Deciding to outsource content writing is never an easy decision to make. Many factors go into that decision - such as the time and costs spent internally on content creation, the available bandwidth and writing skills of internal team members, etc.
Everyone arrives at the conclusion to hire a writer separately, but here are a few signs that indicate hiring a writer might be a good move for your business. Before you make a sweeping decision, let’s review some common traits shared by companies that need to hire a writer.
1. You are seriously considering content marketing
The word “seriously” is underlined, because plenty of companies only dip their toe into content marketing pool. For them, the time and energy spent wading in the shallow end should be redirected to more rewarding pursuits. As for the companies who are committed to doing content marketing right, looking into outside writers is a smart way to keep the content pipeline full.
2. You lack proficient and experienced writers within your organization
If you find yourself without solid, in-house talent, then looking outside is a good idea. Yes, with extensive practice and patience, you can develop internal personnel into writer; however you must weigh the cost and time requirements for doing so. How much will other aspects of the business suffer? Will the staff resent the added responsibilities?
3. In-house content is inconsistent
Chances are, some level of blogging or content marketing is already taking place, but posts are being published on an inconsistent basis. Keep in mind, inconsistent doesn’t mean your blog is extremely outdated, and it looks differently for every business. For instance, you intend to publish two blogs per week, but actually publish two per month. Or you attempt to write one epic blog post every two weeks, but as other things creep in, writing gets bumped down your to-do list, so you only manage to publish one epic post per quarter. Sure, you intentions are good; writing just doesn’t have your full attention. Going weeks or months without a blog post is a frequent occurrence with business blogs. Not only does this turn off any blog subscribers, it also signals to Google that your website is probably not one they should display very high on the search rankings for your key terms.
4. Little or no premium content offers
The fact is, top of the funnel content, such as blog posts, will only do so much. A clear sign that you need to invest in an expert content writer is that you’ve only produced informational blog posts (or worse, posts that are all about your products or services!). Being serious about content marketing means producing premium content offers that succeed in converting visitors to leads. To do that, you need to create middle and bottom of the funnel content. Otherwise, you’re doomed to never experience the full potential of a content marketing strategy.
5. You frequently feel the pressure to write hanging over you
Does writing feel like a burden to you? Do you consider it to be something you “have to” rather than “want to” do? Hiring an outside writer helps to eliminate those feelings. Some people force themselves into a content marketing strategy, because of its popularity and success rates. But if you’re not actually enjoying the writing process then it WILL show up in your writing. Forcing your way through blog posts is not sustainable and will most likely not lead to quality results.
If you’re experiencing any of those signs above, first off, know that it’s okay. There’s nothing wrong with wanting to benefit from content marketing, but not wanting to be responsible for the content creation yourself. All it suggests is that hiring an outside write might be an effective way for you to sustain your content marketing efforts and actually start getting paid back for your efforts.
Once you accept that hiring an outside writer is the way to go, the next step is to identify a writer and develop a process to manage that relationship. We’ve written a lot on this topic recently. Here are two articles that will help you conduct your next steps (knowing where to look for writers and knowing how to find the best writer):
- 10 Places to Find and Hire Content Writers
- Our Proven Process for Hiring Talented Content Writers
Have you ever outsourced marketing services before? If so, tell us about your experience in the comment section. It's always a good idea to learn from past experiences.