Do you have time for the extra steps it takes be a good content writer?
I think writing for the web requires more discipline than writing for print. First of all, website visitors don’t read, they scan, and you have only seconds to capture their interest. You need to make your point quickly. At the same time search engines aren’t all that forgiving. If you don’t include the right keywords, or use the right code, your content may as well be invisible. Being a good content writer means you take that all into account. You take the extra steps to ensure high quality content that will drive online results.
Effective content writing requires putting yourself in someone else’s shoes. A content writer shouldn’t guess at topic areas to cover, they should research them. They should interview sales and service people to find out what questions people ask. A good content writer checks Google adwords and asks to review website analytics to see what problems your customers and prospects are trying to solve.
The Internet has made it incredibly easy to see what your competitor’s are writing about. But if you want to stand out online your B2B brand needs its own voice. Seek originality in both content and content delivery. A good content writer asks, ‘What hasn’t been done before?’ and ‘What’s the best way to deliver the information? ‘
On a small computer screen or phone, even the shortest of paragraphs can seem long. Rather than read it, your customers and prospects will move on. A good content writer is diligent in keeping sentences and paragraphs short. They weed out unnecessary words and break up long lists with bullet points. A good content writer reads copy aloud to identify awkward text that doesn’t flow.
A good content writer understands the importance of keywords and using the language of the audience. They start with a specific keyword and then write copy to support it. To do otherwise is to invite awkwardness. Words are chosen carefully. Industry jargon is avoided to satisfy the needs of both humans and search engines.
A typo or misspelling is embarrassing. It is easy to see the mistakes of others, but more difficult to spot your own. Good content writers have a system for proofreading their work to catch grammatical errors, omissions and misspellings.
These extra steps inspire and ensure quality content. It’s one more interview, one more read through the copy, one more ounce of effort that separates a good content writer from a mediocre one. It takes time that you might not have.
How do you find the best writers?
