Digital marketing agencies want to offer their clients the world, but it’s not always feasible. If you don’t have a content creation team in-house, you may be thinking about hiring copywriters for blogs, emails, social media posts, and website copy — until you remember all the headaches that come with hiring new staff.
Adding new staff to your agency takes time and money. HR onboarding is a hassle, and it can be hard to predict whether this month’s workload will prove sustainable for the rest of the year. What if your new hire’s stuck twiddling their thumbs (but still drawing a paycheck) next month?
White label copywriting services allow you to add new people to your team without the headache. You can scale as you need, without the long-term commitment of a new hire.
And the best part? Your clients will think you’ve grown your company!
We’ll explain how it all works, and why partnering with white label content services is a smart move for your digital marketing agency.
What's white label copywriting?
White label services are professional services, like copywriting or content creation, that can be branded with your agency’s label (rather than the content agency’s).
For instance, if you wanted to hire The Content Lab to write high quality content (the only kind we create!), hiring us as a white label means your clients would view us as part of your in-house team.
It’s like outsourcing, but better — a great way to scale your agency and create content without needing to hire. And it offers major advantages to savvy digital marketing agencies like yours.
How does it help digital marketing agencies?
Content creation takes time. You could cut a few corners, like using AI to generate blog posts, but they usually result in poorly-written content that no one wants to read. You’ll end up spending hours rewriting your AI content, or worse — publishing low-quality content that hurts your brand image and leads to lower ranking with search engines.
White labeling lets you produce high quality content without adding to your staff’s workload. Let them stay focused on the website build or paid ad campaign — your white label content team will handle the writing!
Expand your services
White label copywriting lets you “land and expand” with existing clients. By adding copywriting to your portfolio, you can offer them a full-stack digital marketing service, from web design to content marketing strategy to content creation.
Offering all services in-house is a great way to build trust and a long-lasting partnership with your clients. Not only will this make your marketing efforts more successful in the long run, but it generates higher revenue from each client, too.
Plus, clients are happier when they don’t have to work with a third party company for copywriting. They get a seamless experience, allowing them to offload all of the marketing duties to your team (even if part of that team is actually a white label 🤫).
Avoid the hassles of hiring
Hiring a new staff member costs between 15 and 25% of the new member’s annual salary and requires about 100 person hours. That’s a massive investment for a team that’s already working at full tilt to satisfy clients.
You’ll have to onboard any new hires you bring in, costing precious time to handle HR paperwork, compliance training, and skills training. If they leave the company, you’ll have lost your sizable investment.
It’s much less expensive to hire a skilled white label copywriting team. They hit the ground running and start producing content straight away. No training needed — just a signed contract and a dossier on your clients to help them understand their brand’s voice.
Beef up your agency’s profile
Not only do white label content services let you do more for your customers, they set your agency apart in the marketplace, too.
You can proudly add “copywriting, content creation, and content strategy” to your list of services, making you look every bit the comprehensive digital agency. When potential clients are choosing between you and your competitors, offering these additional services will tip the scales in your favor.
What should you look for in white label copywriting services?
The internet is full of copywriters, but they’re not all positioned to offer a white label service. When you’re assessing possible white label content services, make sure you look for these hallmarks of quality.
Commitment to high-quality content
AI is the latest hurdle to good content, but there have always been black-hat content farms that are only too happy to churn out unreadable drivel.
Don’t hire one of those. And don’t hire companies that are okay with giving you AI-written garbage, either. Insist on quality in every blog post, every lead magnet, and every page of web content. Your readers will thank you.
More than copywriting services
Besides writing engaging, enjoyable-to-read blogs and website copy, a good copywriting agency will also offer white label content marketing. As a white label content service, they’ll help drive a thoughtful content strategy by analyzing your SEO and current traffic, researching keywords for your web pages and blog posts, and planning your content calendar.
Then, they’ll execute your well-crafted content plan with excellent, SEO-informed writing. The bottom line is, the best copywriting agencies are also knowledgeable content strategists, and they’ll bring those skills to your team.
Professionalism and discretion
If you’re outsourcing white label content writing, you want nothing short of impeccable professionalism. Your clients shouldn’t have a clue that your writers are white label, and your writers should take care to keep it that way.
Discretion is key to ensuring the content creation process goes smoothly, without revealing that your writing team doesn’t sit in-house. You’ll need professional writers who know how to speak to clients just like any other team member in your agency would.
Checklist for hiring a reputable white label content team
Use this checklist to find and hire an exceptional team to deliver your white label content:
- Only consider agencies with white label content experience. If they haven’t done this before, they probably don’t understand the level of care and attention it takes to maintain a discreet white label presence with your clients. And they definitely don’t have a process in place for doing so.
- Set up a call to see how they present themselves. Try to gauge whether the copywriting agency you’re considering would make a convincing part of your in-house team. Does their vibe fit with your agency? How does your internal team feel about them?
- Ask whether you’ll get a dedicated writer. If you’re working with a white label service, you need one dedicated resource for your clients. Consistency is vital for maintaining a unified brand voice for your clients. Once they’ve fallen in love with the work from your white label writer, it would be awkward and unproductive to be assigned a different one.
- Ask whether they have an in-house copyeditor. Copyediting is the unsung hero of good writing, and you shouldn’t consider any content agency that doesn’t have one. Without a copyeditor, someone on your team will need to double-check each assignment for formatting consistency, brand-voice accuracy, and other details that even the best writer might miss. Look for a writing agency with a copyeditor on the team, and you’ll essentially get 2-roles-in-1 service.
- Ask how they ensure white label discretion. If a white label content writing agency is experienced enough, they’ll have a tried-and-true process in place for ensuring discretion with your clients. Talk to each prospective agency about their process and make sure you feel comfortable with it. They’ll be representing your company, and you need to know you can trust them with that responsibility.
- Ask if they’re happy to work within your own-brand wireframing or templates. Many copywriting agencies prefer to work within their own templates. But a white label agency should be flexible enough to use your wireframes so that the work they return to you is consistent with other client-facing assignments. If they insist on working within their own templates, you’ll be forced to move their work into your templates after it’s completed, which is tedious, time-consuming, and tends to lead to formatting issues down the line.
- Ask for references. These may be tricky to get, as digital marketing agencies who use white label services don’t always want to advertise it. But there should be a few testimonials on the copywriting agency’s website, and you can ask to speak with one of their non-white label clients.
- Start with one test client. Before you sign a months-long contract, ask for a proof of concept (POC) assignment to see how they operate as a white label service. You can use a client who happens to also be a personal contact and let them know that the service is white label, or try out the service on a client with a smaller workload.
OR…you can work with The Content Lab! 😀 Skip the whole song and dance, make your life easier, and hire The Content Lab to cover your white label content needs today.
Try the white label pros at The Content Lab
We’ve been white labeling it for nearly a decade now, writing sharp, professionally crafted blog posts, emails, lead magnets, and website copy for digital marketing agencies across the globe. And, because we’re absolute pros at it, their clients are none the wiser.
Our digital agency partners get to offer world-class copywriting to their clients without onboarding anyone. Their clients receive top-notch writing with fine-tuned, consistent language that builds their brand. It’s a beautiful little win-win situation, and we’re proud to make it happen.
Join the dozens of happy white label clients on our roster. You’ll be so delighted with the results, you’ll want to shout it from the rooftops (but don’t—you’ll blow our cover!).
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