Picture this: You’re deep into your morning coffee, staring at the screen, and that dreaded feeling creeps in.
The blog you needed yesterday is still a rough draft, the social media posts sound like they were written by a robot, and your website copy?
Don’t even start. It’s flat, generic, and completely misses the mark.
You thought hiring a freelancer would be a quick fix, but they’re juggling six other clients, and your project seems to be on the back burner.
Or maybe you went the agency route — paid a premium for a polished package, but somehow your brand voice got lost in translation.
Then there’s the in-house writer you hired, who’s great when they’re in the flow, but asking them to cover all your content bases is like asking a chef to whip up a gourmet meal with nothing but a can of beans and a rusty spoon.
So, you’re at a crossroads.
You need great content, and you’ve got three paths in front of you: hire an in-house writer, contract a freelancer, or partner with an agency.
Every one of these options have their perks and pitfalls, but the key to making the right choice is understanding your specific needs and how each option can meet them.
Let’s break it down, with practical, no-nonsense advice that’ll help you make the best decision for your business.
1. In-house content writers
Benefits of in-house content writers
Deep brand immersion
When you bring on an in-house writer, you’re not just hiring someone to fill a seat at the desk — they’re pulling up a chair at the family table.
Freelance writers and agencies, on the other hand, are like guests.
Sure, they can spend time getting to know you, maybe even pick up on some of your mannerisms, but at the end of the day, they’re heading home.
They aren’t marinating in the day-to-day, the inside jokes, the unspoken rules, and the subtle shifts in mood that happen when you’re truly part of a team.
Freelancers and agencies can certainly try to get up to speed — they can study your brand guidelines, hop on a few Zoom calls, and ask all the right questions.
But there’s a difference between a writer who’s on the outside looking in and one who’s in the trenches with you, every single day.
The in-house writer doesn’t need to be briefed on the latest pivot because they were there when the decision was made.
They don’t have to guess at the subtext of your brand voice because they’ve been absorbing it with every interaction, every Slack thread, every coffee break conversation.
Content isn’t just about putting words on a page; it’s about translating the soul of your brand into something tangible.
An in-house writer has the advantage of intimacy — they’re steeped in the everyday ebb and flow of your brand, which means the content they create isn’t just on-brand — it’s of the brand.
It resonates on a deeper level because it’s born from the same place your brand’s ethos is.
It’s not just a facsimile of your voice; it is your voice, down to the last nuance.
So while a freelancer or an agency can mimic your style, an in-house writer embodies it.
They’re not just telling your story; they’re living it.
And that makes a difference.
Immediate response
If you’ve ever found yourself refreshing your inbox, waiting on a freelancer to finally deliver, you know the frustration all too well.
Freelancers and agencies, no matter how talented, balance multiple clients, each with its own demands and deadlines.
That means your “urgent” might be slotted in between someone else’s “even more urgent,” leaving you in the lurch when the clock is ticking.
Now, contrast that with having an in-house writer.
When they’re on your team, they’re in your corner full-time, all-in.
Got a last-minute request? No problem.
They’re not balancing your project with half a dozen others.
They’re solely focused on your brand.
They can drop whatever they’re doing and dive into that urgent task because, well, you’re always the priority.
You don’t have to wait for them to finish up another client’s project or pray they don’t hit you with a “Sorry, I’m booked until next week” message.
They’re tuned into the rhythms of your business, the ebbs and flows of your content needs.
When something needs to be turned around on a dime—whether it’s a last-minute email newsletter, a blog post reacting to breaking news, or an update to a critical piece of content — they’re there, ready to jump in with both feet.
And let me tell you, in the world of marketing, where everything moves fast, that kind of immediate response is pure gold.
The bottom line?
When your content calendar is more of a moving target than a set schedule, having someone in-house means you’ve got a writer who’s constantly present, ready to act, and entirely focused on your brand’s needs.
No waiting, no competing for attention — just immediate action when you need it most.
Cons of in-house content writers
Cost considerations
Let’s be real, hiring in-house writers can drain your budget faster than you can say “overhead.”
We’re not just talking about a pay check.
You’re signing up for the full package.
Salary, benefits, office space, equipment, insurance. You name it.
It all adds up.
For a small business, that’s a mountain of cash to commit.
And then there’s the hidden cost of keeping them sharp.
Sending them to conferences, paying for training, investing in their growth — those things don’t come cheap, either.
It’s a serious financial commitment, one that might have you wondering if it’s worth it when a freelancer or agency could offer a seemingly more cost-effective solution.
They, on the other hand, come with a clear, one-time fee — no long-term obligations, no strings attached.
So yeah, in-house might seem like the Rolls Royce of content writing, but just remember that Rolls-Royce comes with a price tag that could make your accountant break out in a cold sweat.
The bottom line?
