The right words, whether in the form of copy or content, can make a huge difference for your marketing.
If you can speak to your audience in a way that moves them, inspires them, informs them, or clarifies complicated ideas for them, you’re far more likely to be successful.
Good writing serves as a foundation for any brand voice in the form of content, ads, web pages, promotions – you name it. Without that foundation in place, you’ll never move leads to become customers and customers to become brand evangelists.
The question is: Do you even have TIME to pull off that kind of writing consistently?
Most marketers don’t – and that’s okay. Instead, they rely on copywriting services and expert talent. They delegate and outsource to people who call it their life’s work to know and write for all types of audiences in all types of industries persuasively.The right words, whether in the form of copy or content, can make a huge difference for your marketing. But do you have the time to write consistently? If not, check out what Express Writers offers. #copywriting Click To Tweet
Don’t put your hands in too many pots at once. Don’t forfeit writing quality in favor of other tasks. Your entire content marketing strategy WILL suffer.
So, what types of copywriting services can you outsource? What should you invest in for better results for yourself or your clients? We’ve compiled a complete guide, including pricing averages, right here. Want the cheat sheet to save for later as a PDF? Grab it here.
Copywriting Services: The Master List of Content Needs for Your Marketing
1. Social Media
- Social Media Copy for Each Platform
- Branded Images
2. Onsite Copywriting Services: Blogging
- Keyword Research
- Audience & Topic Research
- Starter Blogs – Shorter Expert Pieces
- Authority Blogs – Skyscraper Pieces
3. Onsite Copywriting Services: Web Pages
- SEO Keywords for Your Web Pages
- Key Landing Pages
- Service-Specific SEO Landing Pages
4. Email Content
- Email Sequences
- Single Emails to Your List
5. Ad Copy/Sales Pages
- Conversion Copywriting
6. Copywriting for Marketing Content
- Ebooks & Lead Magnets
- Press Releases
- Video Scripts
- Product Descriptions
Your Total Content Needs List: Copywriting Services to Delegate and Invest In
Copywriting in social media, onsite blogging, onsite web pages, email copy, marketing copy, and ad copy can and should be on your list of marketing tasks to delegate.
Improve your marketing and focus on these copywriting services in each category, starting with social media.
Social media content forms the base of any promotion plan. It’s a key part of a content strategy because it helps you connect, engage, and build relationships with your audience and followers.
While you can and should hand the social media copy reins to an expert, one aspect you should never outsource or automate is personal engagement with your audience.
When it comes time for interacting, building relationships, networking, and engaging, this should always be personal. Whether you’re responding to comments, taking part in a Twitter chat, or commenting on someone else’s post, your personal interaction is essential. Don’t rely on a copywriting service to do this for you.
The basic tasks of writing solid social posts, however, can and should be delegated. Here are the main types you need as a marketer:
1. Social Media Copy for Each Platform
Average price per post: $4 – $6+
For promoting content and building brand awareness, social media copy is essential. You not only need to post regularly on each platform you invest in, but also create social content that uses your brand voice and tone to connect with your target audience.
Of course, writing for each platform requires different standards, types of posts, and copy. All of this can be a headache and a half to juggle, which is why it’s a fantastic idea to invest in copywriting services.
Here are just a few basic, current standards for the top platforms:
- On Facebook, short posts with cleaner copy (think: 0-1 hashtags and 0-1 emojis) are proven to work well, according to data from CoSchedule. Including an image or link with your posts is a given, and video content is huge for engagement. Too many overly promotional posts are a no-no.
- On Instagram, you’d think the emphasis would be on the photo you post, but the caption actually matters a ton, too. The written copy here is a great place to tell stories, engage with your followers, and generally provide added value with your images.
- Example: Tagging other accounts related to your post, especially influencers/brands, as well as using relevant hashtags both encourages discovery and helps your followers find more content like yours. (A good copywriting service will know and use all the current best practices.)
- On Twitter, your post copy should be engaging but strategic. Each post should include an image for 150% more engagement, according to data Buffer collected, not to mention a few well-chosen hashtags. When relevant, you should also tag partners, influencers, and related accounts.
- On LinkedIn, a slightly more professional tone is needed, but posts can still retain your brand voice – just dialed back a little. Longer posts and articles about industry news, events, and developments are great fodder for engagement.
