In the world of digital marketing, attention is part of the economy. The more eyeballs you get on your website and online assets, the more leads and sales you are likely to generate.
There are, of course, many ways of gaining this attention. The traditional modes of advertising are billboards, flyers, TV and radio. The problem is these are not always as accessible, effective or affordable. Unless you are Amazon, traditional advertising is unlikely to be as sustainable as online content marketing, which is affordable, accessible and measurable.
Statistics published by the Content Marketing Institute, revealed that 60% of the most successful businesses have a documented content marketing strategy.
A copywriting agency is an outsourced service that uses a content marketing strategy to promote your business to a wider audience. They work with your marketing team to deliver targeted messages to a wider audience in order to help you achieve your KPIs.
One of the common misconceptions that some businesses have is that copywriting is a luxury add-on that does not come up high on the list of priorities. The problem is, that copywriting is the fuel that powers all of your campaigns. Without the research, metrics and impactful messaging, you risk your products and services being overlooked in favour of the competition.
Another major misconception that some business owners have is that they are the best ones to write about their own products. The problem is, this is usually not true. You may be too close to your own work and may assume your audience is as familiar with how your service or product works as you are.
On the other hand, you may have a picture of what you want your brand to be that is different from what your customers are interested in. A professional writer can avoid this drawback and focus on creating results-oriented content.
But that’s not the only reason you need a copywriting agency.
Here are a few others:
Even if you are skilled at writing, if you are busy running a business and managing multiple teams, then you are unlikely to have the time to research the campaigns, produce the kind of content that you need, distribute it to the right platforms and set up the infrastructure to measure the impact of those words.
This is why you need the help of a copywriting agency that can do all of that for you. We don’t just write a few poetic words and hope for the best. Our specialist copywriting teams meticulously research your industry, market and target audience to ensure that the words they write will position your business in the best possible way. We will then track and tweak the campaign as necessary to gain proven results on behalf of your business.
The average salary for a full-time writer in the United Kingdom is £26,540, which equates to roughly £2,208 per month. However, that does not take into account the cost of recruiting and training a writer to work to your specifications. Nor does it take into account other costs such as sick pay, national insurance contributions, pensions and other add-ons.
Even a freelance writer can earn up to £16.82, which would equate up to £134.56 per day or £682 in a five day working week. If you hire multiple writers with more skills and experience, then the cost will increase exponentially.
On the other hand, hiring the services of a copywriting agency that already has the skills and experience acquired from working with hundreds of companies, is significantly more affordable. Even if you are paying a retainer of £1000 for ongoing copywriting and marketing, it will still work out cheaper than paying a copywriter. Moreover, when you enlist the services of a copywriting agency, you don’t just get one writer. You get a whole team of marketing, distribution and SEO specialists that will be working hard to help you achieve your goals and get your company in front of the right audiences.
If you enlist the services of a copywriting agency such as Markateur, you also get flexibility, meaning that you are not tied into any contract and can even choose to do one-off projects as and when it suits you.
There is more to copywriting than just writing a few promotional words. If your content is a bunch of static words sitting on your website, then it won’t help you very much. Hiring a copywriting agency gives you access to SEO experts that can research the most profitable keywords for your business and integrate them within your content and within the backend of your website.
Over time, this can help you rise to the top of the Google ranks and land you on page one for your chosen keywords.
The main reason businesses hire copywriting agencies is to bring in new leads and sales. When executed correctly, a copywriting campaign can generate leads as a result of getting your communications out to a wider number of people. This can be done in a number of ways. It may come in the form of an SEO campaign that gets you higher up on the search engines.
It may come in the form of a well-crafted social media post that inspires people to take the next step. Alternatively, it could materialise as a Google ad or sales deck. There is literally no end to the creative ways that a copywriting agency can help you to boost leads and sales.
Hiring a copywriting agency can help you free up time to focus on revenue-generating activities. Rather than diverting your time, energy and marketing team into a constant cycle of research, writing and tracking, a copywriting agency can take on all of the heavy lifting for you and execute campaigns that will bring in leads, while your teams will have more time to focus on scaling.
