As you may already know, the one-size-fits-all approach
doesn't apply to marketing. This is why businesses and other types of
organizations invest in either digital or traditional marketing approaches (or
both) to promote their brand.
Tailoring your message to your audience is key to promoting
your brand, products, and services effectively. However, not all companies can
afford to hire a full-fledged marketing agency and commit to a contract, and
this is where freelance copywriting services
come into play.
If you're a business or organization with minimal or
nonexistent written branding materials, or are looking to improve whatever
marketing content you've produced (and plan to make), then you're in the right
place.
Here, we'll explore the significance of industry-specific
copywriting and why it's essential for you to consider hiring a freelance
copywriter with the knowledge and breadth of experience to customize your
messages according to your field or sector.
The Versatility of Freelance Copywriting
Copywriting is more than just stringing words together; it's
about conveying a compelling message that resonates with your target audience.
A skilled copywriter can adapt to various industries, making their services
invaluable.
Professional freelance copywriters bring industry-specific
knowledge to the table which is crucial, especially for niche businesses like suppliers of piping materials, organic food ingredients or app developers.
They understand the nuances, trends, and language that
resonate with a particular audience, which can significantly impact the
effectiveness of your messaging ” and it doesn't matter whether you're a B2B or
B2C business, an NGO or some other type of organization.
Industry-Specific Copywriting Strategies
Seasoned freelancers utilize a range of copywriting
strategies to ensure the messages or stories they craft resonate with your
audience.
1. Identifying the Target Audience
When crafting industry-specific copy, understanding your
audience is paramount. Here are the factors your chosen copywriter will
consider in their writing:
Demographics: Analyze data to determine the age, gender,
location, and income levels of your target audience within the industry. For
instance, if your clients are B2B tech companies, you might be targeting IT
managers in their 30s to 50s.
Psychographics: Go beyond demographics and explore the
psychographics of your audience. This includes their interests, values, pain
points, and aspirations. In the healthcare industry, for instance,
understanding that patients may be anxious about their health can inform a more
empathetic tone.
Pain points: Identify the specific challenges your audience
faces within the industry. For example, in the finance sector, clients might be
concerned about investment risks or retirement planning. Addressing these pain
points directly in the copy you publish can resonate deeply with your readers.
2. Understanding Industry Jargon and Terminology
Each industry has its unique language and terminology.
Incorporating these seamlessly into your content builds credibility and
resonance, and expert copywriters know this. This is why professional freelance
copywriters take the following steps to gain industry expertise.
Industry immersion: Spending time with industry
professionals, research, and reading journals and other industry-specific
publications help copywriters become fluent in the jargon of the fields or
sectors they specialize in.
Interviewing experts: Professional copywriters conduct
interviews with industry experts and clients to understand their terminology
and the phrases they commonly use. Doing so can provide valuable insights and
authenticity to the copy they produce for their clients.
Research on industry challenges: Copywriters dive into the
specific challenges and pain points your industry faces. For instance, in the
automotive industry, issues might revolve around sustainability and fuel
efficiency, and this is something definitely worth writing about.
Competitor research and analysis: Whether you can provide
information about your competitors in house, a seasoned freelance copywriter
will do some in-depth competitor research to identify gaps and opportunities in
your messaging.
Challenges and Considerations Copywriters Face
Words have the power to captivate, convince, and convert.
Crafting compelling copy that resonates with audiences requires not only skill
but also an acute understanding of the unique challenges presented by each
client and industry.
Therefore, copywriters need to create impactful content
while considering various factors to deliver exceptional results for their
clients.
Regulatory and compliance issues: In industries like
healthcare, finance, and pharmaceuticals, strict regulations govern marketing
and advertising. Copywriters must ensure that all content they produce complies
with legal standards, especially with the relevant healthcare, safety, and
financial regulations.
Rapidly changing industries: In fast-paced sectors such as
technology, staying updated with trends is crucial. Freelance copywriters need
to be adaptable, willing to learn, and quick to incorporate industry changes
into their messaging. This includes understanding emerging technologies and
market shifts.
Balancing creativity with industry norms: Finding the right
balance between creativity and adhering to industry norms can be challenging.
While creativity is essential for making your message stand out, maintaining
professionalism and aligning with industry standards is equally vital. Striking
this balance is an art that experienced copywriters excel at.
Tools and Resources for Industry Research
Beyond having the expertise to craft messages that resonate
with your audience and are relevant to your industry, freelance copywriters
make use of tools to guide their writing, as doing so ensures the copy they
produce is timely, informative and interesting.
