When you go into business for yourself, one of the most pressing concerns is getting the word out about yourself. If you have any sort of online presence (and hopefully you do), you know this means developing a publication strategy via a steady stream of quality content. And typically, that means looking for blog copywriters.
Even if you have great ideas for what to write, you may not have the time. In addition, the challenges of optimizing content are numerous, time-consuming, and probably have little to nothing to do with your actual business. Optimizing is about more than just writing something that sounds good. It’s about making it the right shape and style for the web.
That’s where blog copywriters (sometimes also called blog content writers) come in.
These writers are trained not only to write quality content on demand, but to make sure that it hits peak visibility on search engines.
Without that search engine optimization, there’s no visibility. No visibility means no clicks. No clicks means no traffic, which means no clients and no sales… you get the picture.
The problems here are all fairly obvious. But what does a blog copywriter actually do that will help you in practical terms? What will these benefits really look like?
Anatomy of a Great Blog
To answer this question, let’s take a look at what the blog looks like in its completed form.
The great Steven Covey, author of the classic book “The Seven Habits of Highly Effective People”, often gave the piece of advice “begin with the end in mind.” Before you leap into a project, you want to know where it is you’re headed.
So, let’s formulate an idea of the end result. Even if we don’t have all the specifics mapped out, that’s okay. What does a great blog really do?
It brings people to your site.
It lets them engage with your business.
It educates them about your specific industry.
It gives them a reason to want to buy your particular product or service.
When we look at each of these steps, we can see that there’s a progression at work. There are also a few different processes going on… in order to educate people about your industry, for example, you want someone who can research a topic and write well about it.
But to get them to your site to begin with, you need some content that will attract the attention of search engines like Google. And these are two different considerations when writing; something not every business owner is aware of (or has time to think about.)
To Optimize Your Content, Hire Blog Copywriters
Blog copywriters are writers who specialize in creating posts specifically for businesses like yours. They blend the task of doing technical research with the other goal of creating easily readable posts. When you combine these two approaches, you get a post that will answer the questions of a curious customer and also get noticed by Google.
In addition, copywriters also make their living by coming up with ads, slogans, and other high-impact marketing materials that convince people to buy something once they’re there. They know what the expected tone is, and they know how to get a reader’s attention.
So what would a blog copywriter do for you that an average writer or business owner might not be able to do for themselves? There are seven surprising ways they can help you…
#1 They Boost Your Visibility From Search Engines
So, we mentioned that this is goal number one: getting people to your site to begin with. After all, it doesn’t much matter what’s on your webpage if no one visits it, right? So the first task here is search engine optimization.
Blog copywriters (like the ones that work at SteadyContent) will typically get an assignment that not only has a topic and a deadline, but also comes with a selection of carefully curated keywords. These keywords have been selected for their ability to get the most “bang for their buck” when used in the text of an article.
It’s up to the writer to weave these keywords into the text so that they are natural and easily readable. Depending on the specific phrase or keyword, the degree of difficulty can vary. But in the end, a good blog copywriter will deliver an article that is easy to read, informative, and has the keyword folded into several crucial places throughout the piece.
The result? A higher ranking on search engines, and higher traffic as a result.
#2 They Bring In New Customers
When this is done properly, you’ll start to see traffic from people who haven’t visited your site before.
If you don’t have material like this, search engines won’t have much to go on when indexing your site. They might be able to tell what your business name is, and your location. But beyond that, there is often insufficient information for them to send a lot of new people your way.
Let’s say you own a kitchen supply store, for example. But you haven’t been writing a blog yourself, and all you have up on your site is a list of locations and hours. The result is that you will probably only get visitors who already know who you are, because they’re searching for your name.
But if you have a blog that has recipes (and maybe mention some of the equipment that you sell), or fascinating facts about a certain dish or cuisine (where you mention a cookbook that’s on your sales floor), or specific spices (that you carry)… suddenly, you get customers who are looking for your products but didn’t know you existed before they found your content.
A blog copywriter team will create an entire strategy based on this idea. By creating a full blog with lots of opportunities for these customers to find you, you widen your net considerably, and increase your reach by an order of magnitude.
#3 They Improve Your Relationships With the Customers You Already Have
In addition, the customers who already do know who you are will have another reason to return to your site. Many businesses have mailing lists to let their most loyal customers know about sales, or any business-related news.
By creating a flow of quality content, you also get your customers excited to see what you’ll do next, and you’ll keep them engaged beyond the occasional visit.
Not only can a good blog writer help with this, but SteadyContent even integrates your social media in order to maximize this strategy. Every time a new blog post comes out, it will update your Facebook or Twitter account, giving your followers another reminder to come back.
#4 They Personalize Your Business
When people see store hours, location maps, and a product list, they are interacting with inanimate objects. They’re looking at the building, or the items you’ve got on your shelves.
But when they read a blog post that gives an informative description of how to use a certain item, or a product review, they are interacting with a person.
That extra touch makes the business that much more memorable in the customers’ minds.
And when a writer writes blog posts for you, they are taking your suggestions and the information that you give about your company. One of the things a good blog writer will take into account is the feel of your business. That means thinking about what sort of tone the articles should be, and how they will fit with your unique style.
#5 They Help Establish Your Authority and Create Goodwill
People like getting things for free. And although there’s plenty of information out there on the internet, if you are providing consistent, quality content on your site, your customers will notice.
Perhaps you might not see the benefit right away. In fact, this is one of the upsides of having a long-term blog, that has a few months’ worth of posts on it.
But what happens when you have a growing collection of these posts? People start to see you as an authority, and you engender goodwill by giving them information that answers their questions. Even if they don’t buy from you right away, if they realize you have helpful content, they’re predisposed to like you more.
And the more often they come back to your site, the more likely they are to want to do business with you.
#6 They Keep Your Site Current
We can just make this one fairly simple: Google likes fresh content.
New posts get noticed, indexed, and highlighted over sites that are outdated. Sites with new material are going to rank higher on the list than posts from months or years ago, in part because the older addresses are more at risk to be abandoned or irrelevant.
If you have one of SteadyContent’s blog copywriters keeping your site fresh, you’ll see a lot more attention from the search engines.
#7 They Generate Revenue Through More Effective Conversion Rates
All that added traffic helps the bottom line. But it’s not just because “more people are coming to the site.” That’s part of it, but the real reason is also that the right people are coming to the site.
The great thing about SEO is that it drives traffic that matters. These aren’t just people walking down the street window-shopping; they’re people who are specifically searching for material related to your business.
That means their minds are already halfway sold. They found your site for a reason, and it probably comes as no surprise that conversion rates on this sort of web visitor are significantly higher as a result.
Blog Copywriters at SteadyContent
Right now, SteadyContent has over 550 writers working to produce blogs for small businesses all over the world. We pride ourselves on our adaptability. Even if you have a special niche industry, we can find the right keywords to bring your ideal customers to your site.
What’s more, we only accept the best writers out there. Of the writers who apply to work with us, only one in twenty makes it through our meticulous screening process.
If you’re ready to take your blog and your business to the next level, our blog copywriters are here, ready to make that happen.
