Over the years, I’ve looked at my role in an organization in many different ways. I’m not really in the company, but I am at the same time. Because a social media consultant has to have a closer relationship than a typical vendor, it gets a little fuzzier than most. But knowing your role as a content writer is vital to creating the content that will convert.
The content writer as client-focused
I think most consultants would see themselves as client-focused. It makes sense. Your paycheck comes from clients, so of course you will put their needs above all else.
The problem with seeing your role as this is that you are more likely to engage in what I call push marketing. That’s basically pushing your content at your audience with only the client’s needs taken into consideration.
This used to be okay. The algorithm didn’t work that hard against you because there wasn’t a whole lot of content out there. So what did exist ended up getting put in fans’ feeds regardless of what it was. But that time is long gone. The algorithm is far pickier.
And this is why so many consultants and social media managers love to say that organic is dead. It is dead if you just create content for the client. You won’t be able to get through to your fans unless you spend a lot of money. And if you don’t have a large budget? Well, you might as well forget it.
As much as fans will say that they want to hear all about what you have to offer, it’s not exactly true. They want to be the focus with their needs at the top of mind. If you’re constantly focused on the organization’s needs, you’re just hoping that the fans’ needs are the same. That’s not true most of the time.
Fan-focused
Most influencers are amazing at creating content that is fan-focused. They’re know what their audience wants. And their entire focus is on delivering that. Some are so good at this that brands hire them in-house or as consultants to do their social media. And boy do they get those social media numbers that so many brands are after.
This sounds ideal, doesn’t it? If being fan-focused gets you social media numbers, why wouldn’t you go this route? I get it. But are you also achieving your business goals? Or are you chasing after social media numbers that don’t really mean a lot in the end?
The fans’ wants are the priority with this route. That leaves your client out in the cold. Getting fans to engage is more important. And yes, not looking at an organization’s needs or wants makes social media so much easier. But the fact is that if your social media presence is not achieving any business goals, then there is no point to it. And if there is no point to it, you won’t have a job for much longer.
This is why measuring vanity metrics without looking at how they relate to business goals can hurt a social media program in the long run. You have to look at everything from a global perspective, so you can make the right adjustments at the right time.
Balancing clients and fans
The way I work with clients and audiences is that I don’t focus on just one. I try to balance the needs of both as a content writer. I’m looking for where the goals of both meet and create content in that space.
The best kind of content writer sees their role as trying to achieve business goals while also giving the audience what they want. Give into either one a little too much, and your social media program will start to go off the rails. It’s a constant balancing act that requires you to be an ambassador to fans when it comes to your client’s interests and an ambassador to your client when it comes to the audience’s interests. It can be difficult because you’re in a bit of a constant battle.
If you want to make it as a content writer though, you should know when to give in and when to fight. Because not everything is a battle and treating everything like a battle will burn you out really quick. So while you’re in the middle of fighting for your audience or your client, remind yourself exactly what does matter and whether this battle is truly worth it. You’ll find that sometimes it’s okay to let the social media program go a little off the rails.
What do you think the content writer’s role is when it comes to the client and audience?