Outsource Content Writing: Boost Your Agency’s Success

Considering whether to outsource content writing for your agency? 

By outsourcing copywriting, agencies like yours can focus on core business still serving clients by providing quality content like web pages, funnels, and ebooks. 

Most blog posts gloss over how to actually outsource content creation—or they look at finding content writers through a wider small-business lens that’s less useful for companies like yours. However, in this guide specifically tailored to small digital agencies, we’ll examine the advantages of using an outsourced service to write content for your clients, discuss ways of finding high-quality content, and explore techniques for outsourcing your content creation and content strategy requirements.

We’ll also get into the debate around human-created content vs. AI-generated copy—and how each approach could affect your decision to outsource content writing services.

We’ll also discuss how to help your agency effectively collaborate with and train writers and ensure they write content that meets your expectations.

Lastly, this guide will cover tips on finding a good writer who aligns with your agency’s requirements and building long-term relationships with them. 

Why Outsource Content Writing for Your Clients?

Outsourcing to a content writing service helps digital agency owners offer many benefits to their clients, including increased efficiency, higher-quality content, and access to specialized expertise they wouldn’t usually be able to tap into. 

By working with external writers or a content writing and content marketing agency like WRIXON, your clients can save time and resources while optimizing their content creation process—and reap the benefits of working with a highly qualified writer.

Client Benefits

Quality Content

Content of the highest quality is a cornerstone of any digital marketing strategy. By working with a professional who specializes in content creation and understands the nuances of creating engaging and relevant content, your client can effectively communicate their brand message and engage their customers.

Improved Search Engine Rankings

High-quality long-form articles are crucial to improving your clients’ search engine rankings. By enlisting the services of expert content writers to craft high-quality and engaging articles, you can elevate your clients’ SERP rankings, driving more traffic and potential customers. (And making clients much, much happier with your services.)

Consistent Content

Maintaining a regular content schedule improves SEO, builds brand authority, and helps maintain an active online presence. With an outsourced content writing team, your client can enjoy the benefits of a steady stream of content, uninterrupted by staffing shortages, in-house team members being overloaded with work, or other internal issues. This consistency ensures that your client’s content strategy can be executed consistently, improving the likelihood of its success.

Cost Savings

Outsourcing content creation is often a more affordable way to get content, when compared to maintaining an in-house team for content creation. Clients who rely on outsourced content don’t have to bear the costs associated with full-time employees—benefits, equipment, training, and so on. Instead, they pay only for the content that gets created. These savings can then be used in other areas of their business.

Fresh Perspectives

Outsourced professionals aren’t beholden to your client’s internal culture or weighted down by “the way things have always been” at your client’s company. Fresh eyes on a project can spot opportunities, trends, or issues that someone too close to the project might miss. An outsourced content writer can also suggest new content ideas, strategies, or angles that can improve your client’s overall marketing effectiveness.

Speed and Flexibility

An outsourced team can adapt quickly to changing content needs if there’s a sudden increase in content demand or a need to quickly adjust content strategy. This speed and flexibility can be vital if your client operates in a fast-paced market or an industry where timely content is crucial. 

Increased Publishing Frequency

It’s simple—the more your clients publish, the better results they’ll see for their business. Working with an outsourced writer to increase their publishing frequency can provide them with increased visibility, better brand awareness, more leads, and improved authority in their market.

But it’s not just your client that will benefit. Your agency will see benefits too.

Agency Benefits

Scalability

Outsourcing content allows your agency to bring in more hands on deck during busy periods and scale back during slower times, all without the need for long-term commitments or layoffs. This flexibility helps manage client content creation efficiently and maintain high levels of service without overstretching resources or incurring unnecessary costs.

Cost-Effectiveness

Hiring, training, and maintaining a full-time in-house content team can be expensive. There are not just salary costs, but also benefits, office space, equipment, and training expenses to consider. By outsourcing, a more flexible staffing solution can help improve your bottom line—and allow you to offer more competitive prices to their clients.

Access to Expertise

In the content world, diversity is key. Different clients and projects require different styles of writing, tones, voices, and subject matter expertise.v By outsourcing, you can tap into a wider talent pool and find the exact copy professional you need for each project—from a technical writer for a software company to a creative copywriter for a fashion brand.

