Extend your virtual team
Almost all marketing managers realise they need to use a creative agency for design, web development and film production services, yet many still write and supply their own copy and content despite not having any formal or specific copywriting training.
If this sounds familiar, have you asked yourself why? Perhaps you don’t perceive it as a task that needs specialist expertise? Or maybe it’s just that you enjoy this aspect of the job?
Writing your own copy can add substantially to your workload when you may be far more effective using your marketing strategy and campaign management skills instead.
It can also keep falling to the bottom of your to-do list because you have other priorities, meaning your new site is delayed from going live or your direct response campaign doesn’t go out when it should. What impact does that have against your company’s sales forecasts?
Hiring a specialist copywriter can relieve you of a big chunk of your workload, get the job done faster and give you better results.
If your direct response rates are typically 1.5% for example and - with our experience and understanding of behavioural science and persuasive language techniques - we could get them to 1.9% or more, that would give you a 26% increase in your sales revenue.
You’d be free to get lots of other tasks ticked off your to-do list and you’d be generating better results in the shape of more sales revenue and profit for your business too.
Now that would give your boss something to think about come appraisal and annual bonus decision time, wouldn’t it?
Already outsource? Brilliant! But do you know who to?
Many small to medium sized design and digital agencies will also offer copy, content and script writing services by outsourcing it to a specialist agency like ours or to freelancers.
Problems can arise though when they white-label the service, which means the writer delivering the work can’t contact you directly to discuss any queries they have with the brief.
If your chosen agency doesn’t have in-house copywriters and it’s not clear who they’re working with, consider shopping around.
The creative agencies we work with are all open and transparent about working with us to their clients and it works a treat. When everyone’s aware of who’s involved in a project, we can all focus our energy on collaborating to get the best results for you as our client rather than trying to conceal who’s done what. *Shudder*
If you do decide to look for specialists to work with directly, here are some additional tips to help you sort the wheat from the chaff before you contact anyone:
Make more of what you’ve already got
If you’re always looking for new social media content ideas to build awareness, generate interest and convert prospects into customers you’re probably overthinking it. Content marketing can be just as much about repurposing what you’ve got as creating new.
So instead of paying some bot-based social media company to churn out unspecific, irrelevant and unengaging posts for you, consider spending that money with a content marketing specialist instead.
Automated systems are only as good as the data that feeds them and algorithms will often spit out anything from videos of cute cats playing the piano to irrelevant ‘Did you know…?’ fun Friday facts. These may get lots of likes, but are they getting lots of sales?
But what if you hired someone who could help you think strategically and practically about the content you WILL already have and how it could be sliced and diced in different ways to different audiences to yield different results on different platforms?
Food for thought
If you're thinking of outsourcing your content marketing, contact me. I don't bite and would be only too happy to chat.