To stay on top-of-mind of your target audience

To be in your prospect’s consideration set, you have to maintain the frequency of your brand communication and build awareness. You need to send promotional messages, e-newsletters, alerts, surveys, webinar invitations, be active on social networks, and do much more at a faster rate; thus creating a need for hi-speed marketing content.

Communicate with your audience through several online and offline channels

You cannot wait to make your prospects come to you on their own; instead, you have to pull them through many online and offline channels including – corporate website, webinars, podcasts, blogs, online marketing, email marketing, articles, press releases, direct marketing, event participation, social media, and more. Bottom line – you need quality content to execute all these successfully.

Arm your sales team with more ways to convince the prospects

Case studies, whitepapers, service/product brochures, process demos, webinars, presentations and proposals – all have to be created, updated and personalized for each client or industry vertical. Your sales people cannot handle this task, as they are sales experts not communication experts; moreover it eats-up their selling time.

To build credibility by exhibiting knowledge in your domain

The only way to build credibility in the online world is to demonstrate knowledge in your areas of expertise. This could be done through industry reports, surveys, whitepapers and case studies. The irony is that the subject matter experts have the hold of the programming/technical language, but not English language. To make these documents professional you need seasoned writers or proofreaders.

Cater to a global audience with the professional online documents

Writing for global business executives is a great deal different than writing for local prospects. The style is simple and straightforward. Writing for the web is also an entirely different area. The writer must know the scanning habit of the readers and place the right triggers at the right places.

Creativity to break through the clutter and still provide information

Most of the people on the net are in search of complete information. By providing it to them, you instantly gain competitive advantage. More information requires elaborate sitemap planning and more content.

Can your marketing team do the job?

Yes, if your marketing team has dedicated content writers. If you do not have a content writer in-house, your marketing team will end-up spending a great amount of time in writing, instead of concentrating on other critical activities. Moreover, outsourcing saves lots of time and money.

Can your agency fit the bill?

Having worked in a global advertising agency for quite some time, I’ve understood that they are good at developing only creative content like ads or do high-end designing. They have limited expertise when it comes to long copy assignments. Ad agencies usually don’t have people who are familiar with IT industry and its terms. Your PR agency can be of help in writing the press releases only. A web development agency can guide you with keyword selection, but ultimately you have to provide the keyword rich content.

Writing content for the web and marketing collateral is a task that has to be coordinated among – a subject matter expert (for technical details), a marketing executive (for that marketing twist), ad agency/web development agency (for designing), and a dedicated content writer (for professional and error-free content).

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