Ask any designer, creative director, or project manager what the most critical factor of a digital marketing project’s success is and they will tell you it is good content. Content includes copywriting, photography, illustrations, infographics, video, audio, and more. For this article, I’m focusing on the most important one of them all: copywriting.
Do you have what it takes to write good copy?
If you’re like me, you wrote a lot of papers in college. And you wrote them the night before they were due and got A’s and B’s on them. When it comes to writing, you can pump out a mean RFP response the night before it’s due and win the business. You’re a beast. A natural. Certainly, this means you can write all the search optimized headlines and copy for your new website. I mean, what’s the big deal? You’ll crank it out like everything else and because only you know your business like you do, it makes no sense for someone else to take on this task. Oh, and why should you pay a few thousand dollars for something you’re good at?
Writing is HARD
Most people at your level of success can write good business prose. However, business copy is not the same as marketing copy. Marketing copy needs to be found via Google. Marketing copy needs to take the prospect to the next step in the funnel. Marketing copy needs to educate and convert site visitors into identified leads that can be nurtured. Let’s assume you have an English degree or even a degree in marketing. Do you have time to write copy for 10 web pages and 4 blog posts? Initially, you think you do. Before you know it, it’s the night before your part is due and the stress starts to sink in from just how daunting this task is. You think to yourself, “I’m the client and they will just have to deal with me being late.” Now the project is behind schedule and has the potential to go off the rails because you want to save money doing something you shouldn’t be doing. How do I know this happens? Because this is my own true story.
I have learned the hard way that I can’t write. Well, I can but shouldn’t be. I have an agency to run. Blog posts like this one are as far as I’ll go. I’ve been on both the client-side and the agency side of this equation and just as I won’t write the content for our website I won’t agree to take on a project where the client wants to provide copywriting services and save a few bucks. It never turns out well.
At 2:45Tech, we learned a long time ago that “tasking” our clients is never a good idea so we do all the copywriting for every project and campaign we manage. Since “Content is King,” don’t treat it like a commoner!