Every business, be it small or large requires content for marketing their services or products regardless of the industry.
According to HubSpot's State of Marketing Report, 82% of marketers actively use content marketing. Source
Content marketing is an effective way to generate leads and drive sales for the business.
Customers want up-to-date impartial information consistently that voices their needs and answers their queries.
Not just that, search engines want high-quality, relevant and fresh content to serve users globally.
If you are a business owner you need to find the right balance without compromising the quality of content. But creating content on your own can be a hassle.
That’s why many businesses either set up their own in-house writing team or outsource content creation work to content writing agencies or freelancers.
But before you decide whether to go with an in-house content writing team or outsource content writing, I will help you decide which option is right for you.
- What is outsourcing content writing?
- What is in-house content writing?
- What should you choose?
What is outsourcing content writing?
Producing high-quality content, choosing the right topic, and finding the right writers can consume a lot of time and energy.
And that’s how outsourcing content writing comes into the picture where an agency or freelancer collaborates with your business to create quality content.
A recent study by Semrush shows that 49% of businesses outsource content writing services entirely or in a hybrid model. Source
If you are a small business, creating high-quality content by yourself is not easy. It is a time-consuming process.
You won’t be able to focus on more important things like managing and expanding your business or generating leads.
And you might feel like this!
So to save your time and effort you can outsource your content creation to a content writing agency or hire a freelance writer.
Before you decide to outsource your content writing, let’s take a look at its pros and cons.
Pros of outsourcing content writing
1. Larger pool
You can choose an ideal content writing agency as per your content requirements.
These agencies have many writers with different sets of skills and a wide range of experience in multiple fields.
At TCC we have a team of qualified writers competent to produce helpful and engaging content for the audience.
You can also hire freelance writers available across the globe who are ready to provide their services to businesses.
And even, the right freelance platforms can make the process of hiring, managing and paying the writer simple and more efficient.
You can hire freelance writers from platforms like Fiverr, Upwork, and Freelancer, as well as from LinkedIn, Twitter, and Instagram.
2. Industry expertise
These writers are experienced, qualified and have the skills to create up-to-date, relevant, and plagiarism-free content.
They know what consumers want and answer their questions by providing them with helpful content.
You get access to subject matter experts who use different tools and resources available to them.
3. Content diversity
In-house writing teams can get stuck on some topics. Outsourced content writers can bring a fresh perspective to your content.
The writers create content without any bias by highlighting the areas of improvement.
They will write SEO-friendly content which is useful and engaging for your audience.
4. Scale up quickly
Once you outsource your content creation to an agency you are not limited to a single writer.
Content writing can be speeded up with multiple writers to perform the tasks efficiently.
For this, you don’t need to go through a major recruiting process.
You can also hire many qualified freelance writers to scale up your business.
5. Better quality
Writing industry-specific, engaging and jargon-free content can be difficult for many companies.
Experienced writers can break down difficult terms and jargon in simple language. They can also offer better content editing services and ensure top-quality content is delivered.
Cons of outsourcing content writing
1. Finding the right experts
You might face difficulties in finding agencies that have writers with the required expertise and in-depth subject knowledge.
Even if you are hiring a freelancer, you need to find someone who will produce quality content consistently.
2. Cost variation
When you have an in-house writer you pay a fixed monthly salary. But when you are outsourcing content writing the cost may vary based on content requirements.
The content writing agencies will charge you for providing customised services.
And when it comes to hiring freelancers, prices vary based on their expertise and knowledge.
3. Less control
You have less control over the content creation process. You can’t directly choose the best suitable writers from the agency.
You don’t have control over when the publish ready content will be delivered.
The writers might miss some content guidelines or your target audience’s specific needs.
There is a risk of an agency or freelancer suddenly leaving work in between without a proper explanation. And if this happens the content creation process comes to a halt.
You have to be dependent on the agency or freelancer for your business growth.
5. Maintain communication
As a business owner, you need to maintain constant and effective communication with the respective agency or freelancer.
Maintaining clear communication is important for consistent and quality content creation.
