The expression “Content is King” has never been truer. We live in a digital era where, even if you have a brick-and-mortar business, most peoples’ first impressions of you will be made online. A good content writer can help you make the right impression, drive traffic to your website, boost your social media presence, and even drive sales; these are the most prominent benefits, among others.
What Does a Content Writer Do?
Content writers create written materials for your business. They may write blog posts, educational articles, product reviews, or truly any kind of web-based material. These are well-rounded writers who typically have experience writing for a variety of businesses and in a variety of formats.
Some of the traits that define professional content writers include:
- A superior grasp of the English language
- Familiarity with multiple styles of writing
- An understanding of the conventions of various types of writing
- Excellent research and fact-checking skills
- Experience optimizing content for search engines
- Ability to tailor content for client needs and context
Content writers are not your cliche college students who occasionally jot down poetry. These are highly trained and gifted professionals.
5 Benefits of Hiring a Content Writer
While there are many benefits to hiring a content writer, we will just look at the top five here.
1. Content Drives Traffic to Your Website
Excellent content is shareable. While a quality writer will write with attention to keywords and factors that affect Google ranking, they also realize they are writing for actual humans. Great content writers create work that is compelling, attract readers, and drive them to share the piece. Whether your content is being shared on social media or through links on other websites, each share adds value by driving up your search engine rankings and reaching a new potential customer.
Talented content writers can entertain and educate. When your content stands out from the crowd, the influencers in your field are more likely to link to it. These backlinks are extremely valuable for improving your search engine rankings and getting new visitors to your website. Whether a visitor lands on your page because one of their favorite sites linked to you or they found you online, each visitor to your website is an opportunity for your business.
When you have a professional content writer on your team, you will also know that you will have enough content to regularly update your website. Websites that are actively putting out new, fresh, engaging content tend to have more readers. Content may serve as a lead magnet, gaining the trust of your audience through education and valuable, easy-to-understand information. Readers may start visiting your site just for the blog updates or valuable articles, but they are likely to check out your other pages—and even become customers.
2. Great Content Builds Up Your Digital Reputation
A good content writer will work to present your public image exactly the way you want them to. Content writers are highly skilled at adapting their tone to match the public face you want your audience to see. Some businesses may build credibility with a formal or academic tone while others want to present as warm and inviting. An experienced writer can create content with a variety of tones, and if you’re unsure about what you need, will research your business and select the appropriate tone based on their experience and professional intuition.
Excellent content writers gain trust through credibility. When your business is regularly putting well-researched, yet readable, writing on your site and sharing it on social media, you can become recognized as an authority in your field. Compelling web content can lead to positive reviews on social media, review sites such as Yelp, or Google. If Google is the first point of contact with your customers, as it is for many businesses, there is tremendous value in having many positive reviews—or even a few thoughtful ones.
3. Hiring a Content Writer Keeps Your Employees Doing What They Do Best
Sometimes, companies try to save a bit of money by having an existing employee create the blog and article content. This is often a mistake. Unless that employee has experience in content writing, he or she may not create the most effective content for your business. Assigning these tasks will also take your employee away from the tasks they are truly best at.
Outsourcing your content needs to a reputable writer or agency actually saves you money in the long run. Not only are you hiring someone who is skilled in their craft and well suited to your needs, but you are keeping your existing employees on-task and doing what they’re best at. You’ll never have to worry about whether the content you are paying for is good when you hire a professional.
4. Effective Content Engages Your Audience on Social Media
Your social media presence is another common way your target audience will first make contact with you. Well-written content engages the audience, inspiring them to ask questions, and often educating them into the sales process. For most businesses, the better educated a client is about your products and services, the more willing they are to buy.
Good content also starts conversations, which you can keep going in a comments section. Any chance you have to interact with a potential customer is one you should seize. Even if you spend some time answering questions or talking to someone online who does not buy, they will still walk away with a positive impression of your business and will be more likely to recommend it to their friends and family.
Content writers can even tailor the type of content to the platform. For instance, if you’re trying to boost your engagement on Facebook, an attention-grabbing headline backed by quality writing is essential. We have found that effective, unique content gets “likes” and shares on almost any social media platform. To get the most out of your content, share it across all social media platforms.
5. Good, Regular Content Improves Your Website’s Quality
Nobody wants to open a website and only see the sales call-to-action or a bare-bones design. Content can flesh out your website, so you are offering more than just your product or service. You are also offering high-value information to your audience. This further builds trust and authority, making your customers more likely to stick with you in the long run, rather than just visiting your site once.
How to Find the Best Content Writer
Now that you know just five of the ways a good content writer can help your business, you may be wondering where to find one of these professionals. Don’t worry, we’ve got you covered.
Use a Content Writing Service
Content writing services vet their writers to ensure they have a solid grasp of their craft, can meet tight deadlines, and will follow your instructions. Most content writers also have a solid understanding of search engine optimization (SEO), as this is a crucial part of effective web writing. Writers who cannot prove their worth in these areas won’t make the cut for a reputable content writing service.
Many of the writers employed by content writing services have years of experience. They are also often jacks of all trades. To understand why this is, we will let you in on a little trade secret. Content writing is a competitive field; those who survive in it long enough to make a living work with a variety of businesses and develop a sixth sense for how to approach content in a wide variety of contexts.
Find a Freelance Content Writer with Expertise in Your Field
Occasionally, you may need someone who is not only an effective content writer but an expert in a specialty subject. Some ways to find a writer with the background you need include:
Placing listings on job boards
Searching online for writers’ portfolios
Using networking sites like LinkedIn
Placing ads in classified sites such as Craigslist
Asking trusted connections for referrals or introductions
That said, many of the writers for content writing services have specialized areas of expertise. Even if you work in a field like law, medicine, or insurance, you may not need to seek out an individual writer. Many of these gifted professionals are already working for content writing services.