When you’ve just started your business, it’s not uncommon to try and take on everything yourself. But between managing day-to-day operations and writing compelling web and marketing copy, it can quickly get overwhelming. And the quality of your copy might not be up to mark either. Why not hire copywriters to avoid any issues altogether? That’s an idea!
Hiring a professional copywriter could be the best decision you’ll ever make for your business. They can free up your time, allowing you to focus on other aspects of your business. An experienced copywriter also knows the art of crafting the perfect message to inspire, inform and engage your target audience, helping drive brand recognition and sales.
If you’re unfamiliar with the process of hiring a copywriter, you may be wondering where to start or how to test their skills and competency level. So we’ve compiled this guide to help you find and hire copywriters to take your brand to the next level.
How to hire copywriters in 5 steps
While the main task of a copywriter is creating persuasive and compelling written copy, there’s more to the role than that. They should be able to –
- Understand the needs of the business
- Think outside the box and come up with creative ideas
- Adjust their writing and tone of voice to suit different platforms and formats
- Research market insights and industry trends
- Meet deadlines and manage time effectively
TL;DR here’s a quick video with the key points of this article.
When you’re out hiring, finding copywriters who can do all this and more will not be the hard part. There are many different places, like content writing agencies, job boards, and freelance writer platforms, where you can find experienced copywriters. The real challenge is finding a copywriter who will be the best fit for your business. You would essentially want someone who ticks all the right boxes. Here are some tips to help you get started –
- Understand the different types of copywriters
- Where to hire copywriters: Explore Your Options
- Hire copywriters after thoroughly assessing qualifications and skills
- Screen the copywriters before hire
- Consider the costs of hiring copywriters
1. Understand the different types of copywriters
Most copywriters can handle all types of content tasks, from product descriptions and web copy to marketing emails, but there are some who specialize in certain niches. These copywriters have a unique skill set, that allows them to be experts at one or more types of copywriting. Before you hire a professional copywriter for your business, it’s important to understand the different types of copywriters and what they do. This will make it easier to find a copywriter who would be the best fit based on your content needs.
(i) Technical copywriters
Technical copywriters possess a special set of skills that allows them to transform complex and dense information into a simple, straightforward, and easily comprehensible marketing message. Technical writers are usually required by businesses operating in the medical, finance, criminal justice, scientific, and industrial sectors. These types of copywriters are best for writing medical, legal, and finance-related copy, or any other kind of technical content. They can also be useful in instances where you might need translations.
(ii) Creative copywriters
These copywriters are adept at crafting engaging and persuasive content that resonates with the audience on a personal level. The primary purpose of their writing is to increase brand awareness and encourage the audience to take action. Creative copywriters often work collaboratively with marketers and designers to develop effective marketing messages for a brand. You can hire them to create all kinds of content, including –
- Jingles, taglines, and marketing slogans
- Email copy
- Landing pages
- Web copy
- Research-based copy
- Press releases, and more
(iii) SEO Copywriters
These copywriters are savvy strategists who specialize in search engine optimization (SEO) techniques. Their primary goal is to create content that is engaging and informative for readers, while also employing SEO best practices to improve the content’s visibility in search engine results pages (SERPs). When you hire SEO copywriter, you get someone who has a deep understanding of how search engines work, and what factors determine the visibility of content. Copywriters specializing in this field can be used for creating web page copy, landing pages, product descriptions, and more.
(iv) Conversion copywriters
These copywriters are concerned with driving conversions for your brand. Conversion copywriters craft compelling marketing messages and copy, with the aim to inspire the audience to take a particular action. They know how to create a sense of urgency through their copy, so the reader can be convinced to become a customer, subscriber, or follower.
(v) Ad copywriters
Ad copywriters can create content for a variety of advertising mediums, including online, print, television, radio, and billboards. They know how to appeal to people’s emotions and understand the art of writing in a concise and impactful way while maintaining the brand’s tone and voice. They might also know how to leverage SEO techniques when creating online ads. The role of ad copywriters is critical for ensuring that your advertisements are delivered to their intended audience in an efficient manner.
2. Where to hire copywriters: Explore your options
The second step is deciding whether you want to work with a freelancer, bring on a copywriter full-time, or enlist the help of a content agency. This decision will be crucial, as it will increase your chances of finding copywriters who can help you achieve your content goals. Each copy writer hiring channel comes with its unique set of advantages and disadvantages. And there are also many other factors to consider, like the level of expertise you require from the copywriters and the flexibility you need.
