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December 1, 2022
What does true crime have to do with marketing?
At first, not a lot. But in fact, it was a quote from a true crime case that inspired Nike’s famous slogan, “Just Do It.” Writing is the basis of all your marketing—and great writing can come from a lot of places. Even the most unexpected, and perhaps morbid places.
But, the question today is: Should you find those writers in your own company or look elsewhere?
Every marketer knows copywriting is a complex and multi-faceted task. It’s more than just stringing together a few sentences that sell your product or service. In our opinion, copywriting is both an art and a science, one that takes years of practice to perfect.
This article will discuss the importance of copywriting and the benefits of outsourcing and keeping copywriters in-house to help you make the right decision for your business.
First, let’s start with why you should have a professional copywriter on your team.
In the internet age, copy is everywhere. It’s on your website, in your emails, and on your social media posts. And with so much copy out there vying for your customer’s attention—it’s more important than ever to have a solid copywriting game.
Why? Because good copy can make or break your marketing efforts.
A copy that’s well-written and adequately optimized can help you:
A copy that’s poorly written, on the other hand, can damage your brand and turn potential customers away.
If there are words involved, there’s a writer behind them. And when it comes to copywriters in particular, they tend to wear many hats. They’re typically responsible for crafting:
And that’s just the tip of the iceberg. Copywriters are also responsible for understanding your target audience, brand voice, and business goals. Then, they use this knowledge to create compelling content that’s on-brand, resonates with your audience, and drives results.
To do all of this, copywriters must possess skills including:
Before we move forward, it’s best we explain the difference between copywriters and content writers because they’re often incorrectly used interchangeably.
Copywriter: Someone who writes a copy with the sole purpose of selling something, whether it’s a product, service, or idea. Think of product descriptions and website landing pages.
Content Writer: Someone who writes a copy to provide value to the reader. They’re not selling anything per se but creating content meant to inform or entertain. Think of blog content, news content, white papers, and articles.
Often, businesses will use a mix of both copywriters and content writers to create a well-rounded content marketing strategy.
One of the biggest reasons you might want an in-house copywriter is that you’re guaranteed their time and focus. Copywriters who work in-house are dedicated to your company and its success.
Copywriters who work in-house are typically more cost-effective in the long run compared to constantly paying a freelancer with a high project or hourly rate. Instead, you pay a fixed rate and can have their full focus for hours a day.
You can have more control over the projects and deadlines with in-house copywriters. This is ideal if you need to make last-minute changes or want more input on the copywriting process.
In-house copywriters know your company’s voice, products, services, and goals. They understand your target audience and what kind of copy will resonate with them. This cuts down the learning curve, so they can start producing results faster.
Since in-house copywriters work in the same office with your marketing team (or at least virtually), they can collaborate more often with team members. This is important because it allows for a more cohesive copywriting process and better results.
You can always outsource copywriting services if you don’t have the budget or bandwidth for an in-house copywriter. This is when you hire a freelancer or copywriting agency to handle your copywriting needs.
Don’t worry, you’re not alone. In the US, over ⅔ of big companies outsource. These include Google, Coca-Cola, and Nike. For most, they cite cost as the biggest reason why they outsource. At the same time, 24% of small businesses outsource to increase efficiency.
When you outsource copywriting services, you have the opportunity to hire experts as needed. For example, if you need someone to write a web copy, you can find a freelancer with an experience in that area. Or, if you need help with social media posts and blog posts, you can find an agency that specializes in the form of copywriting. This allows you to get the specific skills and expertise you need without paying for a full-time copywriter.
When you partner with a copywriting agency, you have a team of copywriters at your disposal. Agencies have a tedious process when hiring members, so you can benefit from this prestige when you hire them. This means you can tap into a pool of talented writers with different copywriting styles, which can be helpful if you need copy for various projects. If you work with an individual freelancer, you can request samples of their work to get an idea of their copywriting style and skills.
Even better, when the client delivers content to you, it’s all yours. So you have the freedom to use however you want to promote and monitor results.
Hiring an in-house copywriter can save you more money in the long run, but that’s not the case if you don’t need a lot of content or copies over a month or year. In these cases, it’s more cost-effective to outsource professional copywriting services. This is because you only pay for the content when needed, not a full-time employee. Plus, you don’t have to worry about the cost of copywriting tools and resources as most copywriters already have access to them. So, you’re simply working with experienced professionals to help you move closer to your goals.
When relying on in-house copywriters, you inevitably notice specific phrases or business jargon repeated that don’t resonate or turn off potential clients. With a professional copywriting agency, you can avoid these common mistakes. Add to that, outsourced copywriters can give a fresh perspective that brings better energy to your copy when it becomes a little dull and redundant. One reason is that they’re more excited to learn about your company, product, and services in a way a customer would compare to employees that have been inside for long.
Copywriting is an essential part of content marketing. And there’s no one-size-fits-all answer to whether you should outsource or keep your copywriting services in-house.
If you have the resources and budget to keep copywriting in-house, measure the copy’s success, and have positive results, there’s no reason to outsource it. But, if you’re finding it difficult to find a professional copywriter that’s a good fit for your company and can drive results, it’s an excellent time to explore outsourcing it.
At the end of the day, it’s important to work with copywriters you trust and who can help you achieve your desired results. And skilled copywriting is something that will always be worth the investment of your time and money, especially when you start seeing your revenue climb.
Looking to partner with a professional copywriting agency to boost your sales? ScaleUpSales is here for you. We can help you craft the best content for different mediums that engage readers and convert them to paying customers while improving your brand’s credibility.
Contact us to see what we can do for you.