One of the ways to set yourself apart from the herd is to become an expert in your chosen field or authority. The way that you do this is by providing value. Producing content that is helpful to your audience and delivers the information they are looking for helps to establish you as a leader in your field, which then creates awareness for your brand.
When you use the services of a copywriting agency, you don’t have to worry about unreliable copywriters wasting your time or a slow employee turning in a piece of content late. Copywriting agencies like Markateur work to quick deadlines and our whole business model is dependant upon customer satisfaction. We have many different specialists engaged on a single project, which means we can produce quality content within a short space of time.
Investing in the services of a copywriting agency gives you access to professional writers with many years of experience behind them. Professional copywriters have the qualifications, skill and tenure to adapt to your brand voice and create the kind of content that resonates with your target audience. All copywriters at Markateur have been vetted and are required to work under strict standards to ensure they are on target.
A copywriting agency will perform several different services and tasks to help your business achieve its goals. Some copywriting agencies are very specialist in what they do. This means that they only provide either one or a few specific copywriting tasks.
Alternatively, they may focus on a particular subject matter or sets of topics. If your business is niche and requires a very specific type of content or subject matter, then a specialist agency that has carved out expertise in that area, is probably your best bet.
Other copywriting agencies are more generalist, meaning that they can cater to any type of content-related request. If you need different types of copy or your products and services are more or less straightforward and not niche, then a general copywriting agency will probably be more suitable.
Regardless of the type of agency, copywriting may encompass different types of content such as blogs, articles, tutorials, website copy, guides, email marketing and much, much more.
But there is more to copywriting than putting pen to paper. The benefits of copywriting are significant because copywriters also do the following:
The purpose of copywriting is to get results for your business. According to a report published by SEM Rush, 79% of companies use content marketing to generate high-quality leads.
Separate research published by the MarTech company Demand Metric, found that content marketing costs 62% less than traditional marketing but drives three times as many leads.
In other words, a well-executed and persuasive copywriting campaign can help your business to generate sales and increase its profitability.
Another major benefit of copywriting is that it gets more eyeballs on your website. Generating content on a regular basis can, over time, increase your rankings on Google and boost engagement. A single content update can increase a site’s organic traffic by more than 40%.
Copywriters achieve these results by using search engine optimisation (SEO) to optimise a website, promote it on third party platforms, distribute it to subscribers and capture engagement through catchy content and headlines that grab attention.
Copywriters take on the mundane, and tedious tasks of producing regular content that will eventually put you on the map. Most business owners do not have the time to research, plan and implement a copywriting campaign that will get the results they want. Moreover, they may not have the skills to do so.
And when you consider that 41% of buyers view three to five pieces of content before engaging with a sales rep, it becomes even more difficult for companies to keep pace with the workload needed to successfully promote their content.
A copywriting agency will take the time to get to know and understand your business and create a bespoke strategy that is built around your company.
Content marketing can also help to improve engagement. In fact, aside from the amount of leads generated, engagement is one of the most important metrics that marketers use to measure the impact of their content. The more people are actively engaged with your content, the more revenue you can potentially make.
The CMI’s annual B2B Marketing Report showed that 69% of marketers said that engagement has provided the most useful insights into their B2B content marketing performance.
One of the best ways to produce engaging content is to conduct in-depth research that connects with your target audience on topics they are interested in.
Content should be easy-to-read, skimmable, engaging, with catchy headlines that focus on the benefits of your product or service from the perspective of the customer.
A copywriting agency doesn’t just write content. They will also measure the performance of a campaign by using tools such as Google Analytics, Console, CRM systems such as Salesforce, keyword tools such as Ahrefs or SEM Rush and other tools.
Keyword research tools help to evaluate how well your site is doing in terms of climbing the rankings. CRM tools and other platforms such as Console and Analytics give you a wealth of information such as how many people have viewed your content, popular pages, how long people spend on your site, goals achieved, and a whole host of other useful information.
If you are using other sites such as social media and email marketing platforms, they have in-depth audience insights that can give you comprehensive information on the reach, engagement and conversions. It can also give you a breakdown of who is viewing your content, what device they are using, their gender, age and interests.
