Outsourcing Content Creation: How to Work Effectively with Freelance Writers and Content Agencies





Blog Date

May 27, 2024


UK, Manchester

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Outsourcing Content Creation: How to Work Effectively with Freelance Writers and Content Agencies

As a passionate content creator myself, I’ve had the privilege of working with a wide array of freelance writers and content agencies over the years. And let me tell you, the experience has been nothing short of a rollercoaster ride. From the triumphant moments of seeing my clients’ content soar to the occasional hiccups that come with navigating the world of outsourced content creation, I’ve learned a thing or two along the way.

The Dilemma of Hiring In-House vs. Outsourcing

When it comes to content creation, you’re often faced with a tough decision: do you hire a dedicated in-house team or do you outsource to freelance writers and agencies? It’s a classic conundrum that can keep even the savviest of marketers up at night.

On one hand, having an in-house content team can be incredibly valuable. They’ll have a deeper understanding of your brand, your audience, and your overall marketing strategy. Plus, you get to enjoy that seamless communication and collaboration that comes with being under the same roof. According to a report by the Society for Human Resource Management, the average cost to hire an employee is a whopping $4,129. And that’s just the tip of the iceberg – you’ve also got to factor in salaries, benefits, and other overhead costs.

On the other hand, outsourcing content creation can be a more cost-effective solution, especially if your content needs fluctuate. Freelance writers can charge anywhere from $0.03 to $0.30 per word, while content agencies may range from $2,000 to $10,000 per month. That’s a far cry from the six-figure price tag of an in-house content team.

And let’s not forget the flexibility factor. With outsourcing, you can scale your content production up or down as needed, without the burden of having to hire and manage a full-time team. It’s the content creation equivalent of a “just-in-time” inventory system.

The Pros and Cons of Outsourcing Content Creation

Okay, so we’ve established that outsourcing content creation can be a more cost-effective and flexible option. But what are the other pros and cons to consider?

Pros of Outsourcing Content Creation:

  1. Access to Specialized Expertise: When you work with freelance writers or content agencies, you gain access to a pool of specialized talent. These individuals or teams often have deep expertise in specific industries, writing styles, or content formats. This can be incredibly valuable when you need to tackle a complex or niche topic.

  2. Scalability and Flexibility: As mentioned earlier, outsourcing allows you to easily scale your content production up or down as needed. This is particularly useful during peak seasons or when you need to quickly ramp up your content efforts.

  3. Cost-Effectiveness: Compared to the overhead of maintaining an in-house content team, outsourcing can be a more budget-friendly option, especially in the short-term.

  4. Reduced Workload for Internal Team: By offloading content creation tasks to external resources, your internal team can focus on other important responsibilities, such as strategy, promotion, and analysis.

Cons of Outsourcing Content Creation:

  1. Potential Inconsistency in Brand Voice and Tone: When working with multiple freelance writers or agencies, it can be challenging to maintain a consistent brand voice and tone across your content. This can be mitigated by providing detailed style guides and ongoing feedback.

  2. Lack of In-Depth Knowledge: While outsourced content creators can become quite knowledgeable about your business, they may not have the same level of intimate, day-to-day understanding as an in-house team member.

  3. Potential Communication Challenges: Coordinating with external resources can sometimes be more difficult than working with an in-house team, especially when it comes to things like feedback, revisions, and deadlines.

  4. Less Control over the Creative Process: When you outsource content creation, you’ll have less direct control over the creative process. This can be a pro or a con, depending on your preferred working style and the level of hands-on involvement you desire.

Strategies for Effectively Outsourcing Content Creation

Okay, so you’ve weighed the pros and cons and decided that outsourcing content creation is the way to go. Now what? Here are some strategies to help you navigate the world of freelance writers and content agencies:

Establish Clear Expectations and Guidelines

Before you even start the hiring process, it’s crucial to have a well-defined content strategy and clear guidelines in place. This includes things like:

  • Tone and Voice: Develop a detailed style guide that outlines your brand’s preferred tone, voice, and writing style.
  • Topics and Themes: Provide a content calendar or outline that covers the key topics and themes you want to address.
  • Formatting and Structure: Specify the preferred length, formatting, and structure for each content type (e.g., blog posts, social media updates, whitepapers).
  • Deadlines and Revisions: Clearly communicate your deadlines and the number of revisions you’re willing to accommodate.

Vet Candidates Thoroughly

When it comes to hiring freelance writers or content agencies, don’t just go with the first option that pops up. Take the time to thoroughly vet your candidates by:

  • Reviewing Portfolios: Ask to see samples of their previous work, paying close attention to writing style, topic expertise, and overall quality.
  • Checking References: Reach out to their past clients to get a sense of their reliability, communication, and the quality of their work.
  • Conducting Test Assignments: Give candidates a small, paid test assignment to see how they perform under pressure and to evaluate their fit with your brand.

Foster Ongoing Collaboration and Communication

Effective outsourcing is all about maintaining open and frequent communication. Make sure to:

  • Schedule Regular Check-Ins: Set up weekly or bi-weekly check-in calls to discuss progress, address any issues, and provide feedback.
  • Provide Detailed Feedback: Don’t just say “great job” or “needs improvement.” Offer specific, constructive feedback that helps your content creators improve.
  • Encourage Collaboration: Invite your outsourced team to contribute ideas and suggestions, and be open to their input. After all, they’re the experts in their craft.

Leverage Technology to Streamline the Process

There are plenty of tools and platforms out there to help you streamline the content creation process when working with freelancers and agencies. Some of my favorites include:

Embracing the Outsourcing Opportunity

At the end of the day, outsourcing content creation can be a powerful tool in your marketing arsenal. Sure, there are challenges to navigate, but with the right strategies and mindset, you can unlock a world of possibilities.

So, don’t be afraid to take the plunge and start collaborating with freelance writers and content agencies. Who knows, you might just discover your new favorite content creation superstar. And if you do, be sure to share their story – after all, we’re all in this together, right?

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