How Companies Can Build a Best-In-Class Content Team with Freelance and In-House Writers

Writers need thoughtful feedback on how to improve their writing. Any help companies can give to key writers is a REALISTIC content schedule. It’s stupid to push a content frequency that’s not possible to maintain.

In-house writers should have access to:
• company history;
• facts about the products or services - as approved by the PR and Compliance;
• list of subject-matter experts in the business they can talk to.

Also, if the company has an archive department, they hopefully will have a shed load of images – always useful for content.

In-house writers need to be trained about your particular business, your industry, and your customers.

It would be perfect if they also had tools for research, ‍sourcing, writing, optimization, design and video, management systems, distribution, and measurement tools.

I believe in-house writers need great access to training and mentors that can assist them. Sometimes YouTube doesn't provide the latest information.

The in-house writers are swamped and falling behind, especially if they have other responsibilities (like client work) taking their available time. Bringing on freelancers gives the team some breathing room – and keeps the content flowing.

When you need something outside the in-house writers’ core competency. Working with a specialist costs $, but it should drive better results. When a company wants to move on a content initiative fast and hiring outside help is the only way it can happen.

If budget and a deadline to meet that you cannot realistically do with in-house resources. Should add in time for your team/ subject-matter experts, to review the externally sourced material, as well as not likely they will be experts in your field as you are.

Hopefully, they will be far better crafters of content, and working together and providing them with all the source materials will mean a total win.

• When content creation takes time from working on strategy.
• When you're going to publish content more frequently, but there aren't full-time tasks anymore.
• When you need more fresh ideas and varied viewpoints.
• When your ROI is low for a long time.

We outsource content if we don't know the niche well, and we can find writers that do. We rarely outsource just for SEO purposes, although all our content starts with a detailed SEO Brief!

Yes – if that's what your site needs, and they have the content creators that can work with you. Beware of content factories, though.

It depends … I’ve seen truly crappy content come out of agencies and SEO companies. Keyword-stuffing, thin content, zero thoughts about search intent. BUT … Other companies understand the importance of content. They hire talented SEO writers who take the time to understand your target market and what “clicks” with your audience.

If you choose to have a freelancer write your content, know that good freelance SEO writers know how to seamlessly work with agencies, so it shouldn’t mean any extra time for you.

It’s always a good idea to ask any company for writing samples. If the writing sounds stilted or spammy, you may want to check out other options. It can be a big buyer beware thing, unfortunately.

It’s rare to find SEO companies that offer high-quality content creation because they need to protect their margins. Great content is expensive.

Ask for samples, and read them. Bad content that ranks well is worse than bad content that nobody sees.

I think that having it in-house is way better because you probably know your industry. Not all SEO companies have the same knowledge level as you!

Ideally, you need someone who knows the subject well and has a proven track record in that field.
Or they are as cheap as chips if you have next to no budget and no time.

• Decide on the requirements that you need and the budget you are willing to spend.
• Find the reviews, and check all the requirements.

If there were some problems, ask about them and pay more attention to them when reviewing the sample and during the communication.

First, this is an AMAZING resource from Search Engine Land. Smart content writers do WAY more than putting words on a page.

Other things to consider are: Do you find their writing engaging? How does their writing position?

What “level” of freelancer do you need – someone who is newer to the game? Years of experience, so they can help you with other things besides the writing? Do they have industry expertise?

Here’s a big one. Does the writer “get” your brand and your company? That “click” is so important.

As with other things, you get what you pay for. You don’t have to pay top $$ for every piece of content, but good writing costs money. Paying $50 for 1,500 words probably isn’t going to get you the best content. Sales content can be $$$, too.