In-house or outsource content writing — it’s a question just about every marketing team will face at one time or another. As a seasoned freelance writer who’s built a six-figure career, I’ve been on both sides of the outsourcing equation. I’ve hired writers to scale my own content production, and I’ve been the go-to content writer for businesses looking to level up their content game (all while holding down a full-time job).
Trust me, when done right, outsourcing can be the secret sauce your company needs to rank consistently on Google. And that means more traffic (and hopefully more conversions) on all your site’s core pages.
Whether you’re a solopreneur drowning in to-do lists or a digital marketing manager looking to scale your content production, this guide will give you the tools and know-how to outsource content writing (the right way) to transform your content strategy.
What Does It Mean to Outsource Content Writing?
Outsourcing content writing means bringing in external talent to create your written content: blogs, articles, case studies, web pages, guides, eBooks, documentation, etc. You hire the writer, and they take your ideas, brand voice, and goals and turn them into polished, engaging content.
We’re not just talking about blog posts here. Outsourcing can cover a wide range of content types:
- Blog Articles: Keeping your website fresh and informative
- Social Media Posts: Engaging your audience across platforms
- Email Newsletters: Nurturing leads and keeping customers in the loop
- Ebooks and Whitepapers: Establishing your authority in your niche
- Website Copy: Making that crucial first impression count
Outsourcing doesn’t mean you’re completely hands-off. The best results come from a partnership between you (the subject matter expert) and your writer (the wordsmith). You provide the direction and core ideas, they provide the writing expertise.
Outsourcing can be as involved or hands-off as you need. Maybe you need a single press release, or perhaps you’re looking for ongoing, weekly blog content. The beauty of outsourcing is that it’s adaptable to your specific needs.
Outsourcing isn’t about offloading “busy work.” It’s about bringing in specialized skills to elevate your content strategy and free you up to focus on what you do best.
Benefits of Outsourcing Content Writing
Outsourcing your content writing can be a strategic investment that pays dividends for your business. Let’s take a closer look at some of the core benefits:
Time Is Money: Focus on Your Core Business
Imagine reclaiming hours of your week. When you outsource content creation, you free up valuable time to focus on what you do best — whether that’s serving clients, developing products, or strategizing your next big move. No more late nights agonizing over blog posts or neglecting other crucial tasks because you’re stuck in a writing rut.
Fresh Perspectives: Bring New Ideas to Your Content
Sometimes, we all get too close to our own businesses. An outside writer brings a fresh set of eyes and new ideas to the table. They might spot angles you’ve overlooked or find exciting ways to present your expertise.
This fresh perspective can breathe new life into your content strategy and help you connect with your audience in new ways.
“Sometimes, we all get too close to our own businesses. An outside writer brings a fresh set of eyes and new ideas to the table.”
Scalability: Grow Your Content Output Effortlessly
Need to ramp up your content production? With outsourcing, scaling is a breeze. Whether you need to double your blog output or launch a new content initiative, you can do it without hiring full-time staff or burning yourself out. This flexibility allows you to seize opportunities and respond to market demands quickly.
Consistent Quality: Maintain a Professional Image
Let’s face it — when you’re juggling multiple responsibilities, content quality can slip. Professional writers are dedicated to producing high-quality, error-free content that maintains your brand’s professional image. They stay up-to-date with SEO best practices and content trends, so you don’t have to.
Cost-Effective: More Bang for Your Buck
Hiring a full-time writer comes with overhead costs like benefits, equipment, and office space. Outsourcing allows you to pay for only the content you need. Plus, the time you save can be invested back into revenue-generating activities, often making outsourcing a net positive for your bottom line.
Access to Specialized Skills: Tap into Expertise
Need a technical writer for your SaaS product? Or maybe a storytelling expert for your non-profit? Outsourcing gives you access to a diverse pool of specialized writing talent. You can find writers who understand your industry and can communicate complex ideas effectively to your target audience.
SEO Optimization: Boost Your Online Visibility
Good content writers don’t just write — they understand the ins and outs of SEO. They can help optimize your content to rank higher in search results, driving more organic traffic to your site. This expertise can be a game-changer for your online visibility and lead generation efforts.
How to Outsource Content Writing: Step-by-Step
1. Define Your Content Needs
Take a step back and clearly outline your content needs. This first step will save you time and headaches down the road. Start by identifying the types of content you need — whether it’s blog posts, social media updates, whitepapers, or a mix of everything.
Next, consider your desired volume. How many pieces do you need per week or month? Don’t forget to list out the key topics you want to cover and the primary goals for your content, such as lead generation or brand awareness.
To make this process more manageable, create a content calendar. This visual tool will help you plan ahead and give potential writers a clear picture of your needs.
Remember, the more specific you can be at this stage, the easier it’ll be to find the right writer and get the content you need.
You probably want these things:
- Quality content
- Cheap prices
- Fast work
Realize, you can’t have everything you want — when it comes to the list above, you get to choose two (and that’s it).
