To make an impact with search engine optimization (SEO), you need quality content — and plenty of it. Whether you’re publishing blog posts, product descriptions, eBooks, or white papers, each piece of content you create is a prime opportunity to rank in the search engine results pages (SERPs) and reel in your target audience.
But many businesses face the same challenge: keeping that content flowing while maintaining a high-quality level. I’ll fill you in on an effective solution for elevating your content game. When you outsource content writing, you can increase productivity, create exceptional copy, and save money. Learn to pick the right partner to support your efforts and collaborate seamlessly so your business shines and drives increased revenue and growth for your brand.
What Is Outsourced Content Writing?
If you outsource writing, you’re using a freelance writer or content agency to create articles, web pages, guest posts, and other written copy. You can still manage your content strategy and editorial calendar internally, but external writers and editors perform the work of creating the content.
Outsourced writing looks different depending on your organizational needs. You might only farm out certain pieces of content to ease the workload of your in-house team. Or, you might lean on the expertise of a content agency to handle all your writing and/or strategy so your staff can focus on core tasks.
And you wouldn’t be alone. About half of B2B content marketers use outsourcing, according to a Content Marketing Institute survey.
Benefits of Outsourcing Article Writing to an Agency
You have a couple of options for external providers: freelance writers and content agencies. I’m going to focus on the benefits of partnering with a content agency, as this is a flexible solution for brands of all sizes.
Content agencies are companies that employ teams of writers, editors, and content managers, giving you access to a wide range of talent. In addition to writing content, they often offer strategy and project management. You can tailor their services to help you publish a continuous flow of content for more visibility in search engines, social media, and other digital marketing efforts.
Access to Specialized Talent
Writers have different skill sets. Some excel at persuasive copy, making them great for snappy product descriptions and high-converting landing pages. Others are keen on turning complex topics into easy-to-read articles. You might find the unicorn that can do it all and do it well — if so, hang on to them!
Agencies have rosters of writers so you can access the skills you need. This makes it incredibly easy to tap into different voices and styles to expand your audience reach.
Cost Effectiveness
It can be challenging to find the resources to hire a full-time staff writer. When you outsource article writing, you only pay for content, saving on salaries, benefits, office space, computers, and technology. As well, it takes time to create content that rises above the rest and impresses audiences. Professional writers are skilled at their craft and can weave engaging content more efficiently. Let a content agency handle the time-consuming word wrangling and focus on other aspects of your business.
Ability to Scale
No matter how skilled they are, individual writers have limits on the volume of content they can churn out. With a team of agency writers at your disposal, you can ramp up content output without missing a beat while maintaining high-quality standards. These fast turnaround times are a definite advantage when you need to accelerate your SEO with a batch of blog posts or place bulk product descriptions on your ecommerce site.
Consistent Quality and Style
Good content agencies spend time understanding the nuances of your business. They provide writers with direction on voice, tone, and style and can also assemble a team experienced in your niche. You’ll have final approval on each piece, ensuring it fits smoothly into your vision.
What I like best about this approach is the consistency. Different writers can step in and follow the blueprint, whether you need to scale production or want to experiment with a new content type to diversify your reach. Each piece stays true to your brand.
How To Successfully Outsource Content Writing to an Agency
To fully reap the benefits of outsourcing content, you’ll need some planning and savvy management. Read on for my best tips on finding and collaborating with the right content agency and getting the maximum return for your investment.
1. Determine Your Content Goals
First, decide what you want to achieve with your content and how you’ll use blog posts, ebooks, white papers, and other assets to propel you toward those goals. This will give you a sense of your needs and ensure you create content with purpose. For example, you might increase brand awareness by guest blogging or enhance customer retention with product tutorials.
Once you set your goals, select key performance indicators (KPIs) to gauge success. Common metrics include keyword rankings, click-through rate, website traffic, page views, engaged sessions, and conversions. Your KPIs should tie to your objectives so that you can assess performance and improve your ROI.
2. Set a Realistic Budget
Next, decide how much to spend on content creation. It’s important to be realistic. Set aside too small of a budget, and you’ll get mediocre content or fall short of producing enough content to make an impact.
Evaluate your content needs based on the goals discussed above and assess your resources. Figure out what your in-house team can handle, taking into account their capabilities and expertise, and what you will outsource.
You’ll find a wide range of content writing rates as you compare providers. Generally, freelancers who work through online writing platforms charge low per-word rates, but quality varies. Rates can be higher for writers running their own businesses as they must cover marketing expenses, vacation days, and benefits. Content agencies that have a large infrastructure and customer base tend to offer competitive rates.
3. Define the Type of Content You Need
Most businesses outsource article writing, but you can hire an agency for almost any type of content. Have a clear idea of the copy that you need to ensure you find the best solution.
- SEO content, including optimized web copy, landing pages, and blog posts, helps improve your site’s visibility in search engines.
- Technical writing translates complex ideas into clear, easy-to-read copy. You may need niche expertise to ensure accuracy.
- Creative content in emails, social posts, ads, and marketing captures attention and engages readers.
