You may have spoken to a content writer and expect them to get on with the task, but it isn’t always that straightforward. There are many things to consider when producing the best content for your business. The start of the process is often sitting down with a content writer to discuss your needs. There is a great deal of value in research, in all parts of business. But to get the most mileage out of the content you use, there should be some quality research put into it. It makes the work look and feel better for both you and your target audience. Here is my guide to the 3 areas of research your content writer should be doing for you and how they can boost the effectiveness of your content –
The first of the 3 areas of research your content writer should be doing for you is your business. The way that you feel and talk about your business is always the starting point for any good content writer. It allows them to feel the passion and become ‘at one’ with what you have to say about your business. Your content writer should sit and listen to –
From there your content can talk with the same voice and passion about your business as you do. This is the ‘trick’ of effective content that most people miss – it is an extension of what you already do and stay. You know your business inside out, so it might be a difficult thing to consider someone else writing about it. You can ask yourself questions such as ‘do they feel the same passion I do?’ Well, speaking to them will start to ignite that passion.
Once your content writer understands your business, they can go away and write about it, can’t they? Well, no. The second step in the 3 areas of research your content writer should be doing for you is to look at your competition. From there they can see what might resonate with your customers or potential customers. This takes the form of two checks –
This is a vital part of the process of producing high quality content that will help you succeed. Find a content writer that will look at all 3 areas of research your content writer should be doing for you. Your business stands or falls on the way it can differentiate with the competition. This might be in the form of lower prices, but more often than not it should be based on what you can do better.
This is by far the most important of the 3 areas of research your content writer should be doing for you because it talks to people in their own terms. All of your customers or potential customers have wants and needs. They want a provider to let them know they understand and that they have the solution. Your content is at its most powerful when it resonates with the audience. Your content writer should find out what the ‘pinch points’ are for your customers and speak to them in engaging terms about how your business resolves these issues. You might want to talk to existing customers to cement your relationships or to new customers in order to grow into new markets. The decision that you make here will change the communication you have.
Get in touch if you need to talk about your content and want a content writer who is able to do more than just echo your words.