How to overcome the black hole of content in your business

This is the introduction to an article I first published on Medium.

I’ve been a freelance copywriter for over 15 years. I’ve worked with hundreds of businesses in that time. But many of the reasons for them wanting to work with a copywriter are similar.

Let me paraphrase some of the most popular reasons.

“We’ve worked with a marketing agency to develop a marketing strategy. We’re really excited about it and we’re ready to execute on it. The problem is, every element of it depends on creating copy or content. And we’re no good at writing. So the marketing strategy is gathering dust.”

“We know that if we want to grow our business we have to start producing more content. But we aren’t very good at writing it, so we keep putting it off.”

“We’re really good at what we do. We just aren’t any good at writing about it.”

The people I talk to have all built up successful businesses without doing a lot of marketing. But they’ve realised that if they want to take their business to the next level, they need to up their marketing game. And if they’re going to do that, they need to address the black hole of content that sits at the heart of their business.

Assuming you’re not (yet) at the stage where you can hire a marketing team to power you to world domination, I think there are three ways to solve the problem.

The first is to equip the people in the business with the skills to write copy and content. The second is to hire someone to write copy and content. The third is to outsource content and copywriting.

I’ll look at each of them in turn in this article. I’ll offer (informed) suggestions for the first and third options — and outsider insight for the second.

There are pros and cons for each of them. All you have to decide is which is the best option for you.

Read the rest of this article on Medium.

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