Quick Turnaround

With tight deadlines and multiple projects running simultaneously, having a network of external writers enables you to distribute the workload efficiently, ensuring content gets completed more quickly. This can significantly reduce the turnaround time for projects.

More time for Core Business

Every organization has its core competencies, the areas where they truly excel. For you, this might be strategy, design, SEO, web development, or analytics. But it’s almost surely not content. By outsourcing content creation, you can devote more resources and attention to what you’re good at, enhancing your overall service offering and delivering the best possible service in areas where you have the deepest expertise.

Remember:

Outsourcing content writing delivers fast, consistent, quality content for your client. They’ll also likely see the improved search engine rankings that come with a focus on publishing better (SEO-optimized) content more often. They’ll typically pay less than hiring an in-house writer, and they’ll benefit from a fresh outside perspective. You’ll enjoy a cost-effective, scalable way to get content for clients, and—if you hire right—you’ll get fast access to content expertise so you can focus on core business.

Finding the Right Outsourced Content Writers for Your Needs

Outsourcing content creation requires finding skilled and reliable writers who deliver quality work. Fortunately, there are several ways to find suitable candidates, such as posting job ads on niche-specific boards, utilizing matchmaking services connecting businesses and writers, or hiring from popular freelance platforms.

Posting Job Ads on Niche-Specific Boards

To attract qualified writer candidates with expertise in your industry, consider posting job ads on niche-specific boards like ProBlogger Jobs or the Freelance Writing Job Board. Specialized job sites like these cater to professional content creators seeking opportunities within their areas of interest—although, frankly, they’re typically filled with more junior writers who are “looking for a break.” More seasoned writers and agencies who outsource content writing usually don’t need to use these boards because they’re in high demand. 

Using a Platform That Connects Businesses and Content Writers

Another approach is a “matchmaking” service designed to connect digital agencies with writers. Platforms like Contently or Verblio provide access to pre-vetted talent pools that find writers while ensuring a certain level of quality. Again, however, you’ll find that you can often hit a quality ceiling; if you want the best content for your clients, it can be harder to find it here.

Hiring on Popular Outsourcing Sites

Platforms like Fiverr and Upwork let you browse countless profiles of freelancers offering various content creation services at different price points. Unfortunately, in our experience, this is one of the most challenging ways to find quality talent. It can be difficult, for example, to find “native English” writers who have a powerful command of the language, and we’ve found it harder to get one of these writers to appreciate the nuances of a client’s brand voice.

Working with WRIXON to Outsource Content Writing

If we can toot our own horn for just a second, we’ve been creating content for 25 years and have worked in more than 120 industries. (Try finding freelance writers who can say that!) If your clients are ready for high-quality content, written by professionals who understand the ins and outs of strategy, content writing, copywriting, and content marketing, reach out.

Discovering the ideal writer for your client’s needs will take some effort, yet by investigating these choices, you’ll be on track to creating a solid content production squad. Content outsourcing can be a great way to create content for your clients without hiring a dedicated content manager or training writers yourself. By outsourcing content creation to professional writers, you can focus on other aspects of your business while ensuring that your client’s content marketing strategy is compelling and engaging.

In-House Content Writers or Outsourced Writers—Which Should You Choose? (And What About AI-Generated Content?) 

Digital agency owners often need help choosing between hiring an in-house writer, relying on AI-generated copy, or outsourcing to human writers. And while this topic could be be subject of its own blog post, it makes sense to quickly compare these options (while highlighting the benefits, frankly, of working with WRIXON as your preferred content partner.)

The Limitations and Challenges of In-House Content Writing Teams

• In-house writers may need more diverse perspectives because of limited exposure to different industries and topics.
• Hiring full-time employees quickly gets expensive, considering salaries, benefits, and overhead costs.
• Managing staff requires tedious administrative tasks like onboarding, training, and performance management.

The Pitfalls of Relying Solely on AI-Generated Content

• AI-generated content usually lacks creativity and emotional appeal when you put it side-by-side with human-written pieces.
• In our experience, AI can’t fully understand the context or cultural nuances that are essential for crafting engaging stories tailored to specific audiences.
• Search engines like Google prioritize high-quality content written by humans over machine-generated articles when determining SERP rankings.

Why Outsource Content Writing?

