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How to Spot a Good Copywriting Agency



Are writing agencies content mills? This is perhaps one of the most pressing questions that any business owner would like to answer before spending a dime out of his or her own pocket on professional content writing services. Here are other frequently asked questions that may be on your mind right now: What are content mills? Is working with one a good idea? And most importantly, how could one separate a truly amazing copywriting agency from a team of amateurs before signing on the dotted line?

What Are Content Mills?

If you are struggling to figure out the same things, perhaps you should start by looking a little deeper into the definition of a content mill. In the past, content mills were platforms that gathered writers hired to craft content for different internet marketers. By giving new assignments to these writers, content mill owners could promote their own business and rank higher in search engine results. Today, this concept has a slightly different meaning, and is used to define a marketplace designed to help freelancers sell their content pieces to various customers. A single system is used to facilitate a stronger connection between the service provider (the writer), the content broker, and of course, the client.

Exploring the Dark Side of Content Mills

Content mills are companies that work with large numbers of freelances to produce large amounts of web content crafted to ensure a higher level of visibility in search engine results. While their founders claim that their approach tackles content creation from a business savvy perspective, and provides results that traditional journalism could never deliver, they oftentimes commission the work of their writers based on an analysis of current search engine algorithms to respond to a so-called “authentic market demand”. In this context, content mills are often seen as providers of low-quality content created only to help a company website rank on the first pages in Google.

Are Copywriting Agencies Content Mills?

Now that you know what a content mill actually stands for, perhaps you are wondering: are copywriting agencies content mills? Here’s our best answer to this question: it all depends on the type of copywriting agency that you choose to work with. A reputable agency will never act like a content mill by creating and delivering dozens of low-quality articles with no real substance just to improve your Google rankings. While the main objective of a content farm is to enhance advertising revenue by boosting reader page views in the context of social spam, copywriting agencies provide personalized first-hand services. This means that they craft the finest content tailored to the vision, mission and business profile that they work with, and also write each piece with a strong focus on the need, potential problems and expectations of a specific audience that they are targeting.  Unlike content mills that produce one-size-fits-all content serving only (shady) SEO purposes, copywriting agencies can offer you the material (articles, blog posts, eBooks and more), that any business may  require to fuel its connection with its community.

3 Writers’ Tips to Follow to Sign with the Best Copywriting Agency

In case you’re looking forward to working closely with a copywriting agency that could help you achieve your specific content marketing goals, here are a few aspects that you should consider in order to choose the best one.

  1. Work with Professionals Who Are Familiar with Your Industry, Niche and Products. To begin with, take into account one of the most important writers’ tips that you will ever receive: don’t work with amateurs. Instead of spending a little bit of money on questionable writers’ insight and low-quality content with little to no SEO value, which will inevitably lead to a negative user experience, pay the right price for first-hand, well-researched materials written by professional writers who are familiar with your industry, brand and products. At the end of the day, no amount of time or money can be a good substitute for the skills of an experienced content creator who really knows what he’s writing about, especially for companies operating in technical fields.
  2. Collaborate with a Company That Understands Your Goals. Want to boost brand awareness, improve sales, or expand your market reach? All these objectives require different approaches; this is why you should choose a copywriting agency that has what it takes to produce the type of content required by each objective that is on your agenda, and each phase of your growth process.
  3. Team up with Experts Who Can Embrace and Enhance Your Vision. Don’t just go for someone who talks; choose to work with someone who also listens. In the copywriting industry, the real winners are the ones who can surprise their clients with innovative ideas inspired by their own creative concepts, and enriched in more than one way to meet the specific necessities and demands of a particular audience. Instead of working with someone who proposes a radical approach that doesn’t resonate with who you are and what you have in mind for the future, team up with specialists who could offer you the writing services that you need to evolve in a creative yet business savvy manner, on your own terms.

“Instead of spending a little bit of money on questionable writers’ insight and low-quality content with little to no SEO value, which will inevitably lead to a negative user experience, pay the right price for first-hand, well-researched materials written by professional writers who are familiar with your industry, brand and products. ”

Making an Informed Decision

If you’re looking for invaluable writers’ news to select the best copywriting agency for your project, you should know that at the end of the day, it’s all up to you. You are the only one who could make the best decision when it comes to hiring the most gifted copywriters who could wrap and distribute your marketing messages in the most creative and efficient manner. To make a smart final call, filter all candidates based on important aspects such as specialism, daily rates, offers and business terms, and don’t hesitate to ask your favorites to pitch for work and meet you in person to figure out whether or not your brains are wired in the same way and can follow the same coordinates on the road to content marketing success.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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