To Write or To Outsource: That is the Question
When it comes to fresh written content, you have a choice. Do you write the copy yourself, or hire a professional to help you out? Because there are strong and legitimate arguments for each, there's no single best practice for who should generate new copy. It's more about determining which is a better fit for you. Reasons to write content yourself:
- No one knows your business better than you do
- It's free! (Unless you're measuring time)
Reasons to hire a professional copywriter:
- Consistent high-quality writing
- More time-efficient
Taking On a Copy Task
You're in a better position than anyone to tell and sell your story, but that intimacy can work against you if you let it cloud your judgment. Try to cultivate an objective eye by keeping the big picture in mind: 1. Does the content tell the reader what they're here to learn? 2. Is it presented in a way that's clear and easy to understand? 3. Will it make sense to someone with an "outsider's" perspective"? 4. Is it well-written? #4 is the element that scares the most people off. The good news is that you don't have to be an award-winning author to develop high-quality, well-written content. But if writing isn't your strong suit, you'll want to leave plenty of time for revision and feedback before you publish. Don't be afraid to tap the resources of those around you. The perspective of a second and third pair of eyes is invaluable, and setting the project aside for a few hours means even your own eyes will be fresh when you return to it. Note: there's never been a better time to buddy up with that one person in your office who is a stickler for grammar.
Hiring a Professional Copywriter
Working with a professional copywriter is a good choice if you're not confident in your ability to write great content, or if you're just too busy to devote your full attention to it. Often, people take a stab at it themselves, then quickly decide they'd rather pass the work along to someone else, especially if there is a considerable amount of writing to be done. When selecting a professional copywriter, it's ideal to work with someone whose services come highly recommended. This may mean working with a freelancer whose work impressed an acquaintance of yours. More often, it means turning the content over to your web developer or marketing agency to produce the copy in-house. Whichever you're more comfortable with. A good copywriter draws on his or her experience and command of language, paired with helpful information from you, to develop content that conveys your message in a way that resonates with your intended audience. It may feel strange to hand the reins over to someone else, but trust that they're good at what they do. You'll want to provide introductory information such as your company's background, the purpose of the project, the intended audience, and the points you feel are most important. Then, trust the professionals to do what they do best. You'll have a chance to tweak and make changes so the finished product integrates seamlessly with your company's message and identity. But by outsourcing, you've saved yourself quite a bit of time and hassle to get to that end product.
The Bottom Line
Writing your own content can be a great experience with a great outcome, but don't skimp on time and effort. If you're too busy or not the best writer, outsourcing the project to an experienced professional may be a better use of your resources. If you opt for writing the content yourself, you may find the following related posts helpful: