Content Outsourcing: A Complete Overview for Beginners

Welcome to our comprehensive content outsourcing hub! Here, you'll discover everything from the basics of content outsourcing, its benefits and how it works, to detailed guides on choosing the right content outsourcing partner. After exploring this resource hub, whether you're a startup, a growing company, or an established enterprise, you'll be equipped with the insights needed to determine if content outsourcing is the right strategy for your business's unique needs.


1. What is content outsourcing?

Content outsourcing refers to the practice of hiring external individuals or companies to create, develop, and manage various types of content on behalf of a business or organization. This content can include written articles, blog posts, social media posts, website copy, videos, images, infographics, and more.

Companies typically use content outsourcing when they do not have the necessary resources, expertise, or time to create high-quality content in-house. By outsourcing content creation, businesses can focus on their core operations while leaving the content creation to professionals who specialize in creating compelling and engaging content. In this way, content outsourcing can be a cost-effective and efficient way to enhance content marketing efforts, increase brand visibility, and engage with their target audience.
"Content outsourcing can be done on a project-by-project basis or as an ongoing collaboration. The process usually involves identifying the specific types of content that need to be created, defining the target audience, and working with the external content creator to develop content that meets the business’s goals and standards."

2. What are the benefits of content outsourcing?

Content outsourcing is suitable for any individual or organization that needs help with creating and managing various types of content, including written articles, blog posts, social media posts, website copy, videos, images, and infographics. Businesses of all sizes, startups, e-commerce businesses, content publishers, marketing agencies, non-profit organizations, and individuals who require professional content creation services can highly benefit from content outsourcing as well as almost anyone who wants to enhance their content marketing efforts and engage with their target audience. Outsourcing content to the right professional can bring access to a wider pool of writing talent and increase the efficiency of your business.

However, content outsourcing has some nuances that make it not necessarily suitable for everyone. Specifically, businesses that prioritize having full control over their content creation process or have a unique brand voice that may be difficult to communicate to external content creators may not benefit from outsourcing their content. Similarly, businesses that have a limited budget or that require content creation only on a sporadic basis may find it more cost-effective to create content in-house rather than outsourcing it. Additionally, businesses that require highly technical or specialized content, such as scientific or medical content, may need to have in-house experts who has the necessary expertise to create such content accurately.

Pros :

1. Gain access to professionals with specialized knowledge

One significant benefit of content outsourcing is the ability to access the expertise of the entire agency. When you outsource your content, it is placed in the hands of professionals who have the necessary skills and experience to create high-quality content that aligns with your marketing goals. By outsourcing, you also gain access to more talent than you would if you were relying solely on your own team. This can help to strengthen your marketing plan by providing a wider range of perspectives and options for content styles and variety. Moreover, you no longer have to worry about coming up with titles or performing keyword research as these tasks can be performed for you.

2. Cost savings

Outsourcing content creation can be an effective strategy for businesses looking to reduce costs while maintaining a consistent stream of high-quality content. Compared to hiring full-time staff, outsourcing can be relatively inexpensive, especially when considering the long-term benefits it brings, such as increased website traffic, improved authority in your industry, and higher conversion rates. Furthermore, outsourcing allows you to pay only for the content you need, when you need it, making it a cost-effective solution for companies of all sizes.

3. Time savings

Content outsourcing is an excellent way to save time and resources that businesses can allocate towards running their core operations. Content outsourcing creation frees up staff’s time, especially if content creation was one of their responsibilities and allows them to focus on critical tasks and priorities, which can lead to increased productivity and efficiency. Outsourcing also improves the speed of content delivery, allowing businesses to publish more content consistently.

4. Higher content quality

Outsourcing content creation to experts can help ensure that your content is of high quality, well-researched, and effective in meeting your objectives. Professional content creators can also assist you in developing a consistent brand voice and tone, which can improve brand identity and customer engagement.

5. Scalability

By outsourcing content creation, you can quickly scale up or down in response to changing needs. For example, if there is a sudden increase in demand for content, outsourcing can help you quickly ramp up your output without having to hire and train new staff.

