It’s a fact. Not everyone can write good copy. There is a lot of mediocre marketing material out there on websites that is produced in a clinical fashion by website designers. Certainly not everyone has wordsmith talent and can write engaging copy that is fresh, creative and builds confidence and trust in the brand and clearly identifies with the targeted consumer.
As with any aspect of business, your content marketing needs should be properly orchestrated with a clear strategy. Without delving into a 101 Marketing course, it’s important to know that part of that content marketing strategy should include full use of quality creative content. Your business needs to have a flexible plan that can be switched up to follow data metrics, and it is important to periodically assess your website and marketing efforts to be certain you are on track.
While some content in your PR/Marketing machine will be ‘evergreen’, some may be out of date. All content you present to your consumer needs to be relevant. As needs of your consumer may change, especially as they age or migrate in and out of your target audience, it is important to maintain fluid content on your website.
As a seasoned creative Content Producer and PR/Marketing Specialist, I have often run into companies that attack their marketing in a piece meal fashion. Usually driven by the need to manage their marketing efforts with a minimal budget, their marketing puzzle pieces simply don’t fit together. The haphazard approach with irregular timed e-blasts or newsletters, bouncing content styles with variant personalities and poorly copy edited materials is not the best way to market your business.
If you are working with a freelance content writer that is truly creative then that is a great start. To properly leverage their contributions have a strategy in place. While material the writer produces should be recycled throughout your media channels, be careful not to overstep and abuse the material or the copyright of the author. Ensure you have written permission from the author to re-use the material and to edit it for other uses if that is what you plan to do, as freelance content writers generally retain rights to their materials. For example, if you want a feature article turned into a blog, it is the content writer that should be paid to do that and bylines and bios should be given, unless a ghostwriting provision is included in the contract.
It is important that all your marketing materials have a consistent tone, so avoid having multiple staff members edit the copy. Allow the writer’s personality to shine through, as this is the connection that is engaging the reader to read. Nobody likes to read bland language and quality creative content necessarily requires some personality and flair.
The most cost effective way to engage a freelance content writer is to get a package price for a broadband of content with material that can ultimately be linked together through an e-blast or newsletter. If your freelance writer also has marketing savvy and can pitch content ideas and add some creative genius, guidance and manage the timeline for your overall marketing strategy, they will provide a level of management. Many small business owners are extremely busy wearing the many required ‘hats’, and having a content writer that works and produces blogs, newsletters, press releases, feature articles, white papers etc. on autopilot can be a boon. This can help keep costs down for your business as you won’t need to hire an in-house marketing manager.
If you would like a seasoned professional PR/Marketing and freelance writer on your team, someone who can also help you develop a content marketing strategy for your individual business, why not leverage my talents as your creative asset? Please give me a call or shoot me an email and let’s get started. My writing packages offer affordable price points for every budget, from basic economy to VIP level and include content for all your PR/Marketing needs.
Internationally published freelance writer, content creator, author, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse related business, magazine, website, newsletter, blog and email blast sales machine. Her works have been published worldwide in over 200 magazines, and include all the leading equestrian publications such as Chronicle of the Horse, Reiter, Horse and Hound etc.. Additionally her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine related medical devices, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in investment, real estate and international travel and rural lifestyle.
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor and highly sought trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full service horse breeding and horse training facility. The duo provide ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.
Contact: Nikki Alvin-Smith: Freelance Writer; PR/Marketing Specialist
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