As a copywriter in most cases I'm not equipped with enough information to make high-level marketing recommendations. Most copywriters aren't.
For example, a company hires a freelance copywriter to write their blog. They don't know why they have a blog or what they should do with it so they ask their new copywriter to manage the blog. This is not a good situation for the company or the copywriter.
A copywriter is not equipped with enough information about the company's brand or other marketing initiatives so they blindly lead a highly effective marketing tool into the dark abyss of worthlessness. You don't want this to happen to you.
So how can you get the most out of your copywriter?
1. Have a united front: Someone needs to captain the marketing ship. This person needs to coordinate with the copywriter(s) and marketing people working on company projects to create a cohesive marketing face.
2. Make a plan and set goals: With a marketing plan and goals, your copywriter will be able to execute their role efficiently and you will be able to measure the effectiveness of their work.
3. Communication: With a united front and a marketing plan, it will be easy to communicate your company's direction and agenda to your copywriter. With this information, your copywriter will be able to turn your vision into targeted, effective copy with a branded voice.
No matter the size of your company, putting the above steps into action will save you time and money. Your copywriter is a valuable tool and when used wisely is a true asset.