6. Flexibility

You can request edits, revisions, and changes if you’re not happy with the result for as many times as you need until you get the desired copy of content. You can even get your money back if you are not satisfied with the work.

Cons :

1. Quality control issues

While content outsourcing can be a cost-effective and efficient solution for businesses, it is not without its drawbacks. Quality control is a critical concern, and the content agency or writer might not perform at the level you expected, leading to a drop in the quality of your content. There is always a risk that you may not be satisfied with the service you receive, especially if you have specific requirements or preferences that are not met. As such, it is essential to choose a reputable and reliable content provider who understands your business needs and can deliver high-quality content that meets your expectations.

2. Communication issues

One of the challenges of content outsourcing is the potential for communication issues between the business and content provider. This can lead to inconsistencies in messaging, a lack of clarity in instructions, and a misinterpretation of expectations, which can negatively impact the quality of the content produced.

3. Lack of familiarity with your brand or industry

Outsourced content creators may be unfamiliar with your brand or industry, which can result in less effective or engaging content. Content providers may not fully understand your brand’s tone and style, leading to inconsistencies in messaging and a misrepresentation of your brand’s identity. This can lead to a loss of trust and credibility among your audience, which can negatively impact your business. To mitigate this risk, businesses must communicate their brand guidelines and tone of voice effectively to content providers, and closely monitor and review the content produced.

4. Long-term commitment to see the results

Content outsourcing is not a quick fix or a one-time solution. Outsourcing is an ongoing process that requires regular communication, feedback, and evaluation to ensure that the content is on target, and that the outsourcing provider is meeting your expectations. However, by committing to a long-term outsourcing strategy and investing in high-quality outsourcing providers, you can build a reliable content pipeline that engages your audience, drives traffic, and supports their business goals.

5. Confidentiality risk

Confidentiality risk is a major concern in content outsourcing, as you share sensitive information with third-party providers. In worst scenarios, this can lead to data breaches, intellectual property theft, and reputational damage. To mitigate this risk, companies should establish clear confidentiality and non-disclosure agreements with outsourcing providers, limit access to sensitive information, and select outsourcing providers with a proven track record of data security.

6. Finding right experts takes time

Finding the right experts for outsourcing content can be a time-consuming process as it requires investing time in researching and selecting providers with the necessary skills, experience, and industry knowledge to meet specific needs. This process can be particularly challenging for niche industries or specialized content types where finding a writer with the appropriate knowledge and expertise can be difficult. Furthermore, failing to find the right experts can result in inadequate content quality, missed deadlines, and a waste of time and resources. To avoid these issues, it’s essential to carefully research outsourcing providers, check their references, and test their writing skills and knowledge before committing to a provider.

"These are just a few of the potential drawbacks of content outsourcing. However, it’s worth noting that outsourcing can also have many benefits, such as saving time, accessing specialized expertise, and freeing up resources to focus on other areas of your business. Ultimately, the decision to outsource should be based on careful consideration of your needs and priorities."

What are the main challenges of content outsourcing?

1. Coordination and management

Outsourcing content often requires a significant amount of coordination and management to ensure that everyone is on the same page and that the project is moving forward as planned. This can be time-consuming and may require a dedicated project manager or coordinator to oversee the work.

2. Maintaining brand voice

When outsourcing content, it can be challenging to ensure that the tone, style, and overall voice of the content aligns with your brand’s values and messaging. If the content doesn’t feel consistent with your brand, it can be difficult to build trust and loyalty with your audience

3. Turnaround times

Depending on the complexity of the content you are outsourcing, it can be difficult to get it back quickly. It may take longer for outsourced content creators to research and produce high-quality content, and this can delay your publishing schedule.

Despite the challenges that may arise, it is important to not let them hinder your decision to outsource content if there is a need. We recommend you to thoughtfully assess your situation and evaluate whether outsourcing content is necessary in your particular case.

Should you outsource content writing?

Determining whether you should outsource content depends on several factors.

Firstly, consider the type of content you require and the amount of time and resources required to create it. If the content creation process is time-consuming, requires a high level of expertise, or is not a core competency of your business, outsourcing may be a suitable option.

