Renee Prejean-Motanky

Writing is a Critical Marketing Skill

In Business Development, Integrated Marketing Strategy, Social Media, The Internet on April 29, 2011 at 1:01 am

Denny Hatch (an expert copywriter) wrote an article discussing why professional copywriting is critical for marketing. He shared a story in that article that has remained with me:

“What do you do?” a guy at a cocktail party was asked. “I’m a brain surgeon,” was the reply. “What do you do?” “I’m a write,” the guy replied. “Ah,” said the brain surgeon. “I’ve often thought that when I retire I’d like to try some writing.” “And when I retire,” said the writer, “I plan try a little brain surgery.”

I loved that story! It resonated with me for several reasons, but most markedly because I have continually run into businessmen and other individuals who believe that writing only requires stringing words together on paper. Good writing requires both talent and skill. And if your goal is to market a product, idea or service, create content that interests someone other than yourself or simply to share information with others, developing the skill and having a strategy for your content is essential.

Over recent years marketing strategy has changed in one very important way. To be successful, it’s necessary to become an active participant. Instead of coordinating external sources for short-term campaign execution such as in advertising, marketers need to take real-time action That means writing of all kinds…which can mean creating a Blog and making regular posts, contributing relevant comments to discussions taking place on the Web, adding value by sharing tools and ideas on various social media, writing articles for e-zines and even the simple act of communicating directly with customers and prospects via e-mail.

While it’s still preferable to hire professionals for major writing projects, some types of writing require an authenticity that can only come from “the horse’s mouth.” The purpose of content development is not to spout the virtues of your own products or services, but to inform target customers and prospects about key industry issues, sometimes involving your products.

Let’s say, for example, that you have a client or prospect that you’ve been communicating with online and they have a need for immediate information. They request it from you –> If your response is; “Sure, I can have that for you in a couple of days,” you’ve just missed an opportunity or possibly lost a client!

The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert.

If you can’t step up to the plate and write engaging content that can be published now you’re not likely to survive in today’s highly competitive business environment. This is ever-so-clearly illustrated in David Meerman Scott’s book, Real-Time Marketing. Content Rules by Handley and Chapman also convincingly make the case for content marketing.

There are certain networks that require direct participation (without the help of a professional writer.) Linked In offers an example. Although it isn’t a formal network, the way you write is an important reflection on you and your business.

Remember:

• Everything you write doesn’t have to be a masterpiece of formatting and graphic design.
• Short article formats work well if the content provides meaty, useful insights. An 800 word, tightly-focused article is more than ample for engagement and asks for less time than a bigger piece.
• Know your customers/clients well enough to write for them — being unsure how to flip focus from your company and products/services to address their needs is a huge obstacle.
• If you aren’t sure where to start, it’s the direct result of a lack of content strategy.
• Being crazy-busy is not an excuse to avoid developing content.

Writing is no longer optional. Marketing today is driven by content. Tools like the social media and other Internet publishing technology only demand more fuel (content) to feed the beast!

So, tune up your keyboard and allow the writer in you to escape!

  1. Amen. Content was king before the digital marketing revolution and it is still king. But good writing skills are rare and most people would rather go to the dentist than write a meaningful 800 word article.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: