Why the hell would you outsource your blogging to a copywriter? Seriously!
March 16, 2011 • Glenn Murray
Bloggers and article marketers, if you’re outsourcing your writing, DON’T give it to a copywriter. I mean, let’s think about this…
It’s about content marketing & SEO
You want a link-worthy, keyword-rich piece, right? Something people will read, appreciate and share? (If you’re guest-blogging or article marketing, you want the same, because that’s what will get you published.)
So what makes a link-worthy piece? Typically something helpful and informative, that answers a question or resolves a problem, and which targets readers who are in the research phase of the buying cycle — or who may not be in the buying cycle at all.
“…content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”
What are copywriters good at?
Now let’s think about what copywriters are good at… As a rule, they’re good at writing copy that sells an offering.
A match made in heaven?
So if you outsource your posts and articles to a copywriter, you’re asking a writer who specializes in selling to communicate without selling… Does that sound like a match made in heaven to you?
So who’s good at communicating without selling?
Instead of seeking out freelance copywriters, you should be outsourcing to someone who specializes in precisely what you’re after: helpful, informative writing that answers questions and resolves problems. But who on earth does that?!
Journalists, that’s who. And technical writers. They do exactly what you’re after, every day.
You’ll still have to do the strategy
Of course, journalists and technical writers aren’t content marketers, so you’ll still have to devise your overarching strategy yourself. You’ll be outsourcing only the writing task.
Or you could engage a content marketer
If you’re really serious about results, I’d recommend engaging a genuine content marketer. Like Garrett French or Junta42. (I get no kickback from recommending them. I recommend them only because I reckon they deserve it. I’ve had quite a few dealings with Garrett, and he’s a great guy who knows his stuff. I haven’t dealt with Junta42, but they’ve been around for a while, and they look good from a distance.)
“But I don’t have the budget”
Granted, good journos, techwriters and content marketers don’t come cheap. But nor do good copywriters. (I was a technical writer for 9 years before starting Divine Write — a senior in some big companies like Honeywell, Siemens and Citect — and I can assure you, I earn more now as a copywriter than I did as a techwriter.)
“But my copywriter charges only $1 per article!”
*Ahem* I’m sorry to say, your ‘copywriter’ is no copywriter, and/or they’re rushing your piece. In other words, it’s worth every cent you’re paying! 😉
“But my copywriter is an SEO copywriter”
Big deal! I’m an SEO copywriter too, and I can tell you, the hard part of SEO copywriting is the copywriting, not the SEO. (It’s the important part, too. The SEO in SEO copywriting is becoming less and less important. Learn why…)
“But my copywriter does all sorts of writing”
Granted, there are copywriters out there who can write great blog posts and great articles. Some can even do strategy. But I’d suggest they’re actually content marketers. And they certainly won’t be cheap!
My experience, however, is that very few writers write well across all — or even several — forms. I’ve reviewed the resumes and portfolios of hundreds of writers who’ve wanted to freelance for me, and most can’t even write copy, let alone quality posts and articles. Once, I even got a press release specialist to write an article for me, and she failed dismally. (I assumed those two forms were close enough that she’d handle it, no problems. Not so.)
If you’re serious about your blogging (or article marketing), get an expert to do it. You’ll pay a bit more, but it’ll be finished faster, with less grief and better results.
What do you think?
Clients: Have you ever outsourced your blog posts and articles to a copywriter? Or to a journalist, technical writer or content marketer? Better yet, have you tried the lot? Who worked best?
Providers: Are you a copywriter who writes blog posts and articles? Are you a copywriter turned content marketer? Or journo/techwriter turned copywriter? Give us your perspective…