That headline is a bit bold, but as a content strategist and copywriter myself, I stand by it.
Have you ever scrolled past a brand’s social media post and thought, “Wow, that’s exactly what I needed to see today?” I hate to break the magic of it all, but it’s likely a premeditated strategy. Behind every Instagram caption that hits too close to home is a content strategist (or copywriter).
High-quality content impacts your business and directly ties to your marketing strategy.
So, it makes sense that company, founder, and creator accounts take it seriously.
Let’s talk about how great content comes into existence while exploring how content strategists craft messages that resonate, inspire, and convert.
What Does a Content Strategist Do?
A content strategist develops a roadmap for creating, publishing, and managing content to meet a business’s objectives. Unlike a good copywriter who might focus on messaging for sales pages and email sequences, a content strategist aligns organic content with the brand’s overall marketing strategy.
For example, a content strategist would create a plan to repurpose a long-form piece of media into several other smaller pieces to distribute among your social platforms. Take this blog post, for instance. Following a content strategy I set for myself, I’ll take this blog post and repurpose bits of it into emails, social media captions, and maybe even a short-form video series.
Every brand, whether small or global, benefits from a content strategy. Without one, businesses risk producing content that fails to inspire or engage. Content strategists bridge the gap between creative storytelling and analytical decision-making.
How Copywriting Supports Content Strategy
Copywriting is the art of using words to persuade, inform, and engage an audience. In the hands of a skilled copywriter, established content practices and messaging guidelines can inform a copywriter’s direction on tone and syntax for, say, a specific email campaign.
Great content (like a LinkedIn post) can drive an audience to a landing page (copywriting) to create sales or capture leads.
The Essential Skills of a Content Strategist
Content strategists need a solid grasp of marketing principles, analytics, project management, organization, and creative problem-solving. Tackling tough questions about audience needs, platform relevance, and content gaps is their duty.
They must also be flexible enough to adapt strategies as trends evolve and objectives shift. This combination of rigorous creativity sets great minds apart from novices.
How Freelance Writers Fit Into the Picture
Many copywriters and content strategists work freelance, offering businesses the flexibility to hire talent on demand. This model allows companies to tap into a diverse pool of skilled writers without committing to long-term contracts.
Freelancers bring a fresh perspective and can often deliver high-quality work faster than in-house teams. Whether you’re looking to craft a single blog post or an entire ad campaign, freelance writers are a valuable asset.
I started as a freelance writer myself. While Portal Copy Co. is an established copywriting business, all of the above rings true when you work with us!
SEO Content Writing and Marketing
SEO merges the art of content writing with the science of search engine optimization. The goal is to rank well on Google and other search engines without sounding like a robot. Maintaining this balance makes your content visible and resonates with your target audience.
To excel in SEO, writers need a strong understanding of keywords, user intent, and analytics. A good SEO copywriter delivers quality content that drives traffic and conversions.
Measuring the ROI of Your Content Strategy
To prove the value of content marketing, it’s essential to measure ROI. Analytics tools can track engagement, conversions, and overall impact.
You’ve also got to consider non-statistical ROI, such as brand awareness.
By refining your strategy based on real insights, you’ll continually improve your content’s effectiveness, ensuring every effort aligns with your business goals.
Creative Ways To Engage Your Audience
Engagement goes beyond clicks and views; it’s about creating meaningful connections. Applying UX principles to pieces of content like articles can enhance the user’s experience, making your content more accessible and enjoyable.
Educating and entertaining your audience with creative approaches to videos or image posts can boost brand awe and inspire loyalty. What you create should have a deeper meaning beyond just information. It should be about impact and enjoyment, too.
How To Find the Right Talent for Your Team
If you’re going to employ an internal team member, finding the right copywriter or content writer can make or break your marketing efforts. Look for candidates with a proven track record of delivering quality and a deep understanding of your industry.
When hiring, ask questions about their skill set, strengths, past projects, and how they approach challenges. A talented team of writers and strategists ensures your content marketing efforts are always a step ahead.
If you’re not going to hire someone full-time, you can always hire a freelancer or agency to outsource projects. They should have a solid client roster and be able to lead while creating a collaborative partnership.
Know someone who needs serious brainstorming and the push to take action? Refer a friend and get a sweet cash thank you.
Key Takeaways
- Content strategists align creative storytelling with business objectives, ensuring high-quality content resonates with audiences.
- Copywriting is the art of persuasion, and when paired with a solid strategy, it drives conversions and engagement.
- SEO writing balances visibility with brand voice, ensuring content ranks and connects.
- A strong brand voice sets you apart, creating trust and consistency across all platforms.
- Measuring ROI and refining strategies is essential for sustained success in content marketing.
Hire a trusted, veteran content strategist to build a roadmap that aligns with your big-picture marketing goals and provides actionable value, better copy, and serious expertise.