of your brand, win new customers, as well as re-engaging those you already have, and position you as a thought leader.
There are so many benefits to content marketing, which can be an exceptionally efficient and effective way to reach your audience, especially in a B2B setting.
When it comes to the writing, however, investing in a high-quality, professional content producer ensures that not only your content is on par with your competitors, but also that your team doesn't spend an inordinate amount of time on tasks that aren't specifically in their wheelhouse.
As a former journalist, I'm especially adept at interviewing internal and external subject matter experts and helping them distill their thinking into an engaging story. I can help cull out main points, find relevant anecdotes and highlight what truly may be the thought leadership from the experts in your firm. But the best part? I can then write it, and let the SMEs go back to what they do best.
The most important lesson I've learned as a content production freelancer is that my clients and I need to be on the same page at all times.
Establishing a clear, end-to-end process for ideation to production, including specific check-in points for feedback ensures that what I produce is exactly what the client envisioned. It eliminates backtracking and makes the best use of everyone's time.
Once you have a solid process in place for content production, for example, delivering an outline of a white paper before a draft, then you can more easily scale the entire effort.
As a writer, I'm happy to plug into existing systems for producing content or help my clients create them. The steps don't need to be overly complicated, but they do need to be clear.
That upfront time spent discussing and establishing process pays off in myriad ways down the road.