FAQs (a.k.a. “Let’s Cut to the Chase”).
Find out how content strategy and copywriting can make your job easier and your results stronger.
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What’s the difference between copywriting and content writing—and which one do I actually need?
Copywriting is written to get people to take action. It's salesy. (But that doesn't mean sleazy!) It's persuasive and convincing. Content writing is informative and educational. We create content to inform our readers, to give them the valuable information they need to solve the problems we can help them solve. The more content we offer that provides answers to the questions they're asking, the more our audience starts to look to us for the answers. Do you need a copywriter or content writer on your team? You actually need a writer who can do both. I wrote a blog post about this a few years ago. Check it out if you'd like to know more. Can you help us create a content strategy if we’ve mostly been doing things ad hoc?
Yes. And I highly recommend starting with strategy. Not starting with content strategy is like asking a contractor to build a house without an architect drawing up any plans. You can imagine what the results would be, can't you? Download my DIY guide to get started. How do you make sure the content sounds like our voice, not yours?
It depends on the project we're working on. For example, with blog posts and newsletters, I study the content you already have to get a feel for what's important to your organization and how you convey that. For website copy and thought leadership, I talk with you and your team as well as your clients to get a deeper understanding of your voice so that I can write in the same tone using the same language. We already have a marketing team. How do you fit in with them?
I work collaboratively with your team. Although I typically ask to have one person who's my point person on your team, I often meet with entire teams to strategize and plan for website rewrites, content strategy development, and content creation. Do you work with subject-matter experts who aren’t natural writers?
Yes, I've worked with subject-matter experts in a variety of industries including higher education, health, agriculture, sustainability, technology, textiles, financial services, and more. No need for SMEs to be natural writers. They just need to be able to talk about their expertise, and I take it from there. See my portfolio for examples of the SMEs I've worked with. What kinds of content can you create for us?
Thought leadership, blog posts, interview-based articles and feature stories, impact stories & case studies, e-newsletters, ebooks, and deliverables for print mediums. If you need content that's not on this list, reach out. If I can't help you with it, I may know a writer who can. Can you handle both content strategy and execution, or do we have to choose?
I can handle both content strategy and execution. If the content strategy we develop includes content beyond the services I offer, I partner with other freelancers to fulfill those services. That means you just have one point person for your content needs and get one invoice. I handle the rest. How do you measure whether content is actually working?
I measure content by both engagement and results. That means tracking opens, clicks, shares, and feedback from your audience but also looking at lead generation and ROI. If it’s not hitting the mark, I’ll work with you to test and adjust until we find the best mix for your organization. Do you offer ongoing support or just one-off projects?
I offer both ongoing content support and one-off projects. Sometimes a one-off project turns into ongoing support. Here are some examples: ➫ A website copywriting project that turns into ongoing blog post writing, e-newsletters, and social media creation. ➫ Thought leadership content like white papers that become a series of blog posts with social media support. ➫ Repurposed blog posts that become LinkedIn articles, newsletters, and social media content. ➫ Case studies that become part of a larger thought leadership project as well as newsletter content and social media content. What’s the best way to get started working with you?
The best way to get started is to fill out the contact form. I’ll follow up with a short questionnaire to learn more about your needs, and then we’ll schedule a discovery call. On that call, we’ll talk through your goals and how I can help, so we can both see if it’s a good fit. If it is, I’ll draft a tailored proposal and we’ll take it from there. |
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