Kicking around ideas for some fresh marketing content, but you’re not sure if a content writer or a digital content strategist is right for the job? These pointers should help!
The digital marketing landscape can get a little hazy.
Sometimes, it’s not the how but the who that can help you push through it.
So do you need someone to write the content you’ve already planned out …
Or create a content strategy for you?
Choosing the right partner makes all the difference.
A CONTENT WRITER IS A HANDS-ON ARTISAN
Think of writers as trusted vendors.
A content writer specializes in mirroring your brand’s voice in engaging and discoverable content.
They’ve got a toolkit that can make content jump off the page, but they’re going to need some direction.
Let’s say you want to build a house.
Unless you’re really handy, you’re probably going to ask a general contractor to take care of it.
Well, they’re still gonna need some direction. How many bedrooms? Bathrooms?
Huge fan of Fixer Upper so you just gotta cover the walls with that sweet shiplap?
The same goes for your writer.
You’ll need to tell your writer what you want them to write.
And just like that contractor needs blueprints to know the exact dimensions of that Chip and Joanna Gaines-approved dream front porch …
YOUR CONTENT WRITER NEEDS A LOT OF INSTRUCTIONS.
Your writer will have to do some basic research about your brand before they go to work.
That means they’ll need to see the blueprints …
That’s your digital content strategy.
If you want to maximize the ROI of your writer, then your content strategy should:
- Identify your target audience
- Provide target keywords
- Specify branding guidelines
As long as you can give your writer those clear tactical instructions (and keep an open line of communication), then you should be set!
And if you don’t have a blueprint?
Then it sounds like you need an architect.
A DIGITAL CONTENT STRATEGIST IS AN ARCHITECT
If you don’t have a plan for your digital content, then a strategist can help you craft one.
Just like an architect would work with you to draw up the blueprints for your dream home …
A digital content strategist is a partner who can help you integrate different solutions to meet your marketing goals.
So how do you both start on this project together?
A DIGITAL CONTENT STRATEGIST NEEDS MORE INPUT, LESS INSTRUCTION.
Your strategist is going to ask a lot of questions … but that’s important.
You need to make sure you’re both on the same page.
And they need to have a good feel for your brand so they can:
- Determine who your target audience is
- Research what content they’re consuming
- Conduct keyword research for common searches
- Create a content calendar with suggested topics
Digital content strategists offer other services beyond what content writers offer.
For example, writers typically only focus on one medium, like a blog.
But strategists can outline a digital content plan that is:
- Multi-channel (blogs, email, social media)
- Multi-format (text, infographic, video)
- Customized to the client’s needs
Oh, and they can help you track KPIs (key performance indicators), too.
Basically, a strategist sticks with you from the time your digital content strategy leaves the drawing board to long after the foundation is laid.
SO WHAT KIND OF PARTNER DO YOU NEED?
Sometimes, your existing content strategy just needs a new writer’s touch. Then it’s just a matter of setting clear expectations so they can help you execute it.
But if your strategy could use some touching up — or needs to get off the ground — then a seasoned digital content strategist can help kick things into high gear.
Got an idea of which one your brand needs?
Great news — here at MCBC, we’ve got both! Ours is a small but mighty team of strategists and writers who are eager to help you in whatever capacity you need.
So why not save yourself some legwork? The line’s always open.