Content_Marketing - Contenteam - Multilingual Copywriting Service

Bulk Content Production From A to Z: How to Get the Most and Get It Right

Nazira Konysbayeva — Wed, 11 May 2022 11:59:28 +0000

Much ink has been spilled over the “quality over quantity” debate. But quality and quantity don’t have to be mutually exclusive in content marketing – in fact, you probably need both. Numerous case studies show that the quantity of content can be a clear predictor of web traffic growth. Meaning, the more you publish, the more traffic it drives. But the quality has to be there.

The idea of bulk content production doesn’t have to turn into a trade-off between content quantity and quality. Whether you are an SEO specialist launching a new website with numerous content-rich pages, a marketer arranging a partner program to monetize your project, or anyone else looking for high volumes of content, we have your back. With a few tweaks, you can have the best of both worlds.

Companies want to double down on content production but don’t plan to increase the size of their marketing team. Who will do the writing then?

Out of 1,500 surveyed companies, 72% planned to increase their content marketing budget in 2022. However, 42% of these companies have only one to three content marketing specialists on their team, and 49% say it will stay the same.

So, companies have the resources to produce content in bulk but no teams to handle the planned increased production.

Source: The State of Content Marketing: 2022 Global Report

At Contenteam, we’ve managed many high-volume projects. And we want to share our experience and insights we’ve developed along the way – here is how to create in bulk!

Characteristics of a Bulk Project

Without dragging out the introduction, let’s quickly identify what constitutes a bulk project. Of course, no two projects are the same, but most of them do have overlining characteristics:

High volumes of content
Quick turnaround time
Consistent quality and tone
Requires a team of writers
Usually produced with search optimization in mind

Bulk content production can take a number of forms, depending on what the client needs and their marketing strategy. Here are the most common categories of batch content:

Blog articles
Location-specific web pages
Product or service descriptions
Social media posts for multiple platforms
Newsletters

How to Write a Brief for Quality Content in Bulk

With tens of thousands of words written per week, you need to make sure writers and editors have everything they need in the content brief.

What should be included in the brief (+ a tip for each item):

Client description – No matter how many articles there will be, each should tie back to the client and their strategy.
Target audience – Make sure writers think about whether what they’re writing makes sense to the reader.
Content purpose – Educate/motivate/other?
Buyers’ journey stage – Explain where the piece fits in the marketing funnel.
Brand style and tone of voice – Formal/informal/assertive/humorous/etc.
Topic – Mention that the writer can change the suggested title and headings.
Word count – It’s okay if writers slightly go over or under the required volume.
SEO keywords – Mention that keywords should be evenly spread across the article.
Article outline – To avoid misunderstandings, write a sentence or two explaining what you expect from each section.
References – Add as many as you want and consider specifying what exactly you like in competing articles.
Deadlines and milestones – Don’t make it the same day that you promised to the client. Take into account all subsequent steps (editors, experts, proofreaders)

Other recommendations:

Cluster key queries with as much detail and specifics as possible. This will help you avoid publishing different articles with the same collection of keywords – essentially, turning your website into its own competitor.
Ask writers to write meta tags for the article (title + description). It’s important for copywriters to understand that they are writing not any type of text but content for a website. With this small move, you’ll engage them in on-page optimization.
Give guidelines for illustrations – Do you want them drawn from scratch? If not, how and where should the writer get them? What parts of the texts should be illustrated?
Revise the brief and incorporate the edits. After you receive feedback for the first batches of texts, include new suggestions in the brief to avoid repetitive edits.

Any divergences from the brief must first be discussed with the client.

A Few Words on Plagiarism Checkers

When the client puts something along the lines of “write a unique text”, it doesn’t say much to the writer. What they mean is that they want an original article, based on the writer’s own research. But how do we measure it? Right, plagiarism checkers and percentages that both sides agree on in advance.

A content brief must contain a requirement for a percentage of unique content and specify the plagiarism checker the writer should use (ETXT, Copyscape, Content Watch, SmallSEOTools, Grammarly, etc.). Otherwise, there would be too much content to re-check and go into disputes over.

It’s not uncommon for writers to produce an original article, using no references or borrowing nothing from other articles, and still get a low uniqueness score. The opposite can also be true – the article can be weaved from different pieces of copied content and be considered unique.

Solution: choose reliable checkers that produce consistent results (even if you run them in different countries, with a slow internet connection, etc.) and work with writing teams you can trust.

Dissecting Good and Bad Creative Briefs

Below are two examples of content briefs – good and bad, slightly trimmed. We won’t provide additional commentary, but don’t worry – you’ll see why you put these briefs in their corresponding categories.

How to Structure the Perfect Team

Let’s start with the line-up.

Project manager (or editor-in-chief) – The link between the client and the team.
Writers – Choose the appropriate number of writers depending on the size of the project. But don’t go overboard – otherwise, your writers will be sitting about much work during a large-scale project.
Editors – Within one project, we have at least two editors for two separate tasks – for checking SEO requirements and for checking the content itself.
Experts – To fact-check the text and minimize edit’s on the client’s end, which considering the volume, would just be overwhelming.
Proofreaders – To ensure there are no grammatical, formatting, spelling, punctuation, or other errors.

Baseline requirements: accomplished, flexible, capable of honoring deadlines, good team players.

The choice of editors, experts, and proofreaders is generally the same, whether the work is voluminous or not. Of course, they should have a good track record (meaning, they won’t slow everyone else down) and be informed of the tighter deadlines for deliverables. It’s the writers who you should select most carefully because they’re the ones who can ultimately float or sink the content ship.

For high-demanding batch tasks, it’s better to work with your trusted writers, who won’t need as much guidance as new additions to the team. Experienced writers allow you to increase the output – with each passing piece of writing, they learn to deliver more for less through contingent engagements.

If, however, you’ll need to expand the team to handle the workload, check their command of the target language, walk them through each item of the brief, explain the entire process and what’s expected of them, and introduce them into the bulk project through smaller tasks with longer deadlines. Sometimes, taking a chance on less experienced talent works out. But other times, they will let you down, so have your backup writer briefed and ready to take over.

Different Types of Content Writers and When to Use Them

A bulk content writing project calls for a lot of writers. But your main selection criteria should be whether the writer is fit for the assignment rather than whoever is free.

Niche copywriters fill a specific role in the ecosystem – someone can be exceptionally skilled at writing how-to guides, and someone can be a master of storytelling and emotional marketing. And, of course, a writer with a background in a specific sector, let’s say, blockchain and fintech, will be more valuable in crypto projects.

The point is not to pigeonhole your writers – just have a core team of your go-to people for different topics and types of content. Bulk writing can get monotonous, so the project manager should keep an eye on go-to writers. With time, they may run out of ideas to talk about the same things and compromise the quality of content. Consider pulling them out of their comfort zone and switching things up (i.e., assign tasks they don’t usually do).

Unified Presentation and a Single Source of Truth

No two copywriters are exactly the same, which is both a good and a bad thing. The “bad thing” is getting a mishmash of different styles and techniques in a bulk project, which is supposed to create a unified brand experience. We have two solutions (which should be used in combination).

Solution #1: Create a style guide

A detailed style guide can ensure all writers understand editorial guidelines, formatting specifications, and the idea behind the project. Have a set of standards to make the content look and feel unified.

Solution #2: Make the project manager the “single source of truth”

A single source of truth is based on the idea of aggregating data from different sources into a single location. That single location should be the project manager. If anyone from the team has a question or concern, they will always have a direct line of contact with the person who holds the most information.

How to Streamline the Batch Content Creation Process

You may already have a general idea of content production stages just from the composition of the editorial team. And you would be right – before declaring any piece of content complete, it goes through the entire process of content creation, editing, and quality checks.

Managers are responsible for 70% of deviations in team engagement.

The team should have a specific team member responsible for monitoring each step – the project manager. This way, they will ensure bulk content production has good, consistent, and engaging results and minimize lags.

The graph above only depicts one assignment for one author. When the work is voluminous in nature, the graph is multiplied and arranged in staggered rows. The SEO editor checks assignment A and sends it to the content editor, who is finishing up the edit for assignment B, in the meantime, the writer is working on assignment C, and the expert and the proofreader are also busy with their own tasks, and so on… Overall, everyone is occupied, and the production is organized with workloads and different time zones in mind.

Here are a few other ways we use to streamline content production:

The project manager should estimate how much time each stage will take. This is where their expertise comes in handy – they should set tighter deadlines for routine tasks and leave more time for creative assignments and research-based articles.
Try to fit all editing checks within a day or two since they take the least amount of time.
Set successive deadlines – e.g., one task for Monday, one for Wednesday, and one for Friday rather than all three for Friday.
Notice when writers routinely submit tasks at night – they might burn out from working late.

Set a regular payment schedule for everyone on the team. Frequent compensation can help keep everyone motivated.

How to Prevent Duplicates (Both Intentional and Accidental)

Duplicates can be caused by:

Two writers working on the similar tasks who followed the same structure,
One writer unconsciously repeating their previous works,
One writer intentionally copying text to go through the batch faster, mong other situations.

We won’t tell you how to deal with writers who submit substandard texts (because it should be decided on a case-by-case basis), but we will tell you how to spot duplicates – use bulk-cross comparison services. Here are the platforms we use:

According to Google Devs, if your site suffers from duplicate content issues, the algorithm will choose one version of the content to show in our search results. So, two texts before posting can be 90% unique but very similar. The search results will only show the first version you’ll post, while the other one will be as good as nothing.

How to Bulk Translate Content

Source: https://csa-research.com/Featured-Content/For-Global-Enterprises/Global-Growth/CRWB-Series/CRWB-B2C

By bulk translating, we don’t mean machine translating all of your content. MT is not suitable for most translation circumstances and has yet to replace human translation. Yes, translating software produce lightning-speed results, but its faults lead to inaccuracy, misunderstanding, and sometimes even offense. A better alternative – expert localization services.

When you spend a lot of time producing original content, it would be a shame to miss out on traffic from other languages. First, assess where your traffic is coming from. If you see foreign traffic that is simply bouncing, focus on these languages first. If translating all of your content seems like a lot of work, send out high-priority sections rather than entire content trees for translation into one or more languages.

The good thing about bulk translation is that you can overlap it with bulk content production. Just make sure not to overwhelm your proofreaders (remember the tips for setting deadlines).

Is It Possible to Produce Multilingual Content in Bulk?

Yes, as long as you’re working with the right people!

Recently, we published a case study detailing how we managed to produce 2-3 articles in 4 languages per week. In short, we used all the tips and tricks from this article. The main difference was that we assembled four teams, one per language, but had one project manager overseeing all of them. And there you go – real-life proof that our recommendations work.

