How to Outsource Writing: Your Guide + Inside Secrets

• Tuesday, May 8th, 2018
• Entrepreneurship, Professional writers
• 3 responses

As you might expect, I speak to people who want to outsource writing for their business daily. And most of them have already been disappointed by their previous outsourcing attempts.

The content they received was poorly written, lacking SEO basics, not compatible with their brand tone of voice and so on. The list could go on forever.

But they decided to try and outsource writing again.

When someone tells you from the very beginning that you aren’t their first stop and that they’ve been burned before, strange feelings wash over you.

Of course, you start by feeling disappointed that your writing agency wasn’t their first choice. But who could blame them? It is a huge industry, after all.

Next, you feel huge pressure. You HAVE TO do better than the writers they’ve hired before.

For us, this starts with the SEO copywriters and content writers we hire and ends with our onboarding process. Our team works tirelessly to find new, amazing writers, but also to refine the client onboarding process.

Our goal?

To take as little time as possible from the clients’ busy schedule and to get all the information we need at the same time. Yes, it’s a tall order!

 See our onboarding process in action and find out why our clients never go back to other writers once they’ve worked with us. Get in touch to learn more about our content writing and copywriting services.

But this is just our end. The whole process begins with our clients realizing they need to outsource writing. Let’s start by finding out how you know it’s time for you to do the same.

Do You Need to Outsource Writing? — 4 Questions to Answer before Saying “Yes”

The impulse to control as much as you can in your business is strong. I can definitely relate to it. It took me more than I like to admit to hire writers at Idunn and I am still reluctant to expand my team more (even if my editor urges me to).

A lot of the clients we work with are outsourcing writing for the first time. By the time they get to us, they and their staff are already overworked and on the brink of burnout.

The questions below will help you outsource writing before you get to that point.

1. Is it a Constant Struggle to Find the Time to Write?

As your long work day approaches its end, you realize you still didn’t get around to write that blog post and update your company’s social media presence. Starting to write now will completely block your evening, leaving you with little time for family and friends.

Does this sound like you?

Significant tell-tale signs are when you miss publishing dates and/or your content isn’t as good as it could be – be honest, you HAVE to evaluate it objectively. If missing publishing dates or cutting down on the amount of content you put out there are becoming the norm, then it’s definitely high time to outsource writing.

Companies that publish 16+ blog posts per month generate 3.5 times more traffic and more leads than those that publish 0-4 posts per month. So can you really afford to drop the ball on your content?

2. Is Your Content Getting Less Engagement and Results?

If you notice a drop in the engagement and, more importantly, the results your content gets, then it’s time you thought about outsourcing content writing.

I’ve been saying this a lot, I know, but I can’t help it: if you’re content doesn’t yield results, you need to change your approach.

You shouldn’t pat yourself on the back just because you pulled another all-nighter and managed to finish that blog post. Patting on the back should be reserved for the moment when said blog post brings in clients or leads.

If that’s not happening, it’s clearly a sign you should outsource blog writing.

3. Do You Really Like to Write?

It’s OK if you don’t. Online writing isn’t for everyone. So why push it?

When content writing becomes an ordeal it can be clearly seen between the lines.

Some of the best execs I met had an extraordinary eye for what makes good writing. Yet, they were the first to admit that their own writing sucks.

So they outsource writing. This leaves them with enough time to focus on growing their business and to tackle those tasks that they are truly good at.

Last but not least, it makes them happier.

Let’s be honest: as entrepreneurs, we have to wear multiple hats. But this doesn’t mean we like all those hats. We hustle because we have to. But sometimes we hustle just because we forgot things can be done differently.

4. Are You Looking to Cut Costs?

I know what you’re thinking: if I outsource writing, I will end up with MORE costs piling on.

But think about it for a bit: how much does an hour of your time cost? Or how much does an hour of your CMO’s time cost?

Now think about how long it takes you to handle all the content you need. What would you or your Marketing Manager do during that time?

When you outsource writing, you have the time to focus on growing your business. And you end up paying less than C-level executive or manager fees.

Now let’s take a look at how to outsource writing successfully.

How to Outsource Writing to Ensure ROI and Get Content that Aligns with Your Brand Values

“We hired a content/copywriter. He promised to research our brand, our brand voice and our competitors. We were expecting the content he created to bring us traffic and sales. None of this happened and we had to rewrite most of what he did.”

Does this sound familiar?

Most of our clients have stories similar to this. If you do, too, read on:

1. Choose Your Writers Carefully

From content mills to boutique agencies and freelancers, you are not short on options when it comes to where to outsource writing. Which is the best option, though?

I have worked as a freelancer. During that time, I also worked for content mills. I can see the advantages and disadvantages of both.

The major advantage in working with (some) freelancers or content mills is price. With the price of copywriting services on the rise, don’t pat yourself on the back for getting the lowest possible price. Take a look at the outcome first.

Most freelance copywriters would say almost anything to get your business. Content mills will claim they have writers that are experienced in your niche.

However, there is a major problem with both: their onboarding process is hasty and terribly flawed. Think about it: when they talk to you about your needs, they aren’t getting paid. So they rush through this part. They need to produce the first content piece in order to get paid.

When I started Idunn, I knew I wanted to do things differently. We are a boutique agency and we plan to stay this way.

