Do you know who’s writing your content?
At first, this may sound like a silly question. It should be a no-brainer, right?
But plenty of companies enter into contracts with agencies only to find themselves paired with a copywriting team of nameless, faceless writers—not a dedicated copywriting partner. A project manager, strategist, or account manager is visible, but the copywriters themselves are kept behind the curtain.
It’s a bit spooky. Deliverables arrive but never with a name attached. Any feedback you have for the writer goes through a middleman. You begin to wonder if the person ghostwriting the quarterly update on behalf of your CEO is, well, an actual ghost. Are you even working with anyone consistently, or is each piece written by someone entirely new?
You’re not wrong for wishing for a little more clarity, a peek behind the scenes, or at the very least the email address of the writer working on an important piece.
Connecting with a real person with a name and a face isn’t just reassuring—knowing your copywriting team personally has tangible benefits. Here are the top 6 reasons to have a dedicated copywriting team you know by face and name:
Communication is more effective.
Just as you’d expect from a partner of any kind, your copywriting partner should strive to make communication with you as efficient and effective as possible.
Establishing personal relationships with your writing team allows conversations to flow more naturally. As you get to know each other, you build rapport—making it easy for anyone on the team to share new ideas or suggestions with clarity and confidence.
Having direct lines of communication with your writers ensures everyone remains on the same page. You can easily give feedback as it comes up, and rest assured it is properly absorbed. If a writer has a question, they can get an answer firsthand from someone on your team— rather than a muddled translation from a middleman. Overall, copy becomes more cohesive.
Your brand voice gets stronger.
When you work with a dedicated copywriting partner, you end up with a team of writers who are brand experts.
Writers with no accountability to you as a longtime partner will learn the nuts and bolts of what they need to know to write a given deliverable. A dedicated team will immerse themselves in learning the ins and outs of your audience, values, messages, voice, and desired tone.
The longer you work together, the more steeped the writers become in your brand voice. After writers receive feedback on the first few deliverables, they remain accountable for applying it to future deliverables. They learn how to nail your brand voice’s intricacies, push it to new limits, and ultimately deliver content that is on-brand every time.
Copy is more strategic.
A personal relationship with your copywriting team allows for open communication about marketing goals, strategies, and objectives. The more team members feel personally invested in your company’s vision, the more equipped they will be to write goal-driven copy that aligns with your overarching marketing strategy. The result is content that performs.
Collaboration flourishes.
Writing is a team sport. The best copywriting results from a partnership in which both parties develop and refine ideas together.
Having a dedicated team of writers you know personally allows your group to develop the trust and camaraderie needed for everyone to feel comfortable sharing new thoughts and playing off each other’s ideas. You’ll find yourself refining processes, pushing creative boundaries, and using this newfound synergy to propel fresh, standout copy.
Revisions are quick and on point.
With open lines of direct communication and a known process in place, you can reduce revision turnaround times and increase editing efficiency. Individual writers are accountable for absorbing and incorporating your feedback and can open up a conversation with you directly if they need clarification.
Revisions become seamless, and your copy reaches its final destination without unnecessary delays. Plus, as writers get to know your brand, they’ll be able to anticipate your feedback, and edits will become minor.
You retain a sense of ownership.
No one likes to feel like they’re talking into a void. When your team of writers is kept behind closed doors you may wonder: Have I made the content goals clear? Does our brand voice resonate with anyone on the team? Is any of the input I provide getting through to a real person?
Ultimately, your content will be better—and travel further—if you feel a sense of involvement in the process.
When working with a team you know and who you trust understands your brand and its goals, you don’t have to worry about misinterpretations, and you can rest assured that if anything isn’t clear, they’ll reach out. A true copywriting partner keeps you engaged throughout the entire content creation process. And the copy is stronger as a result.
Meet your dedicated copywriting team.
At MarketSmiths, we craft Copywriting for Humans®. But we also pride ourselves on providing a human element in every aspect of our partnerships. To do this, we give each of our partners a dedicated team of strategic writers they know by name and face—each of whom is always just an email away.
MarketSmiths runs Content Catalyst—the world’s first cross-departmental copywriting program. Powered by a team-based writing discipline, we deliver copy in a full range of formats across a breadth of industries, at scale and on-brand every time.
Contact the MarketSmiths team to get started today.
