As your website grows, so does the need for consistent, high-quality, and engaging content. But it's not easy to churn out high quality articles that are optimized for search engines. Writing content in-house is time consuming and expensive.
Outsourcing your content writing can ensure that you maintain your content volume without dropping standards.
In this article, we'll discuss how to outsource writing content and when it's a good idea.
What will you learn
- What are the benefits of outsourcing content writing
- How to outsource content creation
- when you need to consider content outsourcing
Why should you outsource content writing?
Outsourcing content writing can be beneficial because it gives you access to content writers who understand SEO and content marketing strategies, improving your website's chances of ranking higher.
It can be more cost-effective than hiring a full-time in-house writer and offers flexibility to scale content production as needed.
An external writer who understands your industry and aligns with your brand voice and content goals can bring a fresh perspective.
Here are some more benefits to outsourcing content writing:
High-quality content
When you outsource your content writing, you get talented writers who can write engaging, well-researched, and professional content.
They understand the nuances of language, tone, and style and can tailor content to resonate with your target audience.
Their experience allows them to quickly grasp your brand guidelines and play by your rules, too.
Scaling content production
You might be launching a new offer, rebuilding your web pages, or simply trying to cover content gaps as soon as possible.
Outsourcing provides the flexibility to scale up or down based on your needs without hiring, training, and maintaining new staff.
Access to domain expertise
Freelancers or outsourcing firms often have writers who specialize in various industries and topics.
They can provide insights, fresh ideas, and perspectives that you may not have in-house, especially if you're just getting started with a new area of operations and no one is experienced enough to help you.
When you outsource content writing to freelance writers, you benefit from their experience and perspectives.
Eliminating resources’ constraints
If your team is already stretched thin, content marketing outsourcing can relieve the burden. It frees up your staff to focus on their core responsibilities or other types of content while ensuring your content needs are met. An example would be to outsource SEO content but keep product-centric articles within the company.
How to outsource content writing
We've seen that outsourcing content can be beneficial to both startups, and companies with more resources. Whether you're trying to increase your publishing velocity or cover new material, hiring a writing agency or freelance writers can greatly speed up your results.
Here are 10 steps to outsourcing your content writing needs:
1: Determine outsourcing vs inhouse content writing
We've already been over reasons why outsourcing content writing is a beneficial practice. However, you should first assess whether outsourcing your content is actually the right fit for you.
Often, this decision will come down to whether you have inhouse resources and which is cheaper.
Since search engines favor a healthy content output, you will need at least 3-5 inhouse writers to churn out articles every week.
Depending on their experience, it's possible that you will need at least one content editor, and SEO strategist. The costs of hiring SEO professionals can add up and make you question your need for content generation.
However, AI content writing tools have lowered the barrier to quality content output for businesses. You are not limited by internal expertise or a large marketing budget to start writing content.
For example, Surfer AI, an AI content writing tool can:
- Generate well written complete articles that are optimized to rank well in search engines without the need of an SEO strategist or editor
- Create several articles in a day and significantly improve your content output without increasing your marketing budget to hire more freelance writers
The average pay for decent writers is between 6 to 10 cents per word, so a 2000 word article will cost you about $120-200 per blog post.
Surfer AI's articles are capped at $19 for a ready-to-publish article that is optimized to rank in search engines.
That means that if you're creating an "ultimate guide" type of blog post with over 5000 words, you will still pay $19 for the complete article.
Take a look at this example. Even though the article comprises of 3306 words, it still costs $19.
In such a case, it obviously makes sense to create content inhouse rather than outsourcing it.
Determine if outsourcing content writing makes sense for your business in light of the automation tools readily available today.
If a tool like Surfer AI can take care of your content needs at a lower cost and increased efficiency, keep your content writing in-house. If not, then take the next step to outsource your content writing.
2: Specify your content goals
Before you outsource your content, you will need to answer some questions. Having clear answers to these questions can guide your search and negotiations:
- What type of content do you need help with?
- What is your budget?
- What pain points should outsourcing address?
- How many articles are you expecting?
- Do you need SEO and domain expertise?
You should also determine your budget based on the volume and complexity of your needs. It will help you determine which service is most suitable for you and your budget.
3: Determine the scope of work
Outsourced content writing can cover a wide range of tasks depending on your content needs.
Identify the scope of your outsourcing before you begin. Here are a few reasons to consider when deciding on the extent of your content writing needs.
Creating original, high-quality content
Outsourced writers specialize in crafting unique, engaging content that resonates with your target audience and aligns with your brand voice.
This content is well-written and thoughtfully designed to reflect your brand's values, mission, and USPs, connecting with your audience.
