It takes two to write great content

A content writing team is any digital agency’s secret weapon; offering clients the best scenario to market their product, service or brand with a competitive edge.

Content may well be king, but the content does not write itself; It needs a kingdom wherein it can thrive and do its magic. And behind every piece of content or copy (short-form or long-form), is a content writer or content team; the little writing ‘minions’ who generate the magic. If you want the world to fall in love with your brand, then you need content that sparkles, and that means you need a creative content team.

As the Congolese proverb states – ‘A single bracelet does not jingle.’

Even a smaller performance digital agency is likely to be servicing clients across multiple industries; offering content marketing solutions and strategies that will include blogs, press releases, emailers, newsletters, infographics, Meta ads, Google ads, on-page optimisation etc. Ideally, you should invest in more than one content writer. They will prove invaluable to your business.

Here are 7 value-added benefits of a content team:

#1 Spreads the load

If content writing is part of your agency's’ service offering, then there is probably a large amount of macro and micro content required for your client base. (It is possible for all these tasks to fall to one content writer, but it is not ideal). Overloading one writer with all the content writing tasks, strategies and timelines can become overwhelming and stifle creativity. You don't want a content writer who just goes through the motions to get the job done. A writer stuck in a rut will not help in achieving the overarching objectives of your clients.

#2 Sparks ideas

Any writer will tell you that brainstorming is key before their fingers hit the keyboard. Their misunderstood and compulsive passion for notebooks, highlighters and post-it notes is legitimately part of their creative process.

Sparking ideas for blog articles and a relevant content strategy that will engage clients and promote their brands is vital. Having more than one content writer means that a writer never stays shackled to one way of approaching content.

It is necessary to be pushed out of comfort-zone thinking and writing. Content writing must never become predictable or monotonous. Your clients will thank you for this.

#3 Showcases different writing styles

I am guessing that if you are a digital marketing agency, you have a broad and varied client base, with each client’s brand, service or product embracing a variety of target audiences. More than one content writer enables them to connect with various audiences, keeping the content creative, relevant and on track. Each writer brings their own context, worldview, life experience and perspective to the writing table which keeps all client content fresh, exciting and varied.

#4 Sweetens the deal

Every writer is an underground critic of another’s writing; they cannot help themselves. But this added dimension of proofreading, editing and accountability on your content team is significant. A writer can always be a better writer.

Having your content checked and reviewed by a fellow writer will always result in quality writing. This excellence translates to your overall reputation and increased value for your client; a win-win situation.

#5 Steps in the gap

Life happens - people get sick, crises occur, maternity leave arrives and holidays need to be planned. This is where having more than one content writer is a huge advantage to your business. You can manage the gap. No apologies have to be made and deadlines can still be met.

#6 Stimulates growth

The world of digital marketing is dynamic and constantly evolving. A content writer cannot just be a writer in this ever-changing and fast-paced environment. Content writers need to understand the various aspects of the industry as it affects SEO, SMO, CTRs, CTAs, PPC, KPIs etc. This requires training and development within the various fields to get a ‘big picture’ understanding and to make sure the content is doing what it should be doing for your clients. Having more than one content writer on your team frees up time to offer these growth opportunities, which means everyone reaps the benefits.

#7 Supports each other

In an agency environment, support and someone having your back are so important. A lone ranger mentality can be dangerous and counterintuitive to a business's inner workings. A team means the individual remains enthusiastic, gains confidence and is likely to produce compelling and engaging content. This outcome only increases the trust value that your clients will place in your business.

If you want your business’ content to shine and achieve the desired effect for your clients, make sure you have a content team. They will thank you and so will your clients.

It may take two to tango, but in the world of performance marketing, it takes two to write great content.