In general, there are several ways to create text content:
- write texts yourself (option for personal blogs, aspiring entrepreneurs or experts in a specific field);
- order articles on the freelance exchange;
- cooperate with a freelance copywriter directly;
- work with an editor, proofreader, and the same copywriter - write texts yourself and give them for editing;
- involve specialists (experts in the field) - full-time or freelance, with subsequent editing;
- hire copywriter (s) in the state on an office work basis;
- hire performers in the state on a remote basis (especially important during the period of self-isolation).
The most productive solution in our case was to hire in-house copywriters. This made it possible to organize the process of generating content in the required volume and at a consistently high level of quality.
Where did we order copywriting first?
The basis of content marketing is quality copy. Initially, the problem was the need to generate a large amount of text content (from 20 to 60 materials per month - for only one, albeit large, project). Therefore, it was decided to turn to the services of freelance exchanges.
The main advantage of the freelance exchange is the large number of performers. One order collects dozens of responses, among which you can choose the most suitable option in terms of price-experience ratio.
The second advantage is the ability to order copywriting inexpensively. However, a decrease in price inevitably leads to a decrease in the quality of texts. And here we come to the disadvantages of the exchanges that we had to face.
Popular copywriting exchanges
5 reasons AGAINST freelance exchanges
We have collected 5 reasons why it is not worth ordering texts on the freelance exchange:
1. For copywriters on the exchange, “quantity” takes priority over quality.
The work of copywriters on exchanges is usually evaluated based on the number of characters printed. With this approach, the texts lose in quality, since many performers are chasing, first of all, for volume. As a result, before you get quality content, you have to spend time and resources on edits.
2. The execution time is delayed.
It would seem that a copywriter on the exchange is given a certain period of time to execute an order - about 24-72 hours. But add here the time spent on revisions and revisions. As a result, it often takes a week to create one article.
3. Low motivation of performers.
The competition between the performers on the exchanges is very high, which allows for lower fees. In addition, a noticeable percentage of the amount goes to the exchange, and another part is lost on commission when withdrawing funds. As a result, the copywriter receives only a fraction of the order value. This does not at all motivate authors for quality work, many are engaged in low-quality rewriting.
4. Lack of "expertise".
An exchange copywriter is not too interested in diving deeply into the subject matter and specifics of what he writes about. Most freelancers cover the topic superficially, without giving real facts and evidence. Many statements are controversial, and the data have to be double-checked to avoid mistakes.
5. Problems with feedback.
Communication with copywriters takes place only through the exchange. There is no way to quickly communicate through instant messengers to resolve urgent and important issues. There is no close contact, which complicates and slows down the work process.
How we solved the problem with the performers
The freelance exchange model has proven to be ineffective. Therefore, it was decided to search for copywriters in the state.
Recruiting copywriters
Finding decent employees on the staff turned out to be difficult. The choice in the labor market is great, and for one posted vacancy we received up to 100 responses per day. During the selection process, 99% of candidates were eliminated.
The following selection criteria were used:
- experience (from 5 years);
- the presence of a large portfolio;
- ability to work in a team and for a result;
- the ability to understand the task, analyze, dive deeply into the topic;
- flexibility - the ability to quickly switch between tasks and topics;
- style of presentation of text material;
- ability to structure and design articles;
- high performance;
- high literacy rate;
- critical thinking, including in relation to the results of their work.
Thanks to the painstaking process of selecting candidates, we managed to build a strong team of copywriters who successfully work in conjunction with proofreaders, editors and layout designers.
Why “own” copywriters are more effective
Attracting employees to the staff had a positive effect on both the quality and the amount of text content produced.
The main advantage of a full-time specialist is that he, on an ongoing basis, has been working with a narrow topic for a long time, thanks to which he acquires the same “expert” knowledge. He is well acquainted with the terms and nuances, he does not need to dive into a new topic every time.
Working in a team, each copywriter solves a common problem. He is motivated for a quality product. It is easier to set up communication with it, there is no “broken phone” effect.
Benefits of hiring copywriters on staff:
- Stable quality of text content - the work is performed by employees who have passed the selection and are motivated for the result.
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Finally, “own” copywriters do not divide topics into simple and complex ones and are much more willing to take on interesting tasks related to analytics and the generation of new ideas.
Summing Up
As we found out, freelance exchanges are not the best solution for ordering text content. This is an option only in case of rare one-time tasks.
It is irrational to involve specialists in writing articles - everyone should do their own thing, and time is not rubber. Outside experts are too costly and are consulted when professional commentary or independent judgment is required.
It is best to involve a copywriter or a number of employees on the staff. It is convenient, beneficial in terms of saving time and resources, and the most productive - but subject to a well-organized selection of candidates.