Want it fast and cheap? Well, it’ll probably be low-quality.
Want it super polished and quick? Well, that’ll cost you extra.
2. Establish Your Budget
Let’s talk money. Start by considering how much you can invest in content creation without breaking the bank. Remember, quality content is an investment that can drive significant returns for your business (not just an expense).
When setting your budget, keep in mind that rates can vary widely based on factors like writer experience, content complexity, and industry specialization. As a general guideline, you might expect to pay anywhere from $0.05 to $1+ per word for written content. For a 1000-word blog post, that could range from $50 to $1,000 or more.
Take me, for example — I charge my clients anywhere from $0.35 – $.60 per word depending on the difficulty, expertise, and technicality of the content.
Don’t just focus on the upfront cost — consider the potential ROI in terms of time saved and business growth.
A higher-priced, experienced writer might deliver content that requires less editing and performs better, ultimately providing more value for your investment.
3. Create a Detailed Brief
Think of a brief as a roadmap for your writers — the clearer the directions, the more likely they are to reach the right destination. Start by defining your target audience.
- Who are you speaking to?
- What are their pain points, desires, and preferences?
- What do they want/need?
Next, describe your brand voice.
Are you formal and authoritative, or casual and friendly? Provide examples of content that nail the tone you’re after. Outline the key messages you want to convey and any specific points that must be included.
“Think of a brief as a roadmap for your writers — the clearer the directions, the more likely they are to reach the right destination.”
Just as important: mention any topics or approaches to avoid.
Don’t forget to share examples of content you love (and explain why). This gives writers a tangible reference point. The more detailed your brief, the smoother the writing process will be (and the happier you’ll be with the final product).
4. Choose Your Outsourcing Method
Now it’s time to decide how you’ll find your content creators. There are three main approaches, each with its own pros and cons:
- Freelance Platforms: Sites like Upwork or Fiverr offer a wide selection of writers at competitive rates. You can review profiles, portfolios, and client feedback to find a good match. The downside? It can be time-consuming to sort through all the options. And…not everyone is very good.
- Content Agencies: These offer a more managed process and consistent quality. They handle writer vetting and project management, which can save you time. However, they’re generally more expensive than hiring individual freelancers.
- Direct Hire: This involves finding and hiring a writer directly, perhaps through networking or job boards. It allows you to build a long-term relationship but requires more upfront vetting on your part.
Consider your budget, time constraints, and comfort level with managing writers when choosing your approach. You might even start with one method and switch to another as your needs evolve.
All of my clients find me through the direct hire method. They find me on LinkedIn either through search, their feed, or referrals from other clients. It’s cheap and fast to work with me this way.
5. Vet Potential Writers
Don’t rush this step — proper vetting can make or break your outsourcing experience. Start by reviewing portfolios and writing samples. Look for pieces similar to what you need, paying attention to style, tone, and quality. Check out client testimonials or reviews to get a sense of the writer’s reliability and professionalism.
“Remember, you’re not just interviewing them – they’re interviewing you.”
Consider the writer’s industry expertise. While a skilled writer can research most topics, someone with background knowledge in your field might bring valuable insights and require less guidance. Evaluate their communication style and responsiveness during initial interactions — these can be indicators of how smooth your working relationship will be.
Be wary of red flags. If a writer can’t provide relevant samples or seems hesitant to discuss their process, it might be best to move on. Remember, a great writer should be able to showcase their skills and communicate clearly about their work.
However, never (ever, ever) ask a potential content writer to provide free work in the form of a test project. Their samples should be enough, but if it’s not, then pay (yes, with money) your freelancers for sample work.
You asking for free work is the writer’s red flag when looking for potential clients.
Remember, you’re not just interviewing them – they’re interviewing you. Fail to provide clear communications, a solid brief, or timely payment, and you might just lose an extremely valuable asset.
6. Build Your Outsourcing Network
Creating a reliable network of freelance writers is like assembling your content dream team. These are the wordsmiths who understand your brand, know your audience, and can deliver quality work on demand. Start by identifying your top performers from test projects or ongoing work. These are the writers who consistently meet deadlines, nail your brand voice, and require minimal revisions.
Consider setting up a preferred freelancer system where these writers get first dibs on new projects. This approach guarantees quality and also saves you time on onboarding and explanations for each new project.
Don’t limit yourself to just one or two writers. Aim for a diverse pool that can handle various content types and topics. This way, you’ll always have a go-to option, whether you need a technical piece, a creative blog post, or snappy social media content.
7. Nurture Your Content Writer Relationships
Building a strong, lasting relationship with your freelance writers isn’t just good manners — it’s smart business. When writers feel valued and connected to your brand, they’re more likely to go the extra mile, delivering top-notch content that resonates with your audience.
Start by providing clear, constructive feedback on each piece. Don’t just focus on what needs improvement — highlight what they’re doing well too. Schedule check-ins to discuss ongoing projects, address any concerns, and share your appreciation for their work.
