The Ultimate Guide to Outsourcing Copywriting for Digital Agencies

Eithne MacSweeny

Feel like you’ve bitten off more than you can chew in terms of turning around content on a deadline? Struggling to write effective copy for your clients? Simply don’t want to have to write content at all?

Well, you’re certainly not alone. And thankfully, there are solutions!

You could cook up a really good excuse, telling your clients you’ve injured one or both of your arms in a trapeze accident and can’t deliver content anymore… That’s one idea.

Or, why not just outsource the task to a professional copywriter or content agency instead? It’s less stressful, more straightforward, and you won’t have to buy a lycra outfit to make your story more convincing. (Unless of course you’re all-in on an 80’s fashion revival, in which case, Jane Fonda, eat your heart out.)

Navigating a career in digital marketing really can feel like you’re doing mental acrobatics sometimes. But content shouldn’t be one of the hoops you have to backflip through on your way to success.

That’s right! You can take content creation off your plate and keep driving your digital agency forward. But, step away from the AI-content generator! Don’t hit ‘publish’ on that in-house copywriter job ad yet! We’re here to tell you why outsourcing copywriting to the pros is an essential step for any digital agency looking to achieve their growth goals without losing their minds along the way.

Outsourcing copywriting to a professional benefits your digital agency – and your output – in so many ways. So, before we get into how to outsource your content creation needs, let’s first look at why you should!

How outsourcing copywriting benefits your digital agency

1. Cost-effective content solution

When you’re not professionally trained or experienced at writing online content, you can wind up going around in circles for days on end trying to write a single blog post. Just think of all the hours you’ve wasted agonising over content that you could have spent doing what you do best instead!

Those hours all add up, and they cost you more than just time in the long run. They cost you new high-quality clients, profitable projects, and business growth – not to mention a whole lotta stress!

At this point it’s clear that it’s time to hire a professional copywriter to take the reins, right? But before you post that job listing, stop and take stock. Sure, taking your copywriting in-house is an option. But is it a cost-effective one?

From fielding applications and conducting interviews to onboarding and training – hiring a full-time or part-time employee takes time and money. And that’s before you’ve agreed on a salary!

If you’re thinking of hiring an in-house copywriter to take content writing off your plate, it’s best to assess whether you really have enough work to take on a full-time employee and still make a profit.

Content agencies are full of experienced, professional copywriters who happily spend all day writing content for the web. Agency copywriters are more than capable of delivering high-quality content within your project deadlines.

And since you’re paying an agency writer per project, or a fixed hourly rate for time spent on a project, you only pay for what you really need. If you find yourself in between projects, you won’t have to pay for an in-house copywriter to sit and wait for the next one to come along.

Outsourcing your copywriting needs to agency professionals helps you save money in the long run, as you can enlist their services as the need arises and can always trust their output.

2. Allows for project flexibility

You don’t need us to tell you that the digital agency world can be a little unsteady sometimes.

One week, you can be absolutely flat to the mat with client work, and the next… crickets.

That’s not always a bad thing! It affords you some time, energy, and resources to pour back into your own business. A lull between projects is the perfect time to see how you can improve things internally – from your working processes to your company branding.

But if you’re responsible for employees, running low on work can be a serious issue. With an in-house content writer, you’ve got a salary to pay, no matter how quiet things get on the workload front! And when things get hectic, there’s only so much you can ask one person to achieve in a week while keeping quality standards high, regardless of their skill set.

That’s why outsourcing copywriting is a safer option for digital agencies of all sizes.

Outsourcing copywriting to a content agency is a scalable solution. You can rest assured knowing agency copywriters are happy to handle however much work you’ve got on – whether that’s too much, too little, or just enough. Simply reach out to your favourite content agency (oh, hello there!) when you’ve got the work lined up.

Successful digital agencies have developed processes to help them manage their workloads efficiently and effectively, delivering professional services to their clients, no matter how busy or quiet things get. Plus, you get access to multiple writers, so you know they’ll have your back when you’ve got a lot on your plate.

3. Gives you more time to focus

It takes time to craft effective content – content that attracts and engages your target audience. And when you’re already hustling to keep up with client demands, you might not have enough time to commit to quality copywriting.

You’ve got meetings to run, an inbox full of emails that need answering, and a massive sitemap due to the client. If you’re trying to do it all on your own, you might be rushing through certain tasks instead of taking the time you need to do them right.

Mistakes happen in moments like these – and that’s the last thing you want.

Imagine being able to focus on your own business operations and do what you do best – consistently delivering great service to your clients. Outsourcing copywriting to an agency takes one giant (and important!) task off your plate and giving you the time you need to do just that.

Instead of wasting your time scrambling to meet content deadlines while serving up lacklustre copy, why not spend your time:

Perfecting your internal processes
Developing SOPs for your employees
Providing your team with ongoing training
Adjusting your agency growth goals
Refining your company website and branding
Gathering feedback from your clients
Reaching out to old clients who’ve gone quiet
Working on new offerings to add to your services
Finally making it through your neverending to-do list
And more!

