Outsourced Copywriting:: | In-House Copywriting Vs Agency Copywriting
In comparing in-house copywriting teams against outsourced copywriting agencies, do you want to hire a copywriting agency?
As you look at your in-house copywriting team, are you happy with the results?
As your business continues to expand, audience demand for fresh, high-quality, engaging, and persuasive copy continues to grow.
And as you honestly evaluate your in-house resources, you conclude that you are not in a position to scale your content production.
If your experience is similar to our other clients, you start to wonder how you can craft product descriptions, pharma, email, web, blog articles, and other website content that will convert to sales.
And that is the point you raise the question that is the basis of this article: should you work with a copywriting agency or hire an extra in-house employee?
In this article, you will uncover when you should outsource your copywriting. You will also learn how to scale your content.
Also, you will learn business decision-making factors to consider when comparing an in-house copywriting team to an outsourced copywriting agency.
Finally, you will discover what to look for in an outsourced copywriting agency.
Let's dive in.
If you are a small business, hire a copywriter. But for mid-sized and some large companies outsource to a copywriting agency.
When Should You Outsource Copywriting?
Should you work with a copywriting agency or hire an extra in-house copywriter?
While some brands take pride in crafting their copy in-house, there are compelling reasons why even large corporations outsource.
As you are reading this, you may be feeling the pressure to outsource.
And you are not sure if that is a good business decision.
Here are reasons that would help you decide if now is the right time to outsource your copywriting to an agency:
You Are Too Busy To Craft High-Quality Copy
After spending time working on your business, are you too busy to write high-converting copy?
High-quality content takes many hours or even days to research, write, revise and proofread.
If you cannot afford to remove yourself from your core business each month, you have a great reason to outsource. Spending more time on a post pays off.
Bloggers who spend six-plus hours on a post report strong results by 31%. Writing copy is the main business of copywriting agencies.
Outsourcing frees up the time spent on creating content. Also, you are likely to get the finished copy back faster.
You Can Not Write Quality Copy
Let us be honest here.
Everybody cannot write a high-converting copy that boosts sales.
It might bruise your ego to realize that you need to hire a professional agency to spice up your copy.
But it may be a necessary business move.
Everyone is ignorant of something.
You might be an expert in your niche, but you may not know how to craft a high-quality copy that engages, convinces, and persuades your target audience to buy your products or services.
Hiring a copywriting agency helps you address the pain points of your target audience.
Get high rankings on search engines and generate more sales.
You Do Not Know SEO
Search engines are constantly changing how they rank content. And that requires keeping up to date with the latest SEO ranking factors.
Having optimized copy helps Google and other search engines rank your content high on search result pages.
Do you have the resources to keep up with SEO trends? Or would it be better to outsource your copywriting?
In-House Copywriting Staffing Costs
It is expensive to hire, train, and keep new employees, especially for smaller companies.
If you are considering hiring new employees for copywriting, outsourcing will save you money.
And that is because it eliminates costs like unemployment insurance and other expenses associated with new employees.
Keeping Focus On Your Core Business
Running a successful business is more than a full-time job.
And generating optimized copy that can rank high search engine results pages requires a lot of attention.
It cannot be done successfully by employees with multiple roles in a company.
Outsourcing puts your copy generation into the hands of professionals while your employees focus on their core roles.
Are you getting the results you want from your copy?
If your copywriting efforts are not delivering the results you want, it is time to outsource.
Putting your copywriting in front of an agency helps you see things from a different perspective.
And with fresh eyeballs, they will write copy that attracts, convinces, and persuades your target audience.
How To Scale Your Content
Look at these content marketing statistics to see if your in-house team can keep up with your competition
- Marketers who prioritize blogging are 13x more likely to have a positive ROI on their efforts.
- 82% of marketers report actively using content marketing in 2021, up 70% from last year.
- Brands'primary goals for running campaigns are brand awareness, increasing sales, and increasing engagement.
- According toeMarketer, 60% of marketers create at least one piece of content each day.
- 78% of consumers will trust your brand if you produce more customized content.
- According to Dragon Search Marketing, 61% of consumers areinfluenced by custom content.
The conclusion is that the demand for relevant, engaging, and persuasive content has been increasing.
The in-house team of many brands cannot keep up with the amount of content produced by their competition.
And the team may not be equipped to deliver copy at scale. So they do what 64% of B2B marketers do. They outsource blog copywriting.