If any miscommunication happens there are high chances of issues being raised in the content creation process.
What is in-house content writing?
When you have sufficient budget, time, and resources you can set up an in-house content writing team consisting of industry-specific experienced and skilled professional writers.
This team of full-time writers will produce content as per your business requirements keeping in mind your target audience.
According to a recent Semrush study, 51% of businesses don’t outsource content writing services at all. Source
The in-house content team is easier to manage as compared to an agency or a freelancer.
That’s why larger companies with large amounts of content needs prefer hiring full-time content writers.
In-house content writing teams have their own pros and cons, let’s have a look at them.
Pros of in-house content writing
1. Better understanding
The in-house team has a better understanding of the industry, clients and target audience. They know the needs of their clients and the audience.
They have better ideas for driving sales by putting out the relevant content. Increasing business growth becomes easier as they have in-depth knowledge about the business.
2. Cost management
You don’t need to have a separate budget for in-house content writing. The writers are paid a monthly salary for their services.
And you don’t have to worry about cost variation as the writer’s salaries are fixed.
While producing content lots of research is required and if you don’t want to pay a variable price it’s better to hire an in-house content writer.
3. Investing in skills
You have the opportunity to build a smart content writing team by investing in enhancing their existing skills and knowledge and ability to produce quality content.
The writers gain a lot of experience if provided with specific training about content creation and can turn out to be the greatest asset for your business.
4. More control
You have more control over the content creation process with better management of writers and resources.
You can easily find a writer from the team with specialised knowledge of the topic. You also have access to editors to polish the content.
You are in direct control of your business growth and it gives great control over the in-house team’s growth as well.
5. Eliminates dependency
You are not dependent on any agency or freelancer for content writing services. The in-house writing team has the time, skills, talent and knowledge to create quality content.
If any writer from the team leaves the organisation you have other writers who can produce content consistently.
This flexibility offers to be independent without compromising on the quality and quantity of the content.
Cons of in-house content writing
1. Limited skills
The in-house writers may lack some skills and specific knowledge about content creation and can take time to develop those skills.
The team will take time to have a specialist writer with enough experience to work on the content strategy.
The recruitment process to hire full-time writers can be time-consuming.
You need to review many applications, take interviews of the candidates and complete the onboarding process.
After you onboard the writer you have to provide basic training of the content creation process. The writers can take time to get acquainted with your process.
And you don’t know if they will join the team on the date of joining or for how long they will work for you.
3. More expensive
Having an in-house team is a good option only if you have the required budget to pay multiple writers.
If you have an in-house content writers team you pay them salaries and also extend other employment benefits such as travel allowance, rent allowance and health insurance, etc.
All these benefits turn out to be an expensive affair for a business.
4. Less diversity
If the in-house content writing team lacks specialist writers it becomes difficult to produce diverse content.
The in-house team can be influenced by any internal bias as they don’t have outside knowledge which may result in reduced quality of content.
5. Team bonding
When you have a team of writers it becomes a challenge to bring the whole team together.
The team members can have contrasting opinions about the content writing process.
If team members have any trust issues it becomes difficult to create consistent and quality content.
You need to maintain a healthy and stable work environment among all the employees.
What should you choose?
How to decide whether you should outsource content writing or have an in-house content writing team?
Well for that you need to take multiple factors into consideration before making the right decision.
Hiring an in-house writer and outsourcing content writing are both excellent ideas. But it comes down to the size of your business and the amount of content you need.
Every business has different content needs, budget, availability of time, resources, and workforce.
If you have limited resources and want to scale up your content production, then it’s a good option to outsource content writing services to an agency or freelancer.
Outsourcing content creation will allow you to have the same quality of work as large established businesses.
When it comes to in-house teams, content creation is more manageable. It is easier to explain the product to in-house content writers than to outsourced writers.
It’s true that you have more control with in-house writers but to hire an in-house team of content writers you need the required budget to pay salaries to multiple writers.
Now it’s up to you to choose the most suitable option to create quality content.
Hope this blog has helped you to choose the right option.