Broadly speaking, we manage bulk writing in one language and bulk writing in different languages by following the same formula (obviously, adapting to your project’s specifics). If you want to see this formula in action, get in touch! Even if your publishing schedule seems like an impossible feat, let us assure you that high volumes of relevant, personalized content on a tight schedule is nothing Contenteam can’t handle. Need 100,000 per week? Let’s discuss!

Concluding Thoughts

Here is what we want you to remember about bulk content production:

The content brief should be clear, thorough, and regularly updated.
You’ll need at least three writers, one SEO editor, one content editor, one fact-checker, and one proofreader per project.
Choose your go-to writers for specific types of content.
Have a style guide to ensure the content follows a unified message and tone of voice.
The project manager should monitor each stage of content creation.
No one in the team should sit idle at any given time.
The finished work should be cross-checked with other texts from the same assignment batch.
Choose expert localization over machine translation, even when handling high volumes of text.
Multilingual content in bulk is just as manageable as bulk content in one language.

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How to Prepare the Company Website for Localization Process?

Anastasia Bob — Fri, 22 Apr 2022 08:54:45 +0000

As a business expands into new markets, it’s important to localize its website content for those regions. Preparing the company website for localization is a process that involves many steps, from translating and editing the content to making sure the layout and design are correct for each target market. In this article, we’ll discuss some of the key aspects of preparing a website for localization.

What Is Website Localization?

Website localization is the process of adapting a website to a specific market or region. This typically involves translating the site’s content into the local language, as well as making any necessary cultural and social adjustments. Localization can also involve other elements, such as changing images, videos, and graphics to be more relevant to the local market.

Website localization is important for businesses that want to expand their reach and tap into new markets. It can help them better connect with local audiences and ultimately boost their bottom line.

There are a few things to keep in mind when embarking on a website localization project:

- Choose the right target market or region. Not all markets are equally ripe for expansion and some may require more work than others.
- It’s important to have a clear understanding of the local culture and customs. This will help you avoid any potential pitfalls and ensure that your site is culturally appropriate.
- Partner with a reputable localization company that has experience translating websites. This will help ensure a high-quality translation that accurately reflects your brand.

Website localization is a complex process, but it can be extremely beneficial for businesses that want to reach new markets. By taking the time to understand the local culture and partnering with a reputable localization company, you can ensure a website localization project will be successful.

Why Do You Need To Prepare Your Website For Localization?

There are several reasons why you might need to prepare your website for localization.

First: If you’re planning on expanding your business into new markets, it’s important to make sure that your website is accessible to audiences in those markets. This typically involves translating the site’s content into the local language.

Second: Even if you’re not planning on expanding your business internationally, you may still need to localize your website if you want to appeal to a global audience. For example, if you have a website that targets English speakers in the United States, but you also want to attract visitors from other English-speaking countries, you’ll need to make sure that your site is accessible to them as well.

Third: You may need to localize your website if you have plans to change your target market or audience. For example, if you originally designed your website for a domestic audience but now want to target international users, you’ll need to make sure that your site is available in multiple languages.

Fourth: You may need to localize your website if you want to improve your search engine optimization (SEO). Localization can help you rank higher in search results for certain keywords, which can ultimately lead to more traffic and custom.

If any of these scenarios apply to you, then you’ll need to prepare your website for localization.

How To Prepare Your Website For Further Localization: Step-By-Step Plan

First thing first – choose the right target market or region. Not all markets are equally ripe for expansion, and some may require more work than others. Do your research and consider the potential return on investment (ROI) before making your decision.

Then you’ll need to have a clear understanding of the local culture and customs. This will help you avoid any potential pitfalls and ensure that your site is culturally relevant. Speak with locals, read books and articles about the culture and visit the region if possible.

Later on, you’ll need to find a reputable localization company to partner with. This will help ensure a high-quality translation that accurately reflects your brand. Get quotes from multiple companies and ask for references before making your decision.

If you want to be 100% sure that the localized text will be correctly perceived by your target audience, Contenteam is the best localization service solution for your company's website. We provide comprehensive translation, localization services from native speakers, and testing of the final version of the site. Your site will not just be translated and proofread but also carefully adapted to the current context and cultural specifics of your target market!

So, here is the point where we start translating your site’s content into the local language. This is usually done by creating a parallel version of the site using a different URL or subdomain.

Here is the detailed localization roadmap:

1. Content translating, editing, and proofreading: This is perhaps the most obvious step in preparing a website for localization. All of the text on the site needs to be translated into the language(s) of the target market(s). In addition to translating the text, it’s also important to edit the content so that it makes sense in the context of the new culture (s). For example, certain words or phrases may have different connotations in different cultures, and it’s important to be aware of these differences when translating content.

2. Layout and design checking: Once the content has been translated and edited, it’s important to check the overall layout and design of the website. We make sure that all of the text is correctly formatted and that the overall look and feel of the site is appropriate for the target market(s).

3. Navigation review: Another important aspect of preparing a website for localization is to review the navigation. The navigation should be easy to understand and use, regardless of the user’s location. All of the links should be working correctly, and it should be easy to find the information that users are looking for.

4. Website testing: Once all of the above steps have been completed, it’s important to test the website to make sure everything is working correctly. This includes testing all of the links, navigation, and functionality of the site. It’s also a good idea to ask a native-speaking local focus group that is not familiar with the website to test it out to see if they can easily find what they’re looking for.

5. Website launching: Once everything has been tested and reviewed, the website is ready to be launched in the target market(s). It’s important to monitor the website after launch to make sure everything is working as it should and to address any issues that may arise.

By following these steps, you can prepare your website for localization and ensure a successful expansion into new markets.

What Are the Core Benefits of Website Localization?

Website localization can have a number of benefits for businesses, including, but not limited to:

Increasing international traffic and reach

Improving search engine optimization (SEO)

Enhancing the user experience (UX)

Boosting conversion rates for your website

How Much Does It Cost To Localize A Website?

The cost of website localization services can vary depending on a number of factors, such as the size of the site, the number of languages, and the complexity of the project. Generally speaking, businesses should expect to spend between $700 and $10,000 per language.

Website localization is an important investment for online businesses that want to expand their reach and appeal to a global audience. By taking the time to prepare your site and partner with a reputable localization company, you can ensure a successful expansion into new markets!

To Summarize

Website localization is a critical step for businesses that want to expand their reach and appeal to a global audience. When done correctly, it can have a number of benefits, including increased traffic, improved SEO, enhanced UX, and boosted conversion rates. Although the cost of website localization can vary depending on a number of factors, businesses should expect to spend between $700 and $10,000 per language. By taking the time to prepare your site and partner with a reputable localization company, you can ensure a successful expansion into new markets.

This is an important final step in order to solidify your website’s internationalization efforts. Proper website localization will take your site a long way towards becoming truly globalized and, ultimately, more successful.

FAQ

When is the best time to hire a website localization company?

The best time to hire a localization company is as soon as possible! The sooner you hire a company, the more time they will have to work on your site before launch. In other words, if you want something done right, you need to take the lead on it.

Before hiring any volunteers or going ahead with an in-house solution, make sure to do your research in order to avoid any potential errors. You don’t want to end up with an inaccurate translation that could reflect poorly on your brand.

How much does it cost to localize a website?

The cost of website localization can vary depending on a number of factors, such as the size of the site, the number of languages, and the complexity of the project. Projects in the IT, FinTech, and Crypto sectors are significantly more expensive in localization than sites from more general business areas. The final price depends on how many people will be involved in the localization process and whether additional niche experts will be needed.

Is it worth it to localize my website?

Website localization is an important investment for businesses that want to expand their reach and appeal to a global audience. By taking the time to prepare your site and partner with a reputable localization company, you can ensure a successful expansion into new markets.

How can I find a reputable website localization company to partner with?

There are a few things to keep in mind when looking for a reputable website localization company:

– Make sure they have experience localizing websites in your industry.

– Ask for quotes from multiple companies and compare pricing.

– Check out online reviews to get an idea of their reputation.

– Ask for references from past clients.

– Make sure they offer a money-back satisfaction guarantee.

Сообщение How to Prepare the Company Website for Localization Process? появились сначала на Contenteam - Multilingual Copywriting Service.

Is It Still Profitable to Hire an In-house Copywriter in 2023? Market Overview

Victoria Michael — Wed, 23 Mar 2022 06:59:02 +0000

Are you on the fence about adding an in-house copywriter to your team? I can understand your hesitancy — the average salary of a copywriter in the US is a bit over $50,000 per year, according to data from Indeed. And if you’re hiring for a full-time role, you have to consider the price of employee benefits, which increases the average cost of each employee by 31%.

And that’s still not all! You can’t forget about the actual costs involved in sourcing and onboarding employees; in 2022, the average cost to hire an employee is $5,000+.

Copywriters are talented and deserve to be compensated accordingly. But perhaps you are not in a position to pay $70,000+ in salary and benefits for one. And if you have pressing needs for content, your copywriter may not be able to handle all of it; you’ll have to start looking for more copywriters, and costs add up quickly. There’s also the flip side: if you don’t need copywritten content very often, you are paying an unnecessary salary.

Yet, even with the expenses, working with an in-house copywriter brings far more advantages than hiring copywriters from online freelance marketplaces. I’ve experienced writing from members of such sites firsthand; while some are decently written, much of it is atrocious. Unless you only need copywritten content once in a blue moon, I’d say you can safely rule out using freelance copywriters.

That doesn’t mean that in-house copywriters are your only option, though! If you need high-quality content but can’t pay a copywriter’s salary, you can work with a remote dedicated editorial team. Basically, instead of paying a copywriter a regular salary, you’re working with a team on a per-piece basis. During the weeks that you don’t need any content, you don’t have to pay them. If you need tons of content, they have enough writers to handle the task. As such, one of this model’s biggest benefits is its scalability.

As a member of a remote dedicated editorial team, perhaps I may seem a little biased. Yet, everything stated above isn’t conjecture; I’m about to back it up with cold hard facts from The Copywriting Institute’s 2022 B2B Content Marketing Report!

Market Overview

The 12th Annual B2B Content Marketing Report on Benchmarks, Budgets, and Trends was published by the Content Marketing Institute, in collaboration with MarketingProfs and ON24. At 54 pages long, it’s a pretty lengthy report, so I’m not going to cover the whole thing — just parts that relate to the profitability of hiring in-house copywriters vs. a remote editorial team. However, I recommend giving the whole thing a read when you get a chance!

First things first, it’s important to acknowledge how the survey defines “content marketing” and “success.”

Content Marketing: A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action."

Success: Achieving your organization’s desired/ targeted results.

Towards the beginning of the report, you’ll learn that 40% of respondents outsource their content marketing activities (which includes copywriting). Interestingly enough, 57% of the most successful respondents use outsourcing — this implies that outsourcing content marketing correlates with better chances of success.

