Finding the right agency copywriters can be the difference between content that merely fills space and content that drives results.
Elevating Standards: The Quest for Exceptional Agency Copywriters
If you run a marketing or content agency, one of your biggest challenges is finding high-value agency copywriters. This is a prevalent problem since many low-quality writers are looking to agencies for work.
These writers will often be cheaper, which is a very attractive prospect for agencies. But the reality is that this usually backfires since the quality of work you present to your clients will be different from what they are expecting.
That is why it is in your best interest to find high-quality copywriters who know their industry and produce the quality your clients deserve.
Offer Competitive Pay
Many agencies make the fatal mistake of paying their copywriters too low a rate, which attracts lowball writers. Initially, this may seem like a great deal, but you get what you pay for.
The average copywriter can earn anywhere from $0.05 to $0.10 per word, with more advanced writers making as much as $1 to $2 per word. However, these rates vary according to several factors, including length, content type, and expertise. This shows that the more experienced and high-quality writers will be looking for these rates.
Many copywriters are willing to go down a bit since agency writing work is often more reliable than client work. But you still need to make sure you are offering competitive pay that is worth their time.
Here are some things to consider when creating a rate for your writers:
- How much the client is paying
- Average writing rate for the word count
- How long the piece will take
- The percentage you will take out
Take Feedback to Heart
Being a copywriter is more challenging than many people make it out to be. It requires a great deal of skill to pull off successfully. Because of this, writers often have a different perspective and see areas for improvement.
For instance, you may have a writing system that doesn’t promote high-quality work or isn’t efficient for the writer. This is why taking feedback to heart is important since writers can help you improve your business in the long run.
Happy writers are also more likely to stick around for longer, providing you with high-quality work long-term. This saves you the time of hiring new writers and ensures your clients receive quality content.
Find the Right Kinds of Clients
Depending on the kind of agency you run, you probably attract a variety of different clients. Some agencies have a reputation for attracting low-quality clients depending on the types of prices they provide for their services.
You want to attract the right kind of professional clients who understand what they want. You don’t want to choose clients looking for the cheapest deal or who mistreat your writers.
In a lot of instances, you need to support high-quality copywriters instead of supporting clients who aren’t benefiting your business. After all, it is more beneficial for your business to keep your writers and find better clients.
Create a Workplace Community
Many agencies tend to neglect their writers because they work remotely from home. Even if this is true, you want to create a workplace that feels more like a community.
Creating a community strengthens your connection with your writers and attracts a higher quality of skill. It also improves writer retention since they will be less likely to move on to other agencies.
You can promote a workplace community through online chat groups where your employees and contractors can communicate. Or can host workplace events and games that are available online.
Get Referrals
It is no secret that the copywriting space is overflowing with people looking to break into this popular career path. The problem is that many people are becoming copywriters without the right experience and skill set.
When hiring more writers, sorting through your options can be time-consuming and overwhelming. Getting referrals for high-quality copywriters will always be your best bet.
You can ask your existing copywriters to refer others in their network or get referrals from other businesses that have used copywriters. This is the easy way to sort through your options to avoid the more inexperienced writers.
Here are a few things high-quality copywriters provide:
- Professional writing quality
- Meeting deadlines
- Following client feedback
- SEO knowledge
- Reliable work output
- A professional attitude
- High-quality editing skills
Include Bonuses or Rewards
Many remote employees miss out on workplace opportunities, especially if they are independent contractors or freelancers. One way to sweeten the deal at your agency to attract high-quality copywriters is through incentives.
You could offer things like bonuses if a copywriter reaches a certain number of projects or has worked with you for a certain amount of time. You could also have rewards for exceptional work and copywriters with the best client feedback.
Why Do Agencies Often Attract Low-Quality Writers?
You may be wondering why agencies have a reputation for attracting such low-quality writers. In reality, agencies provide the easiest solution for copywriters since they don’t have to find individual clients. Agencies also provide an abundance of work, which always sweetens the deal.
Agencies also have a reputation for being less picky when it comes to hiring copywriters. This is never a good thing since you want to keep your standards high to satisfy your clients with the content they’re paying for.
As discussed above, agencies also tend to pay writers much lower rates than they should. This naturally attracts a less experienced group of copywriters who probably haven’t had good luck with higher-paying clients.
Where Do Quality Writers Hang Out?
There are plenty of high-quality writers, but finding them can be challenging! The good news is that there are certain places where you are bound to find many options that will benefit your agency.
A very popular platform where writers hang out is LinkedIn, where you can easily post jobs or reach out to writers directly. Another great option that simplifies this process is nDash, where you can contact writers, or they can contact you.
You can contact us directly if you are searching for a high-quality writer to hire or just need a few articles for a project!
About the author:
Abigail McGrath is a professional copywriter with over five years of writing experience. She specializes in creating content that drives traffic and increases sales. Abigail has worked with a variety of clients, including magazines, businesses, and websites. She possesses a strong understanding of what readers seek in content and is adept at making her clients’ content stand out amongst competitors. To learn more about how she can help with your content needs, check out her writing portfolio: Abigail Mcgrath.