You can also install UTM tracking links that can give you comprehensive information.
All of this data can help you track and measure the success of a campaign, or tweak it accordingly if it is an ongoing campaign.
The success of your marketing strategy and your entire business model rests upon your ability to analyse your performance and make the right decisions accordingly.
By taking detailed steps to evaluate your performance in the ways set out above, a copywriting agency is able to provide a detailed analysis of how successful your business is. These insights can show you where you should invest money, which business activities are worth your time, who your audience is and which keywords you are ranking for, if any.
There are many ways in which copywriting can help you to grow and scale your business.
So how do you know when its time to call in some help? Of course, as an award-winning content marketing agency, we would of course say that hiring a professional company is always a great idea. But let’s be honest. If you are already a large, multinational corporation such as Microsoft with several copywriting companies under your payroll, then recruiting another one isn’t likely to be a top priority.
However, if you are a small business that is looking to scale without draining your resources, then one or two of the following may apply to you:
As a business owner, you have the skills to identify when your objectives are not being met.
The key thing to understand is that no matter how good your product is, if you are not gifted at writing, then it will be difficult to write the kind of catchy headlines and ads that will grab the attention of your target audience. Copywriting takes time, skill, patience and A/B testing to execute correctly.
Furthermore, if you have a ton of content that you need to write or update but you simply don’t have the time to either write it or hire someone who can, then a content marketing agency can take the burden off your shoulders.
If you have already produced content and blogs for your website but it is not ranking and conversions aren’t going up, then it is time to enlist the services of a professional copywriting company. You should definitely bring in outside help if your marketing campaigns are also falling short of your objectives and expectations. The results you should be looking for are one or more of the following:
While every business will see a slight uptick in customers, and engagement on some level, if this is not consistent or measurable, then it is time to hire professional copywriters.
Every business wants to grow and scale. But to do that successfully, you will need to keep up with the pace of growth and adapt your content marketing strategy to the changing needs of your business and its expanding customer base.
Furthermore, in order to scale in the first place, you will need to promote your products and services to a wider audience in order to capitalise on the new opportunities to scale your business.
This is why it makes sense to hire a digital marketing company so that you can divert your time towards revenue generating activities.
A study published by SEM Rush, showed that 51% of companies have an effective content marketing strategy and 62% said they were happy with the results of their marketing campaigns.
4. Low Google Rankings
If you are not ranking well on Google, and you are unsuccessful in getting your blogs or website to rank higher, then it is time to bring in the professionals.
SEO is a very fine balancing act and involves implementing keywords on the backend of your site as well as the content. Even the act of researching keywords is far from simple, because the competition is so stiff and not all keyword tools are created equal. Even the industry-leading tools such as Ahrefs and SEM Rush can cost you a small fortune.
There is also a lot of conflicting information on how to rank your website. Some ‘experts’ claim that you don’t need any SEO tools. Others claim that you do. There are those that believe you should target the most popular keywords with the lowest competition, and others who claim that if you target lower ranking keywords first, it will build up your rankings on Google much more effectively.
But the truth is that none of these things are always true. The exact SEO strategy you should use to gain the results you are looking for depends on your business and how far you are in the SEO pipeline.
A copywriting agency has the resources and the skills to navigate this thorny landscape and create a unique strategy tailored to the needs and inner workings of your business. Rather than taking an ineffective cookie-cutter approach, the best copywriting agencies, such as Markateur, will analyse your business and your content and create a bespoke content strategy designed to meet your KPIs.
5. Unclear or Ambiguous Brand Voice
Having a very clear, brand voice is essential to distinguish your company from all of the others that offer the exact same services and products.
Brand voice is the distinct personality that you take on in your communications. The language you use, combined with your tone of voice, wording, format and style all form part of your brand voice to make your content more memorable.
However, if you haven’t quite figured this out yet or you are unsure of what your style, wording and language should be, a copywriting company can help you define your brand voice in a way that’s actually going to bring you the results you are looking for.
