How to outsource your content writing without losing quality
Solo business owners are used to doing everything. You’re the sales, marketing, finance, and admin departments. And that’s before you even get to the actual product or service you’re providing.
Unless you have a team of employees, there’s often more work than time. Deadlines pile up, you work long hours, and you start feeling like you’re always on the back foot. When that happens, it can be a fast route to burnout.
But there is a solution. It’s outsourcing or, in other words, getting someone outside your business to take on some of your workload.
More and more businesses outsource their content writing. But, if you’ve never done it before, knowing how to keep the quality high when someone else is doing the writing can be a worry.
If you’ve been thinking about outsourcing your content writing, read on for my top tips on how to get the best results without sacrificing your brand voice or quality standards.
Key takeaways
Outsourcing content writing saves time and stress. If you’re wearing all the hats in your business, hiring a freelance writer frees up time for you to focus on what you do best.
Freelancers can be more cost effective than employees. When you factor in employment overheads like National Insurance, pension, and sick pay, a freelancer’s day rate often works out as better value.
A clear project brief is essential. Spending time upfront to explain your audience, tone of voice, goals, and content needs will avoid wasted time and lengthy rewrites later.
Good communication makes great content. Stay in regular contact with your writer, give feedback on time, and expect to be involved in the process, especially on the first few drafts.
Not all content is equal. Cheap content can harm your brand. So, it’s important to invest in a skilled writer who understands the project and delivers value for your readers, not just search engines.
When should you outsource content writing?
Let’s begin with when it makes sense to hand content writing over to someone else.
Consider outsourcing when:
It saves money and reduces your overheads
You need more time to focus on core business tasks
You’re missing key skills like writing or SEO (search engine optimisation)
You don’t have the time (or interest) to write content
The content you publish isn’t getting the results
You want to publish more, and higher-quality content
You’d like help with your content and marketing strategy
Whilst freelancers may seem more expensive by the hour than employees, they’re often more cost effective once you factor in employment costs. Think about recruitment, training, holiday pay, NI contributions, pension, and other employee benefits when comparing rates.
What does outsourced content writing look like?
A freelance content writer often ghostwrites. That means they write on behalf of your business, but the content is produced under your name or brand. Nobody needs to know it wasn’t written by somebody within the company.
A content writer’s job is to sound like you. If someone can’t do that, maybe they’re not the right person for the job.
Typical outsourced writing includes:
Blog posts
Case studies
Articles
Website copy
Sales pages
Email newsletters
White papers
Social media posts
Product descriptions
Video scripts
Technical writing
And more…
I offer some of these services, but not all. So, if you ask me to quote for something I don’t offer, I’ll happily refer you onto someone that does. Any ethical content writer or copywriter will do the same.
A good content writer will also:
Ask questions about your business and audience
Provide a clear proposal and quotation
Research, write, edit, and proofread the content
Optimise it for search engines
Offer a couple of rounds of revisions
How much does it cost to outsource content writing?
The classic “how long is a piece of string” question!
Here’s the thing. Cheap content may look tempting but poor writing doesn’t read very well. It can reflect badly on your company, damage your SEO, and leave you with fluffy, off-brand content.
That said, a higher price does not always mean better quality, especially if you’re unclear in your briefing or make brand changes mid-way through. But you do tend to get what you pay for. A good quality writer will take your feedback onboard and make changes in the second draft. That’s why I always recommend the project fee includes revisions.
A few pricing tips:
Many content writers charge per project rather than by hour or word
Expect to pay 50% upfront to secure their time and kick off the contract
Look for transparency in what’s included (such as research, SEO, and revisions)
Check testimonials and important factors such as a native speakers, especially if you’re searching on low-cost freelancer sites
In the UK, ProCopywriters (I’m a member) reported an average daily rate of £440 for freelance copywriters in 2024. Feel free to check out the ProCopywriters copywriters rates in 2024.
