Back in February, I write an article about why every business needs a copywriter.
In my list of 17 ways a copywriter will help your business, I touched on articles, white papers and reports.
Many businesses (especially large corporations) have subject matter experts. These people have exceptional knowledge in specific areas of the company and are worth their weight in gold. However, that doesn’t make them expert writers.
Their minds are a labyrinth of facts and figures. They understand complexities that leave others cold. Their brains are driving your business forward, so why are you making them find the time to write your articles and white papers?
Your content has to be easy to understand, entertaining and educational. It has to be written in a way that anyone can understand it. That’s often where subject matter experts fall down.
Their level of assumed knowledge is far higher than an average Joe’s, which means their writing (while factually excellent) can be very dry and difficult to read. That’s why you need a copywriter.
Copywriter + subject matter expert = high-quality content
The equation I’ve written above tells you all you need to know about how to generate exceptional content for your company.
As a copywriter, I am not an expert in your business. Your subject matter expert is not an expert writer. However, put those two experts together, and you’ve got a winning combination.
How does it work?
When you have an idea for an article or white paper, locate the expert in that area within your company.
Get your copywriter (me) to interview them about the topic. It’s also a good idea to make your product/marketing manager available too to form a full picture about what your customers want to hear (rather than just focusing on what you want to say).
Digging deep into your company’s resources, I’ll build a picture of the pain point your customers are currently facing, what needs to be done to resolve it, how your company is best placed to achieve that, and the benefits your customers get as a result.
To give you an idea of what can be achieved, here is an article I wrote in conjunction with one of my U.S. clients recently.
Why burden your experts with the task of writing articles and white papers for you when their time is best used for developing your business?
Get a professional writer on board who can take away that burden and generate the high-quality for which your business and customers are crying out.
Author: Sally Ormond, Briar Copywriting Ltd