The relationship between corporates and copywriters is long established. Specialist writers don’t come cheap, and often they are not needed on a full-time basis. That’s why partnering with a freelance copywriter works so well in the corporate world.
Here’s post I wrote a while ago (updated) to illustrate this point.
Corporates and Copywriters – why a virtual relationship works
Every business needs content.
Organisations everywhere are faced with an uphill struggle trying to keep up with demands for external marketing, internal communications, product launches, articles, white papers, copyediting needs…I could go on.
This is especially true for large corporations.
Years of streamlining have resulted in over-worked staff whom are constantly fire fighting, desperately trying to keep their heads above water churning out substandard content because they don’t have the specific skills or time needed.
Even if they are marketing managers, nine times out of ten their workload is concerned with the strategic side of things rather than the writing side.
That’s why using a copywriter as a virtual member of your team works.
Keeping a copywriter on hand
Content production takes time, but the benefits of having a virtual writer on your team far outweigh time savings.
Copywriters have spent years honing their craft. They have the unique ability to empathise with your customers (and stakeholders), and speak in their language.
They understand what it’s like to be in their shoes and, because they haven’t been indoctrinated in your organisation’s ways (and jargon-filled chatter), they can clearly explain concepts.
You might think that after working with you for a while this innate ability will be lost, but it won’t. Why? Because they aren’t just working for you. Their varied workload means they are constantly identifying new ideas from other industries that could be used to refresh your content.
How to make a virtual relationship work
Sounds great, doesn’t it?
Having your own professional writer to hand will make your life a whole lot easier. But how does it work in practice?
Well, usually, copywriters work to fixed fees that are project specific.
Of course, in this situation that just creates an excessive amount of work; creating new quotes for every individual project and having to raise corresponding POs.
That’s why it makes more sense to hire them on a retainer – you pay them to work with you for a certain number of days per month.
Some months you may have loads of work for them, others less – but across a year that will even itself out.
The benefit is that you have extended your marketing team by one very flexible and responsive member of staff without having to provide a desk, holiday pay or sick pay – perfect.
All your content creation work and copyediting needs can be passed over to them so you can get on with the thousand and one other things you have to work through.
The result is fresh, engaging content, new ideas and very happy customers and stakeholders.
Plus, because the average spend for copywriting is far below your procurement threshold, you can usually get an arrangement like this in place without having to ask the copywriter to jump through the usual red tape hoops.
Isn’t it time you looked into hiring a copywriter for your team?
If you’re interested in having an off the record chat about how it can work for you, feel free to drop me a line with any questions you may have.
Sally Ormond is a freelance copywriter who has worked with corporates to help them keep on top of