How To Outsource Content Writing and Future-Proof Your Marketing Team

Content marketing has exploded in popularity as businesses compete to deliver the most value to customers. According to a 2024 Statista survey, over 85% of organizations planned to maintain or increase their content marketing budgets that year. This spending funds a huge range of materials, from short blog posts to in-depth podcasts and white papers. 

Of course, this avalanche of digital content doesn’t appear out of thin air. Someone needs to write all these materials, edit and revise them, and maybe add a few more commas for good measure. Some businesses rely on in-house teams for these tasks, but many organizations lack the staff or time to create quality content. 

Outsourcing content writing can help you produce a steady stream of materials without the expense and hassle of doing it all yourself. It's an excellent way to build brand awareness and deliver more value to your customers. Discover the top reasons to outsource content writing and practical steps to get started. 

What Is Content Outsourcing? 

Content outsourcing involves hiring a freelancer or external agency to produce custom content for your business. Under the direction of your internal marketing team, skilled writers produce expert content on virtually any subject. 

At first glance, outsourcing content writing might seem like an expensive investment. You might wonder, “Wouldn’t it be easier to just have in-house writers handle everything?” 

The answer is often a resounding “no.” Producing high-quality content requires subject matter expertise, which your team may not always have, especially if you cover a broad range of topics. Plus, even brilliant in-house creators can run out of fresh ideas if you publish content daily or weekly. 

Outsourcing shifts this burden to an outside content agency whose sole focus is producing new, engaging content. This lets your team concentrate on bigger-picture tasks like shaping your content strategy.

Of course, you don’t have to outsource everything. Many businesses rely on a combination of in-house and external creators to produce different types of content. 

Martin Hamery, a Senior Project Manager of Content Marketing at GetYourGuide, is an expert at managing hybrid teams. He uses outsourcing to scale written and video content. “Every process I’ve had to outsource has been something that I’ve always managed internally,” he explains. “Outsourcing lets us get help and scale our in-house processes.” As a result, GetYourGuide can produce content more efficiently while maintaining complete control.  

Benefits of Outsourcing Content Writing

According to a 2022 survey, 37% of marketing professionals outsource copywriting. Here are a few reasons why organizations are investing in this service.

Time Savings

One of the biggest reasons to outsource technical writing and other content creation is to save time. Unlike internal staff, professional writers don’t bounce between meetings and answer seemingly endless emails. Instead, they focus solely on writing top-notch content and often deliver projects much faster. 

Access to Specialized Skills

Whatever your industry, there are many different topics you can use to create engaging blog posts that capture your audience’s attention. But you might not be familiar with every potential topic. For example, if you work in tech, you might not know much about sustainability and artificial intelligence. 

That’s where freelance content writers come in. They often have specialized knowledge, and if they don’t, they know how to research the topic and interview experts. Plus, many outsourced writers understand search engine optimization (SEO) practices, allowing them to write articles that speak to your target audience while helping you meet your marketing goals.

Cost Efficiency 

Hiring full-time professional writers can be expensive, especially for small businesses. While salary varies based on location and experience, content writers earn an average of $67,000 annually. And that’s not factoring in onboarding expenses and benefits, which can add up quickly. 

By contrast, freelance content writers typically charge by the article or hourly. Depending on your needs, you could pay about $50.00 for a 500-word post. If you need a dozen 500-word articles per month, you would expect to spend $6,000 a year. That’s a fraction of what it would cost to hire a salaried employee while still giving you access to a high-quality, SEO-savvy writer.

Increased Flexibility and Scalability

Outsourced content providers are flexible by nature. Most agencies have lengthy rosters of talented, professional, and capable independent content creators who work on an as-needed basis. This responsiveness allows you to order more content when you need to and scale back when your demand is less.

This flexibility is a key reason why GetYourGuide has outsourced content writing. “You don’t want to invest a lot in a new type of content if you don’t know if you’re going to continue producing it,” reflects Hamery. “Hiring a third party is the most efficient way to put new ideas to the test, and then you may continue that relationship if you end up scaling that product.” 

When To Consider Outsourcing

Sometimes, business owners get a clear sign that it’s time to outsource content writing. Perhaps an in-house writer quits, leaving you shorthanded, or you need to create time-sensitive content ASAP. In many cases, though, it’s not so obvious. Here are a few scenarios where outsourcing can make a huge difference. 

Overwhelming Content Demands

Even small businesses often need to produce an enormous amount of content. One day, your in-house team might be frantically churning out blog posts; the next, they’re gathering research for a white paper. If your staff struggles to keep up with these demands, it may be time to get assistance from a content marketing agency or freelance writer. 

Need for Specialized Expertise

For many projects, not just any writer has what it takes. You may need someone who has mastered your industry’s jargon or understands complex scientific concepts.  

Partnering with experienced writers allows you to choose the right person for each project instead of relying on your in-house team for everything. For example, you could hire a contract writing service to make sure your legal documents are accurate and free of loopholes.  

