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Why Copywriting Matters

Don't underestimate the value good writing can bring to your organisation. A lot of startups handle writing in an ad hoc basis and that's alright, you're stretched and resources are scarce. However, it's worth considering the ways in which good writing can contribute to your success.
26 September, 2013

Your Website

As a startup, your website is probably your most important business asset. Your site needs lots of copy to rank in search , and that copy should all be clear, concise and have a definite voice and personality, all while communicating the value of your offering.

Your Blog

Once you’ve got a website, the next step is to think about a blog. A blog is a great way to bring in traffic and inbound leads, as well as links that can boost your domain’s SEO value. But to maintain a regular publishing schedule and ensure your blog is a positive influence on your brand, you need a skilled writer who actually knows your industry and is familiar with other blogs in your space – so you know they’re creating original, valuable content. It’s all well and good to say that your founders, executives or engineers will write for the blog, but in reality they are too busy and blogging always gets pushed to the bottom of the to-do list. (And blogs are pretty useless if you don’t update regularly.)

Marketing Material

Content marketing is a great form of lead generation, but you need someone to create the content. A writer can write and submit guest posts for respected and relevant blogs and contributed articles for industry magazines to raise awareness of your brand. A writer can position your company as an authority by creating white papers, e-books, e-guides and other marketing materials that you can put behind a registration wall to generate leads. This can help you bring in more prospects at the top end of the funnel, people who might not be ready to buy anything but are in an information-seeking stage.

Email Campaigns

Despite what you’ve heard/hoped, email isn’t dead. Email campaigns are still an effective form of marketing, if not the best then still a crucial line – but their effectiveness depends on the quality of the writing. Strong subject lines drive open rates, and strong copy and calls to action drive clicks and conversions. Find a writer who believes in testing and analytics – when it comes to marketing, “good writing” is what works with your audience.