Outsourced content writers offer several advantages:

• Access to a pool of expert writers who specialize in various niches, ensuring high-quality content tailored to your clients’ needs.
• Scalability and flexibility that let you adjust the volume of work based on project requirements without incurring additional overhead costs.
• Relief from having to manage the client content process, meaning you can focus on core business functions. With the right content solution, you can leave content creation in the hands of professional writers who are well versed in SEO best practices and engaging storytelling techniques.

By partnering with WRIXON, for example, your digital agency can leverage a team of dedicated content managers and expert writers who know content strategy and consistently produce top-notch articles. Our proven track record ensures that your clients receive compelling, search engine-optimized content that drives results.

Remember: 

Digital agency owners face a dilemma when considering whether to hire in-house writers, use AI-generated content, or outsource to human writers. However, in-house writing teams can be expensive and time-consuming. And AI-generated content lacks creativity and emotional appeal. Outsourcing to a high-quality content agency provides scalability, flexibility, and access to expert writers specialized in various niches—as well as the time to focus on core business functions.

How to Ensure Consistency When Outsourcing Content Writing

One effective tool that helps you manage consistency and brand compliance with outsourced content creation is a content brief—a set of guidelines for an external content writer that outlines your desired outcome. If you’re going to outsource content writing, we strongly suggest you “don’t leave home” without one.

Here are the main elements you should consider including in a content brief:

• Title/Subject: Provide the piece’s title or the subject it should cover. If the title is not final, offer a working title or a brief description of the topic.
• Objective: Define the primary goal of the piece. Are you and your client trying to inform, persuade, entertain, or educate their audience? Do you want to drive traffic for your clients, increase their brand awareness, promote their product or service, or improve their SEO?
• Target Audience: Describe your client’s ideal reader or customer. Include demographic information, interests, pain points, and other relevant information to help your writer understand who they are writing for.
• Tone and Style: Your client’s content should reflect their brand’s voice. Specify whether the tone should be formal, casual, humorous, professional, etc. Share any style guides your client uses.
• Key Points/Outline: Provide an outline or list of key points the content should cover. This will give your writer a clear framework to build from.
• Keyword Requirements: If the content is for SEO, provide the specific keywords that need to be included and information about keyword density.
• Word Count: Specify the expected length of the piece.
• Formatting Requirements: Explain any specific formatting requirements, such as headings, bullet points, images, infographics, etc.
• Call to Action (CTA): If you and your client want readers to take a particular action after reading the piece—signing up for a newsletter, buying a product, visiting a specific webpage—specify this in the brief.
• Deadlines: Identify when the draft and the final piece are due.
• Reference Material: If there are specific sources that the writer should use, include these in the brief. Likewise, if there are specific examples of the style or tone you want for your client, include those too.
• Revisions Process: Specify how the revisions process will work. How many rounds of revisions will be included in the cost? How should they submit changes?

Using a detailed content brief when working with a content writing service streamlines the process and guarantees that your chosen writers will produce work in line with your expectations. By clearly defining your goals and objectives when you’re outsourcing and providing specific instructions on tone, style, and format, you can maintain brand compliance for your client across all written materials.

Remember, the more details you provide, the more likely you will receive a piece of content that meets your expectations. It’s better to over-communicate when it comes to content briefs.

By the way, if you’ll excuse some more self-promotion, at WRIXON, we create our own content briefs—summarizing all of the above so you and your client can instantly get a “comfort level” and know that your content is in good hands.

Remember: 

To ensure consistency and brand compliance in outsourced content creation, use a content brief, either one of your own or one that your content creation agency produces for you. If you’re making your own, clearly define your goals and objectives while providing specific instructions on tone, style, format, and brand guidelines. Doing so will help maintain your client’s brand identity throughout all written materials from external partners like WRIXON.

How to Maintain Quality Through The Revision Process

Providing feedback on each piece is critical to maintaining high quality, whether you’re working with multiple writers or just a single one. Establish open lines of communication throughout each project stage—helping writers make adjustments at each phase—and you’ll have a better chance of ensuring optimal results when outsourcing content production.

The Importance of Regular Check-Ins When You Work with Outsourcers

Checking in with your content marketing team—both freelancers and any dedicated managers you may be working with—can help uncover any problems before they become too big. Doing so will also help you ensure your content matches what you and your client need. A proactive approach here can ensure that the final product aligns with your client’s goals and objectives while meeting the expectations for quality content you and your client have. 

