One of my primary justifications for going to law school back in the day was that I was told there would be no math. I can’t do math. Get me much beyond 2 + 2 = 5 and the smoke starts rising from the circuits in my flummoxed brain. I also couldn’t draw a stick figure if you spotted me the arms and the legs. That’s why I have an accountant do my taxes, get my daughter to calculate the tip at restaurants, and rely on the brilliance and talents of web designers and graphic designers to produce the visual artistry needed for websites and other marketing collateral.
Similarly, if you’re a business owner, I’m guessing you wouldn’t hesitate to outsource your accounting or design needs, or your IT, payroll or shipping needs, for that matter. When it comes to content marketing, however, you may have some trepidation about having someone outside your company write on your behalf, especially if the words would have your name attached to them.
Writing is a skill and an art. As with any skill or art, some folks simply have more of an aptitude for crafting content, whether through inclination or training, or a combination of both. As Steve Martin once noted, “Some people have a way with words. Other people … not have way.”
You may have a crystal-clear vision you want to convey; you may know exactly what points you want to make and the tone in which you want to make them, but you still may not have way, or at least not as much way as someone who writes for a living. That doesn’t mean you’re a bad writer or that hiring someone to write for you is an admission of some flaw or shortcoming. It isn’t cheating either, no more so than having your accountant crunch numbers. It is simply a matter of efficiency, execution and effectiveness.
With dozens of other responsibilities, business owners may not have the time to dedicate to the development of content marketing strategy and the production of content to execute that strategy. Content writers not only have the time, but they also want to spend it developing effective content.
That time includes learning about your business, listening carefully and actively to you describe in your own voice what you want the world to hear, and then producing copy that captures the tone and substance you envision. In addition, your writer will use his skills to create content that packs the strongest punch, aided by editors who can further hone and maximize the power of the words that appear under your company’s banner.
Once, after I had delivered a draft piece of content, a client of mine paid me a humbling compliment that unknowingly encapsulated the benefit of hiring a content writer as part of your marketing strategy: “This sounds exactly like how I would have said it, except much, much better.”