The benefits of outsourcing content writing
Here are some of the things you can expect to gain when outsourcing content writing:
Access to expertise
You can bring writers on board by niche (such as SEO, fintech, or technical content), or for specific projects. That way, you can tap into specialised experts whenever needed.Flexibility to changing demands
Hiring a freelancer means you can quickly adapt to changing demands such as seasonal needs or financial constraints. You also avoid lengthy employee recruitment processes when demans increase, or redundancies if work drops off.Fresh perspectives
People outside your business tend to pick up jargon and assumptions that employees may miss. They also come in with fresh eyes and new insights.Cost savings
Freelancers come without the usual employee overheads such as salaries, benefits, and equipment. They’re also lower risk than bringing in experienced writers as employees.Efficiency improvements
Good content takes time. Outsourcing to a freelance writer will allow you to concentrate on more strategic work that brings in revenue.Getting the word count right
Anyone can write, but too much fluff and waffle can lose or confuse readers. Professional writers know how to say more with less, and include the important SEO elements too.
How to outsource content writing, and still sound like you
Before you head to Google and pick a writer from the search results, take a look at these tips on how to keep your brand voice and quality standards high when outsourcing:
1. Do your research
There are lots of writers out there, each with different skills. So, first think about exactly what you want from a writer. It could be:
Specific experience in your sector
The type of writing (blog, sales, technical, social media, SEO)
Fluency in a specific language
Up to date SEO skills
Content writing or copywriting skills - read Copywriter vs Content writer: What’s the difference
Solo content writer or digital marketing agency
Make a list of what you need, then research the prices being charged. That way, you’ll recognise a fair price and can develop a budget for the project.
2. Write a clear project brief
A writer should ask questions, but you also need to outline the project. Include:
Content type (for example, 4 blog posts per month)
Target audience
Goals and purpose of the content
Brand voice guidelines
Key dates
Your business and values
If the project brief is vague, you’ll get a wide range of prices quoted. The lowest may end up being the person with the least understanding of what’s required.
3. Get comfortable with working together
I always like to meet new clients, usually by video call unless they’re local to my area, so we can see how we get along. For me, it’s one of the most important considerations, especially in a long-term working relationship.
If you’re not quite ready to commit on a large, expensive project, you could begin with a smaller job like a blog post or case study to give you piece of mind.
Some companies like to evaluate different writers by asking them to write a test piece on the same topic. Test pieces are not something I offer - instead I refer people to my testimonials and examples of previous work. But, if a freelancer does agree to a test piece, always pay commercially - they’re running a business too.
4. Spend time going through the finer details
Spending time upfront leads to better content later. I’ll often ask about:
Your customers and what they care about
SEO keywords
Brand voice and messaging
Business goals and marketing objectives
What you want the project to achieve
Background information
I’m known for asking lots of questions upfront with new clients!
Usually, I’ll also send a skeleton draft to check we’re on the same page before getting started on the full piece of content. After a couple of drafts, most clients trust me to continue without a skeleton draft, saving them even more time.
5. Keep in touch
Regular communication from both sides makes the whole process much smoother. It’s even more important for long projects that may span weeks or month. Agree on:
Deliverables
Deadlines (for both drafts and your feedback)
Any key updates
My standard contracts include three versions:
1st draft
2nd draft
Final copy
That way, clients have the opportunity to feedback and make the final version exactly what they want.
6. Pay invoices on time, and leave a testimonial
Freelancers are small businesses, just like you. If they’re working on a big project it may be their only income that month, so always pay on time.
A good testimonial after finishing your project will help them find new clients.
You probably checked their testimonials, and others will too. So, if they did a good job, give them a Google Business Profile or LinkedIn testimonial.
7. Ask about AI
AI can be a useful tool but I always recommend checking how writers are using it. Here are a few ways it can be used ethically:
Draft outlines
Summarising research
Analysing data
Rewording tricky phrases
If someone is churning out fully AI-generated content with no human editing, I’d recommend a rethink. Search engines, and your readers, value real experience and unique perspectives. That’s only something humans can offer.
If you’re paying for a human to write, it’s important to know that’s what you’re getting.
Final thoughts
Outsourcing your content writing doesn’t mean losing your brand voice or control over your content. Done right, it can improve your content and free up time for you to concentrate on what you do best.
That said, outsourcing content writing may not be possible for you right now. If you’re thinking of using AI to help create your content instead, check this blog for tips on how to get the most out of it: The pros and cons of using AI to write your content
Get help with your content writing
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