Consider your budget as well as the costs associated with outsourcing content creation as it is critical to ensure that outsourcing is financially feasible and aligns with your company’s budget and objectives.

"In addition, consider the level of control and quality standards that you require for your content. Outsourcing can be difficult if you have strict guidelines and standards that must be followed. In such cases, keeping content creation in-house may be preferable. However, if you find companies that provide quality assurance as a part of their services, you may outsource your content and expect accurate matching results even for strict guidelines."

Finally, consider the resources available within your organization. Outsourcing may be the best option if you lack the necessary resources or expertise to create high-quality content in-house.

3. Working with freelancers

Pros & Cons

When outsourcing content, one of the options is freelancers. Let’s take a look at some pros and cons of working with them.

Pros :


Freelancers often have lower overhead costs than agencies, and may be able to offer more competitive rates for their services. Additionally, because they are typically self-employed and responsible for their own taxes and benefits, you may be able to avoid some of the expenses associated with hiring full-time employees.


Freelancers can often work on a project basis, which allows you to scale up or down as needed. This can be especially helpful if you have a project with a fixed timeline or a specific budget.

Adding specialized expertise and focus

Because freelancers are typically working with a smaller number of clients than an agency, they may be able to offer more specialized expertise in a particular area. This can be especially valuable if you have a complex or highly technical project.

Personal relationships

Freelancers are often more accessible than agency employees, which can lead to a more personal relationship with your freelancer. This can be especially valuable if you’re looking for someone to work closely with you on a long-term project or if you need a high level of communication and collaboration.

Cons :

Scheduling can get tricky

Because freelancers often work with multiple clients, scheduling, availability and consistent schedule can be a challenge that makes it difficult to maintain a consistent workflow and to plan project timelines effectively.

Coordination issues

Communication process is not initially set up which means you have to establish it and lead on your own. Also, working with a new freelancer can sometimes lead to miscommunication or confusion, particularly if you’re not familiar with their working style or communication preferences. Since there is no supervisor who oversees freelancer’s work and makes sure they meet deadlines and quality standards, you will be the one managing all these processes.

Lack of expertise

Freelancers who want to pull a “fast one” may heavily rely on AI writing bots without doing their homework on your industry, solutions or personas: While technology can be a helpful tool, some freelancers may rely too heavily on AI writing bots, resulting in content that is generic, unoriginal, or poorly researched.

Limited resources

Freelancers may have limited access to resources, technology, research materials, and SEO experience, which can lead to lower quality content. Additionally, freelancers may not have the capacity to keep up with the needs of an enterprise organization, particularly if the project requires a high volume of work or a large team.

How to hire them :

When outsourcing content, one of the options is freelancers. Let’s take a look at some pros and cons of working with them.

Determine your needs

Define the specific project or tasks you want the freelancer to work on, set the budget, the deadline, and any other important details related to the project. This will help you to identify the type of freelancer you need and ensure that you get the right fit.

Write job descriptions

Outline a clear description of responsibilities, requirements, pay range and all other necessary details. By creating a clear job description, you can attract the right candidates, clarify expectations and ensure that the freelancer has met the required standards and has delivered the expected results.

Search for freelancers

There is a number of platforms where you can find freelancers with different expertise. Sites like Upwork, Freelancer, Guru, and Fiverr offer a wide range of talents.

Evaluate candidates

When accessing the candidate, make sure to read their profiles and reviews, and review their portfolios to assess their skills and experience. Don’t forget to check references to verify their experience and work history as it will help you determine their reliability, work ethics, and quality of work.

Sign the contract and onboard a freelancer

Lastly, ensure that you sign a contract with the freelancer outlining the project scope, payment terms, deadlines, and any other important details to avoid further disputes. Once this is done, feel free to set up an onboarding meeting with a freelancer.

How to organise them :

When outsourcing content, one of the options is freelancers. Let’s take a look at some crucial steps for effective cooperation with them.

Define project requirements and scope

Clearly define the project’s requirements and scope so that your freelancers have a clear understanding of what is expected of them, including deadlines and your expectations. This way you can avoid misunderstandings and ensure that everyone is on the same page from the beginning.