There’s always a million things you could be doing to drive your business forward, but writing content doesn’t have to be one of those things.

4. Makes your agency look good

You work hard for your agency’s success, going above and beyond expectations to impress your clients and deliver genuine value on every project. But have you ever thought about how someone else’s hard work can not only make your life easier, but boost your brand reputation, too?

It’s all about keeping your clients happy in this industry. And when you’ve got an ongoing relationship with a professional content writer, you can count on consistent quality in your content output.

The results will speak for themselves. Outsourcing content writing is a sure way to set your agency apart from your competitors, get more referrals from your clients, and make your brand look brilliant all the time.

Here’s how.

How outsourcing copywriting benefits your output

1. Ranks higher on search engines

The aim of the content game is always to make your clients more visible online, right?

When less than 1% of users click through to the second page of Google results, climbing the ranks on SERPs through strategic SEO writing is essential to get your client’s websites discovered at all.

Professional copywriters are uniquely skilled at writing with both search engines and your target audience in mind. Sure, you can cram a load of keywords into your content yourself and hope for the best, but is that really an effective approach?

SEO writing is all about seamlessly weaving targeted local keywords into website content to meet the needs of your audience – and satisfy search engine algorithms – without affecting the readability of your text. The focus should always be on your reader, and the experts can speak directly to your dream clients and search engines simultaneously without compromising on either end.

When you work with a content agency, you get more than beautifully balanced copy. You also get access to the professional SEO tools that copywriters use to optimise their content without paying for subscriptions yourself. A lovely bonus!

2. Engages audiences better

It’s true. AI content generators can pump out written content at a rate no human will ever be able to achieve. Not even if we were to hook our morning coffee directly into our veins.

But something AI certainly cannot do is write emotionally-driven, engaging content that’s effortlessly directed at your target audience.

You know by now that effective, compelling copywriting is so much more than meeting a certain word count and stuffing in keywords to try and get your content to rank on search engines.

It’s about appealing to your reader’s emotions and speaking in a language that resonates with them. That takes skill, experience, and expertise that only a human writer can achieve.

When you work with a professional content agency, that’s exactly what you get: quality, human copy that’s designed to attract, engage, and delight your target audience.

3. Differentiates your clients

These days, more and more businesses are resorting to AI to write their content for them. 67% of them, in fact.

So, if you really want to help your clients stand out from the crowd, then it’s essential to deliver professionally-written content crafted by expert human writers.

Online consumers are getting better at recognising AI content when they see it. It always feels a little…off. It doesn’t flow or connect as well as human-generated content. It doesn’t speak in the right voice or tone. Hell, most of the time it doesn’t even make sense.

Set your clients apart with content that’s been created just for them and tailored to their target audience. When you work with a content marketing agency, you partner with a human writer who has the skill to position your client as an expert in their field with unique, clearly-branded content. What’s not to love?

4. Delivers a better ROI

Professional copywriters are adept at the art of conversion copywriting, a skill that takes time and experience to earn.

As the name suggests, the goal of conversion copywriting is to increase conversions – and therefore sales – for your digital agency and your clients.

Outsourcing copywriting to a qualified writer greatly improves your chances of driving sales and generating more revenue, meaning you get a much better return on your investment.

But higher profits aren’t the only way to measure the success of your outsourced copywriting efforts. Professionally-written conversion copy also:

Improves search engine rankings
Attracts more website visitors
Increases click-through rate
Drives search traffic
Generates more qualified leads

There are so many ways you can benefit from outsourcing copywriting. Why wait any longer to take that weight off your shoulders while getting more out of your efforts?

Finding the right writer for the job

Okay, ready to outsource your copywriting needs to an expert content agency? Well, hold your horses! With so many agencies out there to choose from, you’ll need to be strategic in choosing the right one to partner with your business. Here are a few things to consider as you start your search for the perfect match.

Identify your copywriing needs

Before you start to research professional copywriters or content agencies, ask yourself a few questions.

What are your goals? Do you want to drive conversions, level up your services, or simply take copywriting off your plate?
What copywriting services do you need? Are you looking for someone to write copy for blog posts, social media posts, and web content, or do you need help with content strategy as well?
What’s your budget? Keep in mind that copywriting services will help you achieve your business growth goals when estimating your budget.

Once you’ve got a clear idea of what you need, let the search begin!

Should you hire a professional copywriter or a content agency?

Deciding whether to look for a freelance copywriter or a content agency can be tricky – purely because of the amount of options out there.

If you’re asking for our advice, we’ll always recommend going with an agency over freelance writers. But before you go calling us biased, here’s why:

You get access to a team of experienced copywriters with broad skills
They can take on more writing projects at a time than a freelancer
Agencies often offer additional services like content audits and strategy
Agencies have more tools and resources at their disposal
Communication tends to be better with an agency
With project managers and content editors on board, agency projects run more smoothly
With a team is of reliable writers, you’ll always deliver on deadlines

Choosing the right content agency for your needs

Now that you’ve decided to opt for a content agency, it’s time to pick the one you’d like to strike up an (ideally) ongoing relationship with. But how, exactly?

