April 2nd, 2022

The Benefits of Agency Copywriting Services

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Written by Kate Kerns

When not writing dazzling marketing copy, Kate Kerns is a romance novelist. She’s a co-founder at Sonder and Spark Publishing, and the author of The Last Big Fake. She’s ghostwritten eleven novellas for various clients, and is currently pursuing an MFA in writing at The New School. 

LinkedIn: https://www.linkedin.com/in/kate-kerns-2216952b/

Writing website: http://katekernswrites.com/index.php/the-last-big-fake/

Pop quiz: Do listicle articles perform better when the list has an even number of items, or an odd number? If you’re a small business aiming to increase organic web traffic, how many blogs should you post a week? How many words are there in most top-performing email subject lines? 

If you know the answers to these questions (odd numbers, three to four, and seven,), you probably already know the answer to the most important question on our quiz…

What are the benefits of agency copywriting services? 

As a business owner, you want to use your resources as effectively and efficiently as possible, and that means knowing what exactly the benefits of a copywriting agency are. Then, you can decide if they’re an efficient use of your resources at this time. 

Fortunately for my word count, the answer can’t be contained in a single sentence. This article explores what exceptional writing and marketing copy can bring to your business, and why copywriting agencies are uniquely positioned to deliver those benefits.

Why Effective Copywriting Matters for Your Business

I know a kindergarten teacher who found herself frustrated because every non-teacher she met thought they understood what made a good teacher, solely because they were students themselves once. Similarly, it’s tempting to think any competent employee should be able to write well because we spend so much of our lives surrounded by the written word. In reality, writing effectively for business and marketing is as specific a skillset as managing a classroom full of wiggly kindergarteners. 

To steal an idea from Justice Potter Stewart, we can’t all define exceptional writing, but we definitely know it when we see it. 

As we spend more and more time in front of our screens, companies are presented with a wide array of writing options through which they can digitally connect with consumers, including:

Granted, not every one of these avenues is right for your business, but collectively they represent something as exciting as the first blank page in a fresh, unblemished notebook: all the opportunities you have to put your business in front of your customers. 

Once you’ve selected which writing mediums are best for you, these avenues help you create trust, build interest, and ultimately drive conversions. 

And we have the numbers to back it up. 

Copywriting Statistics

A 2021 report found that 58% of marketers rate original written content as the most important type of content, outranking both videos and visuals. And it’s not a new trend—in 2013, a report found that those who adopted content marketing had a 6x higher conversion rate than their peers who didn’t. 

Blogs are one the clearest case studies for the value of original written content. Of the marketers who blog, 82% see positive ROI from their inbound marketing. In fact, blogging is consistently a key component of many SEO optimization strategies because: 

  • It lets you incorporate keywords and other key metrics search engines measure 
  • It provides value to your customer base 
  • It establishes your company as a trusted thought leader in your industry 

Marketers’ instincts to emphasize original written content in their communication strategy is also in keeping with customers’ stated preferences. A 2020 study found a plurality of adults in the U.S. prefer that brands communicate with them via email, with social media posts coming in as the third most popular communication medium.

If this all sounds too good to be true, there’s one incredibly important catch: the writing has to be sharp enough to cut through everything else your customer sees on the internet and in their inbox. 

Seventy percent of millennials report feeling frustrated by brands who send emails that aren’t relevant to their needs. And if your readers find themselves annoyed, bored, or skeptical from your first line of content, they’ll click away.

When this happens, you lose the opportunity to convert a customer. If your reader clicks away from your website, it also hurts your SEO, since the current algorithm takes into account how long visitors spend on a site. 

Ultimately, the opportunity to connect with your customers is exciting, but it can also be intimidating. It can lead to wasted resources if you don’t hire the right type of writing support for your business’ individual needs.

Why Consider a Copywriting Agency?

So, you know exactly why skilled copywriting is important. You have the budget to add additional writing support to your business. This brings us to the next question: Do you want an in-house writer or a copywriting agency?

Similar to other in-house employees, the benefits of an in-house writer are fairly obvious. They have a deep familiarity with your company. They’re personally invested in maintaining a positive long-term relationship with you and in the long-term success of your company. You know what they can and can’t do well. 

But what are the benefits of agency copywriting services? 

  • Breadth of industry knowledge – A copywriting agency pays attention not only to the current needs of their clients, but also to broader industry trends and tactics that clients might not be aware of. In an ever-shifting digital marketplace, copywriting agencies are perpetually on the front lines of successful writing.