Establish a communication plan

Clear communication is crucial to ensure that the project is on track and any issues are addressed promptly. Set up a communication plan that works for both you and the freelancer. The plan might include regular check-ins, status updates, or video conferences.

Monitor progress and provide feedback

Apart from checking the progress of your freelancers, make sure to provide regular feedback to on their work. This helps them to improve and make any necessary adjustments.

Use project management tools

Use project management tools to help you stay organized and keep track of deadlines, deliverables, and progress. Tools like Trello or Asana can be very helpful in this regard.

Build a relationship

Build a relationship with your freelancer, just as you would with any other team member as it helps to establish a positive working dynamic and can lead to future collaborations.

4. Working with agencies

Pros & Cons

Outsourcing content to an agency can be a beneficial decision for many companies, but it also has its drawbacks. Let’s look into some advantages first.

Pros :

Deep and diverse expertise is on board

Partnering with a marketing agency gives clients access to the expertise of the entire team, not just one person. The professionals in the agency have experience creating effective marketing strategies, and a larger team means more talent and resources available to strengthen the overall marketing plan. With a variety of POVs, clients will have a wider range of ideas and options for content style and variety, which resonates with their target audience.

Access to Infrastructure

Marketing agencies provide streamlined processes for creating and implementing marketing strategies, ensuring timely project delivery and freeing up time for clients. They also offer access to advanced marketing technologies such as analytics platforms, automation tools, and CRM systems. By leveraging the agency’s infrastructure and expertise, you can improve your marketing effectiveness and achieve business goals.

Established process and speed

Marketing agencies have extensive experience in managing projects and completing them in shorter terms with their streamlined processes and systems. Their dedicated team can work on multiple tasks simultaneously, leading to quicker and more effective execution of marketing campaigns. Agencies can respond promptly to changes in the market or client’s business needs, ensuring the relevancy and effectiveness of the marketing strategies. By partnering with an agency, you as a client can achieve their marketing goals faster, freeing up resources to focus on other aspects of their business

Scalable growth without compromising quality

With a team of experienced writers, editors, and strategists, a content agency can quickly and efficiently produce high-quality content at scale. This means that as your business grows, the agency can easily adapt to your changing needs and produce more content without sacrificing quality. Additionally, working with a content agency frees up your time to focus on other aspects of your business while the agency takes care of your content needs.

"Overall, partnering with a content agency can help you achieve your content goals while maintaining a high level of quality and scalability."

Cons :

More expensive than freelancers

While a content agency may provide more resources and expertise than an individual freelancer, it’s generally true that hiring an agency will be more expensive. The higher cost is due to the agency’s overhead costs, such as salaries for their team members, office space, equipment, and more. This can be a disadvantage for smaller businesses or those on a tight budget who may prefer to work with a freelancer.

Less personalization

When working with a content agency, you may not receive the same level of personalization and attention that you would get from a freelancer. Since agencies often have multiple clients, it’s impossible for them to prioritize your project above others. Also, agencies may have a set process or way of doing things that might not be tailored to your specific needs.

No complete control

When working with a content agency, you might not have complete control over the content creation process. The agency might have a set process or way of doing things that doesn’t align with your vision. You might also have limited input on the selection of the writers or editors working on your project.

No flexibility

Changing workload will require changes to pricing and contract. If your workload increases or decreases over time, you may need to renegotiate your contract, including the price with the content agency, which can be time-consuming and inconvenient. This could be a disadvantage if you want a consistent, predictable pricing structure.

"Overall, while working with a content agency can have many benefits, it’s important to weigh the pros and cons and determine whether an agency is the right fit for your business needs."

How to find the right agency?

Check the agency’s content creation process

Make sure that your chosen agency has a clear and efficient process for creating high-quality content. You can ask about their quality control procedures, editing process, and how they ensure that the content meets your requirements to know that you are not wasting time but actually receiving a benefit.

SEO knowledge

Content agencies that truly know SEO can help their clients achieve better visibility, higher rankings, and increased traffic to their website by understanding how to optimize content for search engines. SEO knowledge also ensures that content is created with the target audience’s needs and expectations in mind, delivering relevant and engaging content that meets their needs and expectations. That’s why we recommend to choose the agency that combines SEO knowledge with their content creation expertise.