Moving on to the report’s “Team Structure and Outsourcing” section — the report states that many organizations have tiny content marketing teams, often comprising just one person. Having more people contributing to copywriting impacts your chances of success. 54% of the most successful respondents have two+ employees in their content department, whereas only 17% of the least successful respondents fulfill this.

The more players on your team, the better: you don’t have one person stretched thin trying to write content, proofread their own work, publish it, and update it regularly. But with the rising need for content, soon, teams of 2-3 people may face difficulties. To illustrate this, 67% of respondents stated that over the last year, their content team was expected to do much more work without increased resources.

So, to future-proof your in-house team, it would be best to have several writers — which cycles us back to the price point. Sigh…

Within the Team Structure and Outsourcing section, the report explained that the least-successful respondents do more content work in-house and that they are typically in the early phases of their content marketing maturity/strategy.

As for the size of the companies, 61% of respondents of 2021’s survey indicated that they outsourced — and that figure rose to 75% in 2022. So, at this point, we can see that the biggest and the most successful companies use outsourcing — even if their size and success give them a larger budget.

Now, here’s a point against hiring a remote outsourced copywriter: 65% of respondents said their biggest challenge is finding writers who have enough topical expertise. This is definitely tricky if you’re working with just a couple of outsourced writers — perhaps you need copywriters to produce whitepapers on the technology your company uses. You have one who can expertly write about AI and another who knows cloud technology like the back of your hand. But what if you’re introducing blockchain to the mix, and none of your outsourced writers have any experience in this area? Do you spend time trying to find another outsourced writer, or do you risk assigning it to an existing writer?

This is where full editorial teams come into play — like Contenteam (wink, wink)! By partnering with an outsourced editorial team, you’ll get access to their vast pool of subject matter experts. Rather than finding writers and maintaining working relationships with them from across the globe, you’ll get access to the skillset you need, exactly when you need it.

For instance, if you need an article on how NFTs work, we would assign it to a writer who specializes in fintech and crypto. Then, we would have a subject matter specialist (somebody who is not a writer but actually works in that field) check the content. To make sure the article aligns with your branding and needs, the editor will check the work. And then, lastly, it will go to a proofreader for any grammar or syntax fixes.

So, what do you say? Are you ready to get content on your terms? Whatever topic you want, whatever language you want, and in whatever timeframe you want: just shoot us a message, and we’ll make it happen. Let’s chat and get the ball rolling!

FAQ

How much does it cost to hire a copywriter?

The average copywriter salary in the US is about $50,000 per year.

When should you hire a copywriter?

A copywriter is needed for any company that produces content — it doesn’t even have to be digital content. Every company should have one; even if your operations are mainly offline, you need a skilled writer for advertisements, product descriptions, and mailings.

Can you hire a copywriter for a website?

Yes, we recommend doing so – well, actually, we recommend hiring a remote content team for your website. You’ll get a copywriter to craft compelling service pages, and they will be checked by an editor and proofreader.

Сообщение Is It Still Profitable to Hire an In-house Copywriter in 2023? Market Overview появились сначала на Contenteam - Multilingual Copywriting Service.

Crypto Marketing Mistakes: What Makes Your Campaigns Tank

Nazira Konysbayeva — Thu, 17 Mar 2022 13:24:04 +0000

Crypto-related perceptions continually evolve, largely influenced by marketing campaigns and media representations. However, as digital currencies gain mainstream popularity, marketers have to deal not only with more enthusiasts but also with more skeptics. Persuading a skeptic can be fun, though.

At Contenteam, we have our fair share of experience in promoting crypto projects. And we’ve made a few mistakes along the way (that we learn from, of course). So, we want to share our insight into things you shouldn’t do unless you want to blow your marketing budget.

5 Things to NEVER Include in Your Crypto Marketing Strategies

Let’s get straight to the chase – here is what you won’t find in a good crypto campaign.

Misleading Messages

Avoid phrases that portray cryptocurrency as “simple and easy”, the platforms as “trusted”, security as “never been hacked”, and trading as “risk-free”. For one, it puts you on the radar of regulators, which pinned crypto ads as a red alert priority. The enforcement work varies from country to country, but since crypto is borderless, you can get in trouble (and possibly banned) in any of them. Yes, complaints and investigations will create a buzz; but not the kind you want. But you also don’t want to seem disingenuous in front of your customers. Building trust is just as important as building a brand, so your marketing materials should not be misleading or socially irresponsible. Go out of your way to inform readers about the potential downsides of crypto investing and build awareness around these complex and volatile products. Even if you sense preference for small risks with moderate rewards, don’t make crypto products something that they aren’t. Being honest will save you from having unsatisfied customers, to say the least.

Irrelevant Channels

Source: ING

The chart above shows where survey respondents learned most of what they know about cryptocurrency. The news and online research take the lead. While it might be hard to get your company featured on the national news, getting smaller-coverage media attention is not out of your reach. It can be through direct pitching – actively “chasing” journalists to cover your story. Or it can be an industry event that gets good PR.

The category of online research is arguably more enticing. This is where you have the most power to build your image and boost recognition. There are many different corners on the web you can tap into – social media, discussion platforms (Reddit, Quora), your own blog on the website.

One of the most common mistakes we see in crypto marketing is pursuing the work channels. So, before pouting efforts into any of them, identify your audience and find a channel to match. You’ll be surprised to learn that crypto is not only for the young.

All Figures, No Explanations

Many crypto projects use figures to explain abstract concepts but fail to give context or provide explanations. For example, if you say “Coin X has a throughput of 5,300 TPS, and a transaction time of 10 min”, do you expect regular users to see it as an advantage? They may be able to understand the latter part. But if you don’t at least compare it to Bitcoin’s speed (5 transactions per second), consider this talking point lost. Many people build their knowledge of cryptocurrencies passively. Here is how we suggest helping your readers switch to active learning:

Figures should have descriptive titles and captions. The latter should be succinct enough to understand at first glance.
Images should be simple, accessible, and visually appealing (consider adding brand colors and design elements).
Choose the right points to highlight – the facts that proved relevant and useful to your readers’ everyday financial lives.

All style and no substance…

People who are “in the know” have precautionary ways to analyze crypto projects. Even those who are blissfully unaware of scammers tend to make assessments of crypto projects and altcoins.

Here are the areas where you can convey the value of the project:

Whitepaper – A token’s whitepaper is where you outline the goals (realistic!) and explain the mechanism.
“About the team” section – What reputable the team members have worked in the past? What are their qualifications? Do they have experience in the blockchain ecosystem?
Social media – Build a large community supporting the cause. Facebook, Twitter, Telegram, and Reddit are good places to start.
Project announcements – Keep users updated on the latest announcement. Make sure to look at the comments to garner user sentiment pertaining to the news.
Blog – Want to seem more credible? Create valuable content that is free for all users.

Non-Segmented Strategies

Don’t expect all audiences to respond well to the same crypto marketing strategies. In the best-case scenario, you’ll only attract one group; in the worst-case scenario, the message will lose its meaning and reach no one in particular.

In general, we can separate five groups of engagement:

Active owners – They are optimistic and feel confident about the global economy. Many believe crypto will replace traditional fiat currencies. They are more likely to participate in industry events, engage in new ventures (like NFTs), and become brand advocates.
Passive owners – They also have a positive perception of crypto. Even if the market goes up and down, these people believe crypto will come out higher in the long term. They are concerned about financial institutions and want to be confident in the longevity of the project.
Curious – They did some research and haven’t purchased any crypto products. These people are less likely to believe that cryptocurrency is convenient and not too complicated in everyday use (here’s your chance to prove them wrong).
Skeptics – This group has negative perceptions of crypto. Their most frequent sources of information about crypto are word of mouth and news; perhaps, you can double down on advertising triggered by customer experiences.
Unengaged – They are similar to skeptics but don’t display nearly as much aversion. As blank slates, they don’t need a special approach, but the more engaging and attention-grabbing, the better.

Marketing Fails (Crypto Projects Edition)

As mentioned, many scammers are exploiting the popularity of cryptocurrency. Boxer Floyd Mayweather Jr. and rapper DJ Khaled learn this the hard way. A few years back, they became brand representatives for Centra Tech, which is now remembered as a $25 million ICO scam banked on celebrity promotion. “You can call me Floyd ‘Crypto’ Mayweather from now on” did not turn out well.

This was not a one-off case. When some companies manage to scam investors out of millions of real dollars, this has an effect on the entire crypto landscape. So in 2022, the use of celebrity endorsements in crypto advertising isn’t seen as credible as it once was.

Aside from reverse influencer marketing fails from 2018, we can look at the ASA’s (Advertising Standards Authority) rulings of December in 2021. Portraying crypto investing as something simple can get your ad banned.

Example: Register in minutes, deposit instantly, then make super-easy and secure crypto trades.

The majority of banned ads held back information necessary for investment decision-making. If you imply that crypto’s past performance will always be reflected in future movements, that can at least get you heavily criticized.

Example: $5 in #Bitcoin in 2010 would be worth over $100,000 in January 2021. Don’t miss out on the next decade.

Trivializing crypto trading activities is another way to lose credibility points.

Example: FREE Bitcoin worth $10 for every pizza bought.

Why Crypto Brands Failed to Hijack the Super Bowl

To give credit where credit’s due, commercials for Coinbase, FTX, eToro, and Crypto.com, an NFT integration by Bud Light, and Binance were impressive. At the very least, they showed that crypto made it high enough to be featured on such a massive stage.

But Super Bowl 2022 took place when Bitcoin and Ethereum had shed half their value since their peak just a couple of months prior. So, it was particularly hard to attract new investors into the crypto boom.

FTX “DON’T MISS OUT”

Larry David shrugs off life-changing inventions throughout history – from the wheel to (you guessed it) crypto. Calling your future customers too cautious and short-sighted can get you a few laughs but does not invite brand loyalty.

CRYPTO.COM “LEBRON”

LeBron James met his high school self to give some advice. The ad failed to communicate what Crypto.com actually is.

BUD LIGHT “ZERO IN THE WAY OF POSSIBILITY”

Similar to the previous ad, Bud Light does nothing to explain or advance the understanding of crypto or NFTs. For some, the announcement of 12,722 NFTs, $399 each, may be enough but not to the general public.

How to Engage Different Types of Crypto-Aware Consumers

If you want to spark interest in a crypto project, there are a few triggers you can implement. They are centered around building wealth & diversifying investments, freedom & flexibility, and shaping new financial systems.

Becoming Crypto Investors/Traders

Passive owners are often motivated by wealth-building potential. In fact, many skeptics are equally intrigued by that. Few other industries experienced such quick and unprecedented growth as cryptocurrency, so it’s not surprising that people want to capitalize on it.

