Agency copywriters, as silent strategists, leverage the power of words to bring brands to the forefront of consumers’ minds.
But what if your team is swamped during Q4 for content creation? According to Semrush, nearly half of the respondents outsource their content creation needs, underscoring the trust in external experts.
Monica Caraway, Content Lead at Orange Marketing, shared insights on this issue with us:
“Our clients’ subject matter experts are often too busy to provide the interviews we’d need to generate premium white papers and ebooks.”
She continued, “And trying to work with writers who aren’t well-versed in a particular industry can be more trouble than it’s worth — it takes too much time to edit and get the material into a useable format.”
Given these challenges, the question arises:
How can businesses ensure high-quality, industry-specific content without overburdening their internal experts?
One solution is leveraging the skills of agency copywriters.
Marketing Strategies: Integrating Agency Copywriters
According to HubSpot, nearly 50% of consumers view between three and five pieces of content before moving down the sales funnel. This highlights the need for high-quality, consistent, and persuasive content.
Benefits of Involving Copywriters Early in Campaign Planning
What’s the secret ingredient that sets apart truly successful campaigns from the rest? It’s the early involvement of skilled copywriters.
These professionals do more than just fill in the blanks – here are some benefits of involving them early in the process:
- Defining the brand’s tone and voice: They ensure the content is aligned with your brand and persuasive.
- Developing campaign messaging: They pinpoint key messages the campaign should convey and craft clear and persuasive copy.
- Creating effective calls to action: They use strong calls to action to motivate the audience to take the desired action.
When we spoke with Aaron Lester, a Content Strategist at GoTo, about voice, tone, and messaging, he said:
“nDash helps centralize the content creation process – it streamlines our whole operation from the content side. We build out our company profile, adding foundation and messaging documents about who we are, our approach, and our audience.”
He continued, “We only have to build that once, and then every writer we work with can find it. It’s made our process for onboarding writers much easier.”
Techniques to Acquaint Copywriters With Your Brand
To help copywriters understand your brand, provide them with a comprehensive brief or set of writer guidelines detailing its mission, vision, and values. This information serves as a blueprint, helping them understand the core essence and objectives of your brand.
- Showcase previous marketing campaigns: These campaigns are valuable tools that allow copywriters to grasp your distinct tone and voice. For example, if you have a history of using humor in your marketing campaigns, the copywriter can use this knowledge to create funny and engaging copy.
- Maintain open communication channels: Regular discussions about ongoing campaign goals ensure the content produced remains consistent and strategically aligned with your brand’s direction. For example, if campaign goals change, the copywriter can be updated so the copy is still aligned with the goals.
Acquainting them with your brand also reduces the time you spend on editing. Here’s what Erika Goldwater, inriver’s former Director of Communications, had to say about that:
“Working with nDash, I always feel confident that the content I receive will be 90-95% there, requiring little to no editing on my part. I’ve realized significant time savings working with nDash — the time I need to dedicate to managing and editing content has been cut in half.”
Incorporating Their Insights Into Strategic Planning
A copywriter’s unique perspective on your brand’s positioning statement offers a fresh lens, ensuring its essence is communicated effectively.
Here are some tips for achieving that goal:
- Ask for their feedback on the campaign’s creative brief: This can uncover nuances and angles you may overlook. For example, they might suggest that the campaign focuses on a different target audience segment or adjust the messaging to be more persuasive.
- Invite them to participate in brainstorming sessions: This can tap into their creative expertise, fostering innovative campaign ideas that resonate. For example, they might come up with a new tagline or a creative way to use social media to promote the campaign.
- Collaborative content calendars: Creating collaborative content calendars involves marketers and copywriters working together to align content topics, schedules, and themes with overarching marketing objectives. This joint effort streamlines the content creation process and ensures each piece serves a specific strategic purpose, maximizing its impact and relevance to the target audience.
When we talked to Nina McIntyre, ETQ’s former CMO, about involving copywriters from nDash’s talent pool, she explained:
“nDash speeds up how quickly we can respond. For example, last year, we discovered a vein of market interest in a specific topic, and nDash worked with us to quickly create multiple types of content on that subject.”