Evaluate past experience

Apart from reading testimonials and reviews from previous clients, you can go through agency’s case studies and see if their expertise suits your needs.

Seek for agencies who don’t offer lengthy commitment

Many agencies require contracts but if you are testing content outsourcing opportunities and don’t want to set a year contract, search for the agencies that work on demand project based model.

How to manage the right agency?

Identify you outsourcing needs

The first step to working with an agency is to decide what you need, whether it is content for your blog, social media, or email marketing campaigns. Do you need long-form content, such as whitepapers or e-books? Once you have identified your needs, you can look for an agency that specializes in the type of content you need.

Set the budget

Certain agencies may be willing to adjust their pricing to accommodate your preferred budget, but it is important to approach the budgeting process with realistic expectations. It is advisable to engage in a discussion with the agency to determine the specific services and deliverables they can provide within the budget you propose.

Monitor performance and give feedback

It’s important to monitor the performance of your content agency regularly. This can include metrics such as engagement rates, website traffic, and conversions. Use this data to evaluate the effectiveness of your content and make adjustments as necessary.

5. Common problems when outsourcing and how to avoid them

Lack of expertise of content provider

We already mentioned how important it is to choose the suitable content provider. What also important is to make sure they have enough expertise for your specific needs as you don’t want to receive poor quality content.

Solution: Evaluate the expertise of an agency before you start working with them. If you are not sure what provider you should choose and how to access their expertise, read our article about it.

Poor cost estimation

In content outsourcing, poor cost estimation can cause problems such as unexpected expenses, project delays, and even failure of the initiative. Underestimating costs can result in low-quality content, while overestimating costs can strain the client’s budget.

Solution: Establish clear communication between yourself and your content outsourcing provider, define the project scope, and set expectations for costs and timelines by developing a detailed project plan. Additionally, regularly monitor the progress and request relevant updates. This way, both the outsourcing provider and the client can ensure that the project is completed successfully within budget and on time.

Poor Team Management and Communication

Poor team management and communication are common problems in content outsourcing that may lead to misunderstandings, delays, errors, and conflicts.

Solution: To avoid these issues, you should arrange clear communication channels, set expectations for roles and responsibilities, and provide regular feedback and performance evaluations, as well as schedule meetings to discuss the project’s progress and address any issues promptly. By prioritizing effective team management and communication, content outsourcing can be successful.

Loss of control

"Loss of control is a common concern in content outsourcing, as companies may worry about maintaining control over their brand identity, content quality, and overall project direction. Without effective oversight, outsourcing can lead to inadequate quality, missed deadlines, and subpar content."

Solution : To avoid these problems, you should set clear guidelines and expectations for a experienced and reliable outsourcing provider. Also, establish open communication and collaboration to maintain control over the project’s direction and ensure the success of their outsourcing initiatives while keeping their brand identity and quality intact.

Cultural differences

Outsourcing content to writers or agencies in different countries can lead to cultural differences that can affect the content. For example, certain phrases or cultural references may not translate well.

Solution: It’s important to be clear about your target audience and discuss with an agency any necessary cultural context, including the language and dialects.

Contractual and Legal Processes

Contractual and legal processes can be a challenge in content outsourcing due to varying laws and contracts, potentially causing misunderstandings and legal disputes.

Solution : Set clear contractual terms, including project scopes, timelines, and deliverables. Make sure to address legal and regulatory requirements and establish mechanisms for dispute resolution. That way by prioritizing contractual and legal processes, content outsourcing can be successful for all parties involved.

How do I maintain brand voice and messaging when outsourcing content creation?

Develop clear brand guidelines

Your brand guidelines should clearly outline your brand voice and messaging, including tone, style, vocabulary, and values. Make sure to share these guidelines with your writers or agencies so they can adhere to them when creating content.

Provide examples

Providing examples of your existing content can help your writers or agencies understand your brand voice and messaging. Share blog posts, social media updates, and other marketing materials that reflect your brand identity. You can also show “bad” examples so that the agency will know what content they shouldn’t deliver.

