Great content forms the backbone of any successful digital marketing strategy, but getting it right isn’t easy. Small business content writing is a skill that can take years to develop, and if you’re not a copy-writing expert, trying to do it yourself can negatively impact your brand and your marketing efforts.
If you’re looking to create compelling, persuasive and relevant copy for your business, investing in a professional copywriter could be the best way to go.
But how do you find a great copywriter? Here are some of the qualities to look out for.
First, it’s important to understand what a copywriter actually does.
Copywriters create written content for the purpose of persuading, informing, educating or inspiring a business’ target audience. This can include writing everything from website and social media content to ads, emails, taglines, product descriptions, case studies and more.
Great copywriters know how to bring a brand’s unique values to life and tell an engaging story that carries the reader on a journey. They also craft copy that compels readers to take action – to find out more, click on something, make a purchase or revisit a brand.
Although content writing is the main service a copywriter provides, many help with other things like:
- Refining the brand’s tone of voice
- Suggesting relevant content ideas
- Researching statistics and industry information
- Editing and proofreading existing copy
- Posting and publishing content
RELATED: What is content marketing and why you need it for your business.
How much does a copywriter cost?
This varies based on the copywriter’s experience level and area of expertise. A general copywriter with a year or two of experience will typically charge a lower rate than a copywriter with a lot of experience, or one who specialises in a niche industry such as medical writing.
As a general rule of thumb, you can expect to pay anywhere from $40/hour to $150/hour for a copywriter, depending on how much experience and specialist expertise you’re looking for.
RELATED: Evergreen content and how it can help your brand.
4 things to look for in a copywriter.
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Knowledge of your industry.
Most copywriters specialise in certain industries, meaning they’re comfortable ‘speaking the lingo’ in those areas and have a good understanding of the target audience. With this in mind, look for a copywriter that knows your industry or industries that are similar to yours.
If you’re not sure whether a copywriter is suitable for your business, you can always ask them to write a sample piece to find out – you’ll have to pay them for their time, but it’s worth it to find the right fit.
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Recommendations.
Just like your own business, reviews say a lot about a copywriter’s capabilities, professionalism and service standard. Take a look at potential writers’ LinkedIn profiles and online portfolios to see how other clients feel about working with them – ideally, they should have at least two or three recommendations attesting to the quality of their work.
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Writing samples.
Ask to see examples of their work – any copywriter worth their salt will have a selection ready to share with you. Look at the quality of the work as well as the relevance. Is the writing clear and engaging? Does it serve a specific purpose? Is it relevant to your industry? Answering these questions upfront will help you sort the best from the rest.
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Digital marketing know-how.
You might think you’ve found a great copywriter, but if their experience lies in writing magazine ads or book blurbs, their skills probably won’t translate to the online realm. To that end, look for someone who is well-versed in areas such as SEO, paid ads, social media and website content writing. With this kind of background, they should have the know-how to write content that aligns with your specific digital marketing goals.
Looking to take your content marketing further? Find out how Yellow Pages can help you grow your business online.
