According to a recent joint report by the Content Marketing Institute and MarketingProfs , in 2020, as many as 84% of B2B companies chose to outsource content creation.
These statistics confirm what we already know – the demand for professional copywriting and content creation is extremely strong both locally and globally.
In other words - every small, medium or large entrepreneur sooner or later reaches the point where they have to choose a trusted copywriting agency or freelance copywriter.
What should you consider, though, when making this choice?
Communication and process organization
Every medium-sized copywriting agency has a manager or a separate employee whose main task is fast and timely communication with clients. Usually this is a person who is not involved in writing texts, but only in precise planning and increased organizational work - the backbone of any successful partnership.
On the other hand, a freelance copywriter is forced to constantly race against the clock. Working with a large number of clients, he often does not have the opportunity to organize, plan and communicate the process in the best possible way. Not because he cannot, but because he does not have time… From writing.
A set of knowledge and competencies
If a freelance copywriter is just one person, then a copywriting agency is a whole army of specialists with different experience, knowledge, education and competencies. What does this mean in practice?
- A copywriting agency can offer expert content creation for a much wider range of topics and business niches ;
- A copywriting agency (not by definition, but in practice) has a much broader view of digital processes , including marketing and advertising;
- The copywriting agency has human and technical resources for better and more in-depth research , including through the specific skills of its partners and employees.
It is important to know that good copywriting agencies can perform any task strictly and mechanically, but they can also do much more. Namely, they can use their knowledge and skills to assist the client in the process of consulting, planning, and following best practices in content creation.
Last but not least, many agencies are composed not only of writers, but also of specialists with different education and professional backgrounds: including translators , marketers, and SEO specialists . This guarantees a qualitatively new type of service that goes far beyond text creation.
A good copywriting agency can provide precisely the writing of texts that have the power to convert, rank the site well, and help build a stable brand image for the end customer.
The “Editing and proofreading” factor
The structure of copywriting agencies, whether horizontal or hierarchical, guarantees another extremely important advantage – the availability of a second opinion . If the freelance copywriter is the manager, author, editor and proofreader of his work, then in a copywriting agency things are different in two ways.
First, each text is planned and commented on before it is even written. During the process, details such as structure, style, keywords, desired message, and impact are discussed.
And secondly – in the copywriting agency, every written text goes through a second person’s review before it is delivered to the end client. This review involves editing and correcting spelling, punctuation, stylistic, lexical and semantic errors. Because perfection always lies in the details.
Quality assurance and adherence to good business practices
Working with a professional copywriting agency can give you the assurance that your money will be spent wisely and your content budget will have the desired return. Why is this so? Very simple: the agency's team is pre-selected, trained and qualified to provide the highest quality service.
What's more: working with a company contractor guarantees correct payment, proper accounting, and good business practices that a freelancer is not always able to offer.
In conclusion
All of the above does not mean that freelance copywriters are generally unreliable. Quite the opposite – most copywriting agencies in Bulgaria have a team of selected freelance copywriters.
However, the difference lies elsewhere – in the human, time and organizational resources that a larger structure can offer. Because the process is just as important as the end result, and several heads always think better than one .
