Whether you’re a beginning freelance writer or an old pro, you might not realize how important it is to know your clients’ goals.
I’m not just talking about goals for a specific piece of content. I’m referring to overarching goals, KPIs, and current metrics. You need this data to write relevant copy.
Let’s say, for instance, that your client is more interested in boosting brand awareness than generating sales. If you’re writing to an audience of qualified leads who already know the brand, you’re missing an opportunity.
Instead, you’d want to write to an audience of non-brand-aware consumers who might find the content organically through search.
When you know your client’s goals, you can create content that actually generates results. You’re not writing just to write. You’re writing to help your client advance his or her agenda.
I mentioned yesterday that there are several things you need to do well as a freelance writer, including meeting deadlines. But I think that knowing your clients’ goals ranks at the top of the list.
If you ask me, freelance writers don’t exist simply to create content. They’re part of the business machine.
Your content has the power to convince readers to buy your clients’ products. Viewed in that light, every line of that blog post you’re writing becomes far more valuable.
That’s why entrepreneurs and business owners hire freelance writers. They want to generate sales, improve brand awareness, connect with influencers, and collect contact information from leads.
If you don’t know your clients’ goals, you need to have a conversation with them. Ask them specific questions:
- What do you want to achieve in the next six months? The next 12 months?
- Which KPIs have you identified as the most important to your business?
- What are your current struggles?
- What should the call to action be at the end of a piece of content?
You’re diving into your clients’ minds. Figuring out what they want for their businesses.
Then you put your fingers to work and make the magic happen.
If you’re a struggling freelance writer, feel free to get in touch. You can reach me at firstname.lastname@example.org. I enjoy helping other freelance writers find their way.