Think back to when you first started your business and all of the things you painstakingly learnt to do in-house. If you were working with a shoestring budget, chances are you did pretty much everything internally. However as businesses mature and responsibilities build up, outsourcing certain tasks becomes a sensible call.
Every company has their own opinions about outsourcing. There are numerous great reasons why companies should outsource copywriting and content writing; though in my experience they tend to boil down to three overarching factors.
So let’s explore them, shall we?
Why Should SMEs Outsource to a Copywriter or Content Writer?
Time & People-Power
Firstly, there’s the matter of time and people-power – a particular sticking point for businesses on the micro end of the spectrum. Copywriting and content writing is often something that companies “DIY” in their formative years, often with the intention of outsourcing it when cash-flow starts to allow. But when you get used to doing a certain task yourself, it’s easy to perceive outsourcing as “giving away control”. I totally understand – It takes a lot of trust to hand over the reins like that.
However, any kind of creative work takes a lot of time and mental bandwidth. Without employing dedicated, in-house creatives, there will naturally come a point when the time and brainpower your company spends on DIY copy is better spent elsewhere.
When you’re constantly spinning multiple plates, you’re likely to burn out. Professional burnout is awful and when you’re “running on empty” (yet still somehow in the throes of headless chicken mode) your creativity will take a nosedive. Even if you delegate copywriting to someone in-house, you’ll have to think about how their new task will affect their other duties – and their own “burnout-o-meter”.
But by outsourcing your copy and content writing to a professional, you no longer have to worry about fitting promotional writing around an ever-growing list of responsibilities.
Working with an external writer may be an adjustment to begin with, but it can give you or your team the chance to focus more fully on other core activities that drive your business forward.
Skills, Confidence, and Ability
Next, we have the matter of skills and confidence. If you aren’t confident in your writing abilities, putting persuasive text together isn’t exactly going to be a welcome addition to your to do list. Now I’m certainly not here to judge anybody on their writing ability, but if you don’t feel you could do your brand justice through text, then outsourcing to a professional writer really is the best option.
On the flip side, you may be great at writing, but you may simply dread the concept of putting together sales text or shareable content. I’ve met plenty of business people who are naturally good writers, but they just loathe the task of selling themselves – including writing sales text.
Blogging can also be tricky to deal with in-house. Not many of us can simply carve out X-many hours to blog every week or month. And if something urgent comes up for a client that demands our attention, it’s usually tasks like self-promotion and content creation that get sacrificed. However, any content writer you work with is duty bound to get fresh content over to you with a set regularity.
Outsourcing to a skilled professional can therefore ease a significant load. And as the old adage goes – two heads are better than one! Copywriters and content writers may be able to suggest a better way of approaching a subject or may find a more succinct way of describing what you do. Which leads us on to…
Objectively Explaining Your Value
This is one aspect that a lot of companies need help with, regardless of where they are in their business journey. It can be best summed up by an anecdote I heard from a contact of mine.
My contact was following up on a lead in the engineering sector, whom she asked “what exactly does your company do, again?”. After talking her ear off about drag coefficients for a solid 20 minutes, she clarified “yes, but what does the company actually do? What exactly do you solve for your clients?”. Cue awkward silence.
However I find the engineer’s situation totally understandable. When you eat, sleep and breathe your business, it can be hard to get out of your industry-orientated head and think like your customer.
But copy isn’t just there to fill a space or tick a box. It’s there to win you business. The right words have to be selected and strung together in just the right way to pack the maximum persuasive punch.
However, when you work with a copywriter, you’re effectively employing a fresh pair of eyes to look at your business and persuasively summarise everything your audience needs to know. You’re effectively employing what I playfully identify as a professional explainer.
As copywriters, our job is far more than simply churning out words to fill a gap. We build bridges between what our client provides and their client needs. If there are technical elements involved in what the client offers, the benefits to the end user need to be depicted in a way that the target audience will understand. With that in mind, copywriters like me also serve as de-jargonifyers and translators too!
Need an experienced copy and content writer to put your business into words? A professional explainer for your business? I’d love to hear from you. I’m dedicated to client satisfaction and I’m happy to discuss your needs and provide a quote for free. I also have an ever-increasing list of glowing testimonials from companies just like yours, so drop me a line!
Note: This post was first published on the 5th July 2017 and has since been edited.