We recently had a conversation with a construction company that’s been working with another local Iowa design agency. During the meeting, they hit us with a question that honestly stopped me in my tracks:
“How can you write content for the roofing industry if you’re not in the roofing industry?” It’s a fair question—but also a telling one.
Research is the foundation for good marketing
When you’re hiring someone to help with your website, your SEO, or your social media, you’re not just paying for words on a page. You’re paying for research. You’re investing in someone who takes the time to understand your business, your market, your audience—and what motivates them to buy.
You’re not hiring a roofer to write roofing content. You’re hiring a creative partner who knows how to break down an industry, learn the terminology, understand the customer pain points, and present your services in a way that builds trust and drives leads.
And that’s what we do.
It’s our job to learn your industry
We research the materials you use. We look at what your competitors are doing—and what they’re not doing. We build content strategies around real problems your customers face and the real solutions you offer. We dig into keyword data to see what people are actually searching for in your market.
Posts with intention
That’s the difference between a post that says “Happy New Year from the team!” and one that says “Here’s what Iowa homeowners should check for on their roof after a winter storm.”
Because when the content is strategic, researched, and written with intention, it doesn’t just fill space on your website. It builds your brand.
Trust is key to a working relationship
If you don’t trust that the person writing your content has the experience—or the dedication—to do that kind of work, your brand will suffer. You’ll get filler. You’ll get fluff. You’ll get content that checks a box but doesn’t move the needle. Worst of all, you’ll take over and do the work you’re paying them to do.
So here’s the takeaway:
Make sure you trust who’s telling your story.
When you hire a content writer, they should be to take something off your plate and further your goals—not add stress or leave you wondering if it’s being done right. If you’re constantly checking the work, fixing mistakes, or questioning whether they understand your business, then it’s not working.
Inexperience causes this distrust
If you’re getting someone early in their career, the chances are they haven’t developed the marketing and research skills to write this level of content. Usually, they’re starting from a college foundation of grammar, source citing, etc. However, they often miss the mark when it comes to understanding the complexities of running a business and how to target different markets through messaging. What drives a buyer? What drives your click conversions? What content strategy is best for businesses? Is the goal reputation-building or direct-to-consumer sales? These alone have two vastly different outcomes. Are they using content goals?
Hire an expert
Hire an expert who you trust to take something off of your plate and further your business goals, not cause stress. Are you ready to have a conversation about the benefits of switching your marketing partner? Let’s talk.
