Originally published May 21, 2022 , updated on July 30, 2024

As a tech start-up, your plate is full. You prioritise business growth. Meetings with potential investors and models to build your subscriber are first in line. At the same time, cash-flow management is a priority. At this stage, it’s hardly possible to hire SEO content writers in-house. After all, your budget can only stretch so far.

The solution is to outsource to a writing company, offering you professional content writers and far more than what an in-house team of website creatives can do for you.

The tough part is to find the jewel amongst jewels to supercharge your online presence.

B2B marketing follows the long road approach. First brand or product awareness and credibility, followed by client nurturing, and then drilling down to the sign-up or investment.

As a SaaS or tech start-up, you don’t have the luxury of time. Instead, you hit the ground running. So, it might tempt you to hire SEO writers or to outsource to freelancers for driving leads towards subscriptions. But before you do, consider:

• Why information is the gold nugget that will fuel growth.
• Why outsourcing to professional content writers is the way to go.
• Which factors matter when you partner with the lead generation company.

Let’s get started.

What Does a Content Writing Company Do?

It’s a business that provides copywriting services to clients. They help clients create articles for their websites or blogs with the goal of increasing traffic and conversions.

Why Information Is the Gold Nugget That Will Drive Growth

It’s been repeated so many times, but it doesn’t get old. Premium quality information targeted at the right buyer persona, in a format they prefer and at their specific stage in the buyer’s journey drives sales conversions.

You need material to inform readers and help feed the search engine’s hunger for optimised quality information. Without it, your site loses out on traffic.

And the web is about quantified and qualified traffic.

What Is Outsourcing to a Content Writing Company?

Instead of hiring digital specialists and creatives to join your full-time staff, you outsource the publishing function to a digital promotion agency. You can outsource selected functions or get a complete package to meet your business growth needs.

Look for an agency that offers a full complement of writing and lead generation services. It will help to focus resources and staff talent on business growth. Let professional content writers take care of the website information and online promotion.

Have a look at the marketing packages available to get started.

How Hiring Professional Writers Helps Your Company Grow

To carve your space in the online world, you need a killer digital promotion approach. That’s easier said than done with a small budget. But with a team of expert SEO creatives on board, your inbound lead generation efforts can pay off faster than you think.

But a strategy is essential before the creatives take their turn.

When you outsource to an experienced B2B digital promotion agency, you also benefit from their strategy expertise, which takes care of the road map part. So, let’s consider two advantages of hiring a digital agency.

Access to Expert Skills—No Need to Hire SEO Content Writers to Join Your Team

If you hire full-time SEO writers, your company must be able to carry their salaries and benefits. To keep the marketing spend within range, you can outsource to freelancers. But be warned—you’ll need to create the strategy, go through the hiring phase, onboard them, and monitor progress. Finding someone that can write for your particular vertical is challenging.

But outsourcing to an expert marketing agency gives you access to SEO specialists, content strategists, editors, and professional copywriters. The agency has the creatives to write for your particular audience and tailors a marketing plan to meet your business growth needs.

From web pages, social media posts, and blog posts to eBooks, white papers, press releases and email newsletters—it all forms part of the portfolio. With packages to meet your company size and growth needs, you can scale up on expertise and material as needed without having to invest in permanent team members.

Bottom line, you get access to experts in SEO, editing, proofreading, social media, and strategy development.

Reduce Marketing Costs by Partnering With a Team of Web Content Writers

Glassdoor estimates that US-based SEO specialist salaries average around $47,000 annually, and a marketing manager can cost your firm over $123,000 a year. Then you need to add the costs of the writers and editors. And that’s on salary alone.

Outsourcing part of your marketing effort to an agency helps to reduce costs, especially if your firm falls in the small to medium size SaaS or tech subscription company categories. The experts are on call and you only pay for what you use.

Which Factors to Consider Before Partnering With the Agency

Consider these factors in your search for the perfect digital marketing partner:

Determine Your Firm’s Marketing Growth Needs

If you don’t know what you need, you’ll end up with a kaleidoscope of services not aligned with your business goals. Determine what you need, what you want to achieve through online promotion, and what you want from the content writing company. For this, you should have measurable goals, such as:

• Increase targeted organic search traffic with X percentage within 12 months.
• Generate a specific number of new qualified leads per month.
• Convert X number of leads into sales conversions within X number of months.

Does the Content Writing Company Understand Your Needs?

If your clients are other businesses, then you’ll want an agency that specialises in B2B marketing. Your sales funnel is longer than with B2C marketing, and a unique set of deliverables applies.

Apart from brand awareness building for the top of the sales funnel, you need creatives who understand your particular industry vertical. The agency should operate within your industry. Have a look at the range of industries that Goodman Lantern serves.

