It’s not just content marketing—it’s journalism
Well, sort of. It’s not mystery that one of the earliest benefits of blogging was for independent news coverage. News: fast, efficient and personal. So why should it be any different in the area of content marketing for corporate plans? Doesn’t news happen to them too? And certainly, even if you’re all SEO on the subject, that can’t hurt either.
Granted, we’re not talking about investigative journalism here. I’m referring to having your ear to the ground. To be aware of events and news in the industry niche market of your client or even your prospects.
I’ve already written about the idea that the more personal a connection a copywriter has with its client, the better. But this is my suggestion for doing your part as well.
Don’t assume your client will pass on content marketing-specific news
Very often, your client is your best resource.
This has been the case for me, so far. On numerous occasions, I’ve gotten emails passed to me from ColdAd clients that point me in the right direction. But then, I’m lucky. Cause the tendency of many companies is to assume that the job of assembling information in their niche market is left up to the copywriter. But this is a dangerous assumption, companies!
So you, copywriter, must fulfill your destiny. It’s a treat for me to bring information to my clients. I’m not sure what they must think of me, but I can be sure they know that I’m paying attention. There’s so much that happens in an industry: trends, news, controversy and reports. The list is endless when it comes to writing blogs about “real” and specific events that are taking place in your client’s professional arena.
I have it easy, compared to others
I have been quite lucky to have clients pass on informative reports from government sources, news items, even private emails from other (unnamable, of course), insider sources. With the proper respect for privacy and such, my job as a content marketing copywriter is so much easier. My writing becomes more personal and informed. It no longer reads simply as SEO for SEO’s sake. I’ve become embedded inside the industry itself. And this is where my journalism analogy kicks in.
Once you’re there, your language aligns with their language. You begin to understand the nuances of the industry about which you’re writing. Even as a copywriter, this is a creative field. Words, language, tone and character are all important pieces of the content marketing strategy. And these ways of describing storytelling are the same methods we use to describe the way to build a brand.
- What is your brand’s tone?
- If it were a person, who would it be?
- Are they old or young; male or female?
- What economic level do they occupy?
These questions, when answered, begin to form a business branding picture. It must align with the way in which you execute your content marketing strategy.
My final suggestion and request
So, if you are a copywriter, currently doing content marketing SEO for a client, I’m interested to know how you get your news? I, myself, subscribe to various newsletters and do daily keyword searches.
But do you have another method?
And my suggestion is posed to companies who employ (or are looking to employ) SEO tactics in their blogs (all employees should do it, and here’s why). It is ever so important that you help your copywriters out by sending them news items, insider facts and more detailed information. They (that is to say we), are your voice. Tell us who you are.
And your blog and your content marketing plan will appreciate it.