Outsourcing copywriting can be a game-changer for businesses aiming to enhance their content without stretching internal resources. This guide will walk you through how to effectively outsource copywriting, ensuring you get high-quality results that rank.
What is Outsourcing Copywriting?
Outsourcing copywriting involves hiring external writers or agencies to produce content, such as blog posts, web pages, product descriptions, and advertisements, on behalf of your business. This allows companies to access specialized expertise without overburdening internal teams.
Why Outsource Copywriting?
- Access to Expertise: Hiring professional copywriters gives you access to a diverse talent pool, with specialized knowledge in various industries. For example, the Content Marketing Institute reports that 70% of companies outsource content creation, particularly when writing requires niche expertise, like medical or technical writing.
- Time Efficiency: By outsourcing, you free up internal resources, allowing teams to focus on strategy rather than content production. HubSpot reveals that marketers who prioritize blogging are 13 times more likely to achieve positive ROI, making outsourcing an efficient solution for keeping up with content demands.
- Cost-Effectiveness: Outsourcing is often more affordable than hiring a full-time writer. A survey by ClearVoice shows that freelance copywriting rates are flexible, ranging from $0.10 to $1 per word depending on expertise, compared to the fixed cost of in-house writers with salaries and benefits.
How to Choose the Best Outsource Copyrighting Services
1. Define Your Needs
Before you start looking for a service, clearly define your content goals. For example:
- Type of Content: Do you need blog posts, technical guides, or social media posts?
- Industry Knowledge: If you’re in a niche sector like healthcare, make sure your writer understands the relevant terminologies.
- Tone and Style: Ensure the writer matches your brand’s voice—whether formal, conversational, or technical.
2. Research and Evaluate
Checking Portfolios: Review their portfolio to assess writing quality. For instance, ask for samples that show SEO-optimized content and engagement metrics (e.g., increased traffic, conversions).
Reading Reviews and Testimonials: Look for agencies or freelancers with verified client testimonials. Display case studies with metrics proving content success.
Comparing Prices: Balance cost with quality. The Content Marketing Institute reports that 60% of marketers use freelancers because they offer flexibility in pricing.
3. Test the Waters
Start with a smaller project before committing to a long-term relationship.
- Quality of Writing: Is it engaging and error-free? High-quality content should also meet SEO standards to rank well in search engines.
- Timeliness: : A reliable freelancer consistently delivers work on time, which is essential for meeting project deadlines and maintaining a positive working relationship.
Key Benefits of Outsourcing Copywriting
- Scalability: With outsourced copywriting, you can scale content production based on your needs. Whether it’s seasonal demand or a long-term growth strategy, agencies can adjust quickly to meet content volume requirements.
- Fresh Perspectives: Gain new insights and ideas from external writers.
- Specialised Skills: Outsourcing provides access to writers skilled in specific fields. A business focused on eCommerce, for example, may benefit from hiring copywriters experienced in conversion copywriting, driving more product sales.
Common Pitfalls to Avoid
- Neglecting Communication: Clear communication is essential for ensuring expectations are met. When outsourcing, provide detailed instructions and maintain regular check-ins.
- Overlooking Revisions: Always check if revisions are part of the service agreement. Freelancers often provide two to three rounds of edits to meet client needs.
- Ignoring SEO: SEO-optimized copy is crucial for ranking. Make sure to discuss keyword integration, internal linking, and content structure during the briefing.
Best Practices for Managing Outsourced Copywriting
1. Establish Clear Guidelines
Provide detailed briefs that include:
- Objectives: What are your specific goals (e.g., increasing engagement, improving conversions, or boosting SEO rankings)? For example, when we outsourced content for a client’s blog, we set a clear goal of increasing organic search traffic by 25% within six months through keyword-focused content.
- Target Audience: Define your audience. If you’re targeting B2B tech companies, the tone should be more formal and data-driven.
- Keywords: Provide a list of primary and secondary keywords for SEO purposes. Here’s a visual guide to keyword targeting.
2. Maintain Regular Communication
- Scheduled Updates: Schedule regular check-ins to ensure the writer understands the project and aligns with your expectations
- Feedback Loops: Provide constructive feedback to refine the content.
3. Monitor Quality and Performance
- Review Content: Consistently assess content quality and ensure it aligns with your brand. Use tools like Grammarly and Copyscape to check for grammatical issues and originality.
- Track Results: Use Google analytics to measure the impact of the content.
FAQ
Q: How do I ensure the quality of outsourced copywriting?
A:Define clear guidelines, choose experienced writers, review their portfolios, and regularly monitor the quality of work. Track the results using tools like Google Analytics or SEMrush to see the impact on traffic and engagement.
Q: What should I include in a copywriting brief?
A: A good brief includes objectives, target audience, tone and style, keywords for SEO, and specific requirements, like calls to action or industry-specific terms.
Q: How can I measure the effectiveness of outsourced copywriting?
A: Track key performance indicators such as organic search rankings, engagement metrics (social shares, time on page), and conversion rates. Use tools like Google Search Console and Ahrefs to track keyword performance and overall traffic growth..
Conclusion
Outsourcing copywriting can significantly benefit your business by providing access to specialized expertise, reducing internal workload, and improving SEO. By clearly defining your needs, maintaining open communication, and tracking performance metrics, you can ensure that outsourced content meets high standards and aligns with your business goals. For real success, always back up your content with data and case studies to reflect credibility and expertise.