If you’re like most marketers, you’ve probably considered hiring a custom writing service at one point or another.
But if you’re like most marketers that are new to delegating their online writing, there’s another side to that: you’re also probably not sure what to expect from working with a custom writing service.
We’re here to shine a light on the topic!
If you’ve ever wondered what a custom writing service is and what you can expect when you hire one, this post is for you. Read on to learn more.
Let’s Define a Custom Writing Service
A custom writing service is any company, individual, or firm that writes custom web content for customers.
Seem simple? It is, but it’s also very varied.
A custom writing service can write anything from blog content to print books, depending on what the customer wants and needs. Custom writing services are run by expert copywriters, marketers, and SEOs, and are designed to help busy marketers get the custom content they require, without the hassle of stressing over producing it in-house.
To see a full list of what our copywriters can handle, check out my guide: How Copywriting Works.
5 Standard Expectations to Have with a Quality-Oriented Custom Writing Service
If you choose to hire a custom writing service, you’ll be in for a unique experience. Because custom writing services are highly individualized by definition, the service you receive from the company or individual you hire won’t necessarily be comparable to anyone else’s experience.
The custom writing service is there to define, understand, and exceed your unique needs – that’s the whole point!
You can, however, count on a few standard protocols and methods from any custom writing service you hire. These are as follows:
1. A custom writing service will take time to consult with you about your needs
To serve you effectively, a custom writing service needs to understand what you hope to get out of the partnership.
For example, are you looking to populate a new site with content? Do you want to improve your leads and enjoy more conversions? Are you publishing an ebook and looking for someone to help you write or organize the copy? Maybe you’re looking to start a blog, but you don’t have time to manage it.
Whatever your needs may be, the first thing any reputable custom writing service will do is seek to understand them. This information is critical for the writing company because it allows them to do the following things:
- Gain a deeper understanding of your company
- Develop a plan to meet and exceed your goals
- Craft custom content that caters to your corporate aspirations
- Adjust existing content to support your business’s trajectory
When you first hire a custom writing service, you’ll want to be prepared to be as open as possible about your goals. This will help the company better serve you.
2. A great custom writing service will evaluate your current content
They won’t just throw a quote at you – a good writing service will actually evaluate where you stand and go from there.
If you’ve already got content on your site or blog, or if you’ve provided a layout for a bigger project, like an ebook, the custom writing service will evaluate it and reach out with suggestions, questions, or observations.
This helps the writing team you select get an idea of how long you want your content to be, which topics you’d like covered, what voice you’re looking for, and what goals you’d like the content to achieve.
For best results, be sure to maintain an open line of communication with the custom writing service. Remember: great writing flows easier when both of you communicate freely about the direction of the project. More tips on that in our guide on outsourcing your writing.
3. They will develop a content plan
Depending on the goals you set out earlier in the process, the custom writing service will now help you develop a content plan designed to meet the objective. For example, if your primary goal was to increase your social media following, the custom writing service may design a social content plan that includes several posts each week on all of your platforms. This plan would likely include a mix of curated, original, visual, and textual content to intrigue and inspire your readers.
This is a point at which you can expect to work very closely with the company. Does the plan adhere to what you had in mind? Is there anything you need clarification on? Do you want more detail about why a particular keyword is being targeted or why the use of infographics, for example, is so smart? All you have to do is ask! Any custom writing service worth its keyboards will be happy to help shine a light on these things for you.
4. Your custom writing service will optimize content for SEO
If you’re publishing web-based content for the purpose of marketing or lead generation, you can expect your custom writing service to optimize it for search engines and readers. Remember, your readers come first, but SEO is vital too.
Today, 81% of consumers research online before they decide to buy a product, and having content that is optimized for SEO is one of the best ways to ensure that your content appears when and where readers need it.
If you’re not familiar with SEO, a good custom writing service can help you understand it more deeply. Essentially, SEO is the process of optimizing content for search engine visibility and a positive user experience. This often entails methods like keyword inclusion and meta content optimization, to name just a couple.
The fact that so many custom writing services now optimize for SEO is one thing consumers love. Because today’s most visible content has all been optimized for SEO, hiring a quality custom writing service can help you remove the middleman and get professional, expert-level, properly optimized content from a single source.
5. They will publish content for you, upon request
If you’re looking to be as hands-off as possible with your content, it’s easy to find a custom writing service that will handle everything from the topic mining to the distribution for you. This is particularly the case when it comes to web content like social media posts and blogs. Dozens of custom writing services handle all of the publishing and distribution for their clients, and this is one simple thing that many marketers love about hiring a custom writing service.