While content marketing has many benefits, not all copywriting agencies are created equal. Some charge extortionate retainer fees, which gives business owners the false impression that digital marketing is unaffordable.
So how do you differentiate between the good guys and the cowboys?
We’ve listed the things that you should look for when selecting a digital marketing agency.
Many agencies have fixed term contracts with high monthly fees. The problem with this structure is that if you are unhappy with the customer service or quality of work being produced on a regular basis, you are stuck in a contract that forces you to keep paying for it anyway.
Moreover, other agencies present you with an upfront price that looks competitive, only to find that service fees and VAT add significantly to the cost.
This is why it is important to sign up to a trustworthy company, that has flexibility built into its business model. This includes rolling contracts, options to sign up to one-off projects and transparent prices that includes all of the fees you will need to pay.
It is one of the reasons our clients trust us to deliver a high quality and affordable service that builds upon their success.
You should also check whether the copywriting firm has any testimonials, case studies and reviews from customers to support the claims they make. While every company will present themselves in a positive light, the ultimate proof of their authenticity comes from the perspective of the customers.
If a company has no reviews or very negative feedback, then you should definitely do more investigation before parting with your money.
You should also consider what value the company is offering. For example, do they have helpful blogs, guides or tutorials that are regularly updated? Ask yourself whether you want to be represented by a content marketing company that has no, well…..content.
If your content marketing company is truly a leader in its field, then you would expect them to be very transparent and have plenty of blogs, articles or thought leadership pieces that explain more about their company and touch upon the subject of content marketing.
Any company that claims to be able to support you in producing ongoing blogs and content, should at the very least be able to demonstrate that they were able to do that for themselves.
Furthermore, they should also be willing to give you an insight into the value they offer before they ask for fees. This means that their resources and blog sections should be full of helpful content marketing tips that you can utilise straight away. Some companies do not like to provide this because they fear that it would reduce the likelihood of customers signing up for their service.
But running long term content marketing campaigns takes years of experience, skill, time and dedication. It also requires tools and resources to gather the kind of metrics needed to power your campaign. This is something that only a team of professional copywriters can execute. In other words, there is no excuse to hold back and if a company is refusing to provide value upfront and show you what they’re made of, then perhaps it’s time to look elsewhere.
For comprehensive information on various aspects of business, lead gen and content marketing, check out our blog section.
If you really want to get a taste of the value a copywriting company is offering then be sure to request a free trial or sample. Typically, this will be a very small fraction of what they would usually offer under their paid plans, but it allows you to analyse whether they would be a good fit for your company.
For example, they may write a short 300 word blog for your website, or submit a proposed template for a product page. This wouldn’t necessarily include the writing for the service itself, but a short outline or consultation at least allows you to see how they would approach a problem and the kind of value you are likely to get.
If you would like a free consultation or sample before you invest in our services then get in touch with our friendly team today, to see how we can take your business to the next level.
If you are serious about scaling your company, then you should definitely consider getting help from a content marketing agency.
At Markateur, we have many years of experience in helping companies just like yours to reach a wider audience.
In case you have never heard of us before, Markateur is a boutique B2B copywriting agency that provides a range of bespoke services on behalf of small businesses and entrepreneurs. We’ve served more than 150 clients over the last five years and we provide the following services:
No job is too big or small for us and over the years, we have produced everything from a simple blog post, to a complex, multi-channel content marketing campaign. The same is true for companies too. So we’ve represented large companies such as Persil, as well as smaller solopreneurs.
We have a proven track record of helping clients to rank number one on Google and helping clients to get more visitors to their website.
We do this by using a combination of influential content, digital marketing strategy, SEO and content distribution.
This is evidenced by the positive testimonials, case studies and positive Trustpilot reviews that can be viewed on our website.
Here is a quote, directly taken from one of our happy clients:
“I’d never heard of Markateur before I tried their services. After signing up for one trial blog, I was impressed so I signed up for more services. Glad I did – it saved me lots of time, and eventually helped to get us ranking! Good quality blogs, and I felt they understood my business.” – Jean Dawson, CEO of Highlands Bar & Grill.