Good content is most authentic when website owners write it themselves. However, if the time or the resources are lacking, webmasters have to have texts written for their blog or website. There are different ways to get good content marketing in this way:
Own editorial team
A dedicated editorial team consists of a team of permanent editors who produce the company’s own content. The size can vary, as can the scope of duties.
Advantages:
- Effective communication: Finding topics, coordinating and approving texts are possible in the shortest possible way
- Quality of texts and writing style consistent (high)
- Since the editorial team always writes for the same company, they are familiar with the “wording” and the content and have the necessary specialist knowledge
- Permanent text creation possible
Disadvantage:
- Very expensive because editors are permanently in the company
- Risk of “operational blindness”
Agency
A text agency is a company that writes texts of any kind on request. In addition, many text agencies offer other services such as search engine optimization (SEO), proofreading or translations.
Advantages:
- Bookable if required, so no permanent issue
- Objective look at a company
- As a rule, the texts are of high quality and precision thanks to extensive experience
Disadvantage:
Complicated coordination processes: Longer communication channels and more indirect communication than with the company’s own employees
- Can be relatively expensive
- Tonality and style need to be scrutinized to ensure that they are in line with your own guidelines and requirements
Free authors
Free copywriters can usually be found on the Internet. Depending on the professional background and training, the spectrum ranges from journalists to PR or advertising copywriters to “unskilled” writers.
Advantages:
- Authors for specific subject areas are also available
- Prices can be relatively cheap
- Communication with a single author is usually easier than with an agency
Disadvantage:
- Creative potential can be lost because it is just a single person
- Here, too, the tone and style must be carefully checked
- Prices can be relatively expensive
- Changing authors require a completely new and comprehensive briefing each time
As a client, one should definitely know what a good text should look like in order to be able to influence the creation of the text. It is also worth considering where to have your texts written, as each option – from your own editorial team to a text exchange – has its own advantages and disadvantages. Choosing an author can be difficult and should not be underestimated. Just as little as the briefing, because this is the key to good web texts.
