As a copywriter I’m well versed in fixing tumble dryers, identifying vintage jewellery and planning weddings in Cyprus… because I work in content marketing and, as such, I’m a jack of all trades.

Although the list seems unrelated and random, the life of a copywriter is far from sporadic. Meticulously planned content strategies are only interrupted by incoming article commissions from an outreach campaign. Armed with a keyboard and a focused client list, our job is to create sharable, engaging content that people genuinely want to read.

Connecting with the audience

The biggest trick in a copywriter’s box is the ability to think as members of the target audience do. Buyer personas are a crucial part of any content marketing plan and copywriters always need to keep them in mind. Often, we become used to writing about our own likes and interests, but as a copywriter it’s important to connect with the kind of people you’re hoping to convert into sales.

How will the audience interact with the products? What queries will they have regarding your client and their stock? Stay one step ahead of the game by calculating what really matters to your readership.

Whether it’s an onsite article or a guest blog post, there needs to be a hook that makes your content relevant and worthwhile; all the while keeping in mind a brand’s ethos. You may find something worth talking about, but if it doesn’t match the identity of your brand, it simply won’t work. For example, you wouldn’t write for a 200-year-old vintage jewellery company in the same way you would for a dating website.

Brand awareness

When we’re not working on articles for a client’s blog we’ll be working alongside the outreach team, link building to drive up a client’s place in Google’s rankings.

Our outreach team handpick each blog to pitch ideas to and together we create content ideas that are irresistible to high quality blogs and websites. It is imperative that these articles are completely Panda-proof to ensure they are worthwhile to both the client and the website editors we’re writing for. Ultimately, we’re creating genuinely interesting and informative content that contains relevant links that will enhance the reader’s experience.

Keyword enriched, but not stuffed with spam – it’s important not to go in with the hard sell. There’s no need for the cringeworthy “if you’re looking for X, why not contact Y” paragraph which you just happened to drop in. Not only would this show the brand in a bad light, but the website editors you’re pitching to certainly won’t appreciate your content. Consumers can spot awful, blatantly-promotional content a mile off.

The devil is in the detail

Often companies who run their own blogs make the fatal mistake of disregarding copyright laws. A stolen picture here and an uncited quote there makes your blog a disaster waiting to happen. God forbid the Getty police stumble upon your pages!

It’s the finer details of legalities and originality that a copywriter keeps in mind at all times. Have you triple checked the statistics you’re quoting? Have you credited the source? We have and we’ll always strive to ensure your content is free from material that could potentially harm your business.

Yet despite the growing demand for articles, necessary time for research and of course, actually writing each piece – I somehow managed to fit this blog post in!

Lee Wagstaff