You’ve hired a writer. Congratulations! I’m thrilled. You’re excited because your work is done. But wait. We have to talk about that.
As I view the content landscape, I am convinced that people hire content writers expecting magic—as in seeing instant results and an immediate increase in business. It would be lovely, a writer’s wish, a company’s dream-come-true if it worked like that.
How often do you look at automobile advertisements or the independent reliability reports, or fuel efficiency readings? Only when you’re looking for a car. But the auto companies advertise and provide content all the time. The do not look for an immediate increase in sales after they have put up one ad, one blog, one Consumer Reports review. They are in it for the long haul.
Automobile marketers pay attention to the number of people that visit their website: they pay millions of dollars (I worked for such a company) to measure every click on every web page and every minute and second prospects spent on the smallest detail of the brand’s offerings. They analyze the metrics down to the threads on the tires’ lug nuts, so to speak. But they cannot directly correlate sales increases to online behavior. They get close, and they can sometimes indirectly estimate sales upticks based on the analytics.
What they can measure is interest and then try to correlate it to sales. SO CAN YOU!
How to Get Great Results:
Be sure to garner your clients’ and prospects’ interest in your content by:
- Employing good writers
- Providing the writer with YOUR company’s content bullets and voice/tone. Very important.
- Getting your website person* to measure the reaction (analytics) to your content on your web page.
- Asking your social media person* to analyze the reaction to your Social Media posts. Who responds? What day, time of day, topics, words or word phrases are best? What channel is best? LinkedIn? Facebook? Instagram? Twitter? YouTube? The analytics are offered by the sites themselves, but how you react to them makes a difference. For example, changing the messaging might be necessary if the response is low, but it will not change itself. Someone has to do it.
* If this person is you, make sure you have this on your weekly To Do list. Either that or be willing to pay the writer to do it. Why? Conscientious writers want our words to bring you buzz and business! If they don’t, we will fire ourselves if you don’t fire us first. And then you start all over with another writer. It doesn’t have to be that way.
Hiring a writer is a great first step. It’s not the last step. It’s important to conduct sessions in which the content — web page, post, product description, etc.— is studied for their results. The goals must be clear: More clicks? New leads? Increased sharing? Closed sales, higher email captures? There’s no shortcut. Stay the course with your writer and make sure to measure our results.
Professional writers want their clients to succeed and grow so we can grow with you!