Should you hire an in-house writer or outsource your content? It’s a complicated question that raises additional ones, such as:
- How much experience would a writer need to create content about your industry?
- What type of writers does your content strategy require?
Companies in larger industries like recruiting, management consulting, and sales or marketing software will find it easier to hire a team of writers. If your business sells something specific, on the other hand, it will be harder to find a writer or a team because you’ll need to get a few experts on the subject who can also write well.
Different writers come with different skills. There are journalists, copywriters, creative non-fiction writers, creative fiction writers and more. Always asks writers in interviews what type of writing they like to do.
Hiring In-House Bloggers
A larger company that can afford to pay people to write full-time will find this option very convenient. Whatever writing you need done, you can just assign it to them, and you know they’ll deliver. It’s also a good option if you need an expert to write on your industry all the time.
Hiring one person in-house with the idea that they will not only write, but also manage and distribute content will rarely work. You’d be hard-pressed to find anyone that has all these skills. They might not have the time to get everything done. You’re also limited by the person’sknowledge and writing capabilities. It will cost you a lot of money too.
Hiring freelancers with different levels of expertise in your industry and different skill sets gives you great flexibility. You get different types of content written from a wide range of perspectives. This is also a much cheaper way to create a content marketing team.
To build a team of freelance writers, you need to invest great effort. First, you need to employ a content marketer to develop your content strategy. Then, you need to vet, interview, and hirewriters. You need to manage the writers, organize distribution, and teach them to post and format content in your CMS.
Whichever option you choose, it all starts with knowing what type of writer or writers you want. If you want a journalist type who’s good at interviews, get one and assign them to interview industry influencers and create stories out of the interviews. If you need an industry expert who’s good at in-depth research, then aim for that.