Now more than ever, businesses are leveraging external resources to improve their digital marketing. Copywriting is one component that can either be outsourced to a copywriting agency or managed in-house, but which is right for your organization?
As a digital marketing expert and business management consultant who routinely helps companies make strategic decisions like this, my perspective may be different than others you’ve heard, simply because I’m not invested in either solution; only that my clients have the right solution for their needs.
Because of this, I don’t set out to push companies into a standardized box. Instead, I perform a comprehensive assessment and identify gaps. Most of the time, I advocate for using the resources an organization already has in-house versus outsourcing, but sometimes the gaps are best filled through outsourcing.
Below, I’ll give you an overview of some of the things I take into consideration when deciding whether to outsource copywriting or keep it in-house, so it’s easier to choose the right solution for your business.
Get to Know a Copywriter’s Role Before You Decide
If you have an in-house marketing team, chances are many of them can write, but that doesn’t necessarily make them writers nor does it mean they enjoy writing, have the ability to create quality copy, or have the bandwidth to do so.
Your copywriter should be able to work across a variety of mediums, from web pages through ads, and brochures. If you only have a need for one writer, it may be a good idea to ensure the person you work with has content writing skills as well, which includes things like blog posts.
Consider the Resources Necessary to Fulfill the Role
- Ability to write high-quality, reader-friendly, concise, compelling, grammatically correct copy
- Ability to maintain brand standards and be consistent
- An understanding of the market and audience
- Ability to tailor copy to readers in terms of language, style, and medium
- An understanding of SEO (search engine optimization) and web markups
Although technically, your copywriter may be able to get by with only a word processing program, chances are he or she will need access to a variety of tools to enhance quality and aid in collaboration.
- Proofreading and editing tools (Grammarly, WhiteSmoke, etc.)
- Analytics (Google, your CRM, etc.)
- Collaboration (Google Docs, Wrike, Asana, etc.)
- Images (Canva, Pexels, Flickr, Shutterstock, etc.)
One of the challenges of keeping your copywriting in-house is that companies often have the tendency to assign someone the task of creating copy, but it’s not necessarily what they do and it’s low on their priority list of duties.
It takes time to create quality copy, so make sure whoever’s handling your copywriting has enough of this resource to do the work well. Equally, you may not need a full-time copywriter. If so, that’s OK too. You can always hire a professional copywriter for a part-time position. The key here is to ensure that whoever is on the task has the bandwidth to dedicate to it.
Identify What Successful Copywriting Looks Like to Your Organization
In short, a copywriter is successful if the end-user or visitor takes whatever action you hope they’ll take. KPIs look different depending on what type of project the copywriter is working on but there is always some way to measure the success.
- Cost Per Acquisition
- Conversion Rates
- Open Rates and Click-Through Rates
- Time on Page
- Bounce Rate
- And More
Making the Final Decision: Should You Outsource Copywriting or Keep it In-House?
Ultimately, if your company has the resources necessary to keep copywriting in-house, you’re measuring the success of the copy, and are happy with the results, there’s no reason to outsource it. However, if you’re struggling to find someone with the skills you need or aren’t getting results from your copy, it’s a good idea to explore outsourcing it.
Build Your Digital Marketing Dream Team and Boost Your Business
Still not sure how to assemble the digital marketing team that will give your company the visibility and growth it deserves? As a business and digital marketing expert, I can help you find the right people and get your marketing aligned with business goals. Contact me for a consultation.