Question

Topic: Copywriting

Content Marketing For A Copywriting Business

Posted by Anonymous on 3/2/2013 at 12:54 AM ET 125 Points
I'm find writing for the blog on my copywriting site a real challenge.I'm stuck on whether to market my content to my target clients (ecommerce store owners, infoproduct creators, etc) - which would make my content very broad and quite wishy washy). Or, focus on other helping other copywriters and creative freelancers.

Whilst I have no desire at all to write a blog about copywriting(others do it so much better), I do have a lot of value to add about running a better copywriting business, and feel like this is the sort of content I could deliver best.

My dilemma is: do I write the blog for other copywriters who are unlikely to hire me. Or, do I write content designed to appeal to my target market,but which will end up being quite generic in nature?

Right now the marketing efforts for my business are pretty much zero because of this lack of focus.

As an aside - I plan to run retreats for copywriters in the future, so feel like they are a target market for me in the long run.

Who should I be writing and marketing the blog on my business site to: other copywriters, or business owners who need copy?
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RESPONSES

  • Posted by Moriarty on 3/2/2013 at 5:47 AM Accepted
    I think your feelings of lacking focus are genuine. After all, they address a very real problem - the things you like writing aren't the things that are necessarily making you money. What's more, from my perspective there's nothing wrong with this. However, and this is important: the character of your writing runs through your pieces whether you are writing about copywriting or writing for your clients or just for yourself or for other copywriters.

    Your abilities as a copywriter are in communicating difficult concepts to those who are unfamiliar with them. I see no problem with writing about copywriting or about the things that interest your target market. The first will demonstrate to your audience that you know what you are talking about, the second will tell them that you understand what they need.

    If you were of a mind, you could have two different blogs of course - certainly you could have different sections.

    After all, if people like your style they'll ask you what your availability is. It works for me.
  • Posted by Jay Hamilton-Roth on 3/2/2013 at 8:10 AM Accepted
    I'd begin with understanding what (or if) your different target audiences would pay for your writing. It may be your writing may simply be to market your retreats, rather than as a ghostwriter. But don't just write and hope a client will show up. Do your homework first.
  • Posted on 3/2/2013 at 2:54 PM Accepted
    To quote Stephen Covey: "Start with the end in mind."

    What's the objective of your blog? What do you want to happen? Who do you want to read the blog? What do you want them to do/think after they've read it?

    Only when you have answers to these questions can you decide what kind of content you want in the blog. Otherwise you'll appear to be as unfocused as you are -- not a good thing.

    If you really want to reach both audiences, you need to have different blogs. There's no way you're going to be able to address these different audiences, with different needs, with a single blog -- unless you want to confuse everyone.
  • Posted by telemoxie on 3/3/2013 at 3:59 PM Accepted
    in the meantime, while you are trying to clarify your objectives and strategy, you might consider spending some time researching and identifying both kinds of blogs, and spent time lurking and commenting and tweeting. After a few weeks of this will know more than you know today.
  • Posted on 3/4/2013 at 4:44 AM Author
    "Start with the end in mind". I'm back at the drawing board and brainstorming ( again) will report back progress.
  • Posted by Moriarty on 3/4/2013 at 5:32 AM Member
    Oh, and do think what you enjoy in your work. That is worth as much as money in most instances. I know it isn't standard marketing practice where ROI is all important, nevertheless it is an important measure for you.
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