Finding the words to effectively talk about your business is one of the most important and challenging marketing tasks.
And as you take your business to market time and again, keeping your dialogue clear and consistent is an essential part of defining and building your brand.
If you’ve read our article ‘Why copywriting is a superpower for your business’, you’ll know why well-written words form an essential part of the marketing mix.
But that doesn’t make it any easier to write the words.
If you find yourself battling procrastination, circling ideas like a goldfish in a bowl or struggling to get your team to prioritise writing content above their day jobs, you’re not alone.
Writing is last on everyone’s list
When it’s common knowledge that content fuels your marketing, why is it so hard to do?
The return is not immediate
The connection between writing an article and seeing a return is rarely immediate. It’s one part of a much bigger picture.
Just like showing up to that gym class, everyone knows the long term gains are worth it but in a world of instant gratification, sticking to it requires commitment - and often, a little support.
It’s not your job
You’re not a writer. And while everybody writes, the skill and time to research, draft, revise, liaise and proof content to the standard your brand demands is not to be underestimated.
Chances are, if you’ve taken the time to write something, you’ve discovered it takes much longer than anticipated.
What happens when you outsource your writing?
Outsourcing your writing can circumvent many of these problems. Like an exotic island of marketing magic, the end-point is a sunny spot where everyone is smiling.
Let’s take a moment to revel in the destination. Here’s what you get when you outsource your copywriting:
Articulate and error free writing
Copywriters were put on this earth to write and they’ll put their all into writing for you. They’ll proofread their articles properly too.
That’s focused on your audience
Copywriters know how vital it is that all your writing attention is focused on the most important people in the room: your audience.
That serves a purpose
Whether to educate, inform or convert, a copywriter will never give you copy for the sake of it. Their words will make people feel and do something. Every sentence has a purpose and it will be expertly crafted to deliver.
That suits its medium
Writing for the web is one thing, creating your sales material or employee handbook is another. Whatever medium you require, a copywriter will tailor the words to fit.
That’s delivered on time
Helping you run your marketing engine better than ever before.
For an insight into how retail technology company REPL runs its content marketing campaigns, read our article …
Can you feel that sun? Let the warmth seep into your bones as we explore the journey to that wondrous destination.
Enjoying the journey
Every agency or writer will tackle this slightly differently, but these approaches indicate experience, skill and a quality service.
Step 1: Clarify your brief
Or rather, the service you’re looking for. Writers can play a myriad of roles within your business. Do you want strategic input to your content strategy? Ideas for editorial execution? Analysis or an audit of existing content? Will you brief the writer and provide all the information or would you prefer them to conduct research and interviews?
Your writer or agency should clarify this with you. Some will ask you to complete a questionnaire. Others will ask these questions throughout the sales process. Either should happen early on in the journey. You might like to get clear yourself, before briefing a writer.
Step 2: Provide the best information
Your writer needs to understand your brand. They should be asking you for brand guidelines, audience personas, tone of voice documents and perhaps examples of content you like or that has performed well.
These things will help them reflect your organisation accurately and effectively engage your audience.
They also cut down on revision time. Armed with this essential information, your writer is more likely to hit the nail on the head first time around, or very soon afterwards.
Step 3: Sort logistics
It’s really important to agree timescales, delivery dates and how many revisions will be included.
We also recommend allocating a point of contact inside your organisation who will liaise between your writer or agency and your internal team. This helps with sign off and organising interviews.
Talk also about how you’ll communicate and track projects or campaigns. Will you be sent Google Docs or Word docs? Will you have an editorial calendar or project timeline? Where and how will this be shared? Do you use Slack, Microsoft Teams or another messaging system your copywriter should be a part of?
Step 4: The thinking begins
If so charged, this is when your content partners will build your content strategy. They’ll be pulling on all that information they’ve asked for and compiling a content approach that will support your aims.
This will be shared for sign off and revised as required. Once complete, your writing team will be briefed and then it’s marks set.
Step 5: The writing begins
If it’s a website or collateral project, it’s a wise idea to ask for a taste of the copy, or perhaps some concepts, before your writer ploughs on with the writing.
Expect to be frequently updated about progress and for drafts to be delivered at the agreed times. Everything should be proofread before it reaches you.
Step 6: Approve, revise, sign off
Remember: you are not the writer. If the copy you received is not to your liking, resist the urge to edit it. Instead, add comments or pick up the phone. If you must tinker, track your changes.
Remember also that your writer has thick skin. They can take your most inarticulate mumblings about why you don’t like a piece. And they’ll know how to ask questions and guide you towards sound feedback they can action.
Once both you and the copywriter are satisfied, the copy is signed off.
Step 7: Over to you
You should receive a clean, final document in the agreed format via the agreed means. And then it’s over to you! Plug that piece into your marketing engine and reap the rewards.
Be sure to monitor engagement, bounce rates and time on site. Your writer will be eager to know how their copy performs. A true partner will work with you to amend future ideas in line with the latest results.
Can you feel the sun shining?
When you outsource your writing, you don’t just get words on a page. Your brand will be explored and understood, your audience will be defined and crystallised, your tone of voice perfectly tuned and your brand narrative smoothed into a story that makes sense for you, your marketplace and your audience.
Outsourcing your copywriting can be the secret sauce in your marketing hotpot.
Ready to get started? Get in touch.