Content marketing · Outsourcing

Should I outsource content writing?


May 12th, 2015

I'm wondering if the quality of outsourced writing will be worth the fact that the person writing isn't totally invested in the success and culture of the company? In other words, I'm afraid their lack of insider knowledge about the company (besides what I share with them) will hinder their ability to write great content. On the other hand, writing is time consuming and hard to just switch to if you don't do it regularly. Does anyone have experience with outsourced content writing? If so, what was your experience or do you have a better strategy.
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Mike Whitfield Sr. Software Engineer, EPAM, Google

May 12th, 2015

The benefit I had working with a proof reader for my book is that they took paragraph #3 and put it up top as sentence #1.  It made the writing immensely more powerful.

It's very healthy to build communicating your brand into the communications process (i.e. hire someone to draft the content).  If you can't communicate to someone working for you, how are you going to communicate to your market?

I'm in a similar boat (need a person to write PR/tech intern to assist with documentation/HR person to write job ads).

Dawn Fotopulos - I help small businesses find hidden existing profits | Award-Winning Business Author

May 12th, 2015

Nadja, What I have found important is to find subcontractors you can learn your organization and function as if they're insiders. It may take a few people before you find the right one, but that's what you need. Warmly, Dawn Fotopulos Dawn Fotopulos Founder, Best Small Biz

Dennis Work Phamaceutical Consultant; Publisher,

May 12th, 2015

From my own respective, it's best that your core experts do the writing. They have the presence of mind, the credibility and the experience. Once they have completed their writings, turn the prelim document over to a proficient editor who will get the content corrected and ready for publication. 
This is what I have done and it has worked wonders for me with my website. 

Patrina Mack Experts in global commercialization

May 12th, 2015

I think it's invaluable to have someone outside your company write your content.   I'm a management consultant and we frequently determine positioning and write content for our clients.  When it comes to my own website content I always outsource.   It's great to have a neutral third party play back your messaging and identify holes in your thought process/logic/story.   Even though I have written my own copy and blog I always have someone else review the copy.   Someone asked about rates - you can pay from $75 t $200 an hour based on the caliber of the person - not all writers are equal.  It's helpful to find someone who seems genuinely enthused about your business and will put the emotion and energy into your copy.

Stefan Lubinski Sales Communication Specialist | Digital Marketing Enthusiast | Social Media Evangelist | Training & Consulting

May 12th, 2015

My POV is it depends on what is being written and the length of time with which you will be engaging this writer. If it is a short, one-time project I would agree with your concerns. If you are establishing a longer term relationship with the writer and you are committed to spending the right amount of time with them so that they can properly wrap their arms around both the mission of the writing, and the "voice" of the company, you can indeed outsource the writing. Think about it. Virtually ALL brands outsource their most important writing to advertising and PR agencies everyday. *Stefan * *Content+Conversations=Conversions* *Follow me* @stefanlubinski *Bat Phone: *512-850-7310 *"The Dude Abides"*

Rene Sanchez Director, Digital Operations at Kindred

May 12th, 2015

Hello Nadja, My experience has been that if the writer is professional and is really good at what they do that outsourcing will be fine. Professional bloggers and writers are accustomed to writing for multiple sources and understand the importance of conveying the Brands message and right tone for your audience. The good ones have a knack for picking things up quickly, and although it can't replace years of experience in an industry, it usually is sufficient with the right amount of oversight. Invest the time in them upfront and it may take a few articles to work out the kinks, but you should be fine. Good Luck! Rene

Joanan Hernandez CEO & Founder at Mollejuo

May 13th, 2015


My take is different from the majority here.

Why would I want another person to write about my project? I know it takes time to write, but describing thousands of ways your project IS a big part of the project.

Personally, it's hard to justify to pay for a person to evangelize (i.e. write) about my product, specially starting-up.

But hey! That's me.

After all, the one of the best salesman and evangelist of all time, did wrote his stuff, even though due to the size of the company he ran, most surely professionals writers helped him, nevertheless it was his vision put on writing.

My 2 cents.

Mike Whitfield Sr. Software Engineer, EPAM, Google

May 12th, 2015

Can we get some notation of market rates in this thread?

I discovered a proof reader is extra-cheap but requires you to write everything up front.  An editor will work more closely with you on the content and take a vested interest in the subject area but could cost 5x more.

A PR person might similarly work for >$100/h but would be busy enough to not give your account much thought or time.

Since I think it's of interest for writers to answer, "yes, absolutely!" to this thread, will you please give us folks some insight into how we might build a longer-term relationship with you in a risk-reduced way?

Mike Demopoulos Internationally recognized virtual marketing specialist with 9 years of proven experience.

May 12th, 2015

I have had really good luck for SEO using Web Writing Ninja. Its 1 cent a word and they have nice add-on services. Would I trust them for a hard copy brochure? No but for a blog for SEO  and google marketing this service has worked wonders. This is a article I wrote  with this service.

Jason Parker Digital Strategist, Angel Investor, Freelancer for Startups, and Triangle Ultimate Organizer

May 12th, 2015

You can... if you find a good contractor and/or (more the and than the or) are willing to invest the time up front to "train" them in your voice / brand / target SEO keywords. My $.02