Whether you need blog posts, whitepapers, landing pages, or other types of content, outsourced writers can deliver.
They're skilled in various formats and can adapt to your specific needs.
Keyword research
It is common for outsourced content services to include SEO expertise in terms of keyword research.
While identifying the right keywords, they consider factors like search volume, keyword difficulty, competition, user intent, and relevance to your business.
On-page search engine optimization
Beyond keyword research, outsourced writers can optimize your existing and new content with meta tags, alt text, or internal links, to improve visibility.
Collaboration
Outsourced content services can work closely with your in-house teams, providing a seamless blend of external expertise and internal insights.
Such a collaboration can result in high-quality content that aligns perfectly with your SEO and marketing strategies.
Regular content updates and revisions
Content outsourcing services can provide timely updates on content performance, create detailed reports, and make necessary revisions to the strategy or content itself.
Manage CMS and SEO tools
You can outsource not only content writing but also content management.
Many outsourced services are proficient in using various CMS platforms and SEO tools, offering end-to-end content assistance.
Research and studies
Outsourced writers can bring fresh perspectives and innovative approaches to your content.
They can conduct interviews, create white papers, build case studies, or transcribe your podcasts and webinars.
4: Look for content writers
Consider a range of sources when trying to find the best professional writer for your requirements.
Diversifying your search can also help you discover writers with a range of skills and pricing models, giving you more options to choose from.
Some of the places you can look for writers include:
Freelance writer marketplaces
Websites like Upwork, Freelancer, and Fiverr host thousands of freelance writers. You can browse through their profiles, check their samples, and shortlist the ones that fit your requirements.
Regular job boards
Websites like Indeed, Glassdoor, or the ProBlogger Job Board often have listings for expert writers. You can post your requirements and invite applications.
Social media
To find experienced content writers, you can leverage LinkedIn and Facebook micro-communities such as Cult of Copy Job Board, Fat Graph Content Ops, or even our SEO Surfers Public Group.
You can either post a job listing or search for copywriters in your industry, based on their contributions, to find freelance content writers.
Content and knowledge aggregators
Check Medium, Quora, or Reddit, especially in specific niches.
You're likely to come across someone knowledgeable about your industry. Browse through their content and approach experienced writers whose style you like.
Referrals
Ask your industry network for recommendations.
A good writer who comes highly recommended and has worked with someone you trust might be a great fit for your project.
Content agencies
Content agencies employ professional writers with diverse skills and industry expertise, but they can also be helpful for all things content-related.
They can provide a complete package for your content needs, handling everything from creating content strategies to executing them to optimizing existing content or getting external backlinks.
They often assign a dedicated content manager to provide content writing services too.
5: Check industry expertise
Look for writers who have experience in your industry or niche.
They'll be more familiar with the terminology, trends, and audience preferences, which can lead to more effective content.
And, since they understand your audience and the industry context, they also save you time on extensive briefings or onboarding.
Outsourcing content creation allows you to have more time for other tasks and not spend more time on writing content.
If you are still hesitating about content outsourcing, this can be the main selling point.
6: Evaluate their SEO and writing skills
Look beyond good writing.
SEO skills are equally important for online content as good writing skills.
Search for writers who can create engaging and actionable content that is on-brand and meets your criteria.
However, at the same time, make sure the SEO bases are covered.
Check if the writers understand SEO and therefore can create content that ranks well on search engines.
This dual skill set can help your content first attract and then engage readers, so they can convert.
Although they don't need extensive SEO expertise, they ought to know a few basic things.
They should know how to write SEO-friendly titles and descriptions, incorporate keywords naturally, and understand the importance of meta or alt tags.
Although you might not need this if you currently have a content editor, it is still a warmly welcomed skill that might come in handy.
7: Make a shortlist
You’ve checked a few sources and gotten a few recommendations. Now it's time to narrow down your options.
Create a shortlist of 3-5 potential content providers.
When selecting, take into account factors like skills, experience, pricing, or expertise in your industry.
It's also important to consider their responsiveness and communication style.
You'll be working closely together, so the two of you should be on the same page.
You can also create a “waiting list” for your shortlist.
If all of the current content options fall short, you can circle back to your waiting list and choose other providers that you’ve initially rejected.
8: Assign a test task
A test task can give you a better idea of a writer's abilities—but also how well they follow instructions, meet deadlines, and handle feedback.
Such a test assignment can be a short blog post, an outline, or a product description.
Having a paid take home test can increase the response rate among good writers.
A quick test task is a practical way to assess a copywriter’s skills before making a commitment, but sometimes you can get by without it.
If a content writer has a strong portfolio and excellent references, a test task might not be necessary, and you can outsource content writing to them right away.
