When you decide to hire someone to write for your brand, you might think “writing’s writing right?” And it kind of is. But not every writer is the right fit for your brand or the type of content you need.
It’s definitely confusing as a client and can lead to wasted time with the wrong type of writer for your brand. This can also mean that your budget gets wasted, you end up with copy you’re not happy with or that doesn’t meet the brief.
Some writers cover all types of writing (I do), whilst some specialise in certain types like copywriting. Neither is wrong. Different types of writing utilise different skills and have different purposes. Some people are amazing copywriters but suck at SEO. Others are overflowing with editorial angles but find content writing lacks the pace they enjoy as a writer. There’s definitely a crossover of skills across all types of writing, which can get confusing pretty fast.
To help make it clearer for you, here are some of the most common types of writer that brands work with. This is definitely not a definitive guide as the needs of written content and copy can be pretty fluid at times. There are also niches within each of this (for example, some writers specialise in email marketing and creating email content that converts to sales).
Different Types of Writer (And When You Need Them)
The lines do sometimes get a bit blurred between different types of writing, and the types of writer below are intended as a guide. Every writer is different and some will have the skills to work across different types of writing – you might find ex-journalists who now write content or a ghoswriter that also does copywriting for brands.
Copywriter
Copywriting is closely related to selling. It’s your brand tone of voice, it’s something that’s written to entire, persuade and capture your customer to make them behave in a certain way.
It’s writing ad copy, sales emails, pitches, taglines, product packaging headlines, advertorial and promotional campaigns. It’s about persuasiveness, creativity, showcasing the benefits of a brand and conversion.
If you’re starting up a new brand and want someone to write the copy for your entire website from scratch or come up with an email sales funnel then you want a copywriter.
Content Writer
A content writer writes content to inform, educate or entertain. The content they write might signpost to product recommendations, feature benefits or act as a tutorial but the overarching goal isn’t to sell product. The information is there as a resource.
Content writing tends to focus on the quality of the content rather than strictly focus on sales, though content writing is amazing for generating traffic.
If you’re looking for someone to write blogs, an article for your publication, a whitepaper or social media posts then you probably want a content writer.
SEO Writer
Closely related to a content writer, an SEO writer specifically deals in online content. They understand search engine’s algorithm, they know their way around a schema and they know the difference between a keyword and a snippet.
They’re specifically writing to help your content to rank on search engines, increasing the traffic that’s coming to your site and reaching new audiences. They might do keyword research and might look at your analytics too.
If you want to optimize your site for search, jump above a competitor in the results or just need an SEO overhaul then an SEO writer is for you.
PR Specialist
A PR specialist will probably spend a proportion of their time writing stuff, but they have a whole lot of extra skills and a phone book brimming with contact details of journalists, brands and experts.
They’re most concerned with reputation, generating buzz and getting your brand in front of the right people. They don’t just focus on writing and maybe focus on things like product launches, networking and growing opportunities for your brand.
If you have a new product launching and want it to be big news with press releases and a launch event, then a PR Specialist is the way to go. A content writer can help you to write a press release but a PR expert will get it to the right people.
Journalist
Journalists are usually the first thing people think about when it comes to writing. Journalists usually write for publications, have journalism qualifications and things like interview skills, investigative know-how and the ability to do in-depth research.
They can sniff out a story at fifty paces and are often impartial. Their story will come from lots of first-person sources and their portfolio will be filled with different publications (or maybe the same one if they’re employed).
Need a magazine feature written or have a story that needs told? You probably need a journalist to help you with this.
Ghostwriter
Ghostwriters usually write in the voice of their client, as if the client is the one writing the piece. They may have interviewed the client and got their ideas down before wordsmithing it into something that’s great to read.
In general, ghostwriters aren’t credited in projects and are utilised for their writing skills and expertise. It’s most common when it comes to books and authoring, but with the massive increase in content generation it’s also common that ghostwriters write for brands and thought leaders online too.
If you have a great idea for an ebook but don’t feel you have the writing skills, experience or focus to get it all down in one place then a ghostwriter could be exactly what you’re looking for.
How To Choose The Type Of Writer You Need
There are some easy ways to work out which type of writer you need for your brand or project. The type of things to think about are:
- Ask yourself what the purpose of the content is
- Think about your target audience
- Have in mind what you want your brand to sound like (this can be as simple as looking at competitors/other brands for inspiration and working out what you like and what you don’t)
- What type of writing you need
- How much research or industry knowledge is needed
When you start to look for a writer it can feel a bit overwhelming to know where to begin. Google, professional networks like Linkedin and recommendations from other brand owners come in handy, especially if you’re looking for an industry specialist.
Take the time to do your research, check out writing samples and review other brands that your writer has worked for. This will start to help you build up a picture of what you want your ‘ideal’ writer to feel like.
Word of warning here: do these steps in advance and ensure you have budget set aside. Good writers tend to get busy and booked up in advance. Good writers also don’t tend to be cheap – think of it as an investment that can generate a significant ROI for your brand.
Most writers will be happy to hop on a call with you to discuss the needs of your brand and to understand if they’re a good fit for you. It’s important that they feel that they’re the right writer, as well as you being into them.
What Does a Writer Not Do?
Scope creep can be a huge deal for freelancers. This is where a job that you thought was just “x” actually includes “y and z” too but the client expects that this is included in the original scope.
Even if a freelancer doesn’t charge by the hour, time is money and if a job takes considerably longer than the original scope then the chances are they’re losing out somewhere. Often it’s just a lack of awareness of what a freelancer does vs what your business needs.
Some writers also do other things, but it’s important to be clear on what you need as a client and what your expectations re of the job so that they can quote properly and that they have enough time for the job in it’s entirety. Or, if they don’t do some of the stuff you need, then it allows you to find the right people who can do the extras.
Here’s some of the stuff that most commonly come up as an additional task for a writer to do that usually costs extra (or may not be in their skill set at all):
- Graphic design
- Sourcing imagery
- Social media management, posting and scheduling
- Content management and updating content in a CMS
- Editing and proofreading content that’s already written
- Meetings
- Keeping up with email or online messaging platform
- Campaign management
- Scientific or medical sourcing
- SEO/PPC research
- Analytics and reporting
- Event planning and management
All of these take extra time, skill and aren’t necessarily the job of a writer. If you need them to be, then you need to have that conversation at the briefing stage. Everyone is different and some writers may have the skills that you need from end to end.
Why Work With A Writer?
Most people have the ability to write in some capacity. Not everyone is a good writer. There’s a huge difference between someone who has the skills to communicate through writing and a professional writer.
Working with the right writer can significantly drive sales, connect you with your target audience and generate revenue for your business. It can help you stand out against the competition. It can also free you up as a brand founder or marketing lead, so that you can focus on your strengths.
Despite the fact that good writers don’t come cheap, working with a freelance writer can be far more cost-effective than hiring a full-time member of the team. Sometimes in the early days it isn’t feasible to have this in place.
Well-written content and fresh content is important for SEO and to keep your audience engaged (as well as get you in front of new audiences). A writer can work with you on this to ensure that your website, marketing channels and publications are all up to date.
An experienced writer will have the knowledge and skills to know what works rather than having to ‘trial and error’ everything. This can save you time, budget and missed sales opportunities. It can also mean that you don’t have to be aware of every trend and change out there – that’s for the writer to inform you about.
How To Brief A Freelance Writer (Expert Guide + Templates) – Lucy Thorpe Content | Health & Beauty Writer
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