In the world of online marketing, the job of a writer has broadened greatly. Content writers are responsible for writing a range of marketing collateral - from blogs to social media posts, and everything in between. While some content writers specialise in their field-of-choice, most beginners work with what they’re given. So, many newbies find themselves writing about a range of topics to get more work and develop their skills, before given the chance to choose what to write about. Beginner bloggers are usually given a topic by their team or managers.
Content writers face a few challenges. They must broaden their horizons to appeal to the many audiences on the internet, and the many topics that these audiences want content on.
Content writers can work as freelancers, or for a company, such as a marketing agency. Most beginners find that landing a job at an agency gives them a range of opportunities. This includes opportunities for a greater workload and mentors and colleagues to help them grow in the industry.
If you’re a beginner content writer, working for an agency, here’s my advice for avoiding the top six rookie errors.
Mistake #1: You don’t know what you’re talking about
If you’re fresh out uni and about to begin your career, I’m sure you hear this all the time - don’t be greedy with the jobs you’re offered. Take what you can get.
You’re probably used to producing great content about topics you know well. Perhaps you blog regularly about your interests and hobbies, or your lecturers let you choose what to write about for your university assignments.
Working for an agency that specialises in a field you know little about can be a shock. However, it shouldn’t scare you away from accepting that job.
As a writer, it’s important that you research, research, research. Especially considering that content writers are expected to have a broad knowledge, it’s important that you put in the effort to learn about new topics and industries. Writing isn’t just about knowing a topic inside out, it’s about convincing your audience that you know the topic inside out.
If you’re not yet an expert on the topic you’re being asked to write about, train yourself to be one. Do extra research, ask colleagues and reach out to industry professionals for their advice and insight.
Mistake #2: You don’t use facts
Content is supposed to be informative. Sure, writing is about injecting personality (and that’s the fun of it!), but that’s not without having substance and including hard facts into your work. Some blog topics may be based on opinion, but often your opinion should be supported by facts.
The entire profession of writing is based on reputation - and that also goes for the company that you’re writing for. Including facts, statistics and evidence simply improves credibility, and credibility is everything (especially if you’re just starting out).
Also, we discovered through media and communication theories long ago, that
audiences are not passive. They’re not going to believe something just because you’ve told them to. They need reason.
Facts can be anything from statistics, to a successful case study, to a link to additional information.
Mistake #3: You rush your work
Many people underestimate how long it actually takes (and I’m talking hours) to research and gather all of your information before you even begin writing. And even when you begin to write, it’s likely you’ll have to fact-check and do more research along the way. This is especially relevant for beginners, who may not yet know all the ins and outs of what they’re writing about.
Everything that you write has to be accurate, and it has to read well. Your thousands of readers are counting on you to give them good content. That’s why it’s important not to rush your work.
Some jobs will take much longer than others. Give yourself some time to figure out how long you take to write, on average. Then, give yourself a ballpark estimate for future jobs. But don’t get frustrated when some topics take much longer to write than others. At the end of the day, your audience cares about accurate and insightful content - not rushed content that doesn’t offer them much.
Having said that, submitting your work by the deadline is crucial. Being a writer is about finding the perfect balance between writing careful work and completing it on time.
Mistake #4: You don’t edit
The editing stage is just as important as the writing stage. In fact, sometimes it takes just as long. Depending on who you work for, you’re likely to have a team of editors and
SEO experts to help you out before your work gets published.
However, it’s very important that you edit your own work as well as you can before passing it on. It should go without saying to double and triple check your work. Keep an eye out for grammar, punctuation and spelling errors, as well as sentence and paragraph structure to make sure the writing flows well. Not only does this allow the rest of the editing process to run smoother, it demonstrates to your colleagues that you’re a diligent and competent writer (and worker).
Mistake #5: You can’t take criticism
Writing is your craft, I get it. However, writing for a company and a particular purpose is very different from writing for yourself. When blogging for a company, the purpose is always to drive more business. That is, more traffic to the website and more profits to the business. Constructive criticism is essential to ensure that your writing is achieving what it’s supposed to. It’s also critical to ensure that you, as a beginner in the industry, are on the right track.
The best way to make a good first impression is to simply follow the instructions you’re given. Write on the topic and angle you’re told to.
The best way to handle constructive feedback is to consider it as a learning process. When you’re unsure of something, ask, and don’t make the same mistake twice. Listening to feedback from your boss and colleagues is the best way to develop your skills as a content writer.
Mistake #6: You don’t ask for feedback
Similarly, you should be asking your managers for feedback, and willing to make changes if they ask you to. Like any profession, good writers are those who are constantly striving to improve. The job isn’t done once you’ve typed your last word. Asking for feedback shows that you want to learn how to do better, and as a newbie, so you should.
Content writing is a delicate craft, based on accuracy and purpose for the content. It’s normal to find challenges in your first couple of jobs. However, practise makes perfect, and the best way to develop as an industry content writer is to simply keep writing.
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