And for marketing agencies, partnering with an outsourced copywriting agency allows you to take more work.
At Anaconda Marketing, we have a talented team of in-house topic experts.
But we also have a network of vetted outsourced subject matter experts and agency teams who handle our extra workload.
Outsourcing your copywriting to a professional agency will help you scale your content.
Here are key business factors that need consideration when comparing in-house against outsourced copywriting agencies.
Advantages Of An In-House Copywriting Team
Having an in-house copywriting agency has many advantages. And they are listed below:
In-House Copywriting Team Pays Dividends
New projects help your in-house copywriting team to upgrade their skills. And as you keep adding to your skills, your team gets better.
Hiring skilled copywriters can lead to increased sales.
Higher search engine rankings and skyrocketing sales probably motivate you to build a superstar copywriting team.
If your brand wants to scale your content production, you will need talented copywriters in your corner.
Your brand is in the best possible authoritative position in your niche when you have the loyalty of talented, skilled individuals with specialized skills.
One of the best ways to keep a team that sticks around is to invest more time and money in training them.
The resources you use in upgrading your copywriting skills pay off for a long time.
With enhanced skills, you can take on copywriting projects outside of your usual expertise.
You Set The Schedule For Your In-House Copywriting Team
the schedule is one of the benefits of having an in-house copywriting team.
And whether some team members work at an office while others work remotely, you can set shared working hours for your whole team.
The advantage of such a setup is that every member of the team is available to work together.
On the other hand, freelance copywriting agencies do not have set hours.
That means that if you want your team to work with them, it may not be possible to schedule everybody.
Your In-House Copywriting Team Is Flexible And Invested
All your in-house team shares your values. And they have a vested interest in the success of the brand.
And that is because their future depends on the success of the brand. However, not all in-house teams are highly engaged and loyal to their brand.
But the loyal ones have a significant advantage over outsourced copywriters.
And the team that cares about the outcome of a project willingly steps outside of their specialty and finds creative ways to get a winning copy.
They yearn and are eager to suggest ideas to make a project better. And at other times, they proactively fix issues before they become a problem.
That dedication makes up for small skill gaps because team members are more willing to figure things out.
The result is that your engaged team gets more done.
In-House Copywriting Team Knows The Company Culture, Vision, And Values
An outsourced copywriting agency sends a content brief, learns as much as possible about your company, tone of voice, competition, and target audience.
Still, it would never be as knowledgeable as an in-house copywriter. And the reason is that in-house copywriter works exclusively with only one brand.
On the other hand, an outsourced copywriting agency works with many brands.
Also, a full-time internal employee is much more closely invested in the success and growth than outsourced agencies.
Since outsourced agencies work with many brands, they may not fully understand your tone of voice, culture, and values.
It Is Easier To Track Progress With An In-House Copywriting Team
An in-house copywriting team works with the marketing department and most of the time in the same building.
As your company employee, you have immediate access to them should disruption or emergency takes place.
And being accessible makes it easy to produce consistent copy across all online channels. It is also easier to see the long-term goals of the brand.
The business can track and monitor the progress of an in-house team while keeping an eye on deadlines.
Disadvantages Of Using An In-House Copywriting Team
With an internal team, you will need to find, interview, hire and initiate these new employees.
After that, you will have to contend with their salaries, benefits, sick leave, and time off.
In-house copywriters may not have a skill set as deep or as broad as copywriting agency employees.
With an outsourced copywriting agency, you can scale up the production of your copy rapidly.
But with an internal team, you may be slowed down when you have more projects than usual.
And you may need to find and hire competent employees.
It is highly likely and common for in-house copywriting teams to get stuck in a rut with briefs and strategies.
If a vital member of your team quits, your entire program may freeze until you find a suitable replacement.
Advantages Of Outsourcing To A Copywriting Agency
There are many advantages to outsourcing your copywriting to an agency. Here are a few of them:
Outsourced Copywriting Agencies Offer Great Value
The best copywriters charge high prices because they make a lot of money for their clients with their skills.
And they know their value.
Their clients know what they bring to the table and reward them handsomely for their skills.
However, you get what you pay for.
When you pay peanuts, you get monkeys.
Before you hire an outsourced copywriting agency, keep in mind what your goals are.
If your goal is to get a high-quality, engaging, and persuasive copy that converts, do not expect the $12/hour copywriters to achieve this for you.
For example, SEO copywriters charge more money. It is worth the extra money.
That is because SEO (search engine optimization) copywriting is a field that requires intensive training.