Online Tools for Market Research
Google Trends: Exploring search trends within your industry
to spot rising topics and queries.
SEMrush: Analyzing competitor data and keywords to gain
insights into their strategies.
Industry-specific forums: Participating in online forums and
communities where professionals discuss industry trends, challenges, and
solutions.
Industry-Specific Publications and Forums
Trade journals: Subscribing to industry-specific trade
journals and magazines for in-depth industry news and analysis.
Professional associations: Joining industry-related
associations and engage with their publications and events.
LinkedIn groups: Participating in LinkedIn groups dedicated
to various industries to connect with professionals and gain insights.
Staying Updated With Industry Trends
- Following industry thought leaders and influencers on
social media platforms, blogs, and podcasts.
- Attending industry conferences, webinars, and seminars to
stay abreast of the latest developments and network with industry experts.
- Setting up alerts to receive email notifications of news
and articles related to their client's industry keywords.
Of course, how much effort a copywriter exerts to get to
know an industry typically depends on their specialization or on the length of
the commitment or business relationship with their client.
Hiring the Right Freelance Copywriter for Your Industry
When searching for the right freelance copywriter for your
business or organization, it's crucial to consider the following qualities and
skills:
Strong research skills: An effective copywriter should be a
diligent researcher. They need to delve deep into your industry, understand its
nuances, and stay updated with the latest trends. The ability to gather and
analyze data to create accurate, well-informed content is essential.
Adaptability: Industries evolve, and so should your copy.
Look for a copywriter who can quickly adapt to changes, embrace new concepts,
and pivot their messaging strategy when needed. The capacity to shift tone,
style, and content focus as industry dynamics change is invaluable.
Industry expertise: A portfolio that showcases
industry-specific work is a clear indicator of expertise. The copywriter should
have a deep understanding of your industry's terminology, challenges, and pain
points. Their previous work in similar industries demonstrates their ability to
resonate with your target audience effectively.
Questions to Ask and What to Look For During the Hiring Process
When conducting interviews with your prospective copywriter,
asking the right questions and knowing what information to look for can help
you identify a professional whose knowledge, skills and experience align with
your industry needs:
Experience in your industry: Inquire about their experience
working in your specific industry. Have they tackled projects similar to yours?
If so, request examples and results.
Research methods: Discuss their research process. How do
they plan to immerse themselves in your industry to understand it thoroughly? A
dedicated copywriter will outline a research strategy tailored to your
industry.
Audience understanding: Ask how they plan to tailor content
to your audience. What strategies will they use to identify and address the
unique pain points and needs of your target demographic within the industry?
Portfolio review and samples evaluation
Evaluating a
copywriter's portfolio is critical to ensure they can deliver what your
business or organization demands:
Industry-relevant samples: Look for samples of their writing
that directly relate to your industry. Analyze the quality, tone, and
effectiveness of the copy in addressing industry-specific topics and
challenges.
Results and metrics: Seek evidence of the impact of their
work. Did their copywriting lead to increased engagement, conversions, or sales
within your industry? Be sure to ask for specific metrics and outcomes.
Variety and adaptability: Assess whether their portfolio
demonstrates versatility in different projects. A copywriter who can adapt
their style to suit various industries and content types (e.g., website and
landing page, social media, advertising or email marketing copy) is a valuable
asset.
Advantages of Using a Freelance Copywriter Over AI Technologies
It's no secret that AI technologies have made strides in
content generation; however, there are distinct advantages to hiring a
freelance copywriter that cannot be replicated by apps:
Creativity and emotional connection: Copywriters can create
emotionally resonant content that connects with your audience on a deeper
level, something AI struggles to achieve.
Adaptability and nuance: Freelance copywriters can adapt to
shifting industry trends and nuances quickly and with a depth that machine
learning cannot match, providing a level of understanding that AI lacks.
Strategic thinking: Copywriters bring strategic thinking to
the table, crafting content that aligns with your business goals and target
audience. AI tools can only produce content based on their code and the
instructions you feed into them.
Producing industry-specific copywriting is not a luxury;
it's a necessity in the competitive marketing landscape.
Whether you're in healthcare, tech, fashion, food,
construction, automotive, education or any other industry, tailoring your
message is a fundamental requirement for your marketing efforts to pay off. So,
consider investing in a skilled freelance copywriter who understands your
business and industry inside-out.