- On Pinterest, much like Instagram, it isn’t necessarily all about the images. Captions will help users find your pins, not to mention give your pins more context. In particular, writing captions that will stay relevant for the life of a pin (which can be a long time!) helps encourage pinning and re-pinning, not to mention continued clicks to your content from that pin.
Express Writers offers copywriting services for ongoing social media posts on the platform(s) of your choice. Our social media writers are up-to-date with best practices for every type of post and know how to create engaging copy that wins.Need copy that stands out? Learn more about how our team can help. #contentmarketing #copywriting Click To Tweet
2. Branded Images
As you may have noticed, images play a huge role in your social media posts. You need a corresponding image for posts on almost every platform, in most cases.
Here’s an example of a branded image from one of our own blogs:
Express Writers offers custom branded images along with our social media posts so you get the best of both worlds. Find this add-on option for social media copywriting services on our social media plans page.
Onsite Copywriting Services: Blogging
Blogging is the cornerstone of content marketing. A 2015 HubSpot study found that B2Bs that blogged at least 16x per month got 4.5x more leads than those that blogged less often. However, to see these types of results, your blogs need to be consistent, high-quality, and authoritative in tone to build trust and rankings.
Can you honestly say you have the time to devote to this kind of blogging? It can get pretty rigorous without help, and many marketers throw in the towel far too soon to see the type of ROI that can and will happen with consistency.
Bottom line: If you can’t commit to blogging with your heart and soul, you won’t see results – unless you outsource.
These are the major blogging tasks and copywriting services to invest in for stronger results.
1. Keyword Research
Average price for one keyword research report: $175 – $250
Reaching your SEO goals is a lot harder without strategic keyword research. The right keywords targeted in an expert, thought-leadership-style blog can mean the difference between content success (traffic, page views, engagement, backlinks) and content failure (cue crickets chirping).
Generally, keyword research for your brand (or your client’s brand) involves:
- Searching for broad industry terms related to what you do/sell
- Finding long-tail keyword variations of those broad terms that hit the right balance for three metrics:
- Keyword difficulty (KD, or the competitiveness of that keyword)
- Relevancy (to your brand, industry, products, or services)
- Search volume (high numbers are not necessarily better)
Keyword research requires some knowledge of your industry, an understanding of what high-ROI keywords look like, and an ability to analyze keyword data to find the richest opportunities for rankings.
Needless to say, keyword research is a valuable copywriting service, but lots of writers simply don’t offer it.
At Express Writers, that’s not the case. We offer done-for-you keyword research and strategy that includes comprehensive keyword and topic reports using top tools like SEMrush and BuzzSumo. We analyze the data for you and come up with the top keyword opportunities to use in your content.
2. Audience & Topic Research
For brand awareness and audience reach, you need the double-whammy of audience and topic research. These actions help solidify the direction of your onsite blogging, giving it the power it needs to reach your ideal buyer on a personal level.
Without these types of research, you’ll have no clear idea of who you’re writing for, not to mention what you should write about.
- Audience research is a process that helps you figure out your main target audience as well as what moves them, their pain points, where they come from, where they want to go, and who they want to be.
- Topic research is how you find blog and content topics your audience actually wants to read. Instead of pulling random ideas out of thin air, you start with what you know about your industry, your brand, and your audience. You work outward from there to find relevant topics that connect to your brand goals.
Writing content that uses both audience and topic research as a foundation ensures two things:
1. You’re always writing to the right people.
2. You’re always writing about topics that move you closer to your success benchmarks.
Luckily, I teach both skills in my course, The Content Strategy & Marketing Course.
3. Starter Blogs – Shorter Expert Pieces
Average price per word: $0.15 – $0.20
Average price for four 500-word blogs per month: $300 – $400
The blogs you publish, whether on your website or your clients’, are fundamental to content marketing. Onsite blogging is the #1 way to build authority, trust, and backlinks. Continuously and consistently publishing great content drives more traffic and brings in more leads.
In specialized industries, expert knowledge behind your content matters. To be high-quality and high-authority, written blogs and articles need the most cutting-edge, up-to-date knowledge behind them. That should include current strategies, statistics, and studies.
In short, industry expert blogs need writers who can:
- Slip into different brand voices seamlessly
- Speak on a personal level to different target audiences
- Write with authority and accuracy about in-depth industry topics
Great expert blogs are readable, informative, useful, and speak to your readers’ most pressing pain points. The right copywriting service should cover all of that.