Some methods for effective check-ins include:

• Scheduling weekly progress meetings via video conferencing or phone calls.
• Using project management tools like Trello or Asana to track tasks and deadlines.
• Encouraging an open-door policy where writers feel comfortable discussing concerns or ideas at any time.

Constructive Criticism as an Essential Tool for Improvement

To maintain quality standards when you outsource content writing, it’s important to provide constructive criticism to help writers improve their skills over time. However, instead of focusing solely on what went wrong in a given piece, remember to acknowledge successes while you highlight areas where improvements can be made. By creating a supportive environment that encourages growth through learning from mistakes, you’ll retain talented professionals and continue producing top-notch written content for your client. 

Here are some tips for providing effective feedback:

• Be specific about what needs improvement and offer actionable suggestions. Your writers can’t create content in a vacuum.
• Balance negative feedback with positive reinforcement to maintain motivation levels. A good writer needs to hear both.
• Practice active listening when discussing your concerns, allowing writers to share their thoughts and ideas openly.

Remember: 

When you’re outsourcing content, maintaining quality through feedback loops is crucial. Regular check-ins with the team can help identify potential issues early on and address them before they escalate. Providing constructive criticism aimed at helping writers improve their skills over time is also essential for producing top-notch written content that will move the needle for your client.

How to Test Multiple Writers for a Perfect Fit

Finding a suitable content writer or team of writers to outsource your client’s content can be challenging. Testing multiple candidates simultaneously makes it easier to identify which writer best fits your organization’s needs. Running trial projects before committing long-term contracts and evaluating candidate portfolios and samples for quality assurance are essential steps.

Running Trial Projects Before Committing to Outsourcing Content Writing

Before entering into any long-term agreements with potential writers, consider running small-scale trial projects that allow you to assess their skills and expertise firsthand. This approach can help you gauge their understanding of your client’s business objectives, help  them adhere to specific guidelines, and ensure they deliver high-quality content within set deadlines. 

These kinds of trials can also offer valuable insights into each candidate’s work style, communication abilities, and overall compatibility with your agency.

Evaluating Candidate Portfolios and Samples for Quality

• Analyze writing samples: Request writing samples from each potential writer that show they can write about topics that matter to your clients. Pay close attention not only to grammar but tone consistency across different pieces, as well as the writer’s ability to engage readers effectively.
• Check references: Reach out directly or read online reviews about prospective candidates to gauge their reputation and reliability.
• Verify expertise: Ensure that the writers you’re considering understand your clients’ industries, target audiences, and specific content requirements. Ask them about their experience creating similar content types or requesting samples that showcase their previous work on comparable projects.

Once you’ve found the right fit, outsourcing content writing can become an efficient and effective solution for your and your clients.

Remember: 

When outsourcing content writing, testing multiple candidates to find the best fit is important. Running trial projects and evaluating candidate portfolios for quality assurance are essential steps in the process.

Frequently Asked Questions About Outsourcing Content Writing

Should I Outsource Content Writing?

Deciding to outsource content creation can be a cost-effective solution for a digital marketing agency looking to impress clients with better results. Outsourcing provides access to skilled professionals with diverse expertise and—when you choose the right content agency—can ensure high-quality, SEO-optimized content that meets reader needs and maintains your client’s brand voice and guidelines.

What Does an Outsourced Content Writer Do?

An outsourced content writer creates various written materials, such as blog posts, articles, website copy, social media updates, and more, on behalf of your agency or clients. They work according to the briefs and guidelines to deliver engaging and informative content that aligns with your client’s goals and objectives.

Where Can I Outsource Content Writing?

You can find suitable writers by posting job ads on relevant boards, using a content platform, or working with a professional content writing and marketing agency like WRIXON.

The Takeaway

By accessing a diverse pool of skilled professionals and using effective collaboration strategies, your agency can help clients see improved search engine results with regularly published high-quality long-form articles. However, finding suitable writers and building long-term relationships through regular feedback and communication is essential for success.

At WRIXON, we offer professional writing and content marketing services to help your agency succeed with outsourced content creation. Let us help you build long-term relationships with our professional writers—and get results for your clients. Contact WRIXON today to outsource your client’s content writing needs.