How to Outsource Content Without a Brand Identity Crisis

Outsourcing content can feel like handing over the keys to your beloved car and hoping it doesn’t come back a wreck. 🫣

Your brand voice and tone are a huge part of what makes your company unique. When you outsource content writing, you’re putting your faith in someone else to understand your brand as deeply as you do and speak to your audience like you would, so you can keep building and growing. It can be so hard to trust someone else to get it right – especially for those of us that are *ahem* control enthusiasts. 

But fear not! In this guide, you’ll find everything you need to know about outsourcing content – starting with why you’d want to outsource in the first place. From keeping a consistent brand voice to finding the right writer for you, I’ll give you the tools you need to outsource with confidence.

So, what are you waiting for? Let’s jump right in.

Firstly: Know why you want to outsource content writing

If you’ve been hesitant to outsource content writing services, you’re not alone. Maybe you’re concerned about cost, or you’re scared to let someone else take the reins. Or maybe you just don’t know where to start! 

The stakes are high and there are a lot of factors at play – it makes sense to be a little cautious. But as a busy agency owner, you’ve probably learned by now that trying to do it all yourself is a recipe for burnout and less-than-brilliant results. 

Throughout your outsourcing adventures, it’s important to remind yourself of why you want to get copywriting and content off your plate in the first place. 

Outsourcing content to the right people can lighten the load for you, allowing you to focus on other things – like maintaining client relationships, growing your business, or hey! Maybe even your own marketing strategy for a change! What a concept! 

So, before I get into how to go about outsourcing your content, let’s talk about why you might want to.

The first benefit of outsourcing: Free up your time 

Ah, time. That valuable resource that we always wish we had more of. There are a lot of items on your to-do list and only so many hours in the day to get them done. And let’s face it – none of us do our best work when we’re under pressure.

Writing high-quality content takes focus and time, even for the most talented professional writers. And as an agency owner, writing is far from your only job! Trying to do it all on your own can leave you racing through tasks without giving them the proper attention and then quality and details can get lost.

If you’re staying up until the wee hours writing a blog post because your day was filled with meetings, an overflowing inbox, and a million other tasks, it might be time to reevaluate.

When you outsource content writing, you’re giving yourself the gift of time and extra brainpower. 

And just think of all the other things you could do with those:

• Reaching out to old clients who’ve gone quiet
• Finally tackling your inbox
• Getting feedback from clients to update and improve your services
• Prioritizing your own marketing for once
• Taking a breather and watching some puppy videos

(That last one will do wonders for your stress levels.)

There are so many tasks you need to manage for your agency every day; content creation doesn’t have to be one of them.

The second benefit of outsourcing: Save yourself some money

Yes, really. All those hours spent creating content by yourself isn’t just time lost, it’s money lost. Content creation outsourcing gives you that time back, and you can use it to grow your business – attracting new clients and landing more lucrative projects!

But who’s gonna take content production off your hands? Hiring a team of in-house writers is an option, but it’s not for everyone. 

From posting the job and sifting through applicants to interviews and onboarding, the hiring process will cost you time and energy upfront – and then there’s salaries, benefits, and other long-term costs to keep in mind.

Ask yourself if you have enough work to justify the time and money that goes into hiring in-house full-time writers and still make a profit. If not, outsourcing is a flexible, affordable way to cover your content creation needs without the long-term commitment of hiring.

The third benefit of outsourcing: Make your agency look good

Whether they’re crafting website content from scratch or keeping your social media pages fresh and relevant, professional writers are experts in creating engaging content. Leave it to them, and you’ll not only make your own life easier, but your clients and their audiences will appreciate the quality they can deliver.

Taking the leap to outsource content creation through a content agency is a great way to boost your business’s reputation, stand out against competitors (especially those using copy and paste AI!), and attract new clients.

The fourth benefit of outsourcing: You’ll rank higher in search engine results

Professional content writers do more than write high-quality content. They also keep up-to-speed on the latest best practices in search engine optimization.

That means content outsourcing will give you and your clients a better chance at ranking on those prized search engine results pages. Because let’s be honest – 75% of people don’t bother clicking beyond the first page of Google.

Who even knows what kind of ghost town is lurking beyond page 1…

Professional copywriters conduct thorough keyword research to find the most effective, relevant terms to match your audience’s search queries. Not only that, but they’ve mastered the art of weaving these search terms into your content so smoothly, you won’t even know they’re there. 

The end result? Beautifully optimized content that reads just as well as it ranks.

How to find the right writer for your content

Now that you understand the main benefits of outsourcing your content, there’s one more thing you need to do before you go searching for your perfect copywriter match.

You need to figure out exactly what you’re looking for. Knowing your agency’s needs will help you narrow your search to find the writers that fit your business like they’ve been there all along.

Here are a few questions to ask yourself before you take the next step:

1. What are your company’s goals? Are you looking to increase conversions? Grow your blog readers? Improve your brand’s reputation? Launch a new service?
2. Which services do you need? Do you need regular blogs, social media posts, and website content? Or do you need help with your content marketing strategy as well?
3. What’s your budget? Knowing how much you can afford to spend on copywriting and content strategy services will help you pick the perfect wordsmith without breaking the bank. 

Okay, you’ve answered these questions, you know what you’re looking for, and you’re itching to get started. Next, you need to decide whether to outsource to freelance writers, or if you’d prefer to partner up with an established content agency.

Is it better to go freelance or work with an agency?

There are pros and cons to hiring both freelancers and agencies! 