Express Writers offers industry expert blog packages for niches across the board including health & wellness, technology, finance, real estate, SaaS, SEO/digital marketing, and more. We also offer ongoing topic research as an add-on service so you’re never left scratching your head wondering what to publish next.
4. Authority Blogs – Skyscraper Pieces
Average price for a long-form, 2,000-word blog: $600 – $900
Authority behind your content matters more than ever in this age of information overload. People often don’t know who to trust or which sources are legit, just because there are so many scams, tricks, and fake news cycles out there.
In fact, according to the 2018 Edelman Trust Barometer, public distrust in major institutions has declined across the board, which includes government, media, business, and nongovernment organizations.
Authority, skyscraper-style blogs are therefore essential trust-builders that help shape your online gravitas positively. These aren’t just blogs; they’re MEGA blogs:
- Content is written by an authority in your industry
- Content aligns with your brand voice, tone, and style
- Content is backed up with compelling facts, studies, and current research
- Content is written around a high-opportunity, long-tail keyword that will rocket you into the search engine rankings
- Long-form content provides depth and breadth on a relevant industry topic
In short, authority blogs aren’t just content pieces – they’re content assets. These powerful blogs will work to draw in traffic and leads for months, maybe even YEARS, after they’re published. Even more importantly, they will help build trust and loyalty with your audience.
Express Writers offers authority content for entrepreneurs, marketers, and agencies who want to level up their content. You KNOW what authority blogs can do if you invest in this level of content creation.
I created this copywriting service after a year spent listening, watching, and studying content trends. I saw a winning formula emerge, and I wanted to offer that to our clients – the BEST content possible that will stand tall in a swamp of billions of blog posts.
Onsite Copywriting Services: Web Pages
Think of your onsite content – your web pages, about pages, service pages, landing pages, etc. – as bridges and roads.
Each of these pages has the potential to lead your audience to that ultimate destination, the conversion. Of course, if you build your roads and bridges with weak materials and shaky foundations, fewer people will want to cross them.
Here are the copywriting services you need to invest in to build the best web pages possible, ones that will serve to welcome your audience and guide them to action.
1. SEO Keywords for Your Web Pages
Average price for one keyword research report: $175 – $250
You don’t just need the right keywords in your blogs. You also need web pages optimized for industry terms and phrases that your ideal customers are typing into Google. This is how you get organic traffic and leads from search to land on your main site pages.
At Express Writers, we can find the best keywords for your web pages with our keyword strategy services.
2. Key Landing Pages
Average price per word: $0.07 – $0.23
Average price for one optimized, 800-word web page: $170 – $200
Web page content is one of those copywriting services most marketers can’t do without, as each page must be unique and persuasive to pass muster with Google AND users. Web pages can run the gamut from home pages to “about us” pages to service pages optimized for local SEO.
Much like blogs, industry expert web pages need to be consistent with brand voice and tone, convey authority, help your audience find the information they need, and use keywords strategically for high search engine rankings. The best copywriting services should deliver all of the above.
Whether you need unique, keyword-optimized web pages for your site or you have a lot of service pages that need local SEO and/or some fantastic copy, Express Writers can help with our custom industry expert web pages.
3. Service-Specific SEO Landing Pages
Average price for one 500-600-word page: $75 – $120
SEO landing pages are simply designated places where your visitors land after they click one of your links. Service-specific landing pages usually direct traffic to your site from local search. Here’s how that works:
- A user opens Google and types in a keyword for a local service they want to find (i.e. “dentists in Austin”).
- On the results page, your webpage pops up as an option because it’s optimized for that location-specific keyword.
- The user clicks your link and is taken to your local service landing page, where they can learn more and potentially book an appointment/hire you. Here’s an example of a service landing page in action:
For best results with service landing pages, it’s essential to hire an expert writer who knows your industry. Express Writers hires specific field experts for this exact purpose from industries like legal, finance, marketing, and more. When you order copywriting services like web page copy, we match you up with one of these experts to write your pages.
Average just doesn’t cut it anymore when it comes to web content. Every single page on your site needs to be optimized for search and expertly written to stand out from the pack.Need copy written by industry experts? Express Writers offers a whole host of copywriting services, from social media copy to product descriptions, from short-form blogs to long-form authority pieces. #copywriting Click To Tweet
The power of email content is undeniable. According to Econsultancy, 66% of marketers who use email say it helps them achieve “excellent” or “good” ROI.
