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  • Writer's pictureIan Lavis

How I add value as a content writer.

Updated: Jan 25

I’ll let you into a secret:


You don't need to be a techie to write about fintech.


Or an engineer to write about nuclear engineering.


But you do need to know how to turn dry information into a great read.


Great content writing results from research and collaboration.


Engaging copy doesn’t just happen. It’s the result of hours, days and sometimes weeks or months of research and close collaboration between you and your writer. And this is true of any form of content. From catchy slogans to ground-breaking thought leadership.


So, how do you get the results you need?


In my case, as a freelance copywriter and content writer with clients in hugely different markets, I approach every writing project in the same way:

· Research

· Question

· Research

· Write


Once the brief has been agreed - and it's important everyone is clear about the desired outcomes - the research part is critical to the success fo your content.


The research part takes far longer than the writing part and can rarely be done in isolation. It means working closely with you to tap into knowledge and expertise, asking the right questions of the right people and understanding the needs of your audience/s.


Importantly, as a freelance content writer, I can look at things differently, add a fresh perspective and get rid of jargon. I have more freedom to question the norm and think outside the box - always with the reader in mind.


Which might explain how last week I found myself writing about nuclear waste disposal, accounting software and holidays in the Mediterranean.


I’m all for diversity. And my clients seem to like it too.








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