How does a copywriter blog for someone else?
April 4th, 2008 Dina at Wordfeeder.comA lot of people ask me how, as a copywriter, I can blog FOR them. I avoided answering this for a long time. I honestly wasn’t sure.
What I’ve learned is, you can’t blog for someone else. Blogging is a highly personal and subjective thing. If a person has zero writing ability and zero inclination to blog, then they shouldn’t blog, period. In that case, I wouldn’t even suggest having a copywriter help you out with blogging.
I say this because blogging is one of those activities you have to commit to and be present for. Having someone else blog your every word is… well, dishonest. But a copywriter can help you create supplementary content in the form of articles, news releases and promotions on your blog. She can help you keep the marketing mill operating at all hours. She can troubleshoot problems like why aren’t more people subscribing to your mailings? (Answer: maybe we need to add a sign-up form and call to action to every blog post.)
But your copywriter can’t become the head of your company and have relationships with customers for you. As a blogger, you must be willing to come out into the open and really talk to people on your blog. It’s a team effort, and you are the orchestrator.
If you’re of above-average intelligence… chances are, you can write. If you know you’re ready to build your brand presence, but you’re not sure what that brand IS yet… blogging for business can help you slowly bring it out.
When it’s time to launch a platform for your ideas… and you’re ready to build a living network of customers and colleagues on the web… an active blog that’s brimming with fresh content is the way to go. A copywriter can work together with you to hone your brand identity, and serve as a kind of back-seat driver for your blog.
I say back-seat driver because realistically, no successful person has the time required to fully tend to a blog in a way that makes it thrive and grow. Three blog posts per week feel like a lot, when you’re a busy and successful individual. But ideally, for the big traffic, you should be posting on your blog every day.
Some core elements of your blog marketing that a copywriter can help with:
Your Domain. Finding a good and sticky one.
Your Tagline. What’s that top header going to say?
Your Newsletter. What will the name of your monthly or bimonthly mailings be? How will you organize your mailings and features?
Your Articles. You can’t write every blog post, but you can have a copywriter hone and refine the ideas you come up with for articles.
Your Media Room. Speakers and high profile bloggers may want a separate area where the media can learn more and read company news.
Your Company Press Releases. A copywriter can turn your company news into human interest.
Your Static Pages. People will want to know “the man or woman behind the blog.” What will your About, Services and other supporting pages say?
Your Product Mix. This is the most important part. What will you plan to sell people from your blog and newsletter?
Blogging takes time, patience and sustained effort.
You won’t have a ragingly popular blog within weeks of becoming a blogger. In fact… chances are, the first blog you create will go through several incarnations before it really feels like you and begins to pull the traffic that you’re looking to bring in. Some of my clients have experienced amazing success blogging - and ended up creating some of the most attractive blogs on the ‘net. But it took time, effort, commitment and the willingness to be flexible and keep changing as needed. Your blog will be your living, breathing marketing experiment!
The key is to have an open mind - be willing to just put it out there, and keep it going even when you feel like your blog is headed in the entirely wrong direction. This is true creative license, and a lot of people aren’t used to having this kind of freedom. But it’s the best kind to have and you can do anything with it!
If your blog sucks at first, don’t scrap it. Just give it a facelift, maybe change the focus of your posts, and keep blogging. Talk to your marketing person/copywriter to find ways to improve what you don’t like about your blog.
And above all - never give up!
Copyright 2008 Dina Giolitto, Wordfeeder.com. All rights reserved.
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Email Dina@Wordfeeder.com for a copywriting or website marketing quote today.
April 8th, 2008 at 3:52 pm
Hi Dina,
So great to get your newsletter!
I am going to look further into the possibilities you offer. My husband and I have been throwing around the idea of website/blog for all of our many talents/ideas. We are looking to gaining more exposure… but want to be sure we are prepared for what comes with that.
I will be in touch. I love how you work and appreciate your integrity.
I have missed you since the 24 Days of Blogging!
Susan
April 9th, 2008 at 10:21 am
Hi Susan,
So glad to see you, and I thank you for the kind compliments. It’s good to hear that you and your husband are pooling talents to a profitable and successful end.
Blogging for others can be tricky, so feel free to let me know how I can help you in any way. My best collaborative relationships are those where the ideas and possibilities flow freely.
April 9th, 2008 at 9:57 pm
Cool! I sent you a detailed email:)
Susan