If you’re strapped for cash or just starting out, that in-house writer could feel like a luxury you’re not sure you can afford.
It’s not just the salary — it’s the whole investment in nurturing and maintaining that role.
So before you dive in, make sure your budget can handle the weight, because this ride isn’t exactly cheap.
2. Limited expertise
Expecting one in-house writer to be a Swiss Army knife of content writing is like expecting your neighbourhood barista to make a world-class martini — it’s not that they couldn’t try, but it probably won’t be their finest work.
Here’s the thing:
Most writers have a sweet spot, a niche they own.
Maybe it’s writing punchy, top of funnel blog posts that get shared like wildfire.
Maybe it’s writing bottom of funnel blog posts that dig into the complex problems your product or services solve.
Or maybe it’s writing Instagram captions that grab attention in a split second.
But asking one person to do it all?
That’s a tall order.
The reality is, when you stretch a writer too thin, you spread their talent even thinner.
Your in-house writer might crank out a decent blog post, throw together some social media updates, and maybe even draft a passable email newsletter.
But unless you’ve lucked out with a unicorn, chances are, you’re going to end up with a mixed bag of content.
Some good, some okay, and some that’s just plain mediocre.
And let’s face it: in today’s content-saturated world, “mediocre” is a one-way ticket to being ignored.
This is where agencies and freelance writers come into play.
The best agencies and freelancers live and die by their specialised skills.
They’ve polished their expertise in specific areas because that’s what gets them hired again and again.
You need a great social media strategy? There’s a freelancer who’s made a career out of writing Tweets that go viral.
Need a blog that ranks on Google for your target keywords. There’s an agency with a team of SEO geniuses who can make that happen.
With agencies and freelancers, you’re not trying to mould one person into a jack-of-all-trades.
No, you’re handpicking experts who are already masters of their craft.
You get to build your dream team, pulling in the best talent for each specific job.
And the best part?
You only pay for what you need, when you need it.
No full-time salary, no benefits, no ongoing costs to keep them trained up.
Just pure, focused expertise on demand.
Practical advice
Evaluate your content needs:
Before you start drafting that job listing for an in-house writer, take a good, hard look at what you actually need.
Are you pumping out blog posts, white papers, email campaigns, and social media content every week like clockwork?
Or are your content needs more sporadic?
If you’re expecting one writer to handle it all — across multiple platforms, mind you — you might be setting yourself up for disappointment.
No writer, no matter how talented, can be an expert in everything.
Sit down and map out your content calendar.
Look at the volume and variety of content you’re producing.
If you’re going wide and deep, that lone in-house writer might drown in deadlines.
You might be better off with mixing it up — an in-house writer for the day-to-day grind, and a few go-to freelancers who can swoop in for those specialised pieces.
Start with a contract:
Not sure if you’re ready to go all-in on an in-house writer?
Test the waters with a contract.
Hire someone on a short-term basis — maybe three to six months — and see how it goes.
This trial run gives you a chance to evaluate their work, see how well they adapt to your brand, and gauge whether they can keep up with the pace.
If it works out, great!
You can make it official.
If not, you’re not stuck with a full-time salary and benefits package on your books.
Consider a hybrid approach:
If you’re torn between the idea of an in-house writer and the flexibility of freelancers, trial a hybrid approach.
Bring on a part-time in-house writer to handle the everyday stuff—the social posts, the newsletters, the regular blog updates.
Then, keep a stable of freelancers or agencies for the heavy lifting — like that big white paper or your quarterly content audit.
This way, you get the best of both worlds: someone who’s embedded in your brand and a team of specialists you can call on when the stakes are high.
It’s a strategic move that gives you flexibility without sacrificing quality.
Assess long-term needs: Don’t just think about what you need now — think about where your business is headed.
Are you planning to scale up? Launch new products? Expand into new markets?
If your content needs are going to grow, you might eventually need a full-blown in-house content team.
A larger team can manage a heavier workload.
So you can sleep easy knowing you have dedicated resources for different types of content, from strategy to execution.
But if your needs are likely to remain steady — or if they’re primarily project-based — freelancers could be your best bet for keeping things lean and agile.
By “lean,” I mean maintaining a streamlined operation without the added overhead costs that come with a full-time staff.
- Freelancers allow you to allocate your budget more efficiently. You only pay for what you need, when you need it, without the burden of ongoing salaries and benefits. This flexibility can be especially valuable for small businesses or startups that need to stretch every dollar.
- And when I say “agile,” I’m talking about your ability to pivot quickly in response to changing market conditions or business priorities. With freelancers, you can scale your content efforts up or down with ease. If a big product launch is on the horizon, you can bring in multiple writers to create buzz and drive engagement. If business slows down, you can scale back without the worry of layoffs or underused staff.
