Never. Writing marketing copy is like no other form of writing. It defies many of the rules you may have learned in English class, and it relies more on subtle persuasion, psychology, creativity and an understanding of your specific business and consumers than any other type of writing. Not all writers are good copywriters, and not all copywriters are good writers. If you decide to write your own copy, study the craft prior to putting pen to paper. And if you decide to hire a copywriter to help you, remember that not all copywriters are the same. Only invest in a copywriter who has experience and takes the time to understand your business and your customers.

We all have opinions on what types of content go viral: a soundless social video, a data-backed explainer, a perfectly timed newsjack. But no matter the format, it ultimately comes down to emotion. Does the story make you feel enraged, inspired, understood? With everything you create you have to ask: If this scrolled by on my newsfeed, would I care? If the answer is no, it’s not worth it. Your online content habits are your own best judge.
Get familiar with the content writer pay scale. Many content writers starting out in their careers are not sure how much they should be paid per word. Most publications pay by word, or by hour, with a certain word count expectation. On average, content writers should be paid no less than $0.02 per a word, but may not reach more than $1 a word. Salaried positions are different, as you will be paid a yearly rate for a certain amount of work. It can be difficult to get a salaried position fresh out of graduation or when you're just starting out. Most content writers will start out working per word, or per hour.[12]
Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing, PPC, or trade show marketing that deliver names and email addresses in mere minutes. Often, content marketing is used when businesses realize those programs are either ineffective, too expensive, not scalable, or all of the above. Here's what I mean, using the "infographic generator" example above for demonstrations.
I am a little biased here because I have worked with them in the past, but The Hustle does a lot of things from a copy standpoint really well. My personal favorite is their email opt-in page –– "Your smart, good looking friend that sends you an email each morning with all the tech and business new you need to know for the day." They have expertly created a trusted and personable brand through conversational copy. 

Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing, PPC, or trade show marketing that deliver names and email addresses in mere minutes. Often, content marketing is used when businesses realize those programs are either ineffective, too expensive, not scalable, or all of the above. Here's what I mean, using the "infographic generator" example above for demonstrations.

When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5] Most of these formats belong to the digital channel.
Check your local college or university for a technical writing certificate program. Look at the faculty of the program to confirm you are being taught by professionals in the field or working content writers who are familiar with the demands of the writing industry. Certificate programs can be beneficial for writers who are new to content writing or technical writing.[6]
Exceptionally well researched and factual write up. This is true quality and value for all on the internet. Frankly, all of us need as much “back up” and study as possible to do our job – creating true value for our customers. Imagine the energy of writing truly original and compelling copy. I don’t intend to sell you anything. This process saves time in producing good copy the first time. It saves trouble in doing it right the first time. We all reach our objective of transferring true value to our clients. All for the very small price in time and effort to study and replicate these principles. Imagine doing it wrong – it really takes less time to just slap something down and move on doesn’t it? This is for you, it is free once you learn it, because you want to make the sale. This will capture the clients instantly with a new product or concept for their trouble. Imagine the excitement of finally becoming persuasive and capable of delivering on your promises. What do you think I will do next? Just like a professor in front of an adoring student, understanding the value of these principals will deliver time and again. Thanks for your grand post!
That’s only if you, for whatever reason, don’t have another person to edit your work. Even with a great spell check, there will be things you miss. Make sure there’s somebody in your organization with great writing and editing chops who can give your work a second set of eyes. Remember that behind every good writer — whether it’s a best-selling author, a Washington Post journalist or a copywriter for a viral marketing campaign — is a great editor.
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