In my last blog, I began discussing the change in marketing that has occurred over the last fifty or so years. Strategy was the focus of that post.
In this post, we’ll discuss the difference between copy-writers of old and great content writers of today.
When I think about copy-writers, I think of Peggy from Mad Men. Her job was to create promotional materials for the purpose of selling to a specific demographic. It needed to be able to persuade the reader to buy whatever the copy is selling. They used focus groups to see if the copy they wrote would move people to action.
Great content writers today write educational content that helps a potential client figure out how to solve a problem they are having. They need to be able to gently guide them through their buyer’s journey, helping the reader or viewer arrive at the conclusion that their product or service is the only one that will solve the problem.
However, their job doesn’t stop there. They must stay in touch with the marketplace they are addressing – continue to research and converse with prospective and current clients to better understand their needs and the value that is being provided by the company or product. They have to have a firm grasp on the way a prospective client speaks; the actual words they use (your prospects aren’t always typing into a search engine what you think they are). They have to know the correct keywords to add into the content they write, so that you can be found in search during the buyer’s journey. They have to understand the different decision makers and influencers that read the content (your personas).
What most content writers don’t do is make their content look pretty. Consider the example of an eBook. You will probably need a graphic artist to make the content look the way you want.
For most people this is a daunting task. When you look for someone to help you with your content writing, make sure that they are very good at research or that they know your industry inside and out.
The salary range for a copy writer is somewhere from $45,000 to $75,000. If you go back to my last blog, a good strategist will cost you around $100,000 to $150,000. We haven’t even covered the technology or the person who does the actually execution of your marketing.
So we are half-way through building your new marketing team, and you are looking at spending anywhere from $145,000 to $225,000 per year (not fully loaded). Yes, the tools to do marketing today are less expensive than paying for lots of postage and printing for direct mail, or hiring a telemarketing firm. But the cost of creating good, relevant, creative content and offers is high.
And once its created, you will still need technology to promote and track it and someone to actually manage all those moving parts. I’ll talk about the technology in my next post, and we’ll close off this 4 part series looking at the marketing execution side.