The quick answer: yes, it is. You probably knew this already, but do you know why creative content is important? Do you know how it can help you (or, when done improperly, hold you back?) As a freelance copywriter who has been around long enough to study the type of copy that makes a company successful, I'm happy to share some pointers.
Learn more about content marketing and the function of creative copy in today's entry. Who knows, you might leave with some great ideas for your website! P.S.: You will.
Creative Content in the Marketing Arena.
Thanks to the internet, any business or organization can have a website. And a Facebook, Twitter, YouTube, LinkedIn, Instagram--oh yes, getting your name out is easier than ever before! But throwing your name out there does not ensure anyone will see it. The dark corners of the web are notorious for consuming a buffet of sites and social media profiles that never made it into the light. So why didn't they?
Most likely, the culprit is poorly written copy or content that hasn't been optimized. Googlebot crawls through all of your new and updated pages, and along with a few other factors, decides where that page's position will be in the search results. It might seem a little unfair at first, but without Googlebot websites could hoard search rankings by flooding their pages with keywords. If that was your plan, sorry to crush your dreams; Googlebot does a pretty good job weeding out the keyword-stuffed pages.
Rather than judge a book by its cover, the bot crawls through your content and analyzes just how useful it really is to its readers. And this is where the absolute importance of creative content comes in: would you rather read about drain clogs from a professional plumber's well-written website, or a list-article internet trend site offering plumbing 'tips' next to celebrity gossip?
Content that is creative and unique tells Googlebot that your site and your pages are authentic, and you actually are a trustworthy authority in your field.
MAKING YOUR COPY WORK FOR YOU.
Now that we know just how important strong content is for your website, how can it benefit you? You know, other than ensuring your site isn't condemned to those dark internet corners we were talking about earlier? As important as search visibility is, great creative copy also offers the following benefits:
Long story short: bad content = losing money, while stunning content will help your business thrive.
IS IT WORTH INVESTING IN COPYWRITING SERVICES?
That depends on the service. Freelance creative copywriters have a lot to offer your website, but do a little research of your own first. You're best off locating a writer who either specializes in your industry OR has several years of experience in website content. Most reputable content writers already have impressive published work they are able to show, and probably have written in a vast amount of subjects.
Going with a digital marketing brand might seem like the safest best, and honestly, sometimes it is. But again, DO YOUR RESEARCH! There are plenty of digital marketing and writing services claiming their copy is written gold, when in reality their overworked writers are just trying to throw words together to make it through their workload. I would know because I used to work for one. I didn't stay long.
Ultimately, it's entirely up to you how you want your site content to created. The worst thing you can do is drop the burden on an employee who isn't trained for the job. I'd pay a content mill to generate $5/page word vomit before I'd put it in the hands of someone who doesn't know what a content mill is.
Moral of the Story: Creative Content is Vital.
The question has been answered: Yes, 100%, creative content is still a major marketing factor. So if your site content or blogs need some attention (or a serious makeover), it's time to start looking for a freelance creative copywriter or marketing service to get you back in the game. You're actually reading this article from the think tank of a creative content collective, so check out the Luna Creative writers while you're here.
And check back weekly for more helpful articles surrounding the crazy, ever-changing world of copy and content!
Stephanie Baker, Freelance Creative Copywriter at Luna Creative Content.
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