Bangers and mash. Strawberries and cream. Chocolate and orange. Somethings are just made to go together, no? Individually they taste great, but together they’re mouth-watering.
Business partnerships are just like bangers and mash. True, there are some tasks best done alone, or individuals who work well independently. We all know a few of those. But occasionally a pairing of like minds puts something really special in the can. Think Ben and Jerry.
Blogging is a dish which can cook up a storm with the right partnership. Many small businesses have got the recipe right and adapted their business stream to generate regular, readable content about their specialised field. They know the stats and realise it’s one of the best marketing tools to direct traffic back to their website.
Blogs are now proven to be a great appetiser for the consumer. A whopping 61% of US online consumers have made purchases based on recommendations from a blog. Companies that blog achieve a 126% increase to their lead growth compared to those that don’t.
Many thought leaders suggest that any old Tom, Dick or Harriet who’s used to writing emails or marketing content is capable of mastering blogging. Content, they say, is king, implying that if you know the business, the art of writing it up can be taken as read.
It reminds us of when David Beckham retired and announced he might become an actor. Just as your or I might decide to become a premier league soccer player. Or a gifted wordsmith.
You might know your business and your industry inside out and in your bones. But developing writing or blogging skills on the job, while continuing to deliver on your other obligations, is not going to result in your cake rising.
A quick Q and A session with Fiona Stocker, copywriter and Principal of Fiona Stocker Boutique Communications, indicates why. She’s been copywriting, ghostwriting and editing in small business and the corporate sector for years. There’s nothing she likes more than to take our content, have a good snort over it, and then make it shine.
Question 1: How does partnering with a copywriter get your message across?
Answer: A great copywriter takes your material to another level. The business world is full of writing (copy, to be technical) that is tawdry, stuffed with jargon, puts people to sleep and makes one company sound exactly like another. Thankfully, it’s also full of great material written by copywriters.
Think of any advertisement you’ve seen that grabbed your attention, made you laugh, or made you think. That wasn’t written by a marketing manager, or by a CEO. It was written by a copywriter. Ironically, that person might not give a flying fruit bat about the business. What they are bothered about is words, and how to make them fly off a page and imprint themselves on the consumer’s mind.
Question 2: Can a copywriter make a difference to the bottom line?
Answer: A copywriter can do whatever you want. If you want them to create sales or queries, make that clear, and look for a specialist. If you want someone who can write specifically for your target market, find a writer with the gift of crafting copy that appeals directly to them. If you’re selling top end travel to life-long-learners, you speak in a different voice than if you’re selling shorts to surf dudes. Copywriters are the original multi-taskers. They do what they do with their brain, their heart and the seat of their pants, and they know instinctively when the mix is right.
Question 3: Is blog content different from other content?
Answer: Absolutely. You wouldn’t write your annual report in the same style as a blog post. But more importantly, your blog should be replete with rich SEO material. You might know your keywords from working with your web designer, and you’ve probably built up an instinctive understanding and repertoire of keywords based on what’s trending in your industry.
Where a copywriter can help is in weaving those words into great copy – and a catchy headline - that is readable and enjoyable – but not obviously stuffed with them. If you’re looking to boost sales directly through your blog, look for an SEO Copywriter. If you want to differentiate your business with an original style, just look for a great writer and someone you’d enjoy working with. If you’re going to create blog magic together, there should be chemistry between you.