She continued, “Because nDash allowed us to scale content on that topic quickly — they cut our content delivery timeframe in half and allowed us to deliver very great new assets — we gained a significant competitive advantage.”
Empowering Agency Copywriters to Think Creatively and Outside the Box
Here, we explore strategies and approaches that can empower freelance writers to embrace creative thinking and break away from conventional norms, fostering innovative and unique content. By embracing “out of the box” perspectives, they can enhance how they captivate audiences and deliver fresh, engaging content.
Here are some tips:
- Clear communication: Provide comprehensive briefs with clear objectives, but allow room for creative freedom.
- Encourage experimentation: Be open to unique pitches and formats.
- Constructive feedback: Offer direction and refine ideas through open dialogue.
- Offer training and resources: Equip writers with tools, training, and industry trends to inspire creativity.
- Collaboration and diversity: Promote collaborations with subject matter experts and ensure a varied pool of freelance writers with different perspectives.
- Flexibility: While maintaining the importance of deadlines, allow some leniency for the creative process.
- Feedback loop: Regular check-ins and brainstorming sessions can refine and enhance creative directions.
- Embrace failures: It’s impossible for everything to be a win. Celebrate each effort and learn from them.
You can tap into a goldmine of innovative ideas and narratives by providing freelance writers with the tools and support they need to think creatively.
The Role of Copywriters in Enhancing Q4 Campaign Performance
Q4 is often dominated by holiday promotions, sales, and end-of-year wrap-ups, which prioritizes creating impactful copy to capture consumer attention.
How Copywriters Can Enhance Q4 Campaign Performance
The effectiveness of agency copywriters goes beyond just crafting appealing sentences. Their work plays a critical role in marketing strategy and audience engagement.
Here are some examples of how:
- Tailoring messaging to the season: Copywriters understand the sentiments and consumer behavior prevalent during Q4. They can craft compelling messages tailored for holiday shoppers, end-of-year recaps, or New Year resolutions.
- Instilling a sense of urgency: Copywriters can instill a sense of urgency in your target audience, encouraging prompt action, whether capitalizing on a limited-time offer or gearing up for the new year.
- Optimizing calls to action: Copywriters ensure that CTAs aren’t just visible but also compelling enough to drive conversions. According to HubSpot, personalized CTAs crafted by specialized agency copywriters perform over 200% better than a generic CTA.
- Segmenting and personalizing copy: By deeply understanding audience demographics and behaviors, copywriters can segment and personalize copy to appeal to different audience subsets, enhancing overall engagement.
How These Strategies Lead to Improved Campaign Performance
The strategies outlined above can lead to improved campaign performance in many ways, including the following examples:
- Increased conversion rates: Tailored and persuasive copy can lead to higher click-through and conversion rates.
- Enhanced engagement: Personalized and seasonally relevant copy can boost user engagement, leading to prolonged interactions with the brand.
- Higher ROI: Effective copy can result in a higher return on advertising spend, especially during the competitive Q4 period.
- Brand loyalty: Consistent and resonating messaging can foster brand loyalty, ensuring customers not only engage in Q4 but remain connected with the brand beyond.
nDash: Find Seasoned Agency Copywriters Who Can Give Your Business a Competitive Edge
Competition is always going to be there. Edging them out involves differentiating with the highest quality content.
Agency copywriters are experts in understanding your brand’s audience and crafting powerful messages. Their ability to seamlessly integrate their work into your marketing campaigns can help you boost engagement, drive conversions, and increase your ROI.
As you plan your Q4 campaigns, nDash’s pool of talented copywriters can help you achieve your content creation goals.
“What I like the most about nDash is the focus on writer quality and subject matter expertise,” said George Kuhn, Founder of Drive Research. “It’s easy to find writers willing to do the work, but we’re looking for writers that truly understand our space. nDash has helped us build an elite writing team that can grow with us.”
Contact us today to learn more about how we can help you level up your content strategy.