So, if you’re looking to make an informed decision, it’s a good idea to consider all your options, weighing the pros and cons of each. Let’s take a look at what each hiring channel offers –
(i) Hire copywriters from a content marketplace
A content marketplace can be a cost-effective and flexible option for any business or brand that is looking to hire writers for their copywriting needs. The great thing about content marketplaces is that they act as an intermediary between you and the freelance writers. They help you connect with copywriters, facilitate smooth collaboration, and some of them also offer additional services like quality assurance.
How they work:
Content marketplaces often employ different approaches to help businesses hire freelance copywriters. Some content marketplace websites will allow you to post your copywriting projects/jobs on their website, along with the details and unique requirements. These posts are then made visible to a vast talent network of freelance copywriters registered on the platform, who bid on these projects and send their proposals. This makes it easy to find a freelance copywriter best suited to your writing needs and budget. Popular copywriter marketplace websites employing the bidding and job board system are Freelancer, Upwork, Fiverr, and Guru.
Narrato Marketplace works on a similar model, where you can place orders for your copywriting content and get access to thousands of quality-vetted writers. What sets it apart is the intelligent writer-matching algorithm that automatically matches your content order to a copywriter with relevant experience in that niche. And what’s better is that you will have your content in your hands within 24–48 hours of ordering. Narrato Marketplace is also one of the few content marketplaces that is dedicated to content creation and marketing, unlike other sites like Fiverr and Freelancer.
The most obvious advantage of this content marketplace, besides the ease of use, is that it gives you more control over the quality of the content. You can choose the level of expertise you want from the get-go, eliminating the need for unnecessary back and forth later. And if you do want any changes or rewrites, Narrato Marketplace offers unlimited revisions.
Hiring a freelance copywriter from a content marketplace like this one can be a great way to get high-quality content without breaking the bank. There are four content order options (Basic, Standard, Premium, and Elite) on Narrato Marketplace, which start from as low as $1.9 per 100 words. And you can order anywhere between 1 and 1000 (!) content orders in a single go.
Pros of content marketplaces:
- Streamlined hiring process: Content marketplaces simplify the whole hiring process by providing businesses a place to connect with copywriters (both experienced and newbies)
- Ordering content through content marketplaces is a breeze, and you can expect content to start rolling in right away
- Global talent network: Content marketplaces usually have writers from around the world, who bring with them their unique set of skills and expertise
- Freelance copywriters can provide you with a fresh perspective
- Flexibility: Option to hire freelance copywriters on a project-by-project basis, making it easier to scale up and down as the copywriting needs change
- Freelancer writers usually have expertise in multiple fields, so you can count on them to fulfill different types of copywriting tasks
- By hiring a freelance copywriter, you can save up on office space and enjoy more flexibility when it comes to managing your workforce
- 100% customer satisfaction: Good content marketplaces will let you pay only for content that meets your standards
Cons of content marketplaces:
- Freelance writers may not be able to work for you exclusively on a regular basis or until your project is finished
- Some freelance copywriters may charge more for any changes or rewrites. But this is only the case when you don’t hire them from a reliable content marketplace.
- Some freelance marketplaces might not be able to offer specialist copywriters to meet your unique content needs
(ii) Hire copywriters from content agencies
With a content agency, you get access to a more extensive range of copywriting services. This is because content agencies generally have a whole content team in place, consisting of writers, editors, proofreaders, and even copywriting specialists. This can be a good option for businesses that need a high volume of written material but don’t have the budget and resources to maintain an in-house content team.
How they work:
When you take the copywriting agency hiring route, you get access to a skilled pool of copywriters who can create high-quality written content tailored to your specifications. The process of hiring usually starts with a consultation with a representative from the content agency, in which you would discuss your copywriting goals, objectives, and needs. The content agency might also give you the option to choose additional services besides content production, like content strategy development, success measurement, account managers, etc. After the initial consultation, you would be provided with a custom proposal along with the quote.
There is a Managed Service option on Narrato Marketplace that works on the same principle. When you hire professional copywriter using the Managed Service, you’ll get a dedicated Account Manager who will take of all your content needs from start to finish. They will take the time to understand your copywriting needs, and will also act as a mediator between you and your chosen freelance writers. The account manager will also ensure that your content is delivered on time while adhering to quality standards.