Those who buy cryptocurrencies as a long-term wealth generator need to be convinced of the coin’s further growth. Communicate what factors can drive it and what can protect the asset against inflation.

Using Crypto for International Remittances

Active owners, as well as curious users, take advantage of the global nature of cryptocurrency. The type of content they see should highlight freedom and flexibility. Talk about the ability to send funds without sneaky bank exchange markups bypass existing financial networks and related restrictions. Low fees, 24/7, borderless – all of it can interest this segment of your audience.

Building New Financial Ways and Disrupting Traditional Systems

Many active owners view crypto as something more than a technological phenomenon. They consider it an essential tool or unliking the potential of new-age financial systems. To appeal to them, show the cultural movement that a given project brings about. Talk about the intrinsic value of the project and the coin, consider introducing a bit of FOMO.

Concerns to Address

While we’re here, let’s also briefly talk about customer concerns that you can respond to through content:

The bad reputation of crypto – You can’t deny scams and criminal activity in the crypto community. But you should prove that you’re a legitimate company (strong online presence, social proof like reviews, etc.)
Fear of losing assets – Share advice for keeping your crypto secure. Also, explain how volatility and changing regulation may affect the value of crypto investments and what tools can help benefit from different market situations.
Steep learning curve – This comes from uncertainty around the fundamentals, which you can also get rid of by just providing information. E.g., review financial products and write articles.
Negative environmental impact – If your project uses an alternative protocol with low energy consumption, explain how it works. Perhaps, your project has no negative environmental impact at all.

Our crypto and fintech writers know the terminology, understand the technology and stay up to date with the latest trends. But perhaps most importantly, they can make any type of content engaging, even when on complex topics.

The crypto is flooded with content every day. So, let Contenteam make your articles stand out from the crowd!

Сообщение Crypto Marketing Mistakes: What Makes Your Campaigns Tank появились сначала на Contenteam - Multilingual Copywriting Service.

7 Proven Ways to Create Relevant Content for Your Business

Alexandra Shestopalova — Fri, 04 Mar 2022 09:59:32 +0000

When it comes to content marketing, relevance is key. If you produce content that is irrelevant to your business or your target audience, you will not see the results you are looking for. In this article, we will discuss seven proven ways to create relevant content for your business. By following these tips, you will be able to attract more customers and generate more leads!

1. Know Your Ideal Customer

One way to create relevant business content is to create a buyer persona. A buyer persona is a fictional representation of your ideal customer. By creating a buyer persona, you can better understand your target audience and what types of content they would find relevant.

There are several steps involved in creating a buyer persona. The first step is to gather information about your target audience. This can be done by conducting market research, surveying customers, or using data from your website analytics. Once you have gathered this information, you can begin to create a profile of your target customer. This includes information such as their:

Age
Gender
Occupation
Interests
Buying habits

Once you have created a profile of your target customer, you can begin to develop content strategies that will appeal to them. For example, if you know that your target customer is interested in business news, you can create content that covers the latest business trends. If you know that they are looking for tips on how to run a successful business, you can create blog posts or articles that offer advice.

By understanding your target audience and what they are looking for, you can create content that is relevant to your business and your customers. This will help you attract more leads and generate more sales.

Contenteam recommends the Hubspot tool for creating a buyer persona.

2. Identify the Topics Your Audience Is Interested In

Another way to create relevant business content is to find the web topics your audience is interested in. The easiest way to do this is by conducting keyword research. By identifying the keywords your target audience is searching for, you can develop a content strategy around these topics.

For example, if you are a business that sells office supplies, you may want to consider targeting the keyword “office supplies.” This keyword has high search volume and is relevant to your business. If you create content around this keyword, you will be more likely to attract customers who are interested in what you have to offer.

In addition to conducting keyword research, you can also use social media to identify the topics your audience is interested in.

Contenteam recommends Keyword Tool for starting keyword research.

3. Produce Content That Is Valuable and Interesting

When it comes to business content, value is key. If you want your customers to take action, you need to produce content that is valuable and interesting. This means providing them with information that they can use to improve their business.

For example, if you are a business consulting agency, you may want to create blog posts that offer tips on how to improve business operations. If you are an accountant agency, you may want to write articles that offer tax tips. You’ll be more likely to produce leads and sales if you give your audience useful and intriguing information.

Contenteam recommends Buzzsumo for researching the best topics for your content.

4. Keep Your Content Fresh and Up-to-Date

One way to keep your content relevant is to make sure it is fresh and up-to-date. This means regularly publishing new blog posts, articles, news, case studies, and white papers (the last two are particularly relevant for tech products and services). By publishing new content on a regular basis, you will keep your audience engaged and interested in what you have to offer.

In addition to publishing new content, you can also update your existing content. This can be done by adding new data, revising old information, and removing outdated information. By keeping your content fresh and up-to-date, you will ensure that it is relevant to your audience.

5. Optimize All Your Website Content for SEO

Another way to make sure your content is relevant is to optimize it for SEO. This means using keywords and phrases that are relevant to your business on every website page. By including these keywords in your content, you will help improve your search engine rankings.

In addition to using keywords, you can also use other techniques to improve your SEO — for instance, implementing a linkbuilding strategy, using anchor text, and backlinking. By optimizing your content for SEO, you will make sure that it is seen by more people and that it ranks higher in the search engines.

Here you can find the most relevant information and linkbuilding tips.

6. Promote Your Content on Social Media

Another way to make sure your content is relevant is to promote it on social media. This means sharing your content with your followers on Twitter, Facebook, and LinkedIn. By promoting your content on social media, you will help increase its visibility and reach a larger audience.

Tip from Head of Marketing:

If you’re promoting a complex B2B project on social networks, I would suggest taking advantage of paid advertising opportunities and promoting with this simple funnel:

Awareness

Content piece 1
(about the product/service)

Content piece 2
(case study 1)

Content piece 3
(case study 2)

A video message from the CEO or the entire team

Consideration

Unique value proposition banner

Video reviews from your clients

Retargeting

Social proof banner

FOMO banner

7. Test and Measure the Results

Finally, another way to make sure your content is relevant is to test and measure the results. This means tracking how much traffic your content generates, how many leads it produces, and how many sales it generates. By tracking the results of your content, you will be able to determine its effectiveness and make necessary changes or adjustments.

Contenteam recommends UTM Builder for tracking your content effectiveness on every stage of the marketing funnel.

Contenteam is Ready to Write for Your Company!

Contenteam is a crew of writers, experts, editors, and proofreaders who are passionate about our clients’ businesses. Our mission is to help you succeed in your industry by creating compelling content that drives results.

Whether it’s for your website, blog, or social media accounts, we know how important it is to have the right words on hand so you can communicate with clarity and confidence. That’s why our expert copywriters will craft powerful messages that inspire action from your audience.

With us as your partners, you won’t have to worry about writing engaging content anymore because we do all the heavy lifting for you! Simply tell us what kind of message you want to send out into the world and let our experts take care of everything else! You don’t even need any previous experience — just an idea in mind. And if there’s anything else we can do for you along the way, please don’t hesitate to ask! We’re here 24/7/365 days a year and are ready at a moment’s notice whenever inspiration strikes. So go ahead and send us a message today!

Contact Contenteam now for more information on how we can help make your business shine online.

FAQ

What is business content?

Business content is any type of content that helps promote or market a business. This can include blog posts, articles, white papers, ebooks, infographics, and more.

What are some strategies for creating business content?

Some strategies for creating business content include using social media, optimizing for SEO, and testing and measuring results.

What are some benefits of business content?

Some benefits of business content include increased visibility, engagement, and leads/sales.

How can I ensure that my business content is relevant?

There are several ways to ensure that your business content is relevant. This includes regularly publishing new content, updating existing content, optimizing for SEO, and promoting on social media.

How often should I publish business content?

There is no set answer for how often you should publish business content. However, we recommended publishing new content on a regular basis. This could be once a week, once a month, or more.

Сообщение 7 Proven Ways to Create Relevant Content for Your Business появились сначала на Contenteam - Multilingual Copywriting Service.

Everything You Should Know About a Copywriting Agency

Nazira Konysbayeva — Fri, 21 Jan 2022 13:25:31 +0000

Think about all of the different things that require a copy in the business world: blog posts, ads, landing pages, other web pages, mailouts, etc. Generic copies rarely make it to the top search results, not to mention the lack of substantial website traffic. But what about fully structured teams of skilled writers and editors ready to take on the job? That’s the joy of working with a copywriting agency.

In today’s article, we’ll talk about the ins and outs of SEO copywriting – various positions within the team, how they work together, advantages of cooperating with professionals, stumbling blocks, and everything in between. There is a lot to talk about, so no time to spare!

Importance of Copywriting in Digital Marketing

Let’s start with the reasons to jump on the copywriting bandwagon.

Boosts Your SEO

Top-ranking websites have original, in-depth, and long-form content. This is what an SEO copywriting company will help you produce. Copywriters work closely with SEO requirements, helping them write texts that don’t need further optimization to perform well on search engines.

Makes Your Brand Recognizable

Half-empty websites look not only lacking but also close to scammy. That’s because professional-looking website design is only part of the equation.

Website content helps you establish your tone of voice – fun, serious, credible, either of or all of the above. Readers will learn to recognize your style and become more loyal (familiar brand = trustworthy brand). And for those visitors who are purely looking for information, the content will be a gateway to learning what your company does.

Makes You Money and Saves Your Money

Having established your brand and found your clients, a big part of the marketing job is done. Of course, it’s a never-ending cycle. And this is when your ever-green content comes into play – traffic of potential customers will continue coming in long after the article is posted.

If a visitor is compelled to stay on the page thanks to good content, they’re more likely to act. This wide net you cast with quality content has exceptionally good ROI.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett

pioneer American advertising executive

The perfect balance of all four qualities – simplicity, memorability, noticeability, and entertainment – is hard to achieve. This is exactly why you can’t ask your average employee to write your copies. Yes, they are well-versed in the topic and understand your company’s business processes, but that doesn’t always translate well to text.

The Anatomy of a B2B Copywriting Agency

Despite the seemingly straightforward work process, a copywriting agency actually comprises multiple job titles. The idea is that having every workflow organized and interwoven with each other minimizes the time and overhead for a final product.

We’ve found that almost every project requires a team with the following structure.

Managers (Editors-in-Chief)

They are the primary contact between a client and an agency. Their job involves discussing the forthcoming project with the client and then communicating this information with the rest of the team. Chief editors give out assignments, oversee processes and deadlines, and overall, bridge the gap between the client writers+editors while keeping the spirits up of all parties.

If there are questions/edits/notes on either side, a manager is the one to convey it to the other side. Mind you, good studios might not even need it.

Writers

Are you worried that your company blog makes your readers snooze? Then here is how you avoid indifferent and dispassionate articles – professional niche copywriters. They specialize in just several topics or formats, allowing them to dive deeper and be more creative. These writers create sit-up-and-listen content and, most importantly, make it valuable for readers.