SEO copywriters, craft copy that results in high search engine rankings.
Higher rankings result in more views. More views mean more potential buyers. And the value of this is beyond any extra cost associated with it.
That is why paying extra for a copywriter who excels at SEO is worth the money.
Warren Buffet said, “Price is what you pay. Value is what you get.” When hiring copywriters, think about the value and not the cost. The value you get is much more important than the money you pay.
Outsourced Copywriting Agencies Offer Wide-Ranging Skill Sets
Outsourced copywriting agencies have experts. And these experts have core talents or niche areas of expertise.
Each copywriter on the team is best suited for a specific type of copy.
And with each team member excelling at different types of copywriting, the agency can produce a variety of expert copywriting assets.
For example, within a team, you can have a copywriter that is great at writing Facebook ads.
And another member of the team is great at writing email sales letters.
And with a team that has mastered writing a specific type of copy, you get a copy that ranks high on search engine result pages.
Each copywriter in a team brings unique skill sets to the table.
For instance, writing for social media is requires a particular skill that not every copywriter possesses.
Crafting enticing, clickable social media posts within the social media character limit requires a unique skill set.
With a wide-ranging skillset, agency teams can be your one-stop-shop for all your copywriting needs.
Outsourced Copywriting Agencies Help You Avoid Workplace Politics
What is workplace politics? Michael and Deborah Dobson offered a comprehensive and operational definition of workplace politics.
In their book, they define it as: “The information and sometimes an emotion-driven process of allocating limited resources and working out goals, decisions and actions in an environment of people with different and competing interests and personalities.”
Most professionals do not enjoy office politics.
It causes conflicts and distractions. The quality of work suffers when office drama creeps in.
When you outsource your copywriting to an agency, workplace politics become a non-factor.
Copywriting agencies focus on one thing and one thing only: copywriting.
Outsourced Copywriting Agencies Keep A Competitive Edge With Industry Best Practices
The copywriting landscape is continually evolving. SEO tactics and tools of yesterday, will not necessarily be effective tomorrow.
Competition is tough.
Your competition is producing content at scale. And technologies are changing at a lightning pace.
And if you are still using old technology and tactics, your brand will eventually get left behind.
However, staying on top of the latest and greatest copywriting best practices is what agencies do.
Copywriting agency teams often get their first crack at the latest, ground-breaking technologies and educational marketing conferences.
And most of these technologies and industry best practices are not within reach for in-house copywriting teams.
By outsourcing your copywriting to an agency, you benefit from the skills and experience of a seasoned and up-to-date team. Outsourced
Copywriting Agencies Help You Boost Sales
Great copywriting helps a company define its own identity and communicate its core message to its target audience.
It also educates potential and existing customers and ultimately drives sales by persuading people to buy.
However, great copywriting is not as easy to accomplish as one would think.
Creating a persuasive copy is about understanding the target audience and crafting content that speaks to them and their pain points.
While mastering the art of copywriting may take years of practice, your outsourced copywriting agency is qualified, ready, and eager to boost your sales.
Outsourced Copywriting Agencies Have Access To Tools And Platforms
There is no secret trick that will replace your time, effort, and genius, but there are plenty of copywriting tools that can make your life easier.
A professional copywriting agency already comes with all the must-have technologies.
Many agencies will also test and invest thousands of dollars in annual subscription fees to equip themselves and stay ahead of the curve.
Access to the best tools and platforms is a time-consuming and expensive process that professional agencies invest in.
The expenses are part of the cost of doing business.
But you benefit from the updated tools and platforms used in crafting your winning copy.
Hiring a team of talented copywriting experts is crucial for the growth of your business.
You already know that poorly written marketing content and website copy will silently destroy your business if you refuse to do something about it.
Hiring a team of skilled outsourced copywriters can boost your sales because copywriters know how to close in print.
However, after considering this article, the decision of whether you should outsource your copywriting or keep it in-house is entirely dependant on your unique situation.
When you go over all the copywriting factors of the in-house marketing vs. marketing agency debate, do you find yourself, or your team, leaning one way or the other?
That could be your answer.
On the other hand, if the list of pros and cons is equal on both sides, you could be like the many businesses that combine both.
Always ask for help, especially in areas where you do not have an expert on the team.
Or request a consultation with the new and trending tactics you are trying to gain a competitive edge with.
Outsourcing your copywriting is a cost-effective decision that generates the best results for your business.
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