Content makes the world go round
Aka: Why your small business needs a content specialist.
More and more, businesses are realizing the need for a content specialist to drive their marketing strategies forward.
The world has changed. Marketing has evolved. And despite living in a fast moving digital age where we are bombarded with millions of messages each minute, still, we are convinced of many things on any given day, by people who have thought up just the right thing to say in the way we want to hear it, leading us to buy a product, learn something new, or partake in an activity.
Gone are the days when traditional marketing methods using traditional marketing functions on several communications at once, paid off for business big and small; and in is the content specialist, focused on creating words and pictures that’s not only targeted and effective, but also meaningful and engaging.
A good content specialist’s job isn’t merely to create good content on various platforms (print, digital, online, social) that garners measurable results. A good content specialist also has the ability to create content that has a purpose beyond ROI: building and maintaining a community that fosters interactivity, loyalty, and trust in the brand. A great content specialist is able to produce content that calls its audience to action, whether it is to buy, donate, learn, or converse. Get an audience to engage with your brand, and the rest will follow. That is great content at its best.
And that’s where the expertise comes in.
For the same reasons you wouldn’t go to a med student for open-heart surgery, you shouldn’t hire anyone less than an experienced, specialist content creator to handle your business’ content needs.
Your reputation is at stake, and since most digital, online and social content is client facing, as a small business, you can’t afford not to have a qualified, experienced writer doing your writing for you.
It takes a lot of practice, constant learning, and years of honing both writing and people skills, to get it right. That’s why most businesses seeking content specialists are looking for some sort of journalism or communications background in the hiring process – journalists don’t just have the writing skills necessary, they interact with all kinds of people every day, telling different types of stories for a living.
Great content tells a story, makes an emotional connection, “speaks” to people. And a great content specialist knows exactly how to find your small business’ story and put it in the right words, for the right people.