10 Things You Should Expect From Your IT Copywriter

Written by Glenn Murray

Anyone who’s ever tried marketing IT products or services knows that it’s a specialist field. Your customers inrepparttar IT industry have very unique and specific requirements, and that means you do too. In order to write compelling copy around your offering, you need a copywriter with a solid understanding of repparttar 105148 IT world – someone who’s not afraid to call themselves an “IT Copywriter”.

So how do you know when you’ve found an IT copywriter? And – more importantly – how do you know what to expect from them? The following 10 tips will give you a good understanding ofrepparttar 105149 qualities to look for –repparttar 105150 things that make a copywriter an IT copywriter.

1) IT background

Perhapsrepparttar 105151 most beneficial quality in an IT copywriter is a solid background of some sort inrepparttar 105152 IT industry. If your copywriter shares an understanding of your domain, you’ll spend far less time explainingrepparttar 105153 benefits of your product or service. Rememberrepparttar 105154 last time you watched someone glaze over as you waxed lyrical about repparttar 105155 wonders of your latest technology? You don’t want that to happen when you’re briefing your copywriter. More importantly, you don’t want that happening when your potential customers read your copy!

2) Technical writing experience

Good technical writers are experienced in bridging knowledge gaps. This means they have to understandrepparttar 105156 technology, but they also have to be able to talk about it inrepparttar 105157 layperson’s language. A copywriter with technical writing experience inrepparttar 105158 IT industry is likely to have domain knowledge and an ability to hitrepparttar 105159 ground running. They’ll be quick onrepparttar 105160 uptake, so they’ll understand your product or service more rapidly than most.

Of course, not every technical writer is a IT copywriter. You need to be sure they can write compelling copy – not just dry instruction manuals. Take a look at their samples and testimonials before making a decision.

The other important consideration – especially if you’re after a website copywriter – is, do they have online writing experience? Writing for an online medium is entirely different to writing for print. Readers have different requirements and objectives, and reading conditions are very different. Many technical writers have written online help, so they should know how to cater to these differences. To be sure, ask them to recommend a maximum page length or word count per page. The correct answer should include some comment onrepparttar 105161 trade-off betweenrepparttar 105162 problems of scrolling and repparttar 105163 need for a high keyword count for SEO. Ask them whether they prefer long sentences or short (and hope to hear “short”).

3) Further Education

IT products and services are generally very complex in themselves. What’s more,repparttar 105164 needs ofrepparttar 105165 end-customer are also very complex and unique. This means there’s normally quite a steep learning curve for anyone new. Ask your IT copywriter if they have tertiary qualifications. It’s not essential, and – by itself – it’s no guarantee of quality copy, but it’s generally a good indicator of someone who’s been trained inrepparttar 105166 art of learning (i.e. researching, information filtering and modelling, knowledge retention, etc.).

The flip-side of that coin is to be wary of people who are technically qualified. Don’t discount them on sight (many technical people have made great IT copywriters); just remember that technically trained people have a tendency to take a lot of things for granted when speaking to lay-people. Your IT copywriter needs to be able to understandrepparttar 105167 technology and its complexities, but still relate torepparttar 105168 issues ofrepparttar 105169 non-technical customer.

4) Management Experience

Anyone with management experience – at any level – has dealt with decision makers. They may even have been a decision maker themself. In any form of promotion, you need to appeal torepparttar 105170 decision maker. Your IT copywriter needs to develop an understanding ofrepparttar 105171 needs, influences, pressures, problems, work environment, and constraints of your typical decision maker(s). The more understanding your IT copywriter brings torepparttar 105172 relationship,repparttar 105173 less time you’ll spend schooling them.

Why search engine optimisation is doomed … and quality content is the best strategy for your website

Written by Chris Mole

If you have a website, sooner or later you’ll get interested in search engine optimisation. It’srepparttar art (or is it a science?) of tweaking your website copy and links, so your site ranks higher inrepparttar 105145 search engines.

There are many professional search engine optimisation firms (commonly known as SEOs) who will charge you substantial amounts of money to improve your website’s rankings for certain search terms.

It’s tempting to go downrepparttar 105146 SEO track, particularly when you find your precious site languishing far, far downrepparttar 105147 rankings on Google.

But one ofrepparttar 105148 world’s top Web marketing experts, Ken Evoy, has written a new report predictingrepparttar 105149 imminent demise ofrepparttar 105150 SEO industry – and recommending an alternative, more reliable method of achieving a top search engine ranking.

Evoy argues search engines are getting smarter and smarter at recognising sites that have been “SEO’d”.

The engines are constantly getting more sophisticated, to avoid some ofrepparttar 105151 unethical SEO practices being used to trick them into giving a site a good ranking.

So SEO experts are on a continual treadmill to keep up.

Initially, SEO revolved mainly around keywords. Now, it seems to centre around building inbound links torepparttar 105152 site, to get a higher ‘page rank’ on Google.

But Evoy believes website owners are wasting their time and money by becoming too focused on either of these SEO techniques.

They would be better off, he argues, simply adding more and more quality content to their websites, to provide visitors with what they really want onrepparttar 105153 Web – information.

To quote Evoy: “Make your content so good that others will want to link to you.”

He adds, a little honest push-start by a solid, simple inbound link programme is a good idea but this doesn’t have to become an all-consuming pre-occupation.

All you need are a few popular sites, in your market sector, linking to you. There are several ways to achieve this, including contactingrepparttar 105154 owners of sites you would like linking to you, and asking if they want to exchange links.

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