WHAT GREAT COPYWRITING SERVICES CAN DO FOR YOUR BUSINESS

MAKE AN IMPRESSION

Enlisting the help of professional copywriting services can be the difference between a potential customer rolling their eyes at another dull blog post or engaging with what you have to say and enjoying it due to the value it offers. 

With the web becoming increasingly saturated with content, it’s more important than ever to ensure your copy is unique and stands out from the competition.

WHAT IS COPYWRITING AND WHAT DOES A COPYWRITER DO?

Copywriting is both an art and a science. It involves the creation of persuasive written content marketing and sales materials to generate leads, conversions and sales.

A copywriter is a professional who is skilled in writing clear and concise copy for advertising and marketing collateral. They are responsible for the words, phrases, taglines, paragraphs and any other words that you might find on a brand’s online or offline marketing materials. 

Typically, a business will hire an in-house writer or outsource to an agency or freelance copywriting services.

WHAT TYPES OF TEXTS REQUIRE A COPYWRITING SERVICE?

Many types of marketing texts can benefit from the expertise of a professional copywriting service. 

Essentially, all of your audience-facing content and communications collateral need to feature concise, clear and effective copywriting. The writing should convey information, answer your customers’ questions and encourage them to interact with your products and your brand’s content.

Here are a few examples where an experienced copywriter can help you make a difference:

• Product descriptions
• Blog posts
• Website copy
• Landing pages
• Gated content (downloadable assets or ebooks)
• Promotional materials
• Press releases
• Newsletters
• Email communications
• Social media copy

Why many businesses are choosing to outsource their copywriting 

Nowadays, sales and marketing teams have more to do than ever before. As the world becomes increasingly digitally connected and the competition grows ever more fierce, there are many reasons why a business might opt to outsource its copywriting to an agency or a freelancer.

Below are some common motivations:

• Lack of time: Executing an effective content marketing strategy and writing texts that captivate your audience takes time and resources. Even if you have a skilled in-house marketing team, they likely have other important tasks to manage. Outsourcing copywriting means they can focus on meeting deadlines and growing your business. 
• Lack of talent and resources: Many small and mid-sized businesses simply don’t have the budget or resources required to hire an in-house marketing team. Working with an agency specialising in copywriting services means you can sustainably produce high-quality content. 
• Too much pressure on in-house marketing staff: If you have a small marketing team, asking them to take on copywriting duties may lead to diminished quality and potential burnout. 
• Lack of scalability: If you require consistent, quality content you can’t simply hire staff and let them go once a project is complete. That’s why outsourcing copywriting can be more scalable in the long run. 

WHAT ARE THE BENEFITS OF USING OUTSOURCED COPYWRITING SERVICES?

Although hiring an in-house copywriter does have its advantages, there are many benefits to outsourcing copywriting to a digital agency or freelancer.

Expertise

Access a pool of expert copywriters who know how to handle different types of texts and can adapt to your business needs, whether you require them to complete a specific project or on an ongoing basis.

Flexibility

A copywriting agency can handle all of your content demands or they can be used during times of high demand to make your life easier.

Creativity

Copywriters are the experts on all things related to writing. They know how to transform a dull guide into a compelling downloadable asset that converts leads, or how to turn a boring homepage into an engaging website using creative writing that provides the viewer with all the information they need to make an informed decision.

Scalability

If your business is expanding quickly or experiences periods of slow growth, an agency offering copywriting services will be able to scale to meet your needs. If you are unable to continue due to unforeseen circumstances, it’s easy to pause as required.

Optimisation

Optimizing your content to rank in search engines is vital to success. A good copywriter understands key SEO principles and can enrich your text with the right keywords.

Want to know more?

Get in touch with Axonn today to find out more about the wide range of copywriting services we provide across a whole range of content types.

HOW DO YOU SELECT THE BEST COPYWRITING SERVICES FOR YOUR BUSINESS?

