By: Tyler Reed, MBA, Director of Content
As a business content writer, I’ve come to find there are never a shortage of topics and industries to choose from. The old adage, “jack of all trades, master of none” usually has a negative connotation, but for the consummate writer, this is precisely what you do day in and day out. However, in doing that daily grind, one does reach a mastery, just not what most think of.
Here, we’ll outline how our business content writers develop expertise in any industry, on any topic, and write with the authority that helps content rank with search engines and delights audiences alike.
It All Starts With a Conversation
The art of the strategic conversation is perhaps the greatest tool in a content writer’s tool kit. When you receive an assignment from a client, boss, teacher, etc. there is a physical (even if it’s digital) hand off. “Here’s what I want, make it happen.” This is precisely the opportunity to dig into the “why” of the piece. The “why” is everything. It dictates how you should approach the content and how you should shape the information being presented.
Answering the why is fairly easy, do this before you begin copywriting for blogs, web pages, essays, or truly anything else requiring words. First up, why are you writing? To what end purpose is this piece of prose intended for? Are you trying to highlight a new product? Keep up with current events and stay relevant with your audience? Build brand awareness? All of these are great goals but they need to be individualized so the content doesn’t become a “shotgun approach” to your marketing efforts.
Once you know why you’re writing, it’s a lot easier to set the tone and direction for the piece.
The Content Writer’s Secret Weapon: Research
“Do your homework” is the simple yet profoundly difficult task that advertising legend, David Ogilvy, presents in his seminal work, “Ogilvy on Advertising.” Copywriting that stands apart is one which is well-researched and cited throughout. In SEO copywriting, research gives an opportunity to deploy a sound linking strategy. With any digital content writing, you can write the most profound article anyone has ever read, but if you don’t employ SEO, no one will ever find it online.
Research also affords the content writer the chance to build industry expertise even if they’ve never touched that arena. We’ve written on everything from industrial HVAC systems to complex international legal matters all through the power of research.
Light research isn’t going to get you by. With a dual monitor set-up (crucial for business copywriting), I’ll have all of my research pages open on one screen and Google Docs on the other. Finding four to five authoritative sources, I generally have everything I need to deliver content that presents expertise, authority, and trustworthiness on behalf of my client to their audience. If that E-A-T acronym sounds familiar, it’s because that’s the methodology for how Google ranks pages.
With your research, you’re building up your vocabulary for the industry. Delivering this industry-specific parlance is how you connect with that audience in a personal, recognizable way. This approach connects the content to the reader, engages them, and, if you’ve done your homework, directs them towards an action.
Naturally, and if you’re delighting your clients, you’ll develop an expertise, to a degree, in that industry. You absolutely don’t have to be an expert. No one expects you to suddenly understand mechanical engineering. But you can study the language of the industry and make your writing seamless with the expertise your client holds. After all, your B2B writing should convey the value proposition of the client i.e. why should anyone do business with them versus a competitor.
Digital Copywriting Ends with a CTA
Knowing the why, knowing the product or service, and delivering the information with authority means you’ll build trust with the reader. Capitalize on that achievement of influence and help guide the reader where you want them to go from here (remember the why above).
CTAs can include actions like:
- An offer for a new promotion;
- Signing up for the newsletter;
- Or simply to contact you to get more information.
It’s best to keep a CTA short, sweet, and to the point. You can point to different actions, but don’t exceed two or you may present too many options and the reader bails. To get a little more in depth on this topic, check out our guide on creating effective CTAs.
Need Help Developing Your Content Writing Strategy?
At Bizwrite, we’ve written well over a million words (and counting) for clients around the world. Our industry experience spans the gamut but that truly matters very little beyond the fact that we have learned how to research and write with strategic intent. When you get strategic in your content writing, you deliver better results for your clients. Need help crafting words that fits the strategy to perfection? Just ask me how we can help.
Be well,
Tyler Reed, MBA
Director of Content, Bizwrite
Jacksonville’s Top-Rated Copywriting Agency (so what if we’re the only one)