Writing for a company — in other words, content marketing — is different from writing for a personal blog, a publication, or a newsletter.
Why? Because the incentives are different. A company needs to acquire and retain customers to use a product or a service. And if a company is investing in content, they will want to see an ROI.
And yet, most content marketing out there is optimising for traffic. If you make money via ads, that’s fine.
But if what you’re a business, the metric you care about is customers.
You could be generating 5,000+ pageviews a month, but if you’re a business that sells accounting software to business owners and all your blog posts are about gardening, then do those 5,000+ pageviews really matter?
It’s an extreme example, but what I’m seeing is companies writing blog posts that are optimised for traffic — and therefore written for the completely wrong audience
What’s happening here? Part of the problem is that companies hire generalist freelance writers to do their content.
Read more on my thoughts in the recent Mint Studios article 👇
|