If you’ve decided that working with an agency or freelance professional is the best choice for your business, there are some key factors to consider to ensure you make the right decision. Here’s what to look for when outsourcing your copywriting:

• Cost: Obviously, you’ll want to save money where possible. However, be sure to weigh up costs against other factors like quality and capacity. 
• Geographical location: Choosing an agency that operates in the target country of your audience will eliminate the potential of cultural differences impacting your copy. Additionally, consider any language specifications required for your target markets. For instance, if you want to break into a foreign market, be sure to hire a native copywriter or editor to avoid mistakes and misunderstandings. 
• Capacity: Determine whether the agency has the resources to meet your demands and timescale. Additionally, if you want to meet specific goals like increasing your website traffic you should look for agencies that offer an SEO copywriting service. 
• Experience: Assess the quality of work an agency or freelancer has produced in the past to see if it meets your standards. You can take a look at any case studies or client testimonials to get an idea of the scale they are capable of working to and the industries they are familiar with. 
• Editorial control: Consider whether you want to have maximum control over the content or you’re looking to outsource to an agency that takes the wheel and can be trusted to deliver. Some agencies, for example, provide a more hands-on service where they manage their own writing teams, meaning you have reduced contact with the individuals working on your projects. This can save a lot of time when it comes to large-volume projects.

Why do copywriter services vary so much in price?

It all depends on the scope of the project you need the copywriter or marketing agency to work on and the amount of time required. Typically, agencies will bill for the hours used to write and edit the content and any additional material that you require, such as SEO keyword research or accompanying graphics.

Rates will vary depending on the scale of the agency or the experience of the copywriting team. Services that are industry-specific and therefore require a higher level of expertise, such as technical or medical copywriting, may cost more as they generally require more research and specialised knowledge.

What content can outsourced copywriters provide?

Practically anything you need. Copywriters know how to produce different types of texts to meet the needs of the client. 

You can hire an agency or freelance copywriter to handle one area of your content strategy, such as your email marketing, or various tasks simultaneously. They are skilled writers who can adapt to different types of texts as long as they know what you hope to achieve and the tone of voice your brand wants to convey.

How do copywriters obtain the information they need to write?

First of all, you’ll need to brief the copywriter on what it is you want them to write. They should know what the goals of your content strategy are so they can tailor their writing to achieve them. 

For instance, if you’re hiring a professional to handle your social media communications, you should look for someone well-versed in copy for different social platforms. Or, if you want to drive traffic to a particular landing page, they should know how to use SEO to write effective copy and calls to action. 

They’ll also need to familiarise themselves with your brand guidelines and tone of voice to ensure that all of your marketing communications are in line with each other. 

When it comes to research for collateral like blog posts or downloadable guides, a good copywriter will understand the importance of using credible sources to inform their writing.

Who will be working on your copywriting campaign?

Generally, the copywriter will handle the writing and editing of the text you have hired them to produce. Depending on your needs, they’ll also work in tandem with other integral parts of a brand’s marketing team including graphic designers and SEO strategists to ensure their messages are clear and effective, whether it’s being featured on a website landing page or sent to a newsletter subscriber’s inbox.          

What information do you need for a copywriting project?

The copywriter or agency you work with must have a good understanding of your brand, its products or services and any marketing goals you hope to achieve. Ensure you provide them with information like:

• Your company history, vision and mission
• Brand guidelines and tone of voice
• Information on your target audience (demographics, pain points, etc)
• What value the company provides to the audience
• Any relevant slogans or mottos

HOW TO WORK WITH COPYWRITING SERVICES TO PRODUCE CONTENT THAT WINS

Working with a copywriting service will not only save your marketing department valuable time and resources, it also allows you to work with skilled professionals who you can trust to get the job done.

At Axonn, our team of experienced copywriting experts know how to create marketing and communications texts that attract your audience and get results. Whether you’re looking for someone to handle your email marketing campaigns or an individual versed in technical copywriting, we can help you to deliver effective campaigns that drive traffic, generate leads, boost engagement and increase conversions.