9: Shortlist submissions
After the test task, review the work carefully.
Evaluate the test assignments critically. Share your feedback with the writers, highlighting what needs improvement when it comes to content creation.
Be specific with your feedback.
Instead of saying, "I don't like it," point out what doesn't work and why.
Constructive feedback helps even skilled writers improve, align with your expectations, and grow professionally.
Having a couple of comments doesn’t mean you need to write them off just yet.
After some revisions, it might be worthwhile to continue working with the copywriter if they still have potential, have a pleasant writing style, and adhere to your SEO guidelines.
10: Establish responsibilities
Establish clear expectations with your writer or content provider before you begin regular collaboration.
Clear guidelines can prevent misunderstandings and ensure a smooth workflow when you outsource content writing.
Among them might be:
- setting deadlines—are they set in stone or flexible?
- establishing consistency and frequency of content delivery
- getting familiar with your brand’s tone of voice and guidelines
- putting up communication rules—when and how to get in touch?
- specifying the process of revisions—in what form, and how often?
If you've never outsourced content creation, start with a starting point. You'll develop guidelines as you go.
11: Draft a contract
A solid contract protects both parties. It should include details about the work, payment, deadlines, and copyright ownership.
This document can serve as a reference point for both parties and help resolve any disputes that may arise.
In many cases, you might also include confidentiality clauses if the writer will be dealing with sensitive information.
When you outsource content creation, you want to be sure it's going to be not only effective but also secure.
The signing of an NDA is often a part of the process, especially since many content writers work with a variety of clients.
So, it’s wise to get legal advice to ensure all bases are covered, even if the collaboration is rather small (a single blog post) or sporadic.
12: Evaluate performance frequently
When you outsource content writing and hire freelance writers, make sure to review their work on a regular basis.
As well as catching any issues early, you can assess the performance and maintain the quality of your content.
Set up a system for regular performance reviews with the writer’s consent.
For example, you can focus on checking SEO rankings for the content produced, tracking engagement metrics, or simply assessing the quality and timeliness of the work delivered.
Reviews also help outsourced writers write better and more consistently.
Naturally, the revision process takes longer when you're just starting out with outsourcing.
Should the writers fail to align with your feedback after some time, you may want to consider some structural changes, including changing providers of content creation services.
When should you outsource content writing?
Consider outsourcing content writing if you don't have the skills in-house to make high-quality, SEO-friendly content or if your team is too busy with other tasks to consistently create content.
It's also a good idea when you need a lot of content quickly, like for a new website launch or a marketing campaign, but you can't afford to hire a full-time writer.
Here are a few other times you should consider outsourcing content writing:
When it makes financial sense
Let's be real.
You only want to approach a content writing service or agency if they can deliver your needs within a specific budget.
But if you can use tools like Surfer AI to internally create content at scale without having to increase your marketing spend, you're better off not outsourcing content writing.
Weigh the pros and cons of a $19 AI generated article vs a minimum $100 human written blog post.
When your business is growing
If your business is expanding or planning to grow rapidly, you'll likely need to produce content quickly and publish it even faster.
Outsourcing to a qualified writer or a content creation service provider can help you meet this demand without overloading your in-house team.
When you need to maintain a consistent content schedule
If you're struggling to stay on top of your content schedule and struggle with timely content delivery, outsourcing can be a reliable solution.
When you want to optimize your content for search engines
SEO is a specialized field that requires expertise, tools, and skills.
If you want your content to rank well in search engine results but lack the necessary skills in-house, outsourcing to SEO-savvy writers might be what you need.
Key Takeaways
- Outsourcing your content writing to an experienced writer can provide significant benefits, including access to specialized expertise, the ability to scale content production, and relief for in-house teams. It's a strategic solution that can enhance the quality and effectiveness of your own content strategy.
- The process of outsourcing content creation involves several steps, from defining your needs and budget through selecting multiple writers and setting collaboration rules, to regular performance evaluation. Each step is crucial to ensuring a successful outsourcing experience.
- Certain situations call for considering using a content writing service, such as rapid business expansion, the need for a consistent content schedule, the desire for an SEO-optimized content strategy, or when a content marketing strategy isn't your core competency but needs attention.
- Collaboration with outsourced writers can be streamlined using various tools. There are tools that can facilitate the creation of written content, optimization, and team communication, making the management of outsourced content writing more efficient.
Conclusion
Finding freelance content writers or a content marketing agency isn't a problem today. But finding a content marketing team that understands your needs and can align with what you want to achieve might be difficult. That's why you need to do extensive research before outsourcing your content writing and signing up for content writing services.
