Quality content


In your business you use content everywhere: editorials, marketing, PR, SEO, social media, website copy, blog posts, brochures, email marketing, newsletters, white papers, video, blah, blah, blah.

And yet many of you are still writing it in-house, using juniors with no marketing experience, or subject matter experts that know their onions but struggle to write about it in an engaging and accessible manner.

I know you’re happy to engage the services of professional designers, web developers and advertising agencies, so why is it different for content?

I don’t get it.

If you also use a professional copywriter, you get to enjoy increased engagement and exposure from high-quality content that your customers love.

You’re probably thinking, yeah right, but it’s only writing. Anyone can do that. Really? Have you seen some of the content that’s on the web?

In your marketing armoury, if you want to get noticed (for the right reasons) before your competitors ‘it’ll do’ copy simply won’t cut it. You need well-considered, well-written, high-quality content.

What makes content high quality?

I’m so pleased you asked that.

A quick Google search will give you lots of advice about what is quality content; some of it good, a lot of it bad.

I’ve been a professional copywriter now for over a decade, so I’m pretty sure I know how to create quality content.

  1. Details

As is so often the case in life, it’s the small things that matter.

Paying attention to spelling and grammar is important. There’s nothing more annoying than reading something riddled with mistakes. Plus, if your copy is poor it doesn’t say a lot for your company.

That doesn’t mean you can’t artistically break a few grammatical rules for effect, but blatant ignorance is not OK.

  1. Be up front

It doesn’t matter how great your writing is; people won’t read every single word. This skimming habit means it’s essential your headline and opening paragraph are crucial

You have to wallop them from the outset to keep them interested so always lead with the important stuff. There’s no room for an arty introduction.

  1. Be relevant

This one comes down to knowing your audience concerning tone of voice and topic.

If you write about stuff you like and ignore the needs of your audience, you’ll fall flat on your face. Equally, if you adopt a tone and approach that’s not appropriate for your readership, you’ll scare them off.

Think about what they want – long, in depth articles or short and snappy hints and tips. Do they want a conversational style, something playful, or serious? This is all part of creating your brand identity.

  1. Don’t leave them hanging

Article length is going to be dictated by topic.

Sometimes, if you’re writing a top tips article, you can get away with a few hundred words. But if you’re writing something more in depth it’s important to provide a rounded argument, which usually means 1,000 words plus.

There is no magic number – you have to be led by your audience and what you’re writing.

  1. Be credible

One the reasons content marketing exists is to show yourself as an authority in your field. To do that, much of your writing is going to be carefully researched. When using other sources, it’s vital you reference them correctly. This not only demonstrates that you’ve done your homework to produce the content, but it also shows your respect for others by acknowledging their copyright.


Hopefully, this has shown you how important professional writing is for your business. It’s not just words to fill a page; it’s a vital tool to attract, sell and promote your brand, which is why it should be done professionally.


Sally Ormond is an international copywriter. Working with global brands and SMEs, she uses her writing skills to strengthen customer relationships, boost sales performance and elevate market position. To learn more about her or for a chat about how she can help you, get in touch here.