Consider working with a content strategist

A content strategist can help you develop and implement a content strategy that aligns with your brand voice and messaging. Some agencies provide you with an option to assign content strategist who will work with both: you and the writers to ensure that the content they create is consistent with your brand guidelines.

Review and approve content

Reviewing and approving content before it is published is important to ensure that it meets your brand voice, messaging standards and high-standard quality expectations. This also gives you the opportunity to provide feedback, make any necessary changes and set a benchmark of desired outcome for the future.

6. Financial Considerations

When outsourcing content, there are several financial considerations that you should take into account. First of all, think about budget: how much you are ready to spend on outsourcing, and then search for a suitable service provider for your particular budget. Luckily, there are different vendors who offer content outsourcing, including agencies and freelancers so you can compare the prices and choose what suits you most.

How much should content outsourcing cost?

The cost of content outsourcing can vary widely depending on several factors, including the type of content needed, the length and complexity of the content, the expertise of the writer or agency, and the level of research required. Typically, you can anticipate spending between $0.03 and $0.50 per word for content that has been outsourced, with the cost per word averaging between $0.10 and $0.25. This means that, depending on the criteria described above, a 1,000-word article may cost anywhere from $30 to $500.

"Although the price plays a role, don’t settle for the cheapest option as you can end up spending even more money on low-quality content. Instead, research the rate in the market and consider the experience and qualifications of potential writers or agencies to make sure they can deliver high-quality content."

Ultimately, the financial consideration when outsourcing content comes down to the return on investment (ROI). Carefully evaluate the impact that high-quality content will have on your business, think if it can increase traffic, engagement, and sales, and then weigh this against the cost of outsourcing to see the clear picture.

7. Content Outsourcing: The Ultimate Guide

If you think about outsourcing content, here is your step-by step guide!

  • Define goals and objectives. Establish clear goals and objectives for your content marketing efforts, including your target audience, content types, and desired outcomes.
  • Determine your budget for content outsourcing. Decide on a budget for your content marketing efforts along with the cost of outsourcing content creation.
  • Identify the type of content you want to outsource. Determine the types of content you want to outsource, such as blog posts, social media updates, or email newsletters.
  • Research and select potential content creators. Make sure to identify potential content creators, such as freelance writers or content agencies by reviewing their portfolios, qualifications, experience and decide if their expertise is suitable for you.
  • Develop clear guidelines for your brand voice and messaging. Create a detailed guidelines for your brand voice and messaging, including tone, style, vocabulary, and values.
  • Communicate regularly with your content provider. You should come up with regular check-ins and communication channels to discuss content ideas, provide feedback, and ensure that the content aligns with your brand guidelines.
  • Review and approve content before publishing. Check and approve all content before it is published to ensure that it meets your brand voice and messaging standards.
  • Evaluate the effectiveness of your content outsourcing and ROI. For evaluating ROI on your content outsourcing efforts by tracking metrics such as traffic, engagement, and conversion rates, and adjust your strategy as needed.

Are you feeling confident about your abilities to outsource content creation now?

While mastering this skill takes time and experience, we hope that our guidance has helped you gain a deeper understanding of the process. By following the outlined steps, you can effectively outsource content creation and achieve success in your content marketing efforts.

8. Conclusion

Overall, for businesses looking to save time, improve quality, and focus on core activities, content outsourcing can be a valuable solution. Content outsourcing allows you to focus on your core competencies and strategic initiatives while experts create content, leading to greater productivity, cost savings, and efficiency. If you decide to outsource content, make sure you work with a reputable and experienced provider who has a thorough understanding of your industry and target audience so that your content is relevant, engaging, and consistent with the values and messaging of your brand. Another important consideration when outsourcing content is maintaining consistent communication and collaboration with your content provider to ensure that the content produced aligns with your objectives, and that any feedback or revisions are addressed promptly.

"In conclusion, by outsourcing content creation to experienced content professionals, businesses can benefit from high-quality content that is tailored to their specific needs and requirements. However, don’t forget to weigh the pros and cons and apply them to your own situation and make a decision based on how content outsourcing will affect your budget and efficiency in content production."

Frequently Asked Questions