Editors

They work closely with writers to make sure they follow all specifications of the technical task, including the recommended structure, keywords, formatting, intent, overall message, etc. Editors act as a link between the writer and the editor-in-chief, sending edits to the first and final text to the latter.

Experts

Let’s say we have a technical copywriter who’s writing marketing materials like case studies, brochures, website copy, and product guides for technical/financial/other industries. While the text may be good enough, it can always be better. In our experience, the best result is ensured by a specialist with relevant, hands-on experience.

We have experts from different fields who help authors write strong copies that go beyond basic research. They can be an intermediary link at different stages – from initial project discussions to reviewing edit iterations.

Proofreaders

Proofreading is the big final check and polish before the text is sent to the client. Proofreaders look for typos, incorrect punctuation, other discrepancies in the grammar, and major inconsistencies. Generally, they do not change any of the content, especially after the text was reviewed by an expert.

All of these people play an indispensable part in creating content:

Without a smart and attentive writer, there would not be high-value text.
Without an editor, the client would have to meticulously check whether the writer followed the points of the technical task, included the keywords, and explored the topic to a meaningful extent all on their own.
Without an expert, it would be difficult to fact-check information that the editor-in-chief might not be sufficiently versed in.
Without a proofreader, there might be grammar and stylistic mistakes, especially the ones overlooked by grammar checker services.

The struggle of organizing and managing processes in a remote website copywriting agency is a whole other story, which you can learn all about in our Medium post.

From First Encounter to Finished Text: How a Copywriting Agency Works

It all starts with the client. They are the launch point of this complex mechanism of interactions, technical specifications, and the back-and-forth exchanges with the chief editor. Let’s pull the wraps off using an example.

A hypothetical client ABC wants to promote their company online. They need a competent article to publish on a large cryptocurrency portal. A semantic specialist collects keywords for ABC, an SEO specialist drafts requirements for plagiarism checks, text length, and other parameters.

Then ABC Reaches Out to a Digital Copywriting Agency

They share the technical assignment with the chief editor, who reviews the required volume of the text and estimates the approximate price bracket. Together with ABC, the manager discusses all the important details, for example, the target audience for the text – British, American, Australian, Canadian, or some other segment. This will affect the editor-in-chief’s choice of authors and editors. ABC makes the prepayment and goes on about their usual business while the agency works on the task.

Let’s Talk More About the Team Selection Process

We’ve already talked about our ground rule – to choose writers based on their specialization (even more, this point is often covered in our client case studies).

Now, for this example, the manager chooses writer(s) skilled in fintech and cryptocurrency topics. At the same time, they talk with an expert and let them know about the project and upcoming texts. Then, they select an editor and discuss optimal times to submit (if you read our Medium post, you already know about the intricacies of working in different time zones).

If needed, the manager also adds notes to the technical task for the writer. It may be something that the client talked about during a call or some personal insights).

Here Is What Happens When the Text Is Ready

The editor checks the text – whether it complies with the technical specification – and forwards it to the expert for fact-checking. There is no strict protocol for the expert, so the subsequent actions may vary. Sometimes, the expert adds a couple of examples from their own experience to liven up the text. Sometimes, they adjust or update factual statements.

Now, it’s the proofreader’s turn – they carefully check the text for errors to ensure correct grammar, clear syntax, and stylistic consistency. The chief editor looks over the final version, sends it to the client ABC, and after approval, the article can be published!

ABC then posts the article on the target page, let’s say the company’s blog, thus creating a new highway for incoming traffic and new leads.

“Every product has a unique personality and it is your job to find it.”

Joe Sugarman

sold 20 million BluBlocker sunglasses through both direct mail and infomercials

People that are personally involved in creating a product – those inside the company – can often forget how potential buyers view it. Copywriters bring in the outsider’s perspective that may have been lost during all iterations of product development. Copywriters are also very familiar with marketing concepts – like target audiences and buying personas – so they will match the tone of the text to what readers will positively respond to.

Challenges That People Don’t Talk About

The sequence of events leading up to a polished text holds a few considerations that often stay behind the scenes. Yet they are no less important than all the obvious steps. Edits, financial matters, and comments from the client are commonplace in the everyday life of an SEO copywriting agency.

Edits

This word brings up bad memories for some people. But edits don’t always sting. Usually, clients make comments that align with the pre-approved technical task, so no edits out of the left field. The editor-in-chief receives the comments, forwards them to the performers, and supervises revision.

Direct communication with the manager is easier for the client. They don’t need to think about who to address – an author, an expert, or a proofreader. The editor-in-chief will understand whose area of expertise the edits are meant for and make sure they get the note.

Estimated vs. Final Volumes

The technical task includes an approximate number of words for the future text. These numbers can be based on similar texts by competitors. This establishes the framework for the text.

Authors always follow the text requirements, but the finished text doesn’t always precisely correspond to them. The final volume, after edits, revisions, etc., can be higher or lower than expected. Therefore, after a client approves the text, the editor-in-chief will match the volume of the final article against the estimates.

This information is included in the reports (often in spreadsheets) so that all charges are transparent for the client. The total volume may be covered by the prepayment or not. And this must be taken into account from the client’s side: the prepayment amount is not the final cost of the task, so be prepared for adjustments.

Underpayments and Overpayments

Additional payments after the final approval are a regular thing, which isn’t a surprise to either party. Typically, they are not substantial: a miscalculation of 100 words is considered standard for smaller texts. It’s a different matter when the initial calculation of the volume turned out to be vastly incorrect. The editor-in-chief always discusses such situations with the client: if the text doesn’t fit the supposed budget, some parts may need to be removed from the text.

But! Good authors never resort to filler text. So, simply cutting up the text – removing several sentences from different paragraphs – will not work. In most cases, the client agrees that the extra volume adds value to the text and pays the difference.

The opposite can also be true. The prepayment may be higher than the final cost of the task. Then the editor-in-chief offers two options: set aside the amount for future tasks and avoid back-and-forth payments, or return it to the client. The first option is more common.

Is Hiring a Freelance Copywriter Worth It?

Let’s say you already agree that content creation – no matter if it’s for a blog, landing page, or third-arty publications – needs to be delegated. A business owner writing blog articles is, of course, commendable but also excessive. Now, the question is who to delegate it to.

Should you give the task to a freelancer or contact a copywriting studio? All clients have their preferences, but we tried to gather unbiased pros and cons of working with both. To start off, we’ll look at freelance copywriters and their contributions to business operations.

You can find copywriters on platforms like Upwork, social media like LinkedIn, personal connections. There are versatile authors, but we’re mostly interested in those with niche expertise. But in either case, the key elements of cooperation stay the same.

Pros

More affordable. At least, in most cases. You pay the person right away and pay for only one service – writing. No editing, proofreading, fact-checking. That said, an experienced copywriter can be expensive, with the starting rate of $75+ per 1000 words going into hundreds.

Fast results. You can often bypass the contract stage and simply agree on the terms of cooperation. The writer receives the advance payment and starts writing. Assuming that you find a competent author quick enough.

Flexible adaptation to your requirements. You will introduce a new member to your project so that they produce precisely the kind of content you need. Over time, you may be able to achieve efficiency and closeness. Many believe that this will minimize factual mistakes (whether you agree with this statement is up to you).

Cons

It’s hard to find a good writer. Yes, there are numerous services with thousands of copywriters. The one we mentioned, Upwork, features 55 thousand writers. A good writer who: a) understands your field, b) follows deadlines, c) is a good communicator, d) submits genuinely good articles, these workers are rare. There are few professionals, and since they know their worth, they charge a lot. That is, the main advantage of working with freelancers – the low rates – becomes a disadvantage.

Unreliable quality of articles without an editor. Even talented writers need an editor and proofreader. This becomes especially important as you scale up your content production. Bear in mind that the cooperation of authors and editors can extend your content budget.

Flexible adaptation to your requirements. You will introduce a new member to your project so that they produce precisely the kind of content you need. Over time, you may be able to achieve efficiency and closeness. Many believe that this will minimize factual mistakes (whether you agree with this statement is up to you).

A lot of effort. You need to spend your time looking for the right author and communicating with them. And, most likely, that time can be spent otherwise – improving your product/service, expanding business operations, etc.
Clients also note the following inconveniences: freelancers are notorious for disregarding technical tasks – they simply ignore some requirements. This increases the number of iterations and edits and the time it takes to create one text.

Are Agencies Better Than Freelancers and In-House Writers?

Let’s talk about a freelance copywriting agency, shall we? Not to be confused with individual freelancers covered in the previous section. There are also a few things to be said about agency vs. hiring a full-time writer. However, freelancers and writers on staff are similar, so we’ll mainly focus on agencies.

As we talk about a copywriting agency (company, studio, etc.), we are referring to a team of writers, editors, experts, and an editor-in-chief. Here is why many clients prefer when the chief editor from an agency forms a team specifically for the project in hand.

5 Factors Pushing Companies to Work With an Agency

Delegated selection process (among everything else). The editor-in-chief will do it for you – assemble the team (of Avengers, if needed) that perfectly matches your product offer, topic, format. As you can guess, subsequent content creation stages are also covered.
Consistent quality. Each text is created by a whole expert team. Before making its way to the client, it goes through several checks by an editor, proofreader, and expert. By the end, you have an excellent product in terms of content and SEO requirements.
Ease of communication. Clients and writers don’t speak the same language. Not always literally – they sometimes don’t understand each other. Clients may not know the specific terms to explain what they need, while writers may not be able to solve crises and respond to complaints. A manager can handle both sides.
No need to explain technical requirements. An agency is a well-oiled machine where members learn how to understand each other on the fly. All you need is to find your groove with the chief editor – that’s easier than training multiple people on staff.
There are guarantees. Studios always strive to develop long-term relationships with clients and value their reputation. Should any disputed situations arise, they will be resolved peacefully. Plus, there is a contract.

One additional note about edits: freelancers don’t view edits as a priority. They are much happier to work on another text (possibly, from a different client). It sometimes takes a lot to convince them to revise. With an agency, on the other hand, an editor-in-chief will ensure that you receive the text with all the corrections at the agreed time.

“Good writing is about telling the truth.”

Anne Lamott

progressive political activist, public speaker, and writing teacher

Competent writers don’t need to embellish or overstretch facts. They are skilled enough to look at a product or service and figure out exactly what features to highlight. They will be kind and gracious, but it won’t involve misleading readers into buying. Quite the contrary – it will involve presenting the truth in a way that will persuade you to buy your own product.

The Point of Congestion

Price. Yes, the best copywriting agencies usually have higher rates than individual copywriters. But there is a good reason for that – you’re paying for an entire up and running editorial team. Should we remind you that you get a well-written text by a competent author, checked by an editor for SEO requirements, fact-checked by an expert, and proofread for grammar?

