Six hidden costs of skipping professional writers
Content drafted by in-house teams may seem like a cost-effective shortcut but it can ultimately lead to higher costs and poorer editorial output.
Poorly written and structured editorial is all too common among B2B companies.
Editing for tone, consistency, spelling and grammar is important but even the best writers can only do so much to salvage copy with poor source content.
A good editor will look beyond basic copy edits to make the story as compelling as possible. If the story is buried in badly written copy then the content can do more harm than good to a brand or business.
Professional writers, especially those with journalism training, will be able to craft an angle, extract the messages and detail from company experts (usually in a 30 minute call!), and write copy that’s engaging and in the right tone of voice.
Here are six things to consider when creating B2B content.
Time is money
One of the most significant hidden costs of editing existing content is the time and effort required. Non-professional writers often produce content that lacks clarity, structure and proper grammar. Editing can be a time-consuming process involving multiple rounds of revisions.
2. Quality matters
When content is poorly written, editing can only do so much to salvage it. Professional writers bring expertise and skill to the table from the start ensuring that the content is well-researched, coherent and engaging. Editing subpar content may lead to better quality but it's unlikely to reach the same level as content crafted by a skilled writer.
3. Consistency and brand image
Inconsistent content can confuse an audience and harm a brand image. Varying styles and tones can contribute to the content mix - blogs and OpEds, for example, but maintaining a cohesive brand voice becomes challenging when its across the board. Professional writers can create content that aligns seamlessly with a brand.
4. SEO impact
Poorly written content may not include the right keywords, meta tags or other SEO elements necessary to rank well on search engines. Investing in professional writers who understand SEO best practices can save the the hassle of optimising subpar content later.
5. Missed opportunities
In-house teams might lack the expertise to identify and capitalise on trending topics and industry developments. Professional writers know how to spot a newsworthy angle that can keep a brand relevant and competitive.
6. Reader engagement
Ultimately, the goal of corporate content is to engage and convert readers into paying customers or clients. Well-crafted content is more likely to resonate and lead to better engagement, higher conversion rates and ultimately, increased revenue.
Editing existing content might seem like a cost-saving measure but it often results in higher expenses, poorer quality output, and missed opportunities. Investing in professional writers from the outset can lead to content that not only aligns with a brand but also captures an audience's attention, ultimately yielding a more significant return on investment.
