Why is it important for freelance writers to understand content marketing? Read on to find out.
Freelance writers have more to worry about than their peers did a decade ago. Today’s freelance writers don’t get to simply put pen to paper for their discerning clients – they need to know what content marketing is and how to incorporate it into their client projects.
Content marketing uses written and visual content to attract readers, whether for lead generation or as a way of building brand authority. The writer constructs this content so that it is useful to the audience through product education, entertainment or resources related to the client’s core business.
Content Marketing Institute found that 83 percent of B2B marketers have a content marketing strategy. As content marketing continues to gain ground as a core strategy for many businesses, writers need to deliver copy that fits the mold.
One of the most exciting trends for freelance writers is the amount of companies that are investing in their content marketing strategies. It’s no surprise that consumers are turning away from traditional direct advertising towards marketing that provides entertainment or educational value.
According to Hubspot, 71% of surveyed marketers are planning on increasing their budgets for content marketing efforts. Many companies aren’t equipped to handle the content volume required for this type of marketing, opening up opportunities for freelance writers.
Many companies repurpose their content marketing assets for social media marketing, but these strategies are often considered interchangeable. Learning how to effectively write for social media channels or offering social media snippets of longer-form content may become a common content marketing requirement.
Freelance writers should move beyond major social media networks like Facebook, Twitter and LinkedIn to seek out niche options and up-and-coming websites. Additionally, using tools such as Hootsuite can make it easy to post and manage content on multiple channels and help freelance writers work more effectively.
Consumers are turning to a variety of websites and blogs to determine the services and products they should try. Ad-blocking software continues to reduce the effectiveness of banner advertising, requiring companies to look at other ways of selling effective advertising to their sponsors, affiliates and clients.
Native advertising creates content with the same style and voice as the trusted site. It appears inline along other forms of content, whether it’s a blog post, a Vine or an Instagram photo. Business Insider predicts spending on native advertising will grow to nearly 8 billion dollars in 2015, with rapid growth to follow throughout the next five years. Freelance writers who learn how to emulate the writing voice of popular websites within their industry will better be able to serve their clients.
Distribution is also becoming an essential aspect of content marketing strategy. A freelance writer who has existing relationships with websites accepting native advertising provides a more effective distribution channel for the content being produced.
Do you have any content marketing tips for freelance writers? Let us know in the comments below.
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