The price you pay for streamlined processes is worth it, not only in theory but also according to our clients. See for yourself – just send us an email or a message to the chatbot, and our editorial team will quickly get the process started.

Hottest Copywriting Niches in 2022

Simply put, the ratio of demand to supply makes a niche hot and fresh. Though the same niche can have variability – depending on clients to clients and projects – some fields are notoriously competitive. That is, there are many companies fighting for consumers’ attention and not many qualified copywriters to make attention-worthy content.

Let’s talk about two prime examples – fintech and IT.

Financial Copywriting Agency

The fintech market can be segmented into API, AI, blockchain, distributed computing big data, process automation, etc. And in each category, there is a need for sharp, relevant content. This search calls for a dedicated remote crew, the one assembled based on the project’s requirements to write:

White papers
Case studies
Press releases
Interviews
Presentations for investors
Price predictions
News
Educational materials

If you operate in this business segment, rest assured knowing that we speak your language. But most importantly, we also speak the language of your audience, be it retail clients or large corporations.

IT Copywriting Agency

Experts have never been as optimistic about digital market prosperity as in 2022. Gartner analyzed the sales by thousands of vendors across the entire range of IT products and services and forecasted a 5.1% growth in spending this year. So, if you haven’t already invested in IT content, it’s not too late.

There are overlapping types of content between fintech and IT, so let’s only name the ones we haven’t already mentioned:

Product use cases
Landing pages
Expert blog articles
Ebooks
Pitch decks
Guest posts
Push notifications

Сopywriting Services for Small Businesses

It’s possible that these past two years have made a long-term dent – many are still dealing with supply chain disruptions and even closures by policy mandate, downward demand shifts, and health concerns. Small businesses can’t rely on the brand carrying them through these tough economic times. We found that making strategic efforts to grow online is always worth a try.

As you remember from our discussion on freelance and in-house writers, they can be more pain than gain. And even if you convince your employee to write something for you, it may not render the results you want.

The latest reports show that over the past 12 months, the number of internet users has grown by about 8%. So, whether you’re looking to attract local customers or anywhere else on the globe, your audience is online. This is where you should channel your message and expertise – online.

As a small business with a small team (at least, for now), you’re probably used to outsourcing talent. And since content production is not like a building contractor or network provider, you don’t need a ‘copywriting agency near me’ – we can work with you wherever on Earth you are.

“Copy is a direct conversation with the consumer.”

Shirley Polykoff

one of America’s best-known copywriters

Copywriting drives a lot of knowledge from customer service. World-class customer service is about treating humans like humans, and so is copywriting. For example, еhe goal of both is to answer the customer’s need and make them feel heard.

What Makes Great Copies: Top Copywriters in the World and Our Approach

Eugene Schwartz, who famously worked only three hours a day (a dream come true), once said: “I write with my ears.” He wasn’t talking about the rhythm or musicality of text. Schwartz was talking about listening. To a client – what makes the product unique, who it’s for, etc., and to customers – what they need. Then the copy writes itself. That has been Contenteam’s method from day one – closely working with clients (messages, calls, interviews) and being the reader’s friend.

Victor Schwab was one of the first copywriters to talk about calls to action. Without making it too intense, we sprinkle in CTAs as advice. After all, you shouldn’t expect readers to pick up barely noticeable suggestions – if you want them to click a link in an email to read your latest blog post – you have to put yourself out there.

Lastly, David Ogilvy has a blunt yet truthful quote: “The consumer isn’t a moron”. Users want respect. That means giving them the right information to make up their minds, ditching the condescending tone (even if you know more than them), and not resorting to trickery. Basically, the attitude you show to the audience is what you’ll receive in response.

Final Takeaway

Here is a brief overview of what you should know about a web copywriting agency:

Tasks coordination happens between a manager from an agency and a representative from your company. This is a much better way to communicate than with all contributors separately.
Once an agency sets up a team specifically for your project, they will get up to speed with your brand or business.
There are (usually) many skilled individuals on hand. Their minds are fresh and always moving, and their exposure to a wide variety of businesses and industries provides them with a unique perspective.
There is a negotiable price in place that depends on the task specifics.
Writers and experts are responsible for research and fact-checking, while editors and proofreaders are responsible for errors and SEO requirements.
Their minds are fresh and always moving, given that they are exposed to a wide variety of businesses and industries.
An agency handles (and pays) for its own tools and training, relieving the need for additional expenses from the client’s side.
By partnering long-term, relieving the need becomes an extension of your company. Down the line, knowing the nuances defining your field and business speeds up content creation.

Need high-quality content on a consistent basis? Then let us become that invaluable extension of your brand and show you that content is indeed king. All the benefits discussed in this article were pulled from our experience. So, it’s not just a baseless list – it’s something that Contenteam is happy to provide for your business.

FAQ

What are copywriting services?

It refers to a company that produces informational and/or persuasive marketing and promotional materials. A third-party copywriting agency allows businesses to delegate the task of content creation, including writing/editing blog articles, ad copies, landing and sales pages, newsletters, product descriptions, etc. Just like other types of outsourced work, these agencies draw on the niche skills of experts in certain fields, not necessarily present in the client’s core team.

How does a copywriting agency work?

From the client’s perspective, the process is straightforward. They approach a copywriting agency and start communicating with the project’s manager (editor-in-chief). They discuss the specifics of the task, deadlines, and rates, and the bulk of the work commences after the prepayment. Once the text is finished, they review it, discuss edits with the manager (if necessary), and approve the work.

Internally, there are many more processes going on. The chief editor assembles the team specifically for each project and not only communicates all important information from the client but also coordinates the work of everyone involved. This includes writers, editors, experts, and proofreaders).

How to get copywriting work?

Freelance copywriters can sign up on online platforms like Upwork and update their LinkedIn profiles. Alternatively, you can join our editorial team. Send us your CV and cover letter, and let’s talk!

How to pitch copywriting services?

Whether you’re the one doing the pitching or the one receiving the pitch, we can all agree that sending out mass email pitches will never work. Here is a recipe for copywriting success: take the time to do the research, convey the value you can contribute, show your differentiator, and don’t be entitled.

How much does it cost to hire a copywriter?

The cost can be anywhere from $25 to $25,000 per page. Of course, you don’t have to fall on either extreme. But if you consider hiring a freelance copywriter at the lower rate range, keep in mind that there won’t be editors/proofreaders/experts included in the price. All-in-one website copywriting services usually offer a better value for money.

What are technical copywriting services?

Technical copywriting services can create readable content on highly technical subjects, such as IT. These tasks require in-depth research and often – practical experience (which is what experts are for). And no matter how complex the topic is, a technical writer’s goal is to package it into approachable content – after all, most types of content are meant for casual readers and not industry experts.

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The Hidden Mystery Behind Expert Content Creation: Editorial Teams

Victoria Michael — Wed, 12 Jan 2022 13:55:47 +0000

It’s no secret that populating your website with high-quality, expertly-written content has huge SEO benefits. You’ll increase your website’s authority, bring in organic traffic with evergreen content, and create oh-so-shareable texts. But, what exactly constitutes expert content — and even more importantly, how can you start publishing these kinds of texts?

Interestingly enough, the actual process of writing isn’t that big of a factor when it comes to expert content creation. I mean, yes, it helps to have skilled fintech and IT copywriters, but the real importance lies in the legwork: doing keyword research, choosing a format, setting up an editorial workflow, bringing in subject matter experts, and so on.

You can have beautifully-written text created by a master of prose, but it won’t do anything for your website if it isn’t powered by an excellent strategy and an optimized team. I’ve already covered content strategies in detail in previous posts, so today, I’d like to focus on creating an editorial team.

Why You Should Form an Editorial Team

Before your business can start publishing expert content, you need to have people that can write, edit, proofread, and fact-check it. This is particularly important for specialized niches like fintech or industry. Here are 3 scenarios that could occur, depending on how you set up your content production flow:

Scenario A: You run a small business, and you don’t think you have the budget to set up an editorial team. So, you try to write all of your website’s content yourself, on top of your regular business responsibilities. There are two likely outcomes: you either publish lots of content, most of which is of poor quality, OR you infrequently publish content, but it’s of average-to-good quality.

Scenario B: You decide to work with freelance content experts for your various content needs. But this ends up being time-consuming and frustrating — a single piece of content might require multiple revisions, and you will either have to pay the copywriter more or keep the rate the same and risk them quitting. Having one person responsible for one piece of content is not really realistic, as there’s quite a lot that goes into expert content: not just writing but also keywords, style guide adherence, fact-checking, proofreading, and much more.

Scenario С: You set up an editorial team or hire an external one. You tell them what kind of content you need, and it moves through the team’s pipeline. You are able to get the content quickly, and revisions are minimal.

To Contenteam, Scenario С seems the best by far! To illustrate this, let’s look at our own editorial teams. There are several, but I work with two in particular: IT and fintech. These are two very specialized areas that can be difficult to write about — and the scope of what our clients need often falls outside of the realm of what an average copywriter can do. This is actually why a lot of clients choose to work with us: they tried and failed to find suitable copywriters, so working with a full-fledged editorial team actually saved them time and money.

So, each of our editorial teams looks like this:

1 project manager: They are the point-of-contact for our clients. They gather requirements for projects, assign copywriters and editors, make sure deadlines are adhered to, etc.
3+ specialized copywriters: Our team is full of copywriters with expert content knowledge in various niches. We add them to the relevant editorial teams, so it’s easy to select writers who are suitable for each content expert request.
1 fact-checker: After the copywriter has produced content, it goes straight to the fact-checker. Why? Well, if an editor and proofreader check it first, and then the fact-checker needs to make corrections, the text would then need to be re-edited and re-proofread. Our way cuts out those extra steps. We use fact-checkers who are experts in their fields; the background knowledge really helps with the checking process — and if they don’t know something off the top of their head, they know which industry resources will likely have the answer.
1+ editor: After the text has been fact-checked and any necessary changes have been made, the content goes to the editor. They are in charge of making sure the content aligns with the client’s vision. They handle structure, keyword placement, tone of voice, and anything that’s related to style.
1+ proofreader: Now that the editor has verified that the text aligns with the client’s requirements, the proofreader looks for (and fixes) any grammatical and spelling errors. They are putting the final polish on the content.

How To Create a Team: Going Beyond Expert Content Writers

Hopefully, I’ve sold you on why content teams are so important — so now, it’s time to address the logical follow-up question: how do you put a team together? Where are you finding the members?

The most common method, by far, is to slap up a posting on a freelance platform like Upwork. But here’s the man problem with that: the best expert content providers and editors are likely too booked to find you. If you put up job postings, you’re going to be contacted by people who are actively seeking work — meaning they are more likely to be amateurs.