  • Expert writing across multiple mediums – A political speechwriter could write the best State of the Union ever heard. That doesn’t mean they’re qualified to write jokes for Saturday Night Live. In the same way, an in-house writer may be brilliant at writing snappy email campaigns, but when it comes to press releases, they may still use the formula they learned fifteen years ago. When you only have a few writers at your disposal, it limits what copywriting mediums you can fully utilize. But when you hire a copywriting agency that specializes in multiple content mediums, you have access to equally sharp, stylish, and effective writing across all mediums.

  • More time for you – If you’re currently doing your own copywriting, how much time could you free up by passing that task on to someone else? Fun fact: Since 2014, the average amount of time it takes to write a blog post has increased by 65%. As mediums become more specialized, writing expertise matters even more. Hiring a copywriting agency puts more hours back in your team’s work day, without you sacrificing writing quality or the opportunity to connect with your customers.

  • Opportunity to scale as your business grows – On the one hand, it’s a waste of resources to hire a full time writer if you only need four blogs a month. On the other hand, what if you have a sudden business opportunity and you realize you need more content now? Copywriting agencies allow for your writing support to be as nimble as you are. Plus, copywriting agency services allow you to optimize your resources in terms of time and money while receiving effective and efficient writing support that meets your needs.

With these benefits, it only makes sense that you should consider hiring a copywriting agency.



Why Choose Copycat?

Confession: when I said you should consider hiring a copywriting agency, what I meant was you should consider hiring us, Copycat Copywriters, specifically.

(I know. I was being super subtle about it. You had no idea.)

In all seriousness, every copywriting agency brings something different to the table. At Copycat, here are some things we’re especially good at:

  • Earning your trust – We start every client relationship with an introductory meeting to gain a sense of your needs. We also want you to learn more about our approach, and whether or not we’re a good fit for you. If we’re all on the same page, we produce a complimentary piece of content for you. That way, you can vet our quality and experience what it’s like to work with our team.

  • Building long-term relationships – Our business model is built around a series of steps designed to promote long-term success with our clients. These steps include building a profile of your business that ensures a universal voice is maintained when a new writer is added to your account; plugging directly into your project management tools to ensure communicating with us is as easy as communicating with your own team; and offering writing experts in a variety of mediums so that we can continue to offer value as your needs change over time.

  • Scaling efficiently – Our business model and deep talent pool ensures that we can quickly, easily, and successfully scale up or down to meet any changes in your content needs.

In short, Copycat marries the efficiency of an in-house writing team with the versatility of an outsourced workforce. Your needs might change. Hell, the statistics I listed at the top of this blog might change. But our ability to meet your copywriting needs will never, ever change.

At the end of the day, that’s the only copywriting trivia you need to know.

Sources: 

Aberdeen Group. Content Marketing ROI: Quantifying the Value of Difference. https://cdn2.hubspot.net/hub/401678/file-1079930211-pdf/8546-AI-content-marketing-difference.pdf 

Campaign Monitor. How to Determine the Best Length for Your Email Subject Lines. https://www.campaignmonitor.com/blog/email-marketing/best-email-subject-line-length/ 

The Business Journals. 3 best practices when presenting your branded thought leadership content as a listicle. https://www.bizjournals.com/bizjournals/how-to/marketing/2020/09/3-best-practices-when-presenting-branded-content.html 

eMarketer. The Ad Platform: Advertising in the Personal, Permissioned Environment of Email. https://www.emarketer.com/content/ad-platform-advertising-personal-permissioned-environment-of-email?hubs_post-cta=blognavcard-website 

Forbes. 50 Stats Showing The Power Of Personalization. https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/?sh=6f9ecb552a94 

Hubspot. How Often Should You (or Your Company) Blog? [New Data]. https://blog.hubspot.com/marketing/blogging-frequency-benchmarks 

Hubspot. Not Another State of Marketing Report 2021. https://www.hubspot.com/state-of-marketing  

Hubspot. What Is the Average Time Spent On a Website? [+ How to Improve It]. https://blog.hubspot.com/marketing/chartbeat-website-engagement-data-nj 

The New York Times. The Pandemic Changed How We Spent Our Time. https://www.nytimes.com/interactive/2021/07/27/business/economy/covid-parenting-work-time.html?searchResultPosition=2 

BlogTyrant. The Latest Blogging Trends and Statistics for 2022 (And Beyond). https://www.blogtyrant.com/new-blogging-statistics/ 

Social Media Examiner. 2021 Social Media Marketing Industry Report. https://www.socialmediaexaminer.com/report/ 

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