Why Should I Hire a Content Writing Agency to Write My Sponsored Content Articles?

"I can write, and I'm an expert. Why should I hire someone else to write sponsored content articles for my website?"

It's a poignant question — especially when you've built your business with dedication and passion. You want your voice to come through. How can an outside writer do that?

Here at Zoe Marketing & Communications, we hear this often. As a firm with a 40-plus-year journalism background, we craft hundreds of these articles each year. In the process, we've found five key reasons to consider agencies:

1. You may be "too close" to the subject matter

2. "Talking" to readers in a way that resonates is challenging

3. It's tough coming up with compelling story ideas 

4. Writing quality content is time-consuming

5. Editing, proofreading and promoting take time, too

By the end, you'll have a deeper understanding of how a professional agency writer can help. And you'll see why it's an investment that can pay off.

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1. You may be 'too close' to the subject matter

You're an expert in your field. It can be tough to think of a world without — or at least before — your product or service. 

We call this a "gap of knowledge" between what you and your prospective customers know. It's normal. But it makes it hard to write in a simple, authentic way. This can be even harder in technical, medical, behavioral health and education fields. 

The goal of sponsored content is to get to the heart of your customers' problems — without being too promotional.

An agency writer helps by:

• Asking great questions. They ask questions (including the seemingly mundane) about the problems your product or service solves. They unpack how it all works.

• Bringing an outsider perspective. Pro writers strip things down in a way that makes sense to people who don't know your stuff. They translate that for your prospects.

2. 'Talking' to readers in a way that resonates is challenging

You want people to read your articles. After all, there's a lot of competition for eyeballs out there. This means writing in a way that grabs attention and also connects with people.

Yes, avoiding jargon and explaining things simply is part of this. But writing articles that speak to people is a craft. It's essential to share relatable stories of how your product or service worked for someone else.

An agency writer helps by:

• Providing great storytelling. They create a scenario that readers can relate to. It's familiar, and it speaks to them. And it pulls them into your story.

• Presenting solutions. In their articles, they show (not tell!) how your business provides solutions that could solve people's problems.

• Using words compellingly. It's basic, but pro writers are experts in creating impact with language.

3. It's tough coming up with compelling story ideas 

This may sound easy. But remember, sponsored content aims to answer people's questions. So, even as an expert, this can require a mental shift.

Getting into the nuance of what your prospects are thinking is one thing. Sorting out your own thoughts is another. Are you clear on the top ways you solve people's problems? Or do you feel scattered? Having someone help untangle all this can be beneficial.

There's an art to producing sponsored content that is more informative and engaging and less promotional.

An agency writer helps by:

• Having interviewing skills. A pro writer, especially one with journalism experience, gets to the heart of problems and uncovers solutions. They're skilled communicators with a real interest in sharing what you know with others.

• Delivering a broader view. They're not as deep in the weeds. They see your business (and its benefits) from various viewpoints, generating more topics along the way.

• Staying on-task. They keep your business' "self-promotion" organic and to a minimum, focusing instead on compellingly educating readers.

4. Writing quality content is time-consuming

Writing is hard. In fact, people often do anything to dodge doing it (sudden shower deep-clean, anyone?). Professional writers, luckily, have tamed that beast.

But it runs deeper still. Even if you're a great writer, penning your own content is taxing. It's a process that takes time and energy. Is your expertise better used with your customers and moving your company forward? Often, the answer is yes.

 To get results, produce your sponsored content regularly and at a high-quality level.

An agency writer helps by:

• Being efficient. This is their job. Whereas you might need to put writing on the back burner, they won't. As pros, they bring speed and skill to the game every day.

• Letting you shine as the expert. They know how to write what you say in an engaging, insightful way.

• Avoiding perfectionism. It's a more significant risk when you're closer to the topic. Pro writers strike a balance of objectivity, high quality and knowing when to "call it."

5. Editing, proofreading and promoting take time, too

No matter how many times you read something, it's easy to overlook mistakes. Don't diminish your article by peppering it with typos, run-on sentences or dangling modifiers.

Don't know what some of that means? It could be another great reason to consider a pro. And that's only proofreading. There's also editing your story for the content and message (is it clear? Will it resonate?). And then, of course, there's actually promoting your articles.

After all, most people won't stumble on your blog and dive in. You need to direct people to your content with ads and emails.

An agency writer helps by:

• Sweating the details. Whether it's word choice, grammar, spelling or the message, you're covered with the writer and a copy editor and proofreader.

• Helping push the message out. This might not be the writer specifically, but an agency promotes your blog with paid ads and custom emails that reach the right audience.

Next steps for working with a content writing agency

Writing sponsored content articles is a multi-step process. In this blog, you discovered core reasons to consider putting this task into the hands of agency professionals.

We discussed how you might be "too close" to the subject matter, and pro writers can bring an objective touch. You also learned the challenges of writing in a way that resonates with readers.

Coming up with topics can be challenging, too — not to mention the time-consuming nature of writing quality content. Ditto editing, proofreading and promoting your articles.

Feel like you could use a hand? Zoe Marketing & Communications has 15+ years of sponsored content writing experience and is here for you. Connect with our team to find out what we can do for you.

If you're still exploring, uncover the tricks to excellent "spon con" writing and topics with these blogs:

• How do I write a good sponsored content article?

• How do I come up with great topics for sponsored content 

Remember, sponsored content takes time — and your time is valuable. Consider this when debating whether to write articles or team up with a marketing partner.