Here are the three most common options available for content fulfilment:
Get an In-House Team
This option usually gives companies the highest level of control, but it also tends to be the most expensive. The greatest advantage of hiring an in-house writing team is that the writers become familiar with your brand and company culture in a way freelancers may not be able to, and that can be more easily implemented into the writing.
It’s generally easier and faster to communicate directly with an in-house team as well, thus allowing you to have more control over the turnaround and quality of the content.
Once the writers are trained, you can rest a little easier knowing your team has inside knowledge and experience. Hiring writers in-house also comes with some major costs. You are looking at a full salary, increased overhead, plus any offered benefits for every writer you hire, which might not make as much sense for short-term or one-time SEO and blogging projects.
In addition, there is a limit to what can be produced by a single writer. If your content project requires a lot of content, you will need to ensure you hire enough writers to produce the amount of content you are looking to publish, which can increase the cost exponentially.
Ultimately, building an in-house team may be beneficial for companies that require greater control at the expense of being able to scale quickly. This option is likely to work better for businesses working with a large budget.
Hire Freelance Writers
It can be difficult to determine the exact cost of hiring freelancers as they tend to negotiate their own rates for each project; however, companies that use independent contractors are likely to save a lot of money over hiring an in-house team.
On the other hand, you may need to hire more freelancers if you require a lot of content. In order to do this, you need to have the experience of contracting, training and managing writing and editing teams.
It’s important to spend time ensuring the writers you have under contract understand your business enough to blog with some level of expertise. You’ll also need a system of quality monitoring and management on your end to ensure content is completed on time and at the quality level desired.
Extra management translates into increased time on your end, so you’ll want to factor that into overall costs. In addition, the skill level of a freelance writer varies. More experienced freelancers are likely to charge more for their services, meaning the total savings could be less than you initially anticipated.
The bottom line is that directly contracting freelance writers can be a great option for businesses on a lower budget if you have the time and expertise to manage, train and monitor the quality of the work.
Contract a Content Agency
Hiring a writing agency can provide a balance between working with freelance writers and hiring an in-house team. A good B2B copywriter agency works with businesses to become familiar with their brand voices and blogging strategy, and they may also have managers who work directly with a dedicated team of writers to complete content specifically for your business. Two distinct advantages of using an agency are scalability and convenience.
An agency is more likely to be able to get more writers working on a bigger project quickly, meaning you do not have to worry as much about finding, training and paying the right talent yourself. This also means you can order only what you need when you need it.
Agencies also tend to take on the responsibility of vetting, training and managing ongoing teams of writers, allowing for some time savings on your end. However, it is also important to keep in mind that, even when working with a managed agency, you will have less direct control over the content creation process. This is where a feedback loop with your agency contact becomes key.
A writing agency may be the ideal option for businesses that do not have the budget, skills or time to manage an in-house team but still want managed, quality writers. This option is also great if you plan on creating a lot of content in a short amount of time. An agency will likely be more expensive than contracting freelance writers directly but is a great option if you don’t have the time, bandwidth or structure to manage them on your own.