Expect to pay more for this – if it’s done right, you’ll get a meta description, writing, and post optimization along with publishing.
5 Reasons Hiring a Custom Writing Service Is a (Very) Smart Idea
I mean, we are a custom writing service, but we above everyone else know how and why our clients benefit from our content. 😉
There are tremendous time savings and ROI benefits to hiring an outside writing service.
Now that you know what custom writing services do, let’s talk about why hiring one is such a good idea. Don’t be the marketer that underestimates the importance of custom content.
As it stands right now, 90% of shoppers find the presence of custom content helpful, and 61% of customers are more likely to make a purchase from a company that delivers custom content. With that in mind, it’s clear that creating custom content is not just important, but critical, for any business that wants to build success in the world of online marketing.
If you’re still in doubt that hiring a custom writing service is a smart move, consider the following points:
1. A custom writing service will make you more competitive
Today, more than 86% of B2B marketers and upwards of 77% of B2C marketers take advantage of content marketing, and while many of them have in-house content creation teams, many hire their content creation out to custom content companies. If you’ve not yet jumped on the custom content bandwagon, the chances that you’re missing out on traffic are high.
Today, consumers don’t just want custom content – they expect it. And if you’re the only company in your industry that’s not giving it to them, you’re missing out on business. By hiring a custom writing service, you can populate your site and social profiles with high-quality, original content that caters to your individual consumers and helps to boost your conversion rates across the board.
2. A great writing service will diversify your content voice
Maybe you’ve been creating content in-house for quite some time now. And maybe it’s been going well. Perhaps you’ve noticed a drop-off in reads and shares, though, and you’re wondering why. Even if you have an established reader base, keeping your content fresh is difficult, and even the most loyal customers will begin to drift off if your content becomes stale or uninspired. Because of this, it’s essential to keep things fresh and do whatever it takes to ensure quality content at all times.
Hiring a custom writing service is a great way to do this. Because a good custom writing service has a team of skilled writers rather than just one or two individuals, you get the benefit of many people putting their heads together to create unique topics and write inspired content for your company. This benefits your readers just as much as it does your brand, and can go a long way toward improving your content’s performance on all of your distribution channels.
3. An excellent custom writing service will help you stay on track
If you’re running a business or trying to get a company off the ground, you’re busy, and it can be tough to hold yourself accountable to create a few blogs or social posts each week. Unfortunately, letting these things fall by the wayside doesn’t do anything but hurt your company in the long run. Today, custom content is more important than it’s ever been before, and if you neglect its creation because you’re trying to build a functional website or fix bugs in the system, you’re going to see a drastic drop-off in your visitors and readers.
When you hire a custom writing service, though, these problems cease to exist. While running a company is still hard, having the professional help of a custom writing service can make it much, much easier.
Because a custom writing service can take over your content creation efforts and free you up to focus on things like building your product, it’s the perfect tool for busy founders who need a break. When you hire a custom writing service, nothing has to suffer for everything to come into place down the line. Instead, you get the benefit of a successful company and quality content to reflect it.
4. Learn best practices from your up-to-date writing team
If you’re a little out of touch on best practices in content marketing, a good custom writing service can help bring you up to speed. Because the writers at a custom writing company write marketing and promotional copy for a living, they’re highly knowledgeable about the current best practices and industry standards.
While it may seem tempting to throw these things to the wind under the assumption that they don’t matter, best practices are more important today than they’ve ever been before, and finding a team that understands them and knows how to adhere to them is critical.
5. A custom writing service can offer technical know-how, as well
While good writing skills are essential, technical expertise is, as well, and a custom writing service can pick up on all of the picky aspects of SEO that you don’t understand (or simply don’t care to understand). By doing things like optimizing your meta content, adding alt. text to your images, and ensuring that your targeted keywords are utilized properly throughout your content, a custom writing service can deliver quality content that’s as functional for search engines as it is for people.
A Good Custom Writing Service: Your Secret Weapon for Success
A skilled, reputable, professional custom writing service is exactly what you need to build a successful online presence and ensure that you’re providing the content your customers and would-be customers need from your company.
While it’s tempting to think you can go it all on your own, a custom writing service can take the burden of content creation and distribution off of your shoulders and help you build a solid online company with a reputation for authority, leadership, and intelligence across the board.