B2B buyers are not satisfied with superficial information. They want data-driven information to address their pain points. The writers must have industry expertise to create information pieces that match your voice and the needs of the audience.

Which Formats Can They Create?

Blogging is the foremost way to put your business in front of your target audience. But eBooks, white papers, email newsletters, videos, podcasts, guides, press releases, and social media posts also form part of the mix. Does the agency have professional writers for the platforms and output formats? Can they guest blog on your behalf?

Is the Agency a Match for Your Brand Voice?

B2B marketing is a long-term game. You’ll work closely with the agency. Check if their culture, work methods, and communication style match your culture. If so, you’ll be able to communicate goals, track progress, and collaborate to adapt strategies for reaching your business growth goals.

For instance, a more traditional agency with a corporate communication style is well-suited for a telecom giant. If your target audience comprises start-up gaming businesses, then you’ll want an edgy, young voice. Can the agency give you both?

Look at their social media presence, team members, general style, and their blog posts to determine if they match your style and voice needs. The best one can adapt their approach to meet your needs. For this, you want a writing agency with a large team of web content writers experienced in writing for a wide range of companies and diverse audiences.

How Enjoyable Is It to Work With Their Professional Content Writers?

You’ll work with them a lot. Make sure it is a pleasant experience. Note the team’s service level, friendliness, and attitude.

Compatibility is about more than matching your voice in headlines and posts. It’s also about interaction. Find an agency that brings some excitement to the table.

Attend the introductory meeting with the team of professional content writers who will work on your project. Prepare a list of interview questions, much like the questions you’ll ask during an interview for a new marketing director or to hire SEO creatives.

Four Criteria to Consider Before You Hire SEO Content Writers

You can compromise on a lot while your business grows, but don’t compromise on these criteria when you hire SEO content writers:

• Proven track record.
• Authority in marketing.
• Superb value offering.
• Measurable results.
• Timeframe for deliverables.
• Guarantees.

Proven Track Record of Page Rank Successes

Anyone can claim they’re among the top 100 digital promotion agencies. Look for proof of their past successes. Awards and accolades are not easy to win. So, those count. But the agency’s case studies give the information you need to determine their track record.

Brand Authority and Social Standing

If you’ve never heard of the agency before, why not? You must have at least read about them before or have seen one of their publications or articles. Perhaps you have seen their posts on social media?

If they’re not all that successful in branding themselves, why would they achieve success for you? Look for their activities on LinkedIn and other social media platforms to determine if they also have professional content writers for your social media posts.

Superb Value Offering

What do they offer that sets them apart from other digital agencies? If they offer the general digital marketing services you can get anywhere, they most probably don’t have industry vertical experts. They’re generalists. You need specialists.

If you’re managing a tech start-up, medium size SaaS business or are about to scale your B2B operations to the Silicon Valley level, you’ll need an agency that offers what others only touch on. Forget about the generalists.

For example, Goodman Lantern specialises in content creation, instead of paid search, banner ads, etc. A set range of industries is covered, which you can peruse on our website. This enables the agency to focus energy on the power of information with a team of skilled strategists, designers, and writers.

The information formats range from infographics and social media posts to email marketing, press releases, case studies, eBooks, and white papers. But what you’ll notice is that the focus stays on well-optimised content.

Measurable Results

How do they monitor their marketing success? Do they track the same Key Performance Indicators (KPIs) as stated in your goals? What are the outcomes of their call-to-actions (CTAs)?

Chat with their marketing team to determine how they monitor success. You’ll want a solid return on investment (ROI). Discuss particular KPIs to monitor. What is their projected ROI for your marketing spend?

What’s the Timeframe for Deliverables?

How quickly can they deliver the work? To run monthly email marketing campaigns, you’ll need to brief the professional content writers at least once a month. If one email takes a meeting of 30 minutes, plus another 30 minutes meeting to discuss changes, then you have spent an hour of your valuable time for input.

Can you do it faster and better without their help or is the writing team’s work superior? Ask them for a sample of their work and how many meetings are required for each deliverable. You’ll want to spend less time while getting more value.

Does the Company Offer Guarantees and Revisions?

Freelancers often offer between one and three revisions on their work. Enquire how many revisions the agency will do and which quality guarantees they offer.

Final Thoughts

For the small to medium SaaS or tech subscription business, fast results, quick growth of the subscriber base, and investment interest are priorities. Partnering with a content writing company that understands your niche, target audience, and your business growth goals is the first step towards putting your marketing on auto-pilot while increasing conversions.

Take Us for a Test Run To See if Our Company Matches Your Marketing Needs

Take the hassle out of the hiring process. Partner with Goodman Lantern’s team of professional writers to drive sales conversions with content that hits the target.

Take the First Step Towards Marketing Success

Find out if our content writing company is the perfect match. Take us for a test run. Register for an obligatory free writing trial.

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