When organizations’ leaders want to enhance their brand and take advantage of their prospective clients’ hunger for information, they often turn to content marketers to create engaging content that develops leads and advances them through the all-important funnel.
However, they rarely look beyond the content. After all, it’s the content that develops leads, not the creator. Anyone can write, right?
There’s a difference between copy and copy with depth, clarity and context. You want the latter, not the former.
Better find a former journalist. Here’s why:
• We’re curious. We always want to know how something works. We always ask why. We always question our world. We feel bored when we’re not chasing down the scoop.
That obviously bodes well for readers who depend on curious reporters, but it’s also effective for organizations that want an edge in educating customers about why their offer makes sense. “You’re telling me this product, process or brand addresses customers’ needs? Prove it. Tell me more.”