Pros of content agencies:
- Get qualified copywriters who have experience in delivering top-notch content
- Save time, effort, and resources that would otherwise go into hiring and training copywriters
- Get access to specialist copywriters with expertise and skill set to fulfill your unique content requirements
- Additional services like proofreading, editing, SEO, marketing strategy consultation
- Dedicated project managers to ensure smooth project coordination
- Option to scale content production according to your needs
Cons of content agencies:
- Working with a content agency can be more expensive than hiring a freelance copywriter, but agencies do offer a host of other services that a freelancer writer might not be able to provide
- The process of creating a long-term partnership with a content agency can sometimes take time because of procedural delays
- If the content agency doesn’t have a large team of writers, it might take them longer to deliver the content
- When working with a content agency, it is not uncommon to have multiple points of contact. And some content agencies might not connect you with the writers directly, which can lead to confusion and communication issues
iii. Hire copywriters through job boards
With the increasing popularity of the gig economy, there are many job seekers and freelancer writers actively looking for opportunities on job boards. This makes it a good channel for hiring copywriters, whether you’re looking to hire them as freelancers or as part of your in-house writing team.
How it works:
Hiring freelance copywriters through job boards is pretty easy. All you have to do is post a job listing along with the necessary qualifications on any of the online job boards, or even the old-school newspapers and magazines. And then it’s time to wait for potential candidates to reach out. When you’re hiring through job boards, there’s always an element of chance because you’re waiting for candidates to discover the job listing. You can always use tools like UInclude to write detailed and inclusive job posts that attract better candidates.
Pros of hiring copywriters through job adverts:
- A wider pool of copywriters
- Easy screening of candidates as many job boards provide advanced filtering options
- You get the opportunity to work directly with copywriters you hire
Cons of hiring copywriters through job adverts:
- Job board listings can attract a lot of candidates, so you would have to manually go through all the applications to find the best copywriter for your niche. This can be a time-taking process
- When you’ve never worked with a copywriter before and haven’t had any prior interactions with them, it can be difficult to gauge their writing aptitude or the standard of their work
- You would have to invest time, effort, and resources to train copywriters, especially if you happen to hire inexperienced ones
- Job boards may not offer the same level of quality assurance and vetting that you would get with a content agency or content marketplace. This means that you would have to invest additional time and effort in verifying the background, skills, and experience level
- If you hire freelance copywriters through job boards, there’s no safety net if they happen to leave suddenly, without completing the project
- Hiring in-house writers can prove to be costly. Not only do they require a fixed salary, but they are also entitled to other benefits, all of which adds to the overall hiring costs
3. Hire copywriters after thoroughly assessing qualifications and skills
When it comes to hiring copywriters, it’s important to ensure that the writer you bring on board has the right qualifications and skills. After all, they will be responsible for crafting written content that represents your brand and speaks to your target audience. One way to ensure that you’re making the right decision is by thoroughly assessing their qualifications and skills. This might be a time-consuming process, but it’s worth it in the end to find a writer who can deliver the quality of work that your brand deserves. The key is to know the difference between what is essential and what is preferred.
**Note: This step might not be required when you’re hiring a copywriter through a content agency or content marketplace. But, it would still be a good idea to know about some essential qualities and skills that you could specify in your copywriting requirements.
Essential qualification and skill requirements
- Strong command over spelling, grammar, and punctuation
- Ability to effectively communicate ideas, concepts, or feelings, through written text
- Professional copywriting experience, whether in-house, agency, and freelance
- Time management skills
- Good research skills
- Attention to detail
- Being capable of working independently and efficiently
Preferred qualification and skill requirements
- Proven track record of successful marketing campaigns or high-converting copies
- SEO knowledge to ensure the discoverability of content online
- Ability to tailor the writing tone and style to suit different audiences and brand needs
- Experience with all the different copywriting formats
4. Screen the copywriters before hire
Once you have chosen a few candidates after assessing their qualification levels and skills, it’s important to do due diligence. This step is, again, only required when you’re hiring in-house or freelance copywriters directly through job boards. If you’ve hired copywriters through a content agency or content marketplace, you can skip all these steps, and get your content written by copywriting experts straightaway.
Now, let’s get back to the screening process. Here are some questions you can ask your writers before making the final decision –
- Can you give me some examples of your previous work?