Hiring a freelance copywriter has many benefits:

• A one-to-one working relationship
• The possibility of working with a niche-specific writer
• Project-based hiring (only pay for work you need!)
• No need to pay vacation/sick pay
• They may have specialized skills in specific types of writing

Hiring a content writing agency also has many benefits:

• Content agencies often have more tools and resources at their disposal
• Access to multiple writers who are skilled in short- or long-form content
• An agency can handle a larger volume of work than a freelancer
• Projects are more likely to run smoothly with project managers and editors on board
• An agency can also help with your content strategy, creating a personalized content calendar to give your brand a clear roadmap of what to post and when
• Agency writers are used to writing and delivering projects on time

Choosing the right writer/content agency for you

First step: Research, research, research.

Pick a few options you get a good feeling from/hear good things about and then narrow your search down a bit more by:

Checking out online reviews: Reviews and testimonials can tell you everything you need to know. If an issue keeps cropping up across reviews, consider going with someone else.

Reading their work: Look at examples of their previous work to get an idea of the range of tones they can write in. If you specialize in a particular niche, prioritize content agencies or freelancers who’ve worked with brands in that niche before.

Comparing prices and services: Find out what services they offer to find ones that align with your needs. Do you need social media posts only? A complete brand messaging offer? A mix of anything and everything content-related? Gather quotes from a couple to see who fits your budget.

Checking their vibe: As important as it is to find a team that suits your needs, budget, niche, and standards of quality, a strong cultural fit is just as key. Finding a good-fit agency can make a big difference in building a successful long-term working relationship. Get on a call/Zoom/Teams meeting and see how you feel about them.

You’ve been Googling, researching, and reviewing your options, and you think you’ve settled on your ideal fit. Now the real work begins: letting them take the content writing reins keeping your brand voice intact.

How to make the content outsourcing process run smoothly

Content outsourcing can be a wonderful, time-saving, and enjoyable process if you follow these few simple steps:

Communication makes all the difference

Like in any other area of life, clear communication is key. Establishing exactly what your business goals are and which services you’re looking for can set you up for success from the start.

Answer any and all questions your content agency may have and give them as much information as possible when filling out project briefs. Crucial information like the target audience, key points you want to include, relevant keywords, and formatting preferences will go a long way to making sure you and your content agency are on the same page.

Provide clear style guidelines

A detailed style guide is like a blueprint of the look and feel of your brand identity, voice, and tone. An effective style guide should lay out whether your brand personality is quirky, inspiring, elegant, or bold, including any words or phrases you do (and don’t) like to use in your content.

The clearer the brand guidelines you can provide, the more consistent you’ll keep all written communication, blogs, and other content – no matter who’s writing it or where it’s being published.

A great set of brand guidelines will include examples of what is and what isn’t on-brand for you. 

Review and give feedback

Any quality content agency worth its salt will want to be sure the content they create is an accurate representation of your – or your clients’ – brand. Feedback-based edits should be baked into their content writing process to make sure everything aligns with your needs and expectations.

Review the content and check first and foremost that it sounds like YOU. You’ll know as soon as you start reading if the tone of voice is spot on or if it needs a little revision. 

In an ideal world, every project would be perfect on the first try, and no edits would be needed, but realistically, they’ll need a few adjustments here and there. And that’s okay! Don’t be afraid to ask for tweaks or changes to keep the content on-brand, fully optimized, and ready to publish.

How to build lasting relationships with your content writers

When you outsource content marketing – whether to a freelance writer or an agency – it’s important to maintain a strong working relationship to get the best results over time. It’s a collaborative process, after all! 

So, once you’ve found a writer or an agency that just ✨gets✨ you and your brand, here are a few things you can do to keep everything peachy:

Be clear

When suggesting edits or leaving feedback on their work, keep it clear and respectful. Ever gotten a comment on your copy that just said “rewrite, please”? Rewrite how? Refocus the topic? Make it clearer? Shorter? Funnier? Ambiguity just leads to confusion and frustration on both sides. Be clear and specific about what you like and don’t like so the writer can pinpoint exactly what needs to be changed.

Bonus points: Mentioning what you do like, not just what you don’t, will show your writer how much you appreciate their work. Even picking out a clever line and leaving a little note like “love this!” can make a big difference in the quality of your relationship.

Be responsive

You expect your writing team to deliver high-quality content in a timely manner – make sure you respond to their needs and questions promptly, too. Keep your lines of communication clear and open (within professional boundaries, of course) to let your writers know that you respect their time and have their back when they need your support or guidance. 

Be kind 

Check in from time to time to see how your content partners feel about the way things are going. And while deadlines can get tight, try to create a workflow that keeps the pressure off and the quality high. This care and consideration should definitely go both ways. 

Trust them

Set clear expectations from the beginning, but remember, you’ve hired them for their creativity and expertise. Leave a little room for their professional input. If you’re too rigid in your expectations, you might miss out on a brilliant new slogan, a memorable play on words, or a unique tagline you’ll wish you’d thought of years ago.

Remember, this is a two-way street. It should feel like you’re on the same team – because you are! 

Ready to free up that to-do list?

Content outsourcing doesn’t have to be scary or overwhelming. In fact, the hardest part is usually finding the right fit. After that – with the tips we’ve laid about above – it should be a piece of cake. 

Have more questions and want to hear firsthand from those who’ve successfully transitioned to outsourcing their content? Never fear, The Admin Bar community is here!

Join us in a supportive community where you can connect, collaborate, and share your experiences with like-minded digital agency owners and freelancers alike. Everyone is welcome!