Who Should Write Your Articles, Emails, Case Studies and other Marketing Materials?

Let’s face it…

Finding a dependable writer you can trust with your marketing materials is not a stroll in the park.

Yet, you need one. I mean a good writer who understands your industry and can deliver kinds of project types in a good time.

I say that with emphasis because from my experience working at a digital agency, we were usually pressed for time to deliver client’s work regardless of the type of project it was, whether blog posts, email autoresponders, case studies or whitepapers.

And as a business owner or marketing manager, you want these things done on time, but beyond meeting deadlines which are of course important, you also want a writer who can deliver quality stuff that will generate good results.

The problem here is knowing where and how to find this writer, but don’t worry anymore, in this article, I’ve outlined three means of finding a good writer, each with its pros and cons.

After reading this, you will have a clear understanding of how to find a reliable professional writer who will help improve your business.

Now let’s get straight to it.

3 Ways to get Your Marketing Materials Done

1. Outsource to An Agency

If you want your marketing communications done without having to bother at all about it, then it is best you use an agency. Although this does come at a cost — it simply shifts the responsibility of that part of your business to a team of experts.

This is usually a thing with big businesses, but it isn’t out of the league of small businesses either, especially because you can easily find an agency close to you from Google.

However, there are Pros and Cons for outsourcing to an agency and they are…

Pros:

1. An agency can take on full-service marketing beyond writing. They can create good design, build mobile apps and make great video content too.
2. An agency is a team of experts, so you will have more hands on deck
3. You get to focus on the core of your business while your agency sends in monthly or quarterly reports of key marketing metrics.
4. Using an agency has a higher success rate than doing it on your own.

Cons:

1. Using an agency is quite expensive due to operational costs, and employment benefits they have to cover.
2. Most agencies lack experience working in some industries so if your business is their first in your industry, you’re the learning experience.
3. Another negative thing here is that you and your agency might have different ideas on the vision of your marketing strategy.
4. Contrary to what you might think, oftentimes, you don’t have control over the speed of project delivery with agencies.

With that said, you can also use the second option, which is to…

2. Hire an In-house Copywriter

Having an in-house copywriter means you can have your marketing pieces done quickly when you need them. It also means that the whole team can weigh in on marketing idea creation during strategic meetings, which allows you to be aware of the processes and results in due time.

But it does have its own advantages and disadvantages too.

Pros:

1. It takes less time to get the job done because you have someone to take up the responsibility in-house.
2. They are there when you need them and they often get to understand your business inside-out
3. They can be cheaper if you embark on large volumes of content or make copywriting one of their multiple responsibilities.
4. You’re aware of the decision-making process and you have a say in the direction of your marketing campaign.

Cons:

1. It is almost as expensive as outsourcing to an agency. In the United States employing an average full-time copywriter costs about $48,292 per annum.
2. Your employer might lack specialization in certain areas, for instance, he or she could specialize in writing short form copy and not have a deep knowledge of content strategy, SEO or writing white papers.
3. The cost outweighs the value, especially if you are not an agency or if you don’t produce content much often.

On the other hand, you have another option which is what most businesses, big and small alike are opting for these days.

3. Contract a Freelance Writer

With the advent of the gig economy which is fast rising, contracting freelancers is how most businesses are getting the job done today. But there is a caveat; there are as many good freelancers as there are low-quality $5 freelancers.

The catch here is to know how to get the best of them. However, here are the pros and cons of contracting freelancers.

Pros:

1. It is the cheapest means of finding creative professionals because you hire them on demand and you are expected to save between 20–30% annually with a freelancer.
2. It affords you access to specialized writers because you can hire different writers for different projects.
3. Freelance writers are flexible and innovative, given their experience working with various clients.
4. You get to hit important deadlines with freelancers because they set their own working hours to get the job done.

Cons:

1. There are a lot of low-quality freelancers who don’t mind how little you pay and you can find most of them on low-paying content mills. Note that there could be exceptions to the rule but seeking freelancers on these sorts of sites won’t get you the best results.
2. Good freelancers are loyal to the one who pays the most. So it might be difficult getting them to be invested in your business.
3. It is also hard to find a freelance writer who can be your go-to for all kinds of projects most of them have specialities.

But when you do find one, you should ensure to build a long-term relationship with him or her because it will benefit you in the long run.

So Who Should Write Your Marketing Materials?

That’s yours to determine…

I only wanted you to know the means of getting reliable professional writers that can deliver great results that will move the needle for your business, and I hope this has been helpful.

So you need not ask for my recommendation because as a freelance writer and digital marketing consultant — a rare qualification among freelance writers by the way — I will be biased.

But honestly, if you hire me, you get a fast, reliable freelance writer committed to your success. Because I can help you create goal-oriented marketing content that will give you an edge over your competitors, generate more leads and ultimately get you more sales.

A fact you’ll never attest to if you don’t try.

With that said, however, the ball is in your court, but really, who would you want to write your marketing materials?

Originally published at lanrepeterwrites.com on April 4, 2018.