Copywriting for Blogs
Are you wondering if starting a company blog is worth the effort? One hundo percent, it is.
A company blog has a lot of major benefits for your business. It can drive revenue and sales, increase brand awareness, and provide valuable content for your customers. Great content means potential clients and customers like you, when they like you, they want to work with you. Pretty simple really!
Break it down for me
By consistently publishing informative and engaging content, you can attract potential customers to your website and convert them into paying customers. This is because a company blog can establish you as an industry thought leader and a trustworthy source of information.
That’s an important word there. Trust.
It’s hugely lacking in the online and business world, which means if you can create it, you’ve won. End of story. When potential customers see that you have a wealth of knowledge about your industry, they are more likely to turn to you for help.
Build Your Brand
In addition to driving revenue and sales, a company blog can also help increase brand awareness. By consistently publishing content, you can attract more visitors to your website and expose your brand to a wider audience. This can be especially useful for small businesses looking to gain more visibility in their industry.
Eventually, this too will help increase your sales. It’s called top of the funnel, because it increases the overall number of prospects you've got for your business. Having a consistent brand voice is a really important part of this too. You want all of your content to sound like it was written by the same person, or your customers won’t know which of split personalities they’re going to get!
But the benefits of a company blog don't stop there. A company blog can also provide valuable content for your existing customers.
Stick ‘em up
By answering common questions and providing helpful tips and resources, you can demonstrate your expertise and commitment to your customers' needs. This can lead to increased customer loyalty and satisfaction. Keeps ‘em ‘sticky’ as we like to say.
As a business owner, you know the importance of consistently producing high-quality content for your company blog. But writing engaging and informative blog posts can be a daunting task, especially if you're not a natural writer. That's where copywriting comes in.
You can’t just chuck up any old words
Copywriting is the art of crafting persuasive and compelling written content for the purpose of marketing or advertising. You might think that’s just for Google or Facebook ads or your marketing emails, but it’s much broader than that.
Any time there are words written in your company name, that’s copywriting. Because every word your company publishes is done with the ultimate goal to drive revenue and make sales.
Yes, even the boring sh*t like terms and conditions.
To write all this in a way that builds your brand and grows your revenue, a copywriter needs to understand your target audience and create copy that speaks to their needs and interests. You’ve gotta give the people what they want, and surprise them in ways they weren’t expecting.
But why is copywriting so important for company blogs? Why not just churn out SEO rubbish and call it a day?
There is a glut of crap content on the internet. You know that feeling when you click a result on Google, read the first paragraph and realise that the writer has absolutely zero idea what they’re talking about? Yeh, that feeling sucks. You do not want people thinking that when they land on your website.
You need to always have the sale in mind. Yes, the content needs to be informative and useful on its own. A skilled copywriter can do that, while also making subtle directions towards your company’s service or products. We’re not talking “buy this product now!” vibes. You want the reader to feel like they’ve made the decision to get in touch with you or make a purchase, not that they’re being pushed into it.
Understand the marketing funnel. Chances are you’re not going to get many sign ups directly from a blog post. You know what you probably can get? An email address. A sign up to a webinar. A view of another blog. A follow on social media. A copywriter understands how to take your prospects on a journey that ends in a sale, even if that journey might take months, or even years.
As Momma used to say, if you’re going to do something, do it properly. Yeh, it’s an investment, but it’s one that can pay off big time.
Finding the mythical copywriter
To find a good copywriter for blog posts, there’s a few steps you can take:
Ask for recommendations from colleagues or industry peers. A personal recommendation is about as good as it gets, because someone you trust has road tested the copywriter for you.
Search online directories or job boards specifically for copywriters. Look for those with experience writing for the finance sector. This is a shotgun approach and you’ll have to be prepared to spend a lot of time sorting through the dross!
Consider the copywriter's portfolio and writing samples. A good copywriter should be able to provide examples of their work, and you’ll need to review these to get a sense of their style and ability to make sure it aligns with your needs.
Look for a copywriter who understands your target audience. Look, anyone can fake it on a call. But to create content that properly speaks to your audience, understands their problems and how you can help solve them, requires a copywriter who really ‘gets it’.
Consider the copywriter's experience and expertise. It's helpful to find a copywriter who has experience writing in the finance industry, as they will have a deeper understanding of the subject matter and terminology. The more they’ve walked in your shoes, the more authentic their content will be.
Of course, if your company is in the finance sector you can skip all this and contact us. We’re awesome at what we do.