One strategy is to reach out directly to expert content creators that you’d like to work with. However, this means that you’d better be prepared with a great offer; otherwise, it will take way too long to fill your editorial team with skilled members. But if you have the time and resources for this method of action, it can really pay off in the long run!

Another strategy is to partner with an external editorial team, like the ones that we offer at Contenteam. You don’t have to worry about doing any hiring: all you have to do is select an agency and share your requests. The agency is in charge of all training, assignments of work, quality checking, and so on. This is the best option if you want to get your content pipeline up-and-running as quickly as possible.

Structuring the Team

If you’ve chosen to go with an external editorial team, you don’t have to worry about this step. But if you’re hiring your own in-house staff, you’ll need to decide which structure to put in place. Contenteam’s editorial structure is just one example; there are plenty of alternate routes to follow.

For instance, Darina Lynkova of Reach Marketing LP prefers to have 10 people on her content teams: five writers, one senior editor, an SEO specialist, a proofreader, a junior developer, and a content manager.

If you’re only planning on producing a few pieces of content per month, having five writers on your team might be overkill. But if you start off by only hiring a couple of staff, scaling up can be time-consuming. That’s another reason why external editorial teams are getting so popular: you can scale up and down as needed without worrying about hiring on more people or laying anyone off.

If you’ve weighed the options and have determined that creating your own team is the best path, I recommend including these roles in your crew, at the very least:

Expert SEO Content Writer: They use SEO best practices to create high-ranking texts on topics relevant to your business.

Bigger budget? Hire an external content writer; they specialize in creating content for third-party websites, which greatly helps with your linkbuilding strategy.

Editor: They edit the texts so they match the brand, style, and SEO guidelines.

Bigger budget? Hire a proofreader. This ensures that no grammatical or spelling mistakes slip through the cracks.

Fact-Checker: You could skip this for some niches, but they are a crucial member of the fintech and IT editorial teams. With so much information being released daily, it’s important to stay on top of current products, statistics, and regulations.

Bigger budget? Hire a Public Relations expert. They can ensure that content will help position you as a leader in your industry.

Some other roles to consider, if your budget allows for it, are: Head of SEO, Designer, Editorial Director, and Content Marketing Manager.

Make a Style Guide

This is the best way to avoid micromanaging — whether you’re working with an in-house team or an external one, write down all of your stylistic rules. Doing so will align your brand’s look and tone across all channels and cut down the time needed to train new members. Whenever somebody has a question about something related to stylistics, you can just direct them to the document — and if there isn’t an entry on that particular topic, you can create one, and it will hold true for similar future inquiries.

These are the main elements to include in your editorial style guide:

Grammar: Should writers use the Oxford comma? Do you prefer semi-colons or em-dashes? Do you hate the passive voice with a passion? This is where to note all of these preferences.
Spelling: Spell-check can take care of most spelling mistakes. So, instead, this section is where you note your preference with words that can be spelled in two or more ways. Most commonly, this section specifies whether American English or British English spelling should be used (like center vs. centre).
Voice and Tone: The tone may vary depending on what channel content is published one, but the brand voice should be consistent. How do you want your brand to come across? Expressive and witty? Professional and formal?
Sentence and Paragraph Length: On academic websites, it’s typical for content to have longer sentences and paragraphs. But with casual blogs, shorter paragraphs and sentences are preferred. Here, you’ll note which lengths are appropriate for your niche and audience.
Links: Discuss how links should be formatted, as well as how many external and internal links to use in various forms of content.
Images: Specify image size requirements, dimensions, and placement within the content.

Develop an Editorial Workflow

Remember the Contenteam workflow I walked you through earlier? We’ve found that works best for us, but you might want to do something different for your team. The whole point of an editorial workflow is to simplify the content creation process while allowing members to focus on their own responsibilities: the end result should be a happy, productive team that produces high-quality content.

If you’re working with an external editorial team like Contenteam, you’ll also want to determine which steps you are responsible for and which steps the agency should handle. For instance, some of our clients do keyword research, while others request that we do it. Similarly, some clients publish materials on third-party websites on their own, while others delegate that task to us.

Step 1: Identify Tasks

To get started with workflow planning, you’ll need to list every single task that’s involved in producing content, no matter how small. It might help if you group them into categories, like so:

Strategy: editorial calendar planning, selecting a CTA, keyword research
Content Creation: Outlining, writing, design, editing, proofreading, fact-checking
Content Promotion: Optimization, publishing, distribution

Note: identify the tasks that your team is already doing — not every content-related task under the sun. You should aim to organize your existing process before scaling up.

Step 2: Divvy Out Responsibilities

Next, you’ll assign ownership for each step. A lot of it will be fairly straightforward; for example, it makes sense that a content strategist would finalize topics and conduct SEO keyword research. It also makes sense that the content writer creates the first draft and carries out revisions.

But who writes promotional copy for Facebook ads? The social media manager or the writer? Who uploads the content into your CMS? You, the writer or the strategist? Make sure to tackle all these grey-area scenarios.

Step 3: Create a Timeline

You’ve covered the “what” and the “who”; now it’s time to consider the “when.” Map out how long content creation takes — which, by the way, should vary depending on the actual form of content. Promotional copy for social media should not take as long as a fintech White Paper.

When mapping out the timeline, make sure to address these:

The length of each step
The order that tasks must be completed in
Dependencies (for example, should the designer start working on graphics right away or wait until they have a full draft of the content?)

You aren’t coming up with due dates in this step; that’s what an editorial calendar is for. Instead, you’re figuring out the approximate amount of time needed to create various forms of content from start to finish. You might determine that it takes a writer 3 days to produce a rough draft, 1 day for the fact-checker to look at it, and 2 more days for it to move through the revisions/editing/proofreading pipeline.

Summary

Creating an editorial team can take a lot of up-front work. Sourcing top talent, assigning responsibilities, producing a timeline, and much more — it can be labor- and time-intensive. But the SEO benefits that high-quality IT and fintech content bring are well worth it.

I hope that this guide has given you a launching point for creating an editorial team of your own! And if you don’t have the time or resources to create your own team from scratch, don’t sweat it. At Contenteam, our editorial teams can integrate seamlessly into your own in-house staff — or even replace an in-house crew entirely. Just send us a message, and one of our content expert consultants will discuss with you how we can fulfill your content needs.

FAQ

What is the definition of a content expert?

A content expert is also referred to as a subject matter expert. They are highly familiar with certain skills and niches, and they typically have a Bachelor’s degree in the industry, along with several years of experience. For example, when searching for a writer for a Machine Learning White Paper, you might select a copywriter that has 7 years of experience as a Machine Learning developer.

What are the content expert’s responsibilities?

A content expert is responsible for creating drafts and revisions of high-quality content in niche industries. They may also use SEO best practices to ensure higher-ranking content.

Where can you hire an expert for content?

You can place job postings on various freelance platforms, such as Upwork. Alternatively, you can work with a fully-fledged external editorial team; agencies like Contenteam have subject matter experts on hand.

Сообщение The Hidden Mystery Behind Expert Content Creation: Editorial Teams появились сначала на Contenteam - Multilingual Copywriting Service.

We Are Heading Into 2022 Content Season With Some Great Results

Alexandra Shestopalova — Mon, 10 Jan 2022 16:56:19 +0000

The last quarter of 2021 was a productive one for Contenteam in terms of projects as well as reviews. We created our Clutch profile earlier in the year, and we’ve been earning positive feedback and high-quality scores nonstop ever since.

Contenteam Closes Out 2021 With a Five-Star Review

All that feedback helped us earn a Top B2B Company award from Clutch for the year 2021, and we continued to get great reviews even after that. Today, we’ll be talking about how we ended the year right with our latest five-star rated review.

We were engaged by a custom software developer to write marketing materials that talked about the different niches of the IT industry. We focused on quick article production without compromising on the quality of such highly technical topics.

The workflow we implemented focused on getting approval for layout first before writing any of the content. This allowed the more rigid part of the process to be completed quickly and gave our team the flexibility to adapt to any later changes.

We were always a step ahead of the game, which suited our client quite well. This, of course, resulted in the five-star review above and another big point for our bid as a top company for the year 2021.

In fact, because of the consistent quality of the scores we’ve been receiving since creating our Clutch profile, other platforms have been taking notice. For example, a B2B resource, Top Design Firms, included us in their list of top 100 digital marketing companies.

There’s probably no better energy to start a new year with than what we have going right now. These reviews and the subsequent rankings and awards they lead to are a great morale booster for the team. They also provide us with valuable momentum heading into the next year.

We now have a baseline of expectations to meet in terms of quality and feedback. Clients who find us through these reviews will expect the excellence they read about. It’s a challenge that we look forward to as a team and will do our best to exceed.

If you want to learn more about the services we offer, feel free to explore our website. You can also talk to our team directly and schedule a free consultation. Contact us by filling out our contact form. Let’s begin working together on your project as soon as possible.

Сообщение We Are Heading Into 2022 Content Season With Some Great Results появились сначала на Contenteam - Multilingual Copywriting Service.

Cracking The STORYTELLING Code in Content

Victoria Michael — Wed, 01 Dec 2021 12:55:53 +0000

Сообщение Cracking The STORYTELLING Code in Content появились сначала на Contenteam - Multilingual Copywriting Service.

How To Write and Promote a Case Study + Best Examples

Nazira Konysbayeva — Wed, 27 Oct 2021 10:23:37 +0000

Talking about a company’s experience in solving specific practical problems is the best way to advertise. Not to mention, you can take advantage of the power of stories and turn them into a powerful, convincing business tool for potential buyers. We are talking about writing a case study. Contenteam shares how to make a case study and show you some great examples.

What Is a Case Study?

A case study is a deep and thorough analysis of a specific real-life situation.

In the business context, we can define a case study as a content format that demonstrates the experience of solving problems of a client. It is structured based on the principles of storytelling: there is a protagonist that is in conflict with an enemy – a problem. While trying to solve it, the protagonist finds someone who helps them – a company or a product. Together, they defeat the enemy and become better.

Case studies are created for the bottom stages of the sales funnel. They usually generate less traffic than optimized blog posts but are far more effective at convincing potential customers. In fact, if a potential customer sees evidence of you successfully solving a similar problem, they will be closer to making their choice in your favor.

Statistics show:

Case studies are the third most popular content format among B2B marketers, with 68% of specialists using it in their strategy.
66% of B2B marketers consider case studies to be “very effective” in attracting leads and increasing sales; 32% call it “quite effective.”
We asked the member of our telegram channel which content formats they prefer for IT promotion. Case studies made second place after blog articles, with 19% of respondents in favor of them.

As you can see, many companies already rely on case studies for a winning strategy.