That’s not all. A Litmus survey of over 350 marketers revealed the ROI of email marketing is $38 for every dollar spent – Whoa.
However, these results only happen when your emails are targeted, well-written, persuasive, and valuable to your user base. To hit all of these bullseyes, these are the types of email copywriting services to delegate to the experts.
1. Email Sequences
Average price for an email sequence of 5 emails: $450 – $600
Launching new products? You need an email sequence. This is a series of targeted emails sent out at specific times over the course of a few days or a few weeks. Usually, the sequence is triggered by a customer action:
- Signing up for your newsletter
- Downloading a PDF
- Abandoning a shopping cart
- Browsing your site
An email sequence tells a continuing story. Each email builds upon the last email sent, culminating in a whammy-punch that ultimately moves the reader to follow your call-to-action (whether you want them to download an ebook, sign up for a webinar, or buy your new product).
This is an example of an email from a sequence I sent to my own list:
Only an expert writer who truly understands persuasive, conversion-focused copy has the chops to create a successful, conversion-driving email sequence.
Express Writers’ copywriting services include done-for-you email sequences. Our email experts will write your sequence to appeal to your readers and gear them up for that all-important CTA.
2. Single Emails to Your List
Average price for short single emails (200-400 words): $75 – $200 (The American Writers and Artists Inc. copywriting price guide also mentions average pricing for standalone sales emails, which can run as high as $2,000 – but that’s because they’re conversion-focused and expected to be high-performing.)
For email marketing, single emails can be just as effective as email sequences, but for different reasons.
Single emails are a fantastic way to build trust and rapport with your audience. Think of it as another way to connect with them and build a relationship. Additionally, single emails are perfect for sharing new content. Who better to appreciate your new blog post than your list?
Here is an example of a single email promoting a new blog post for the Write Blog:
EW’s writing staff includes email experts who can take care of this copywriting service for you. Whether you need on-brand single emails or irresistible email sequences, we have you covered.
Ad Copy/Sales Pages
To nab the sale or ace the conversion, not just any kind of copywriting will do. Instead, you need expert copy written by a pro who understands the sales process. Enter conversion copywriting.
Marketers: This is something you shouldn’t do yourself unless you’ve been schooled in writing direct response copy.
1. Conversion Copywriting
Average price for one conversion-oriented sales page: Industry experts rate this copywriting service as extremely high-value – $1 per word at minimum is the going rate.
Conversion copywriting is all about creating copy that engages a specific audience and pulls in the buyer’s interest. Conversion copy can be found on web pages, Facebook/social ad copy, and emails. Most of all, it has the potential to make you serious $$$.
With that in mind, not just anybody can write conversion copy that actually delivers. Only a serious copywriter will do, one who understands buyer awareness, the marketing lifecycle, and how to appeal to the decision-making process.
For a good example of conversion copy, take a look at Airstory’s homepage. Every sentence makes you want to add the tool to your browser:
Express Writers has conversion copywriting services available, but only by request. Contact us directly to get a custom quote.
Copywriting Services for Marketing Content
What types of marketing copy should you delegate, and which types can you write yourself?
In general, these are the copywriting services you can hand off for excellent ROI.
1. Ebooks & Lead Magnets
Average price for one designed ebook, 3-5 pages: $300 – $550
Lead magnets are high-value content pieces that you offer exclusively to your audience in exchange for a few personal details, such as their name and email address. Lead magnets are often created in the form of ebooks to pack in a lot of useful information – bonus points if they’re beautifully designed.
Much like blog content, ebooks and lead magnets build your authority and expertise in your industry, not to mention trust with your audience.
Watch me explain lead magnets and ideas for lead magnets in this video:
And check out one of our lead magnets at EW: The Easy ABC Content Strategy Checklist.
We offer both ebook copy and design at Express Writers. Let one of our industry expert writers whip up a high-value ebook for your brand that will help build your clout AND your email list.
Average price per page: $90 – $200
Whitepapers are great content assets to have on hand for any brand. These in-depth reports provide thorough information about specific problems and step-by-step information about how you solved it.
The most common types of whitepapers showcase client testimonials. For example, a good whitepaper will present the client’s problem clearly and effectively, then show how your brand (or your client’s brand) solved that problem and went above and beyond for the customer. Most importantly, these types of whitepapers showcase client satisfaction and serve as powerful social proof for other potential buyers.
Another type of whitepaper that’s pretty common: thorough, well-researched guides to industry problems. HubSpot has a good example of this type:
Whitepapers can be incredible authority-builders for any brand. EW offers this copywriting service, whether you just want whitepaper copy or a fully designed product.
Average price for one slide: $30
Slides for PowerPoint or SlideShare can be surprisingly difficult to write and create. Which key points about your topic should you include? How do you make slides attention-grabbing yet easy to read and understand?
Include this type of content in your list of copywriting services to delegate and you’ll get high-quality, expertly written slides that accomplish all of these goals.
To drive home how effective slides can be, check out this example of a SlideShare created from one of our blogs here at EW:
Need marketing copy for slides on PPT or SlideShare? EW does that, too.
Average price per 250 words: $50
If you’ll be advertising your brand locally (think tradeshows, events, etc.), flyers and brochures are a great print marketing asset. They are:
- Relatively low-cost
- Easy and fast to distribute
- Effective for in-person marketing events
The most successful flyers and brochures will have copy that’s succinct, to the point, and impactful. They will clearly explain your products/services/offers in a way that appeals to your target audience.
If you want an expert creating your flyer/brochure copy, add that to the long list of copywriting services we have available at Express Writers.
5. Press Releases
Average price for one press release: $200 – $300
For announcing key news and happenings at your company, nothing does the job better than a professionally written press release.
Of course, when we say “professionally written,” we mean written by a professional journalist. With this kind of expertise behind your press releases, your news is more likely to be distributed through a network or picked up by a news outlet.
For expert, journalist-written press releases, check out this copywriting service from Express Writers.
6. Video Scripts
Video is huge these days online. According to the Aberdeen Group, marketers who use video get 66% more qualified leads annually.
The secret to producing successful, attention-grabbing videos? A clear message conveyed with confidence. How can you do that? With a well-written video script.
It’s true: Even though video is hot, hot, hot. You won’t get anywhere by pushing out low-quality videos with lots of awkward pauses and stammering. Your video production will be much smoother with a script.
Tip: If you don’t have time to create them, Express Writers can write your video scripts for you.
7. Product Descriptions
Average price for one 100-250-word product description: $20 – $25
Product descriptions are an essential copywriting service for ecommerce businesses selling their wares. These descriptions not only persuasively sell the online product, they also describe it in a way that answers customer questions and overcomes any objections to clicking “add to cart”.
A worthy product description is both visceral (i.e. you get a good feel of what it would be like to use/wear/try the product) and practical (including dimensions, settings, features, etc.). Ideally, it should also be optimized for search so buyers can find that product when searching on Google.
For a tried-and-true example of product descriptions that fit all of these criteria, look at ModCloth, the online women’s clothing store. This PD for a hooded yellow coat includes both fanciful details that will appeal directly to its young target audience, not to mention practical details about the coat material, fit, and sizing.
If you need product descriptions that both tell and sell, let our writing team at Express Writers take care of them for you with our copywriting service for product descriptions.
How to Work with Copywriting Services to Produce Content That Wins
A huge part of winning marketing has to include winning copy. To put it bluntly, there’s so much to write and so little time. As you can see, copywriting services can lift a lot of that pressure off your shoulders.
Whether you’re a time-crunched marketer, an entrepreneur striking out with a new product/business, or an agency strapped for good writers, getting help is always a good idea. It WILL 10x your marketing!
To wrap up, here are a few tips to make your copywriting services go the extra mile:
1. Invest in Quality
Expert, amazing writers charge more for their services because they’re good. Their work gets consistent results and ROI. Period. If you want those results, you need to invest in expertise.
2. Provide Instructions, Guidelines, Ideas, Etc.
For copywriting services, you can’t provide too many details. Give your writer the best starting point by giving them all the information you can about what you need. Examples, style guides, links to content you want to emulate – all of it will help your writer produce a better end product.
While working on your content or copy, your writer might have questions pop up. They might need you to clarify an instruction or help them refine the voice and tone you want them to use, for example. That’s why it’s a good idea to keep communication lines open. Be responsive and work with your writer if you want the best from them.
Copywriting services can lighten your to-do list, but more importantly, they can improve your marketing by leaps and bounds. Have you made the investment in expert copywriting yet?