You know that feeling when you find out your favorite novelist has been using a ghostwriter all along? Well, it’s not all that different from discovering your copywriting agency defers to freelancers – except now it affects your content.
Yes, the F-word they don’t want you to know about is freelance writers. Copywriting agencies like to obscure this detail from you with alluring phrases like “group setting” and “teams of writers,” when in reality, their writers aren’t even working in the same state sometimes, let alone the same office.
You might be thinking, so what? Does it really matter what kind of writers your agency uses? As long as you’re still happy with the services, then no, it doesn’t matter. But remember: the same things that enticed you to select a copywriting agency are the same things that drew you away from hiring freelancers.
If you spot these 5 warning signs, there just might be some freelance writers hiding in your midst.
1. You see major inconsistencies among the content writers
When an agency uses freelancers, they build up a bank of hundreds, if not thousands, of writers that they can call upon as needed. This means someone new could be creating your content every single time, which could lead to variances in the tone, style and quality of the copy.
Once freelancers submit their work, they get their paycheck and move on to other jobs. As is the nature of most freelance writers, they might be juggling multiple projects for multiple companies. According to a 2015 survey done by Freelance Writing Gigs, 37% of freelance writers have 0 regular clients. So they will never have the opportunity to develop a close bond with your company and your content.
But the agency wants you to think of them as a well-oiled team that works side-by-side every day, because they recognize the value in what a permanent team can offer. Unlike freelancers, full-time expert writers are assigned to work on a client for weeks, months and years at a time and become fluent in every facet of the client’s tone and brand identity. And even though an in-house team is made up of individuals, they get to read and proofread each other’s work and bounce ideas off one another on a daily basis.
And for those reasons, your agency might feel comfortable bending the truth.
2. You’re not happy with the articles you buy
As freelancers come and go, they may not be able to produce the kind of content you’re looking for. Maybe they’re missing deadlines or just missing the mark altogether, but here’s a few reasons why this could be happening:
- Freelance writers have less oversight. They value their freedom, and 82% say the best thing about freelancing is that, “I can work wherever and whenever I want” (Freelance Writing Gigs). For you, this means they will never be as committed to your content as in-house writers are.
- Freelance writers are slower. While they’re certainly not inherently slower, they just aren’t as well-versed with the guidelines, processes and best practices. A permanent member of the team will come to know these things like the back of their hand and be able to churn out content faster.
- It’s true that freelance writers don’t receive health insurance or any other full-time benefits, but they also miss out on employee development opportunities and activities to hone their craft.
3. They don’t showcase their content writers online
An agency’s “Meet the Team” page can be very telling. While you might see smiling faces and impressive resumes, the copywriters are usually nowhere to be found. Instead, you’ll see executives, account managers and founders – because they hold a more permanent place within the company.
Similarly, the copywriters all appear to be absent from community posts and social media shout-outs. Are the same three people photographed for every company event? These signs may point to freelancers.
4. They have low standards for their “expert writers”
Because most freelancers work remotely, they’re not subjected to an extensive hiring process. There are no in-person interviews or comprehensive training programs like there would be with an in-house team.
To get a better idea of exactly who’s writing your content, check out your agency’s hiring pages. What are the requirements to write for them? Sometimes they only need you to have a social security number and a computer to get hired. If that’s the case for your agency, you might start to question the qualifications of the people creating your brand’s content.
5. There’s a lack of transparency between your copywriting agency and you
If a copywriting agency is hiding freelancers, there’s a chance you may never know it, because they’re very careful about how they communicate with you.
If you’re talking to the account manager and you bring up a specific writer’s work, you might get some vague responses. Instead of saying, “That’s Bill, he has an extensive background in the topic and produces great work for us,” they might dodge the question with, “That’s one of our expert writers.”
The same goes for their website. They may never outright say that they use freelance writers on any of their landing pages – except the pages not meant for you to see, like their career pages.
If you think your content writers have been underperforming, it might be time to have a conversation with your agency. Whether they’re hiding freelancers or not, you should always voice your concerns in order to make sure you receive the best possible content.
Learn more about what it’s like to work with a copywriting agency by downloading Virtucom Group’s ebook, Outsourcing Content Creation: 6 Essential Questions for Choosing the Right Partner.