2. Freelance content writers
Benefits of freelance content writers
Cost-effective
Let’s talk dollars and cents.
The best agencies come with a price tag that reflects their overhead — office space, salaries for multiple staff members, and fancy lunches.
In-house writers also require ongoing salaries, benefits, and the inevitable costs of training and equipment.
Freelancers, on the other hand, work on a project basis.
You pay for the work you need, when you need it.
This means you can scale up or down based on your budget without compromising quality.
Let me explain with a scenario.
Imagine you’re running a video software company.
You hire a freelance bottom-of-funnel writer who specialises in writing content for video editing software. That’s their bread and butter.
And this isn’t any old writer you can pick out from Upwork.
No, they have over 7 years’ experience in video editing; they’ve penned columns for TechCrunch about the best video editing software to hit the market.
They’ve walked the walk as a video editor, giving them hands-on experience that’s hard to beat.
They are, what one might call, the real deal.
Your freelance writer knows the ins and outs of what people are searching for when it comes to video editing software.
They understand the specific features your audience craves, and the pain points they encounter while using software like CapCut and Kapwing.
It’s a match made in heaven.
They’re the perfect option.
If you invested in a freelance writer like that, you’d be investing in expertise that is laser-focused on meeting the needs of your customers.
And you’d be investing in nothing but that expertise.
With agencies, you often find yourself paying a premium for layers of management, extra services, and a cookie-cutter approach that doesn’t always fit your needs.
But let’s be real: not every freelancer is a gem.
Just because freelance writers tend to cost less doesn’t mean you should grab any random option that comes your way.
Finding a top-notch freelancer is all about balance.
You need to actively seek out those who possess deep knowledge in a niche or specific writing style.
Only then will the freelance route yield the kind of return on investment that makes your budget smile.
So, how do you find these hidden treasures? It starts with vetting.
Dive into their portfolios.
Look for work that demonstrates expertise in your industry.
Read through client testimonials.
And don’t shy away from requesting samples that showcase their talent for writing persuasive, SEO-optimised content.
The right freelancer will have a track record of creating great content that strikes a chord with your industry/niche.
In the end, while hiring a specialised freelancer may seem like a cost-effective move, it’s all about choosing wisely.
You’re investing in a strategic partner capable of driving real results.
By targeting freelancers with that niche expertise and skill set, you’ll discover that those cost savings translate into tangible value.
Cons of freelance writers
Availability
Let’s talk about availability.
Freelancers are often juggling multiple clients at once, and while that hustle can be admirable, it can also pose challenges for you.
When you hire a freelancer, you’re bringing someone into your orbit who likely has a full roster of projects, each vying for their attention.
Your project might not always sit at the top of their priority list, which can lead to some uncomfortable scenarios.
Imagine this:
You’re gearing up for a big launch campaign, and you needed that long-form blog post or email campaign to go out yesterday.
You reach out to your freelance writer, only to find they’re swamped with deadlines from other clients.
Suddenly, your carefully laid plans are thrown into disarray. Expect delays and brace yourself for longer turnaround times.
This isn’t to say that all freelancers will leave you hanging. Many are incredibly professional and manage their time well.
For example, I don’t take on urgent projects if my schedule is already booked out.
But the reality is that life happens.
Maybe they have an unexpected project that requires their immediate attention or a personal commitment that takes precedence.
You can’t fault them for that; it’s the nature of the freelance lifestyle. We can be busy bees.
But it does mean you need to be prepared for the possibility that your timeline might not align with your freelancer’s timeline.
Now, this is where communication becomes crucial.
If you choose to work with a freelancer, establish clear expectations from the get-go.
Talk about deadlines, turnaround times, and how they handle busy periods.
A good freelancer will be upfront about their availability and will work with you to create a timeline that suits both parties.
Freelancers can bring incredible value to your projects, but you must be mindful of their availability.
Make sure to vet their workload and choose someone who can dedicate the time and attention your project deserves.
After all, when the stakes are high and you need results, having a writer who can deliver on time is just as important as their expertise.
Practical advice
Vet your freelancers.
Don’t just go with the first freelancer to hit “send” on their pitch.
Sure, they might have a snazzy cover letter and a decent portfolio, but that doesn’t guarantee they’re the right fit for your needs.
You need to dive deep into their work, ask for references, and kick things off with a small project to test the waters.
Here’s a two-part test that helps separate the wheat from the chaff:
1. Request their portfolio
Nice and simple way to start.
This is your chance to peek behind the curtain and see what they can truly do.
A writer’s portfolio is like a treasure chest, filled with their best work and unique style.
Ask your candidate to share articles they’ve written that closely align with your product, services or industry.
Then, throw in a little prompt.
Ask them what they love about those pieces, or why it makes them proud.
This way, you not only get a sense of how well they write but also an insight into what they value in their work.