Firstly, do your research. Pick out a few copywriting agencies you like the look of, and then narrow down your search by:

Reviewing their previous work
Checking out their online reviews
Paying attention to their own branding
Sussing out their company culture

Ultimately, find an agency that you can trust and that you can see yourself working with long-term. Make sure they can deliver quality content, and that they’ll be stellar to work with! (Our own team is very talented and also very nice, we’d like to add. Just sayin’.)

Once you’ve found an agency you’re happy with, make sure you’re prepared for your new partnership to get the most out of your outsourcing experience.

How to outsource copywriting to a professional copywriting agency

1. Establish clear communication from the get-go

First and foremost, set your projects up for success by ensuring gold-star communication right out of the gate.

Be clear about your needs and goals, and how they can help you achieve them. Answer any questions your content agency might have for you and be 100% sure everyone is on the same page before they start writing.

2. Gather all the information you need for your project

Before you send a project brief over to your writer, make sure they have all the information they’ll need to complete the project. After all, it only takes one missing piece of crucial info to completely change the tone or direction of the project!

Gather all the details from your client. Get to the bottom of who they are as a company, what they stand for, who their target market is, how they solve their problems, where they’re hoping to go, and how this content can help them get there. Once you’ve got all that, plop it right into your writer’s expert hands.

3. Provide straightforward yet detailed briefs

Trust us, there’s nothing more frustrating than an unclear brief, or a brief that’s missing vital pieces of information.

Along with all the important background information on their business, create a clear, detailed brief, including your client’s unique brand voice and preferred writing style. This will set your writer off on the right foot from the very beginning.

4. Deliver clear, constructive feedback

Content is all about collaboration. Sure, your team of fabulous writers can put everything together in a way that positions your clients at the top of their game and attracts their target audience. But your input is super important, too.

When they send the content over for review, make sure to keep the ball rolling, sending back any feedback you may have as clearly and promptly as possible. Trust your writer’s expertise, but make sure your clients will be 100% satisfied with the results.

Pro tip: An experienced content agency will usually have feedback and editing processes in place. Ask them how they handle this part of a project ahead of time so you know what to expect.

5. Inform the agency of any legal or ethical considerations

The beauty of hiring a content agency is that you get access to a team of writers with different skills and specialities, ready to write for any niche. That said, even though they might be incredibly informed on your client’s industry, they don’t actually work in it themselves.

Make sure to give your writer a heads-up about any industry-specific legal concerns or ethical implications they need to bear in mind to avoid any unpleasant hiccups (or costly lawsuits!) down the road.

Common mistakes to avoid when outsourcing content marketing

1. Lack of clear direction

To make the most of your outsourced copywriting and get the best results, you need to know what you want.

Get super clear about the copywriting service you need, who it’s targeting, and how it benefits your audience. Whether you’re after a blog post or a series of social media posts, make sure you’re clear on what you need before sending it to your writer.

2. Opting for the cheapest option

When it comes to content, quality should always take priority.

While it might be tempting to reach for an AI-content generator or hire a cheap copywriter from a freelancing website, paying a smaller price tag upfront often comes at a higher cost in the long run – damaging the reputation of your agency.

3. Not delivering information on time

Content agencies (like us) pride ourselves on delivering content on time. That said, we have other clients on our roster, too.

Sending over briefs, outlines, or other essential info too close to deadline can seriously mess with your content agency’s workflow. Make sure your writer has all the information they need in plenty of time to complete the project on time and at a high standard – without unnecessary stress and delays.

4. Poor communication

When you’re super busy, replying to emails can fall to the bottom of the to-do pile. But without clear, timely communication, even the most professional writer will struggle to do their job well!

Make sure to be extremely clear in all communication with your content agency and be as responsive as you can to their questions and requests. And please, remember to be nice, too. We’re all human, after all. <3

How to make the most of outsourcing copywriting

1. Streamline your internal processes

So many projects go off the rails because of poor communication, unclear briefs, and confusing (or nonexistent) feedback.

If you want your content to be the best it can be, make sure your internal businesses are air-tight. This way, you can always meet the needs of both your outsourced copywriters and your clients, forming a healthy and productive working relationship.

2. Build a long-term relationship

While your content needs may fluctuate over time, hopefully, they’ll never dry up completely. What better way to consistently deliver high-quality, engaging content than to form a long-term relationship with a content agency that you can trust?

Think of your chosen content agency as an extension of your marketing team. Treat them like a colleague – show them the respect they deserve, and you’ll never have to worry about content again!

Outsource your copywriting to The Content Lab

Oh, who? Us? We thought you’d never ask!

We’re a diverse team of experienced copywriters, each with our own unique background and area of expertise. Whatever niche your marketing agency serves, we’ve got just the writer ready to create human-focused, results-driven content for your clients.

We craft conversion copy for landing pages, web pages, blog posts, social media posts, and more. And if you need more than writing, we offer a broad selection of digital marketing and content creation services to suit your needs.

Plus, we’re pretty fun to work with if we may say ourselves.

Ready to take the stress of content off your plate? Get in touch today and let’s build a long-term partnership!