Content and copywriting for business growth

You need to communicate with your target audience to let them know who you are, what you do, why they need you and where to find you. Which is why communication is the single most important business function – after delivering excellent products and services of course.

In this way, your communication activity is actively delivering your commercial objectives: reaching the right people with carefully crafted messages that prompt action. But you can’t communicate effectively without relevant and authentic content and copywriting. That’s the logic…

Content and copywriting: a powerful combination

I’m a content creator and copywriter. What’s the difference? Content is all the data and information you need to promote and sell your brand and services. Copywriting uses this content as a ‘brief’ to communicate on platforms such as your website, social media, email campaigns, presentations and flyers, etc.

Think of content as the kitchen, while copywriting represents the individual meals you create from that kitchen. Each meal is different, but there’s a recognisable style and approach which results in a distinctive menu.

I write compelling copy for my clients at the heart of which lies a thorough understanding of the overall content they need to communicate to engage their target audience. It’s a powerful combination and it’s available for every kind of business.

Fuel your SEO with good content and copywriting

Content is key to creating a successful online presence. SEO can’t function properly without it, particularly as Google is increasingly rewarding useful, original content. Even PPC is more targeted when it’s supported by good, solid content.

It can be hard work keeping up with search engines and their ongoing innovation. I keep my clients on track with content and copy-related SEO developments, satisfying a combination of human and algorithm criteria.

Gathering and planning your content

I’ll work with you to gather your content so we find the information and stories that define your business and its value. Then we plan your communication activity – digital, print, face-to-face – all working consistently from the same plan. I also guide my clients on their ongoing content-gathering process so they’re always working with original and up to date material. My content simplified course can equip you with all the skills you need to create your own content.

Copywriting services

Once we’ve got the content plan in place, I can write the copy. There’s more to copywriting than being good with grammar. Getting a message across, telling a story, explaining something complicated – these are all important skills that an experienced copywriter can call upon. I offer copywriting services for digital and traditional marketing communication – including get the best out of AI platforms such as ChatGPT.

Visual content guidance

How and where to use visual content are decisions I address early on with my clients. The right visual content combined with good copy is a dynamic combination – from photography and video to animation and illustration. Finding the perfect imagery to illustrate a piece of copy, or demonstrate a concept, is all part of communicating content successfully.

Don’t believe the myths about content

In my experience, creating content is a problem for many businesses, both large and small. So, let me bust some myths about content that I come across regularly:

• All my business is generated through referral so I don’t need to promote my business. (Your content and copywriting can influence the kind of work that comes your way).
• We haven’t enough to talk about on social media or in blogs. (If you run a successful business serving satisfied customers, you will always have something to say.)
• Social media is too toxic so we don’t use it (Good content combined with social media skills will protect you from negativity.)
• Our web developer decided how many words looked best on our website. (Your content strategy should guide you on what goes on your website.)
• We copy and adapt what other companies are posting and blogging about. (Using your content strategy to guide you on posting and blogging will improve your lead generation.)

Good content leads to compelling copywriting

So much of commercial success comes down to what people think and know about a business. It’s vital, therefore, that the business is in charge of communicating what matters and focusing attention. It all starts with gathering the right, authentic content, then communicating it using carefully chosen words and imagery.