Consider offering perks to your top performers. This could be first pick of new projects, slight rate increases for long-term collaboration, or even mentioning them by name in published pieces when appropriate. Remember, freelancers are running their own businesses too. Respect their time by paying promptly and being organized with your requests.
Some of my best clients have hung on to me for years with the following:
- Random gift cards to celebrate anniversaries with them or special holidays
- Annual raises (hey, we all got to keep up with inflation, right?)
- Better assignments (as in, not the boring ones)
Finding the Best Outsource Content Writing Service
When it comes to finding the perfect content writing service, you’ve got options — but not all services are created equal. You don’t necessarily need a high-end content marketing agency to fulfill your writing needs — that might be overkill for your budget.
Sometimes, it’s cheaper, faster, and just a better (more personal) experience working one-on-one with a freelancer.
Regardless, to find the best outsourcing content writing service, you’ll need to do a little thinking.
Know What You’re Looking For
Before you start your search, get crystal clear on your needs:
- Content Specialization: Do you need technical writers, creative storytellers, or SEO experts?
- Industry Knowledge: How important is in-depth knowledge of your field?
- Volume and Frequency: Are you looking for occasional pieces or consistent, high-volume content?
- Budget Range: What can you realistically afford for quality content?
Having these criteria nailed down will help you quickly filter out services that don’t fit the bill.
Do Your Homework
Research is your best friend here. Start by:
- Reading Reviews: Check out testimonials, but don’t stop there. Look for detailed reviews on third-party sites.
- Analyzing Samples: Most services will provide writing samples. Do they align with your vision?
- Assessing Communication: How responsive and clear are they during initial interactions?
Remember — a fancy website doesn’t always equal quality service. Dig deeper.
Test the Waters
Found a service that looks promising? Start small:
- Request a Paid Test Piece: This gives you a real taste of their work and process.
- Evaluate the Entire Experience: From initial contact to final delivery, how smooth was the process?
- Check for Red Flags: Missed deadlines, poor communication, or subpar quality are deal-breakers.
Don’t be afraid to try a few different services before committing long-term. The right fit is worth the extra effort.
Consider Scalability
“The goal isn’t just to fill pages — it’s to create content that drives your business forward.”
Think beyond your current needs:
- Can the service grow with you?
- Do they offer a range of content types?
- How flexible are they with changing demands?
The best services can adapt to your evolving content strategy without missing a beat.
The goal isn’t just to fill pages — it’s to create content that drives your business forward.
Content Writing Outsourcing Pitfalls to Avoid
Content writing outsourcing can transform your marketing processes, but that doesn’t mean it’s always straightforward and easy. A few obstacles can trip you up if you’re not paying attention:
- Chasing the Lowest Price: Quality writing requires skill and time — both of which come at a cost. Bargain-basement prices often lead to subpar content that needs extensive editing, ultimately costing you more in the long run.
- Neglecting Clear Guidelines: Vague instructions lead to vague content. Develop comprehensive briefs and style guides to keep your outsourced content consistent and on-brand.
- Micromanaging the Process: Excessive oversight can stifle creativity and slow down production. Hire writers you trust, provide clear guidelines, then step back and let them work their magic.
- Ignoring the Onboarding Process: Skipping proper onboarding leads to misaligned expectations and poor results. Invest time upfront to help writers understand your brand voice and business context.
- Failing to Provide Feedback: Without constructive feedback, writers can’t improve or align better with your needs. Build specific, actionable feedback into your workflow for each piece.
- Expecting Overnight Results: Building a successful outsourcing relationship takes time. Be patient as you refine your process and allow writers to get familiar with your brand.
- Neglecting SEO Considerations: Don’t assume all writers are SEO experts. If search optimization is important, make sure to include specific SEO guidelines in your briefs or hire writers with proven SEO skills.
- Forgetting About Scalability: As your content needs grow, make sure your outsourcing solution can keep pace. Choose a service or build a freelance network that can handle increased volume and diverse content types.
- Ignoring Red Flags: Don’t brush off missed deadlines, poor communication, or subpar quality. Address issues promptly or be prepared to move on to a better fit for your needs.
Outsource Your Content Writing to Me
Now, you know everything you need to outsource content writing (at scale) for your business or project. However, you might be thinking, “This sounds great, but I don’t want to go through the hassle of finding and vetting writers.” Well, I’ve got good news for you — you’ve already found one.
As a six-figure freelance writer who’s been on both sides of the outsourcing equation, I bring a unique perspective to the table. Here’s what I offer:
- Expert-Level Writing: With years of experience under my belt, I deliver polished, engaging content that resonates with your audience.
- Hassle-Free Process: Skip the learning curve. I’ve refined my process to make working with me smooth and efficient.
- Scalable Solutions: Whether you need a one-off piece or ongoing content support, I can adapt to your needs.
- Results-Driven Approach: I’m not just about pretty words — I create content that drives real business results (like traffic, signups, and conversions).
Don’t let content creation be a bottleneck in your business growth. Reach out today, and let’s start creating content that works as hard as you do.
