In need of copy for your website? Maybe you’ve determined that you need regular blogs, ebooks or other whitepapers. It can be difficult to find someone who excels in copywriting in house, but will outsourced help deliver the goods?
Money can be a huge determining factor when it comes to outsourcing. You are likely to be able to find a freelancer who will write an article at $20 per piece. This is, naturally, very tempting, and rewinding 10 years back, having a pool of these writers may have got you by. Fast Forward back to present day, and this content process just doesn’t cut it anymore. Now more than ever, quality is far more important than quantity.
The major benefit of hiring an agency is that the vast majority are (or should be) focused on results – because that’s the best way to ensure a long-term relationship with a client. A good agency should know that simply churning out cheap churn will not help to achieve the clients KPIs, and therefore will result in lost clients. Understandably, not everyone can afford to use an agency, so to those who are taking on the responsibility of copywriting in house, we thought we’d share a little snippet of how we go about content writing.
So here’s what we do:
Every single piece of content we produce is part of a wider strategy, that is unless the content is sporadic and pop content focused. The outlined strategies are produced after a thorough analysis of your clients audience personas, motivations and pain points. This helps us to create content that resonates well with said target market.
Possibly the most important aspect is research. Prior to writing any content, at Tuskany, we always undertake expensive research so that everything we say is accurate, engaging, informative and actually worth mentioning. Providing content of this standard helps build trust with the consumer.
Once we have strategized, found a goal for the piece of content, researched the subject and planned a foundation, we write. The key takeaway piece of information we can advise on here is to take your time. We understand that time is money, but rushing a piece of content can have adverse effects on the purpose of that content. Rushing can lead to poorly written copy, structure and grammar! All things that a consumer will pick up on.
The key to a successful content strategy is in the continuous measurement and analysis. There is absolutely no point in writing copy, promoting the piece and then simply letting it float about in the ether with no knowledge of how well it performed. By analysing each content piece, i.e., checking the average time on site, bounce rate, pages per session etc, you can start to gain a deeper understanding of how certain content styles and topics resonate with your customers, therefore providing valuable insights to help shape future content.
If you’re in the market for an agency and would like to talk about how we can increase sales, awareness or engagement for your brand through content? Get in touch today.