Content with relevance: why you need a copywriter who understands your business

As a marketer, you want to create better, more relevant content – so you can attract traffic to your business, nurture your prospects, and help drive sales. Sounds good when you put it like that, right?

But the path to great content isn’t always smooth.

As the Content Marketing Institute says in its B2B Content Marketing survey, the main reason why content marketing goes wrong is challenges in content creation.

Fortunately, you’re in the right place. As a B2B copywriter, I’m here to help solve your content challenges.

But first, let’s look deeper – and see what the cause of the problem might be.

Marketers can’t find writers with the right expertise

Drilling down through the survey, it seems the main challenge is finding agencies and freelancers who can provide relevant, on-topic copy.

Let’s hear from the Content Marketing Institute again:


of B2B marketers say “finding partners with adequate topic expertise” is a challenge when outsourcing help with content – the top-ranked reason.
[Source: B2B Content Marketing: Benchmarks, Budgets and Trends – Content Marketing Institute, Sep 2020]

That’s quite sobering. The main reason behind the main reason why content isn’t working, marketers say, is that content experts’ knowledge of their topic isn’t even adequate. 

Solution: find a copywriter who works to understand your clients

So, here’s my take. If you want your content marketing to succeed, you need to find a copywriter who will work with you to understand your business and messaging.

Someone who will research your sector, and ask you who your clients are, what their challenges are, why they buy, and how your brand and products meet their needs. Someone who can understand what it takes for content in your sector to stand out.

Only then can a writer provide copy that’s relevant, engaging, and on topic.

This applies whether you need your copywriter to provide product pages that sell your benefits clearly, or blog content to attract traffic via organic search.

How I work with you on copywriting

So, when you’re looking for a copywriter, yes, try to find someone with topic knowledge if you can. Personally, I focus on B2B, tech, sustainability and a variety of specialist niches.

But what you want isn’t only topic knowledge – it’s something more than that.

Often, the difference between relevance and irrelevance lies in the ability and willingness of a copywriter to understand you – and to research the details that add value to your copy.

So you need someone who will ask the right questions. In that way, your content can reflect the knowledge you have in-house – as a powerful combination of the writer’s research skills and your depth of expertise.

That’s how you can achieve content success.