Nearly three-quarters (70%) of marketers are actively investing in content marketing1.
Because it’s one of the best ways to communicate your message effectively. Years ago in the ‘Man Men’ era, advertising reigned supreme. But today’s customer is actively seeking information to better understand their problem and identify possible products/services to help overcome that challenge, rather than be hooked in with some fancy tagline.
Out in front is blog content, which 86% of companies are investing in1. And I can understand why – compared to other forms of content, blogging is so flexible, can take several different formats, and it can be used to support the entire sales funnel.
If you’re looking to ramp up your content efforts this year to start building a pipeline of quality opportunities, say hello to Dee Primett…
Dee is a copywriter that has been creating website content, blog posts, social media stories, marketing materials and so much more since 2015. She specialises predominantly in healthcare, but also has extensive experience writing for dentists, vets and about pets.
Here I spend 5 minutes talking to her about her business…
What do you do?
I was always told I was really good with words. But it wasn’t until I found myself in a gap between my university course and studying for my PGCE that I thought I’d have a dabble in copywriting. And it wasn’t long before I picked up a few clients in healthcare.
From there, despite having no medical background whatsoever, I’ve found myself predominantly specialising in health.
I tend to focus on blog posts, web pages, LinkedIn posts and content for social media – but not the management side. I’ve also written a fair few radio scripts, brochures, leaflets and taglines.
Essentially, if it’s anything to do with words I can help!
Who is your ideal client?
Probably quite a topical one at the moment, but I’d love to work with BioNTech, the firm behind Pfizer’s COVID vaccination. They’re currently developing a vaccine for multiple sclerosis and it would be fantastic to work on content for them.
I’d also love to work with a cancer research charity. It’s something I’m personally invested in as a cancer survivor myself, and having lost a friend to the disease. As a topic very close to my heart, I’d love to write about new developments in diagnostics and treatment options.
I’ve actually signed a client recently that works in this area. It’s an R&D company that has been developing a blood test for early cancer screening. It offers 97% accuracy so it’s a really exciting development – especially with hospitals under pressure dealing with the pandemic.
For me, the dream client is someone who is making a real difference. Even if I’m only making a teeny tiny contribution, it would be wonderful to be a part of helping to make that difference.
What do your clients say they value most about your service?
The most common thing I’m told is that I have a knack for taking complex or sensitive information and regurgitating it in a way that normal people on the street, who don’t have a medical degree, can understand. It’s about communicating value and getting people to act on it – so telling them what they need to do next, which is usually booking an appointment.
I find the more I know, the better I can do my job, and the better I can ‘sell’ their product/service. So I always ask clients to send as much information as they possibly can. I’ve had some clients question whether I’m going a bit overboard asking for so much detail, but I’d rather have it and not need it, than not have and constantly go back asking lots of questions.
When is the right time for someone to contact you?
I’d normally say the sooner the better.
I do a fair bit of content strategy for my clients because I find it’s helpful to write for a strategy that I’ve created. If you don’t have that bigger picture in your mind, you tend to find that some bits don’t fit quite as they should when you come to create the content.
What is it like to work with you?
I’m very client-led and like to make sure that outsourcing their work to me is as simple as possible – I don’t like to overcomplicate matters with too many processes or systems. I make sure I’m flexible so I can work in the way people want to work and keep it simple for them and me.
When I start working with a new client, I send out a questionnaire to get as much information as possible about who they are, how they see themselves, what they like/don’t like, how they work, where the company’s going, their USP and all about the product/service.
I’ll ask for a copy of the brand guidelines – although you’d be surprised how many companies don’t have anything formal in place about how they write their content, and its structure.
Also, I find it useful to see examples of things they’ve perhaps done in the past, which they don’t like. Once they share the reasons why, it gives me a much clearer direction of the way they want to take their content.
I capture everything in email so it’s written down. Because a lot of my clients are in healthcare, facts really matter so I need to be certain of sources and studies I’m linking to, that drug names are spelt correctly, and nothing is lost in translation.
Then I produce a first draft based on their requirements. I offer 2 rounds of amends, but it’s very rare that I need to go beyond 1.
What’s the best way for someone to contact you?
Email please! It’s firstname.lastname@example.org
Alternatively, you can find me online:
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