Guidance for companies keen to work with copywriters

Hiring a copywriter – whether you pay a freelancer to work on a short-term project or wish to employ someone on a permanent basis – is a great way to get good-quality content produced for your company.

When you hire a new copywriter it’s important to create a positive working relationship from the outset. A lack of clear communication between you and your new copywriter could result in sub-standard content, and your new employee may feel that you are indecisive and difficult to work with.

Consequently, it can be a good idea to clearly set out a brief that indicates the purpose of creating the content – whether it is to explain industry developments or boost interest in the goods you sell – and the target audience.

It may also be advisable to highlight things such as your company’s style guide and what keywords need to be introduced for search engine optimisation purposes. That way, you can reduce the likelihood of copywriters inadvertently coming up with content that isn’t quite on-brief.

If you are taking on freelancers or have copywriters working in your office on a short-term basis, it can sometimes be difficult for them to feel like they are a part of your organisation, even though the work they carry out is vital.

There are, however, several ways that you can address this. You could, for example, invite your copywriters for summer parties and office quizzes to help integrate them into your business. In doing so, they should feel more included, get a better idea of what you company does and – with any luck – will produce better quality content!

It’s also worth considering the role that promotional products can play in making copywriters feel an integral part of your organisation. The sheer fact that items such as USB sticks, mugs and pens can be customised to feature your organisation’s logo, contact details and other marketing information means they can offer fantastic exposure to your brand, no matter who uses them. Of course, any copywriter you hire shouldn’t need a blatant reminder of who has employed them, but distributing promotional gifts to your copywriters can create a more inclusive working environment.

This is backed up by research from the British Promotional Merchandise Association, showing that 45 per cent of people claim a promotional USB flash drive is the promotional product they would like to receive more than any other form of promotional merchandise. Just over one-fifth of those questioned indicated that a memory stick is the gift that they would find most useful.

Indeed, distributing flash drives to copywriters means they will have a dedicated way to save their content and can easily hand it you once they are done. Copywriters should find USBs a useful tool while they are working on white papers, features and other marketing literature for you.

If you’ve taken on – or are looking to hire – copywriters, what have your experiences been? We’d love to hear from you – let us know by leaving a comment below!