You’ll need a capable writer for each type, making content agencies a convenient one-stop shop. You might lean on an agency for a wide range of copy:
- Web pages
- Articles
- Ebooks
- How-to guides and tutorials
- White papers
- Location pages
- Social media content
- Ads
- Newsletters
- Email campaigns
4. Agency vs. Freelancer: Making the Right Choice
For some businesses, a freelance writer can be a good fit. If you have a tight budget or only need a certain type of content — let’s say a couple of blog posts a month — an individual writer should adequately handle your needs. You can communicate with your writer directly, and they may be flexible with rates. However, you must find and vet individual writers and work within their availability.
For those looking to accelerate production or create a range of content types, a content agency can be a hassle-free solution. Here’s why:
- Broad expertise: Agencies have teams of writers with different backgrounds and skills, enabling you to easily draw on a marketing writer to craft a landing page and an experienced thought leadership writer for a white paper.
- Pre-vetted talent: With a hand-picked roster of wordsmiths, content agencies have already assessed portfolios and each writer’s reliability, saving you the pesky task of reviewing resumes and portfolios.
- Comprehensive services: Some agencies offer content strategy, SEO, graphic design, and social media management, enabling you to fulfill a variety of marketing needs in one place. In fact, it makes sense to outsource SEO and content together because they’re so intertwined.
- Scalability: Boasting an infrastructure that can handle large volumes of work, content agencies let you easily increase output as your business grows.
- Reliability: There’s no one to fill in when your freelance writer gets sick, takes time off, or is busy with other clients. Agencies usually have writers waiting in the wings.
5. Finding the Right Agency
There are a couple of ways to find a reputable SEO content writing agency.
- Use search engines to find an agency with the right specialties.
- Ask for recommendations from your professional network, such as your graphic designer or SEO agency.
Once you have a pool of candidates, review their experience and portfolio to create a shortlist. Here’s a checklist to help you:
- Professionalism: How does the company represent itself on its website? Are employees transparent in terms of their services? Is their content clear, free of errors, and engaging?
- Track record: How long have they been in business? Do they have a specialty? Who are their clients? Review any case studies that demonstrate the results they’ve delivered.
- Quality of work: Review their portfolio for quality and creativity. Does their work stand out and impress?
- Reputation: Check for awards, case studies, customer testimonials, online reviews, ratings, and customer comments or complaints on social media. Social proof can tell you a lot about a company.
- Services: Do they provide additional services such as content strategy, management, and SEO services?
6. Vetting Your Chosen Agency
Schedule a consultation with potential agencies to see if they’re a good fit. Test the relationship from the start and note whether they’re prompt, responsive, and fully answer your questions and concerns.
Then, get into the nitty gritty of their content creation process. What kind of writers are available? What is the revision process? How fast is the turnaround? Consider the value of their experience, expertise, and content quality. An established agency with a smooth, streamlined process can save you headaches in the long term.
Finally, assess your comfort level. Does the agency suit your working style and approach? Are they easy to communicate with? Listen to your instincts when picking your partner.
7. Ensure Clear Communication
Once you’re ready to get to work, discuss your goals in depth so both sides understand what success looks like. Then, clarify your roles and discuss your mutual expectations. You should have one person on your team coordinate with the agency to avoid conflicting instructions.
To help things run smoothly, schedule regular meetings to address concerns. Summarize everything in writing with a follow-up email to make sure there are no misunderstandings. Always be open and approachable and respond quickly to questions so the project stays on schedule. A great partnership is built on communication and respect.
8. Provide Effective Content Briefs
Content briefs are instructions for the writing team, helping them keep pieces tightly focused on your goals. The more direction these reference documents provide, the more likely the final product will hit the target.
Details commonly included in a content brief include:
- Content type.
- Target audience.
- Objective.
- Word count.
- Links to competitor URLs and useful resources.
- Brand and/or style guides (these can be links to separate documents).
- Voice and tone.
- Target keywords and frequency/placement.
- Content outline with headers and key points to cover.
- List of internal links to build into the copy.
- Calls to action.
Some content agencies like Victorious will create these for you, along with outlines, so you can just focus on reviewing completed content.
9. Give and Receive Feedback
As the deliverables start flowing into your inbox, consider whether each piece of content:
- Covers the topic thoroughly.
- Flows well and engages the reader.
- Incorporates keywords naturally.
- Reflects your brand voice.
- Achieves your goals.
Provide clear, constructive feedback to help writers deliver even stronger copy in the future. Be precise with aspects that need improvement and point to specific examples. Make sure to also highlight what’s great about the content so they can build on successes.
You should also collect feedback about what you can do to make the agency’s job easier. If appropriate, adjust your internal processes to generate better outcomes.
Partner With a Content Writing Powerhouse
Businesses of all sizes can struggle to keep up with the hefty content requirements of modern marketing. Our full-service content agency handles the burden for you. Schedule a consultation today and learn how Victorious can do the heavy lifting, making your SEO and content marketing efforts sleek, streamlined, and efficient. We can take on everything from content strategy to writing, helping you to improve productivity, save time and resources, and hit your business goals faster.
