Why are B2B copywriters so hard to find?
More often than not, firms struggle to find the right B2B copywriting talent to hire. And this is simply because the dem…
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Why are B2B copywriters so hard to find?
Apart from the brands that are in constant search of highly skilled B2B talent to add to their in-house teams, a lot of top B2B agencies are also looking for editors and writers that can provide top-quality B2B copywriting services to their clients.
The fact is, without being able to provide a top-quality B2B copywriting service, most agencies won’t get many clients. So, an agency’s success depends largely on its capacity to build a talented writing team – and this is not as easy as it seems.
Right now, it appears as if there are too many copywriting jobs than there are writers available to do them. This brings two questions to mind: is it possible to strike a balance, and how?
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Demand for the Best Writing Talent
It’s easy to understand why there is a huge demand for writing talent. Virtually all types of B2B marketing requires B2B content at one point or the other. Anytime your content is compared to that of a competitor, having a writer on your team who can capture the attention of your readers gives you a great advantage.
Obviously, there are upsides to having in-house copywriters, especially for companies with heavy workloads. Firstly, being able to call on the talents at your disposal without having to wait until a freelancer is free, can be very beneficial. Secondly, there are positive cost implications because in-house B2B content writers earn less than the average copywriter.
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Why is there a shortage of writers?
The top brands and B2B agencies have a plethora of content jobs available, but let’s take a look at why the best writers aren’t always queuing up to take them.
- B2B copywriting can be difficult
B2B writing is not easy. If you’re looking for a writer who wants to write about B2B topics such as IP law and insurance software, you’ll need to find someone with a good grasp of the subject, understand how it ties in with the business side of things, and be a good-enough writer to create compelling copy. This is a tough ask for a lot of people.
- They don’t need the work
These days, good freelancers are well paid. So, it isn’t surprising to find that a freelancer you’re offering a job to already earns more than you’re willing to pay. And to top it off, as a freelancer they get to work in the comfort of their home, whenever they want. So, why would they want to leave all that comfort just to take a B2B copywriting job in an office? The incentives are not always enough.