Who Needs To Write Case Studies

If your business solves consumer problems, and the project results can be qualitatively and quantitatively assessed, it is worth adding case studies to your promotion strategy.

But it can also be a waste of time for other companies – those that provide standardized services or sell a simple product.

The main value of this content format is a conflict, a complex, interesting situation. The hero must overcome an obstacle to reach their goal. Otherwise, no one would read the story.

For example, the process of implementing an IT solution for a client’s company is case-worthy, whereas a usual site audit is not.

Important note: press releases, promotional materials, and ads are not case studies. The goal of a case study is not to sell but to demonstrate your abilities through real projects. Anything that you state in the material must be objective and supported by data.

Challenges of Writing Case Studies

Case studies generate hot leads and build up a business’s reputation. However, many companies have their hesitations about this content format, and here are the main reasons why:

There is nothing to talk about. This is probably the most common problem. You might not have big wins yet, but even small achievements can provide a blueprint for a useful case study. After all, you can write an anti-case study and help potential clients avoid the same mistakes.
Clients don’t want to collaborate. If you’re held back from writing about your achievements by an NDA, try to negotiate. Perhaps you’ll be able to write a non-specific case without mentioning the brand and using their data.
Competitors will steal your ideas. Case studies can become the basis of entire learning systems because this is where companies share effective strategies. However, you shouldn’t worry that your experience will help competitors get ahead of you. You have different work processes, teams, and tasks. Whatever has worked in your case may not necessarily help a similar project.
You need an expert. Case study research is not the task for an average copywriter. Firstly, the format takes a lot of time and preparation: conducting interviews, collecting data, etc. Secondly, the writer must understand the subject matter and what the client’s business is all about. If you don’t have someone like that on your team, consider working with an agency.

These challenges can be handled. Follow the steps below to make sure you don’t miss out on anything and create truly effective content.

How To Do a Case Study With Prominent Results

Here is the best strategy to create the case study for evergreen lead generation.

Goals

As with any other marketing activity, you need to start with setting the goals. In terms of KPIs, it’s better to focus on the number of leads and sales growth rather than traffic and reach. A side note: the average conversion rate for organic search is 5%, for paid search – 3.6%, and for social media – 1.9%. The metrics will depend on the type of promotion you choose.

Specify how much time and resources and how many employees it will take to prepare the material, and how you plan to promote it. Coordinate the plan with management.

When the task is done, you will be able to objectively assess how effectively the content will perform.

Topic and Format

The goals are set. Now, you can move on to choosing the topic and the project. Focus on striking a balance: the story should be interesting and also relevant to potential customers. It’s not wise to choose a rare problem that will generate no response. The story can involve different types of business, circumstances, methods, and solutions, but the general conflict should be familiar to most people.

Good topics to cover:

● cost reduction

● turning a profit

● increasing in the number of leads

● profit growth

● improving sales close rates

● entering a new market

● improving efficiency and reducing environmental impact

● optimization to meet legal requirements

At the initial stages of writing a case study, choose the format for it. Your options are:

● text

● presentation

● PDF file

● web page

● video

● infographics

● podcast

Client

The topic is clear. Now, you need to choose a suitable client to write about. You can focus on the following categories:

Product Knowledge

It’s better to write about a client who is familiar with your product. It means they use it effectively and to its full potential.

Significant Increase in The Main Metrics

Customers with satisfactory results are more likely to cooperate, and their stories will make for better cases, drawing the attention of the target audience.

Popular Brands

If your client is well-known in the industry, you will earn trust and credibility as a bonus to generating leads.

Dissatisfied Customers of Your Competitors

You can highlight your benefits by telling how you work with such requests.

Industry

Try to choose interesting projects in those industries and fields that you often work with. This will strengthen your expertise.

After that, find the customer’s contact information and proceed to the next step.

Client’s approval

Make sure the client is willing to collaborate. Describe what you need from them and what they will receive in return. You can write a letter, make a call or reach out on a messenger.

Here is how you can tell a client that you are conducting a case study:

Hello [customer name]!

Our team is working on a case study where we would like to tell the story of [company name]. Are you interested in working on it together?

Here’s the type of data we need:

● high-resolution logo

● photos of team members, office, production site – stories with images attract more traffic

● figures before and after

During the process, we will:

● interview [team member]

● write a case study based on the interview

● ask additional questions if needed

● send you a draft for approval

● make edits, publish the case study, and start promoting it

This will take about a month.

Please let me know if this format is suitable for you.

Kind regards,

[author of the letter]

At the point when you’re just discussing cooperation, it will still be useful to mention the benefits for the client. For example:

Expanding the brand reach. You will mention the name of the company, briefly describe the project. This will increase awareness and even attract the attention of potential customers.
Building a personal brand for employees. You will use quotes from team members, which will strengthen their expert status and boost recognition.
A discount on a product or service. Motivate the client to spend their time by making an offer on special terms.
External links. You will add an active link to the client’s website. Since you are a reputable resource, it will improve their rankings.

These arguments should convince the client and make the discussion stage easier.

Interview With the Client and Data Collection

Approval received, moving on to the interview. It can be carried out in any format that’s convenient to both parties: phone, video, email, messenger. You need to discover answers to the following questions:

What problems did you face before using our product/service?
Why did you choose our product/service? Have you considered offers by competitors?
How did our product/service solve your problem?
What business goals do you set?
Are you ready to share the evidence about your success?

Here are questions for the client’s profile:

● What industry do you work in?

● How long have you been using our product/service?

● What does your workflow look like?

● How many people are on your team?

It may be enough to only cover the basics for a small case. But if you are planning to write a detailed study, you will need more details.

Storytelling

Data that you collect is the backbone of a future story. Now, you need to arrange it following the best storytelling traditions. “The Hero’s Journey” is the preferred template for a case study. What does he look like?

The narrative consists of three acts:

● problem

● solution

● result

Remember that your customer is the protagonist of the story, not a product or service. You were just guiding them on their path to success.

Draw up a plan, assign the data for each act and proceed to the next step.

Structure

Everything is ready for the most important stage: writing the case study. Start telling the story step by step:

Heading and subheading. Try to include a brief description of the client, problems, and solutions in this block. Great example: How Host Analytics Used LeadGnome To Increase Lead Quality By 80%. Bad example: LeadGnome Helps To Increase Lead Quality.
Summary. Describe the case, list the main figures, and share conclusions in a few paragraphs.
Customer. Who this case is about: industry, size of the company, its specifics.
Problem or challenge. Describe the problem your client faced or what goals they set.
Solution. How your product helped to solve the problem or achieve a certain result.
Results. Figures, percentages, or before/after visuals.
Plans. If the project is not finished, share what else you plan to do to achieve the best results.
Call to action. Invite potential clients to contact you, subscribe to a newsletter, or read similar case studies.

The draft is not ready for the next step.

Approval

Contact the client again, show the material and, if necessary, make changes. It sounds simple, but the stage can take a while.

Design

It’s time to focus on the case study design. The choice will depend on the format, posting platform, and budget: a simple layout can be enough, but sometimes a case study requires infographics or even an animation video.

General rules:

Ensure the scannability of the material: emphasize important things with lists, divide the text into small paragraphs, add subheadings.
Visualize your data. To make sure the data is easy to understand, consider graphics, animation, tables, infographics, interactive elements – any format that works for you.
Simplify. Give examples, add comparisons that the readers will get, make videos.
Place accents. Use contrasting colors to highlight key findings, important quotes.
Brand. Add a logo, use brand colors and fonts.

It is better to get the client to approve the material again. They might ask you to change the font or resize an employee’s photo near the quote.

Approved? Then let’s roll!

Where To Publish and How To Promote Case Studies

Most of the work is done. All that’s left is to share your experience with potential clients. Let’s start with the publication.

Platforms for publishing a case study:

Company website. It’s already the place where you bring the audience. Case studies will help them decide to make a purchase. The content can be publicly available or shared in exchange for contact information.
Relevant niche websites. Publish the case study on a platform that is often visited by your target audience: a blog for entrepreneurs or Medium. This is a good option if your website still has little traffic, but you want to increase the reach. As a bonus, you also get an external link from a reputable source.
Social media. There are two ways to approach it: post case studies directly on your account or on relevant groups (but don’t spam).

You published a case study and obtained the link. How to promote it? Here are some options:

● Run targeted ads on social media. Add users who have previously been interested in your website or group to your core audience.

● Set up contextual advertising. Check if the topic of your case study is popular in search.

● Conduct seed testing. Promote the publication in relevant communities, forums, Q&A platforms.

● Ask the client to talk about the material on their website.

● Share your experience with an expert. They might find it interesting and share it with their audience.

Follow these steps to write an effective case study and show it to as many potential customers as possible. But before you start, take a look at some examples of case study research papers and use them as inspiration for your own.

Best Case Study Examples

IBM released Watson AI to help businesses automate processes and improve efficiency. The brand talks about its success in the Customer stories section in a clear, easy-to-understand manner.

Here is one of the case studies – the results of the project with Korean Air. It has an intriguing headline, an overview of the problem, a description of what was done, impressive results, and a call to action.

The next example will inspire companies that have little experience to challenge themselves and create case studies practically out of nothing. This is what the Cloud Guru training platform did.

Cloud Guru’s employee shared a compelling story on Medium. In Australia, Victoria’s police staff was struggling to handle stolen car searches, so they commissioned the development of an automated monitoring system BlueNet, worth $86 million. The hero of this unusual case was able to create a free alternative, which impressed 78,000 readers. The call to action motivates readers to learn the technical skills to create projects of equal scale.

And here is a classic example of a case study from HubSpot. Description of the project, focus on the results, the client in the lead role, quotes, a call to action – they included all the important elements.

Here is one of the best case study design examples in a PDF format from eMoney. The story is divided into several blocks: “Company Profile,” “Problem,” “Solution,” “Results,” and a call to action.

Case studies are not always about a client’s story. You can talk about an internal experiment while promoting your product. For example, like Ahrefs. They created a detailed piece with screenshots, gifs, graphs, and even algorithms.

In short

A case study is a valuable content format that you shouldn’t neglect. It turns users into customers, demonstrates your expertise, and helps you promote your business.

How to conduct a case study:

Set a goal and choose KPIs.
Decide on a topic and format.
Select a client.
Share your intentions and get approval.
Conduct interviews and collect data.
Arrange the story using the template Problem -> Solution -> Result.
Write a title, summary, client profile, problems and solutions, results you achieved, and any further plans for the project. Add a call to action.
Send draft to the client for approval.
Add design elements, create visual content.

You can publish the case study on your website, external sites, or social media. Promote it using targeted and contextual ads, placing links in relevant discussions, and collaborating with experts.

If you struggle with any of these stages, please contact Contetneam – we will be happy to help. Contenteam – we will be happy to help.

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