Key Considerations and How to Decide
Creating quality content to keep your SEO strategy on target and to provide relevant information to your audience can get overwhelming. Content is vital to your overall marketing plan. You need content as much as you need customers. At some point, you may think that you need to outsource your content creation. Do you hire an in-house copywriter? Should you sign on with a content agency? Both options have pros and cons. Let’s take a look at some of the considerations to think about to make the decision that is right for your business.
How Much Copywriting Expertise Do You Need?
Content is more than words on your website. Good content creators think about all types of content, from videos to white papers, infographics to podcasts. Entry-level copywriters may not have the experience to create all types of content. Even experienced copywriters might specialize in a few types of content creation. You should also consider your industry, though. It may be difficult to find specialized SEO writers who understand the ins and outs of your business and brand. A content agency has a pool of talent that can be tapped for individual pieces of content.
What is Your Content Marketing Budget?
When taking on additional resources, most business owners think about cost first and foremost. When comparing the cost between an in-house copywriter and content agency, it’s like comparing apples to oranges. You’ll need to think a little deeper before just looking at the price. It’s not just their salary, but benefits, training, and indirect costs, such as a desk, computer and recruiting costs. You also need to consider how to retain your employee, annual raises, and other perks. When you’re hiring a content agency, you won’t have to worry about sick days, holiday pay, or turnover.
Where Do You Start Your Content Creation?
Good content agencies start out by learning your brand and your voice, creating a brand guideline for writers. A copywriter needs those guidelines, regardless of whether they’re in-house or outsourced, but it can be difficult to create this foundation without experience. In-house copywriters are often saddled with creating content right away instead of focusing on a long-term plan, which would be the opposite of how a content agency would approach the task.
What Fits Your Needs Best—Content Agency or In-House Copywriter?
Having an in-house copywriter can give you more control and quicker access to your content. The in-house writer answers only to you, while a content agency has multiple clients and other deadlines. However, if your in-house writer gets sick or leaves, how do you keep up with regular content while you’re finding a replacement? A gap in content could hurt your SEO strategy, so it pays to think about your business continuity plan for content marketing. Your business could benefit from a relationship with a content agency, even if you have an in-house copywriter. With a content agency, you’ll only pay for the content you order, and they’ll be ready to jump in if your staff writer needs a hand or is away suddenly.
Learn more about what a content agency can do to keep your content strategy on target. MintCopy has a team of copywriters who have fresh ideas and experience in creating content for your digital marketing initiatives. Contact us to tap into our talent pool of SEO copywriters.