- Can you connect me with any of your previous clients?
- Can you walk me through your usual writing process, starting from ideation to the final draft?
- What strategies do you employ to make your copy persuasive and engaging?
- Do you like staying updated on copywriting best practices and industry trends?
- Was there ever an instance where you had to write for a niche industry or topic that was unfamiliar to you? How did you approach it?
- Do you have any thoughts on the project? [Provide a brief overview of the project]
The aim of this exercise is to find out whether the copywriter is the correct fit for your business. You can also use a tool like ChatGPT to come up with more questions for the copywriter screening process. Here’s an example of interview questions generated on the ChatGPT integration on Narrato’s AI Content Workspace.
5. Consider the costs of hiring copywriters
To make an informed decision while hiring copywriters, it’s important to have a clear understanding of your budget and the various costs associated with each option – content marketplace, content agency, and job boards. Here is a breakdown of the costs involved in hiring copywriters through different channels
Costs involved in hiring copywriters through content marketplaces:
The cost of hiring a copywriter through this channel can vary from one platform to another. Some content marketplaces will allow you to set your own rates for the projects, while other platforms will have fixed rates, based on the expertise of writers and word count. There are still some other content marketplaces that would give you the option to invite bids on your project. Depending on the platform, the cost per word for content can range from as little as 1 cent to $1.
Costs involved in hiring copywriters through content agencies:
While this option can be a little more expensive than hiring through content marketplaces, the costs can vary widely, depending on the type of pricing structure employed in the content agency. They might have a fixed fee for each project or charge hourly rates. Besides this, there can be additional costs to consider if you include the other services offered by the agency. Make sure to thoroughly examine the agency’s cost breakdown and contractual agreement before agreeing to anything. But remember – what you pay for is what you get. The cheapest option might not always be the best. Ultimately, you would have to decide how much would you be willing to invest in high-quality content that caters to the needs of your business.
Costs involved in hiring copywriters through job boards:
Whether you’re hiring copywriters for your in-house team or on a freelance basis, there is no way to determine the costs of hiring a copywriter through job boards. Every copywriter will have their own rates, which may vary depending on their experience, level of expertise, and the type of project. There are estimates you can obtain from the market trends too.
According to the U.S. BLS Occupational Employment and Wage Statistics, the median annual wage of copywriters, as of May 2022, was $73,150.
The best way to approach this would be to explain your expectations and budget to the writers and ask them to quote a price range. You can negotiate the terms of the agreement until you arrive at something that is mutually beneficial to both. And if you’re hiring freelance writers, it’s best to use a per-project model of pricing.
FAQs on Hiring Copywriters
Q. How and where do startups hire copywriters?
Startups have lots of different options when it comes to hiring copywriters. They can find great candidates both online and offline, whether it is through referrals, social media, or job boards. But, for businesses in their nascent stages, it makes more sense to outsource their content needs to a content agency or freelance content marketplace. This eliminates the need to hire and train writers in-house, which would otherwise put a significant strain on the resources of a growing business.
Q. What are problems small businesses and entrepreneurs have when hiring copywriters?
If you’re a small business or an entrepreneur, it can be difficult to find someone with the right skills who also fits into your budget. You might not know where to start looking, or you may not have the time or resources to do a thorough search. This can become a lot simpler when you start by choosing the right hiring channel. You can get your content delivered quickly through a freelancer content marketplace, while a content agency might allow you more control over the copywriting process. See which option best aligns with your content needs, and start hiring copywriters accordingly.
Q. Why do businesses prefer to hire freelance copywriters?
Businesses prefer to hire freelance copywriters because they often have specialized skills and knowledge, as well as the flexibility to work on projects quickly and efficiently. Freelance copywriters can also offer cost savings by avoiding overhead costs that are usually associated with full-time employees. In addition to that, businesses can benefit from having access to a larger pool of writers with diverse styles and backgrounds, which can add value to their content.
How to Hire Copywriters – Wrap Up
Whether you choose to hire in-house, work with a content agency, or find freelancer copywriters through job boards or content marketplaces, following the steps given in the article will help you make an informed decision. By taking the time to find the right copywriter, you can establish a consistent brand voice and tone across all marketing channels, enhancing brand recognition and loyalty. Hiring a skilled copywriter can truly take your business to new heights.
Here are some more resources from Narrato that you might find useful –
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