Online writing centers around keywords and domain rankings. The problem is that keywords and domain rankings are the tip of the iceberg—when it comes to what can be achieved, with the right strategical approaches to corporate writing.
Writing is an asset. There are many ways that a writer can add value to projects. Companies are seeking value. At times, it means a degree or work experience. Mostly, the value that you bring to a project stretches beyond the process of writing itself.
Corporate writing is a skill, and it needs people with writing skills that augment a business in achieving business outcomes—whether it's sales, leads, stakeholder buy-in, or establishing long-term trust with customers.
As a writer, it is imperative that you understand how your work helps a company grow.
In this post, I list the skills that are in demand and what many companies are seeking when hiring writers.
Tapping into pipelines
Largely, writing with intention resides with the taste of the writer. Like a blank canvas, the writer paints a picture, where you are pulled along like the paint on a brush tip.
Each stroke plays its part in creating a piece of art. Writers should understand how their work will produce a result.
Companies expect your work to move readers towards a result: more sales, establishing expertise, clear business requirements, increasing traffic, or the creation of new partnerships and other opportunities.
Good corporate writing has a role in the sales funnel. You need to know where your work is taking a company and its effects as a part of the larger sales funnel.
Good corporate writers have an interest in ROI, customer acquisition, and other marketing metrics. A writer's work is unique and the value flows from a writer's unique viewpoints.
Providing strategy and recommendations
I spend a lot of time implementing writing strategies. And writing is a core skill of a corporate writer. Learn to write with a strategy. Much of the writing on the internet is encyclopedic in form.
Writers are assigned to a project and they write the content. Strategy is about providing recommendations.
You need to see the higher-level purpose of writing and make these recommendations to the business. It could be the placement of a 'Call to Action', different types of blog posts, or a presentation that can be repurposed. Skills like this are invaluable.
It comes from years of writing, and experience working in the field. Health, healthcare, and writing for pharmaceuticals is a good example, where a writer with this type of background can best address the needs of the audience.
When you are on projects, think about strategy and making recommendations for promotion, distribution, authority, and growth.
Building talent stacks in multiple verticals that overlap
The idea of the talent stack has become popular. Talent stacks can be developed by incorporating multiple skillsets into your writing. Someone with more skills can get involved in other areas of the business. Skills that provide value include:
Outlining: outlining an article for a narrative. There are different formats that you can play with so experiment.
Editing: Create a checklist for editing and a process to improve quality
Data Analysis: Skills like being able to use content tools like ClearScope or Google itself can uncover new opportunities. Later, you can use SQL to analyze results and how effective your work is
SEO: It is quite important in ranking by search engines and positioning products and services.
Marketing: Understand sales funnels and channels.
Copywriting: Use human psychological principles to help to persuade, inspire, humor, or close a sale.
Promotion: paid ads and non-paid approaches
Customer interviews: allow you to get insights that will allow you to address your audience's pain points.
Metrics: Tracking KPIs allow you to attach an ROI to your work.
Continuous learning mindset
Be realistic with your writing. Time is a precious commodity. As you progress it will become easier to complete projects faster. I set aside about 30 minutes per day for learning. I could be implementing a new technique or learning from other experts in the industry.
Networking and relationships
Relationships are developed over time. Use cold email to reach out to clients you would like to work with. I keep these emails personal and casual. Develop a habit of sending 3-5 emails per day. Cold calling also works very well for establishing a client base.
Maintaining a personal blog
This is very important. People don't know who you are. You cannot expect them to know you. You could be the most sought-after expert in your field but, if there's no way to see your work your wasting your time. Show what you are learning and areas of expertise by maintaining a personal blog. It's like a modern-day business card.
You can sprinkle in things that a client may be looking for. One of the best benefits of this is that the client will get an idea of your worldview. They'll get to know who you are and the person behind the work that will represent their company.
Over time, a blog will attract new customers, partnerships, friends, and relationships. Relationships are key in business, so put time into building a blog.
Cultivating systems for outlines and big ideas
Copywriters keep a swipe file of work that they find useful. There are many tools that you can use for this. I like Google Docs for many reasons. Mainly, it's intuitive and easy to catalog ideas.
Establish processes for your activities. On my Google Drive, I have setups workflows for outlining articles, customer interviews, editing checklists, tracking metrics, and client work.
Outlining is the most challenging part of writing. Start with a simple narrative and fill it in with details. Take a break and come back to add as new ideas develop.
Keeping clients in the loop while working on projects
I like to check in with clients. It's also check-in for myself keeping me accountable for work that is done. I've found that an email with updates on project status will establish trust and help develop confidence from clients.
Keep this simple and brief.
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