We rarely serve more than 1-15 clients per month. We never brag about the millions of words we’ve written in a month. More importantly, our writers don’t have huge quotas per day.

Would you be able to create great content if you had to write 5,000 words per day every day?

I know I wouldn’t – I was there.

So we choose our clients carefully and we put extra effort in the onboarding process. We want to learn as much as possible about our clients’ goals so we can help them meet them.

Thus, before you decide where to outsource writing for your blog, website or other collaterals, inquire about the onboarding process. Make sure your new writers try hard to get to know you before slapping you with an invoice.

2. Work with Your Writers, not Against Them

I know the need to take as much off your plate as possible. However, your writers can’t be your entire marketing team (if writing is the only thing you outsource).

Any onboarding process, no matter how detailed, fails to yield results if you don’t tell your writers what your goals truly are.

We have received many “briefs” that simply said:

“We need you to write our content for 10 pages.”

OR

“We need an article on the benefits of cloud computing.”

Both of these are great starting points. But they are always followed by the question “why?”.

You see, as a boutique agency that works with only a few clients, we need to know the reason behind every marketing collateral. This is how we ensure that our clients meet their goals. And this is why most of our clients rely on us for years, not just one-off projects.

When you start outsourcing writing, communication with your agency is vital. In time, your writers will learn what your expectation and your goals are. But you will have to dedicate some time to discussing with them in the beginning.

3. Manage Your Expectations

There is one question that I get asked with great frequency:

“If I have your agency write a blog post for me, how many sales can I expect from it?”

My answer typically chases clients away:

“Most likely, none”

SEO and content marketing take time to work. No matter whom you outsource writing to, you can’t expect instant results. By the way, if someone promises you instant sales from anything else than a heavily promoted sales page, they are lying. Run as fast as you can!

So, it’s crucial to have realistic expectations. But you do need expectations.

Otherwise, how are you going to assess your new writers?

For the sake of having a long-lasting relationship, make sure your writers know what KPIs they have to meet.

4. Test the Services before You Commit to Retainers

At Idunn, we have many clients requesting a complete makeover of their website along with one, two or five blog posts per week. They are ready to pay upfront and have us get to work instantly.

Of course, both my writers and I appreciate the cash influx – this is a business, after all. But I never agree to such a deal.

And no, I am not mad.

Bear with me.

When it comes to website copy, yes, you should outsource all the writing to a single writer and not split the pages for the purpose of testing their services. Having a unitary tone of voice throughout your website is very important.

But don’t rush into outsourcing tens of blog posts before seeing the first one. Or at least the first draft. Odds are that, if your new writer has produced a crappy first draft, the second one won’t be much better.

Yes, editing is important and, at Idunn, we always offer free revisions. But if you absolutely hate the first draft, then perhaps you and the writer are not a good match.

Give yourself some wiggle room and test the services before you commit to paying a writer who can’t grasp your brand voice or your goals for months or years to come.

5. Be Specific, But Don’t Limit Creativity

Finding the right balance can be hard. You need to provide your writer with enough details so they can complete the task successfully, but you also want to leave them some room to add their own magic.

After all, that’s why you outsource writing to a specialist, right?

We often get briefs that are longer than the article expected of our writers. Of course, we always appreciate clients who take the time to give us all the details we need.

However, at times, there is little room to get creative. And not in the Hemingway way, mind you. I’m simply talking about adding a CTA, a new study to back up claims or even strong arguments to back up our clients’ claim.

How can you make sure you get it right?

Again, communicate. Speak to your writer and find out what they need. Those that are experts in your industry will need little guidance. If your industry is a niche one, then detailed briefs are the way to go.

6. Offer Prompt Feedback and Rewards

Not even the best of writers can read minds. Sorry to disappoint you.

Still, they do like to get prompt feedback. And praises, when they are deserved (yes, we’re only human!).

When the delivery of a content piece is followed by complete silence on your side, writers begin to imagine things: maybe you didn’t like it, maybe it takes ages to edit it. Or maybe you don’t value their work enough to take a couple of minutes to write an email.

We all know how important motivation is for employees. While outsourcing writing means that it’s not your employees who tackle it, the writers are still part of your team. And they thrive when they feel appreciated.

They also thrive when you pay the invoices on time or when you decide to up their fees without being asked. Show your appreciation and you will become their favorite client.

Conclusion

If you want to outsource writing successfully, you need to think about it as a two-way street. Of course, your writers’ level of involvement is up to you (for instance, at Idunn, we also offer marketing consulting and content strategy).

The same goes for your involvement in the writing. We have clients who send us incredibly detailed briefs in exchange for which we deliver a Word doc. For other clients, we take care of everything, from choosing topics to posting them on their websites.

As always, honesty is the best approach. Be honest about your goals, your expectations and, yes, even your past failures. Make your writers feel part of your time, be on their side as they are on yours. Then get ready to see the results of your efforts.

If you want to outsource writing for your business to an agency that takes the time to understand you and your business, get in touch with us. Our team is made of writers and marketers so we can make sure that we support your business goals in every possible way.

Adriana Tica

Adriana Tica is an expert marketer and copywriter, with 10 years in the field, most of which were spent marketing tech companies. She is the Owner and Founder of Idunn. In October 2019, she also launched Copywritech, a digital marketing agency that provides copywriting, SEO content writing, and strategy services to companies in the tech industry.