Budget Constraints

Hiring a writer in-house means paying for benefits and operational support. Outsourcing your content enables you to budget for an individual project with set deliverables. Your costs are predictable, and, once the project is complete, you don’t have to worry about ongoing expenses. 

Enhancing SEO Efforts 

The best content writers aren’t just expert wordsmiths; they’re SEO specialists with a deep knowledge of search engine algorithms. They use keyword research and other tactics to improve your content’s visibility in search results. The higher you rank, the more likely customers will discover your business. 

How To Outsource Content Creation: Key Steps To Follow

Now that you’ve decided to outsource content production, set yourself up for success by following these simple steps. 

Define Content Needs and Goals

You might feel tempted to look for a content writer marketplace or post a call for freelancers immediately, but resist the urge. Before hiring writers, you need to understand your content goals.  

Here are a few considerations: 

• What do you want to achieve with your content writer?
• What types of content do you want to produce, and how much? 
• Do your projects require specialized knowledge? 

Establishing your goals will also help you develop a realistic budget. If you want to publish 30 long-form blog posts monthly, you’ll need to budget more than you would for shorter articles or social media posts. 

Identify the Right Type of Writer

No two writers have identical skills and knowledge, so it’s critical to do your research before signing a contract. Envision your ideal content outsourcing partner and the traits you’d like them to have. You might consider: 

• Communication style 
• Writing style
• Industry expertise 
• Package options (fully managed content service, self-serve)
• Ability to meet deadlines 

Speaking with potential content partners and requesting writing samples are the best ways to decide if they’re right for you. 

Create a Detailed Content Plan

Even the most talented writers aren’t mind readers. For the best results, you need to develop clear and specific content briefs. 

Lay out your expectations in terms of: 

• Voice
• Tone
• Style
• Formatting
• Layout

Many different formatting guides are available, and your freelancers will likely be familiar with more than one. If you prefer certain writing styles, such as using sentence case in your headings, spell it out in your content brief. 

Establish Effective Communication Channels

It’s normal for writers to have questions, even if you’ve written an in-depth style guide and detailed briefs. Collaborate with the agency or individual writers to develop a solid communication plan. For example, many agencies have account managers who field all questions from writers, while others encourage you to talk directly to your content creators. 

Implement Feedback Mechanisms

You’ll probably have some corrections and potential revisions for your writers, especially when they’re first learning your brand. Establish clear feedback processes to help them improve and deliver exactly what you want. 

Sourcing Content Writers

Finding external content writers is typically quicker and easier than hiring in-house. Here are two ways to find the right content partners for your project. 

Freelance Marketplaces

Many freelancers offer their services on marketplaces like Fiverr and Upwork. These platforms can be useful for quickly hiring a website content writer, but the quality of freelancers can vary. Always read client reviews and ask for writing samples to make sure a freelancer is up to the task. 

Content Writing Agencies

For large or long-term projects, consider partnering with a content writing agency. For example, Compose.ly has a large pool of carefully vetted freelancers who provide specialized content writing for industry niches. We also offer add-ons, such as content editing services, to help you throughout the creation process. 

Agencies often have project managers who oversee teams of freelancers. Hamery recommends meeting with them to make sure they understand your expectations. “Go through the briefs together and give them feedback,” he advises. “I always like to talk about the actual content strategy because once you give them that decision framework, they can make choices on their own and take work off of you.”

Like with independent freelancers, you should vet agencies before committing. Look for client testimonials and ask them to complete a sample project. 

Managing Outsourced Content

Once you’ve chosen your content marketing partner, these strategies will help you manage your content efficiently. 

Setting Clear Expectations

Be upfront about the quality and quantity of content you expect. Choose some of your best blog posts and include them as samples, so your outsourced content writer can see your preferred style. If you don't have any posts yet, find competitor samples that exemplify what you're looking for. 

Monitoring Quality and Consistency

Review all the articles you receive to check that they meet your quality standards and don’t contain misinformation or embarrassing typos. 

However, don’t obsess over getting everything perfect. Articles should be informative, engaging, and add value to your readers. If the final product is consistent with other work on your blog, resist the urge to nitpick phrases just because you wouldn’t use them yourself. 

Building Strong Relationships With Writers

Freelance writers might not be permanent members of your team, but that doesn’t mean they’re any less valuable. When you take the time to develop mutual trust and respect, your writers will produce more consistent and stellar content.

Start by complimenting writers on their hard work. You don’t have to gush over every piece of content, but taking the time to congratulate and thank them can go a long way. 

Unlock Expert Insights About Content Writing Outsourcing

Let Compose.ly help you reach your content goals. We’re committed to providing high-quality, SEO-friendly content that engages your audience. Our talented freelancers are intimately familiar with content marketing best practices and have industry expertise. 

Watch our webinar to learn more about how Compose.ly has helped GetYourGuide elevate its content strategy, or get in touch with our team. 

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