Everything You Need to Know About Outsourcing Blog Writing For Your Brand

August 3, 2020

There are 2.5 billion people who read blogs every day.

The right kind of blog can transform a brand’s digital outcome. It is the centerpiece of an effective digital content strategy.

As a business, you need to post regular and comprehensive content.

But for tangible results, you must play the long game.

No matter what industry you are in, focus on producing high value, educational content.

Providing readers with usable information will help your brand establish credibility and loyalty.

This type of strategic thinking towards your blog has tangible business benefits including:

  • Higher quality inbound leads
  • Better online visibility
  • Brand goodwill
  • Improved conversion rates

As a business, you may have genuine questions about outsourcing. Let’s address some of them:

Will Outsourced Writers Capture Our Brand Tone Successfully?

The short answer to this question is yes. You simply need to find the right ones.

Here’s a trade secret.

Most top-level professionals do not write their own content. These include marketing professionals, government organizations, CEOs, and brands. They outsource to talented writers.

Outsourcing their content doesn’t make them less credible. People outsource different types of writing to:

  • Save time
  • Increase efficiency by conserving internal resources
  • Reduce budget costs compared to hiring a full-time writer
  • Provide a fresh perspective to the same subject matter
  • Leverage voices of experts outside their industry range
  • Experiment with new writing styles

Ensuring brand integrity depends on how you manage your relationships with outsourced writers.

To ensure consistency, use these tips:

Master your voice first

No one knows your brand voice better than you.

But as you master your voice, remember that writing for the web is a different kind of expertise.

Your brand voice determines what tone, topics, and strategies each blog post follows. This is how you establish and maintain trust with readers.

The more authentic your voice is, the better. People will be more willing to conduct business with an authentic brand. They are also more likely to be patient in times of PR mishaps.

Educate the writers

No matter how talented the writer, they will need training.

It is unfair to expect them to read your mind and execute your targets.

Share your vision and content goals in as much detail as possible. Do this under a nondisclosure agreement between both parties.

Together, you should determine a content calendar. Outline the number of blogs and the frequency of publishing.

You should also discuss how they produce your content. Figure out what content you think would resonate best with readers. This helps writers come up with the best plan of execution.

It may seem time-consuming to do so, but proper training is a business necessity.

Support training with good communication. Together these elements reduce the chances of receiving low-quality writing.

Limit total control of the blog

Ensure that your outsourced writers have reasonable but not complete control of your website.

If you have the resources, create production lines. This involves writers, editors, and final proofreaders. But it is much easier to let an expert team handle these processes for you.

You should be able to preview the finished content before it goes live on your blog.

How Do I Ensure My Outsourced Blog Has the Best Quality of Writing?

Quality concerns are natural when outsourcing for any business.

But as the below chart shows, content is still the most outsourced service in 2020.

However, you might still find yourself unhappy with your outsourced content.

Poor content can be the result of:

  • Equally poor communication between you and the writer.
  • The unavailability of resources.
  • Having very skilled writers working on the wrong projects.

To avoid these problems, you need to hire the best possible team first.

Expert content creators like ours have an intimate understanding of various marketing content.

They can adapt to your preferences. They will note stylistic choices, thus helping your blog reach its greatest potential.

Quality depends on the kind of partnership agreement you have with such a team.

Your skilled outsourced team will have done their research. They will help you:

  • Develop content and story ideas covering vast subjects in your industry.
  • Conduct interviews and dig deep to provide further insights into your content.
  • Understand the right nuances, styles, and voices to adopt.

To make sure your experience is as beneficial as possible:

  • Conduct thorough interviews before settling on your final outsourced writing team.
  • Make sure to outline set lines of communication on both ends.
  • Let your performance expectations be clear upfront.
  • Grow a strong and meaningful relationship with your outsource team.
  • Invest more than the least available resources to your outsource team.

How Do I Find Writers for My Blog?

You could be looking for a single piece of content or a long-term relationship.

In each case, there is one parallel. You have to begin with an understanding of what you’re looking for.

Once you are aware of your content priorities your next step is to determine how much you can afford to pay.

Don’t focus on the price alone. Unless you are extremely lucky, the cheapest writers are may not have as much experience. That can be tricky for high-level projects.

Looking at past written work will give you background on the writer’s style and delivery. 

Other important questions to ask an outsourced writer include:

  • Do they expect payment per word count or by the project?
  • Is there a particular writing style they feel confident in?
  • What are their best writing skills? 
  • How do they handle difficult projects? 
  • What other related industry areas are they experienced in.

If you’re concerned about working with an individual writer directly, look into a content marketing provider such as CopySmiths.

There are advantages a content marketing team can provide. Aside from receiving notable SEO insights, you will enjoy marketing strategy tips.

You will receive access to the right writer for your business.

Besides, content marketing agencies always have in house editors. This ensures that the level of quality you can expect from each deliverable is extremely high.

You should be able to evaluate, learn, and experiment from each written project produced.

How Much Does It Cost to Outsource Content for My Blog?

PayScale reports that $47.50 is the average hourly rate for ghostwriters in the United States.

But it is possible to find a more flexible rate for the same quality.

Pricing depends on a few factors such as:

  • Subject matter
  • Project specifications
  • Outsourced writer’s experience level
  • Different pricing styles
  • Location

Writers may charge between $24 – $50 locally and between $3-$12 overseas for each 500-word piece.

If you are charged per word, you could pay between $0.10 – $1 in the USA. Overseas you would pay between $0.018 – $0.024.

These are all average costs which could vary per writer or provider.

Start Creating Content With CopySmiths

Establishing your digital brand might be the key to business endurance.

Popular and profitable companies seem to have mastered blogging. They see how blogs and social media have an effect on consumers.

To do this, a brand must:

  • Build a consistent and authentic digital presence.
  • Invest in value-driven content.
  • Use practical digital marketing strategies.

The best part about outsourcing your blog is the flexibility you enjoy. You get access to a host of talented writers without committing to full-time employee costs.

The right content can define and convey your brand voice. It doesn’t just separate you from the competition. It also increases your rankings in search engine results. 

Katrina McKinnon


I'm Katrina McKinnon, founder of CopySmiths and Small Revolution. In my 20 years of experience, I have helped online businesses create high-performing content specifically on an eCommerce store's blog. Find me on LinkedIn and Twitter.