The need for copywriting is relentless. To stay ahead of the game, it’s essential to have a system in place. One that keeps moving forward, no matter what else is happening within the department—and keeps your content organized and cohesive at the enterprise level.
This isn’t the traditional way of looking at copywriting, which tends to favor a more piecemeal approach. But it’s the out-of-the-box ideas that spur innovation.
Take modern plumbing, for example. It gave us clean water on demand, with consistent pressure every time, and became something we could rely on without having to think about it. In fact, the only time we even realize our plumbing is a thing is when it breaks (which isn’t often). It’s something that’s there, consistently, all the time.
If you apply that analogy to copywriting, it’s possible to have the same thing: a pipeline that’s always open, delivering content whenever you want based on how far you open the tap. A reliable utility that, over time, builds a brand that speaks with a powerful, unified voice across channels, campaigns, and messages.
Like plumbing, though, a copywriting system needs a solid blueprint to make sure all the pipes are connected. We call this a Content Agency of Record (CAoR), and it’s built on three pillars:
Pillar 1: Scalable capability on demand
If one thing is for certain, it’s that a content team’s workload never remains the same. The demands are constantly changing in both amount and type, requiring writers to be well-versed in bespoke problem solving that can switch on a dime. A Content Agency of Record, armed with experts who know your business well, brings on-demand scalability and tangible value to your marketing department. If needs go up one month, for example, your team can seamlessly expand. And if needs decrease, a scoped contract means it won’t cost you anything to keep your CAoR close at hand for the next big push.
As a result, campaigns are just simply launched and completed, without pauses of delays. And in the meantime, marketers can focus on their core work without losing time to content coordination.
Pillar 2: Consistency and quality across voice and messaging
A standby team who’s already familiar with your brand voice avoids a nightmare scenario: Publishing content that’s bad, or off-brand, because time’s up and it needs to exist. Time can be a marketer’s worst enemy. But when it holds no power, the messages engage with the exact right brand tone and evoke emotion in order to reach audiences where they are—and bring them over to how you want them to feel. The words tug the reader along and lead to dramatic, desired outcomes like belief, action, and conversion.
What would happen if you had a superteam that contributed diverse strengths and viewpoints while also canceling out weaknesses that are often beyond your control? A team that was human-powered vs. AI-written, so your brand stays thoughtful and unique. A team without project managers or other go-betweens that’s disciplined to deliver systemized quality from intake to final polishing?
You would have the resources to drive results everywhere, all at once.
Pillar 3: Seamless connection for silos across brands
Here’s the part that’s unlike any partner you’ve ever worked with: Because a CAoR is an outsourced resource that acts like an in-house team, working with this type of business starts to feel like home, but without the baggage of headcount, overhead, or an expensive in-house agency.
What’s more, the CAoR fills in crucial functionality that’s lacking for most corporations, such as building connective messaging tissue across business units, marketing departments, channels, and campaigns. Because it’s a unified vs. scattered resource, an in-house-adjacent writing team also serves as a centralized messaging hub that softens the edges that typically exist between departments.
This unique bird’s eye view of all your company’s content allows the CAoR not only help with existing asks, but find other ways to repurpose messaging and themes across departments: for example, a marketing brochure that can also serve as the basis for an upcoming recruitment initiative.
Whether it’s an internal or external audience, your brand becomes cohesive and impactful, with messages that are amplified across channels. A CAoR can put your brand voice everywhere in a way that’s powerful, engaging, and clear.
