Digital marketing has an insatiable thirst for good content and
copy to fuel it and produce results.
And therein lies a problem: companies that lack writing resources
neglect certain digital channels — because they do not have the
time, talent, nor temperament to write the copy these marketing
In my experience, the marketing-related writing tasks that are
most problematic are blogs, e-newsletters, email marketing, and
>> Blog posts … writing one or two 500 to 1,000-word blog posts
daily is difficult, especially in a corporate environment where
everything published has to go through a review committee.
>> E-newsletters … experienced online marketers know the
importance of having an e-newsletter and building its subscriber
list. But the #1 complaint of marketers I advise in this area is,
“We don’t have the time to write an e-zine or the budget to hire
someone to do so!”
>> Email marketing … not a problem if you send one email blast to
your list a month, but it suddenly becomes a huge burden if you
want to send 2 to 3 email messages a week.
>> Lead magnets … the marketer creates a squeeze or sales page.
They then realize they want to offer a free bonus report. But
they don’t have one. The deadline is around the corner and the
budget has been spent. So they skip the report — and response
suffers because of it.
So how do you get around your resource limitations and get these
things written with sufficient quality and quick turnaround without
breaking your marketing budget?
Here are a few suggestions:
1–Recruit in-house wordsmiths.
At most organizations there are usually some people who, while
not professional writers, are decent “wordsmiths” — as we used to
call them at Westinghouse back in the day.
2–Repurpose and recycle your content.
Don’t reinvent the wheel with every new piece of copy and content
A blog post can be reworked into an article for your online
newsletter. A series of articles from your e-newsletter can be
compiled and edited into a special report or white paper.
3–Use other people’s content.
You probably already get a ton of material on your topic —
e-newsletters, webinars, trade magazines, and other sources.
As you read them, you can extract and reprint this information,
rephrased in your own words, in your e-newsletter and other
digital marketing. Just be sure to credit the source.
4–Set a schedule to publish regularly.
If you decide to blog or write e-newsletter issues sporadically,
then you have no commitment to get the material done by a
specific date — and therefore the writing is in danger of being
continually put off as more pressing tasks come up.
On the other hand, when people sign up for and you promise them a
weekly e-newsletter, you have an obligation to deliver — and you
somehow get it done.
5–Carry a smart phone, digital recorder, or pen and note pad.
Copy and content ideas will pop into your head when you least
expect them to.
Write them down. Capture ideas immediately. If you don’t, by the
time you get to your desk, you will have forgotten that great
idea or content tidbit you wanted to use in your next blog post
By the way, the problem companies have with getting blog posts,
online newsletters, email blasts, and lead magnets written seems
not to apply to bigger writing projects — including websites,
landing pages, and video sales letters.
That’s because these can usually be planned, and that plan
includes a production schedule the team agrees on and finds
reasonable — or at least possible.
Also because these projects are perhaps bigger, more critical,
and less frequent than the blogging or online newsletters,
marketers are comfortable devoting more time and effort to their
So they can afford and are willing to pay qualified professionals
higher fees to write these bigger pieces.