Writing Isn’t Dead… If You’re Doing It Right

By Nikki Jasper | | 1.5.20

You’ve read the statistics about the rise of video marketing. Video marketers get 66% more qualified leads per year. Video ensures users spend 88% more time on your site. In other words, video isn’t going anywhere anytime soon.

So where does that leave writing? Is it headed for extinction?

According to Beth Carter from Clariant Creative, it’s more important than ever! In a recent episode of the Inbound Back Office podcast, Beth and Amy talk about the critical role great writing plays in any marketing strategy as well as the need for top-notch writers who can craft a compelling story.

Good Writing Elevates Strategy

Yes, chatbots and video and all the other cool tools can get your audience’s attention. But here’s the thing… all of it stems from a solid writing foundation. A video without a great script won’t draw viewers in. A chatbot that doesn’t feel “human” won’t engage visitors to your site.

In other words, all the bells and whistles aren’t as effective without skilled writers working on the project from the start.

Unfortunately, most clients don’t have the time (or the inclination) to do the writing required to implement their carefully-planned strategy. This is where the agency steps in. Of course, the client needs to provide input, whether that’s a series of interviews or an outline that they can approve before the work begins. As Beth says, “It’s [easier] for a client to react to a draft rather than to ask a client to produce the draft.”

Interested in hearing more of Beth’s insights into the importance of hiring talented writers? Click here to listen to the podcast!