It’s a small touch that can reveal a lot about their passion and commitment.
2. Paid test or short test
So, their portfolio looks promising.
Great. But before you break out the champagne, it’s time for the next step: a writing test.
Here’s the thing about writing tests — they’ve been around for a long time. They’re ancient.
They’re not some shiny new trend. They’ve stuck around for a reason: because a writer’s portfolio doesn’t always tell the whole story.
Why? Because a savvy editor can turn a dumpster fire into something that almost looks Pulitzer-worthy.
So, to really know what a freelance writer can do, you’ve got to see their raw, unedited work — the first-draft stuff that hasn’t been tinkered with by a team of wordsmiths.
That’s why writing tests were invented, and it’s why some editors and hiring managers won’t take a portfolio at face value.
Back in the day, writers just accepted writing tests as part of the process.
But times have changed and thank God for that.
Now, more and more employers are doing the right thing: paying for tests.
And that’s how it should be across the board.
If you’re going to ask a writer for a sample assignment, pay them for their time.
But, hey, that’s just my take.
And while opinions are nice, they don’t pay the bills.
So, my advice to freelance writers is always this:
If you’re asked to do a writing test and payment hasn’t been mentioned, bring it up.
Say something like, “I’m excited to dive in and show you what I can do. The assignment is clear, but we haven’t discussed payment. What’s the rate and payment terms for this task?”
This sets the expectation that your work has value.
If they come back and say it’s unpaid, you’ll need to decide if you’re willing to work for free.
As for the folks looking to hire (you), if you’re not going to pay for writing tests, at least keep them short.
Like really short. None of this 2,000-word unpaid writing test nonsense.
Instead, try something like this:
“Visit our website, poke around our site, get a feel for the product, its value proposition, and how it stands out from the crowd? Then, in 300 words or less, pitch it to our target audience in the style following the brief.”
Quick, simple, and to the point.
It respects the writer’s time and still gives you a taste of their expertise.
3. Test the freelance writer’s specialised expertise
One more point on this and then we’ll move on:
Writing tests are also your litmus test for specialised skills.
Let’s say you’re on the hunt for a technical writer.
A creative copywriter or SEO strategist isn’t going to cut it.
You need someone who can dive deep into the technical specs and come out with something that’s clear, precise, and not trying to be clever.
So, you can use a simple writing test that separates the sheep from the lamb.
For instance, if you’re hiring a technical writer, here’s a little something to throw at them:
“Write simple, step-by-step instructions for making toast using your electric toaster. The audience knows what toast is, but they’ve never used a toaster like yours.”
It’s a dead-simple prompt, but you’d be surprised how many candidates would stumble.
This test will quickly reveal whether they understand the nuts and bolts of technical writing or not.
You might find that folks who dazzled you with their résumés, samples, and interviews can’t even nail the basics.
And that’s the beauty of the writing test — it’s a no-nonsense way to see if a writer really knows what they’re talking about.
4. Set clear expectations
Miscommunication is the silent assassin of good content.
You want to kill your project? Be vague.
You want to make it thrive? Be crystal clear from the jump. We’re talking detailed briefs, hard deadlines, and a rock-solid communication plan.
The more precise you are, the better your freelance writer’s content will be.
Let’s get into some specifics:
Get your freelance writers to write lean, concise content
Tight content reads better.
5. Don’t pay per word
Next, let’s talk about money.
If you’re still paying your writers per word, it’s time to rethink that.
Pay per project, or within word ranges (like 800-1,000 words for blog posts).
This kills the incentive to pad the word count and forces writers to focus on quality over quantity.
Trust me, you’ll get leaner, meaner content.
6. Write clear briefs
Now, onto briefs. A good brief is like a map with turn-by-turn directions. Here’s what it should include:
- Objective: What’s the purpose of this piece? Are we selling, educating, or entertaining?
- Audience: Who’s reading this? Newbies, pros, or everyone in between?
- Key points: The must-haves. What absolutely needs to be in this piece? Bullet points work wonders here.
- Tone & style: Give them a vibe check. Is this formal? Conversational? Witty? Maybe toss in an example sentence or two.
- SEO requirements: Keywords, meta descriptions, alt text—the whole nine yard.
- Deadline: Don’t just say, “ASAP.” Give them a date and time. And stick to it.
- Examples: If you’ve got a piece that nails it, share it. If you’ve got one that missed the mark, share that too. Writers need to see what you love and what you loathe.
Set the stage right, and your writers will deliver work that’s on point.
No more back-and-forth edits, no more missed deadlines.
Just solid, quality content that hits the mark every time.
7. Don’t hire on Upwork
Platforms like Upwork do sometimes work.
But here’s the rub: Upwork takes a big slice of the pie — 20% for projects under $500, and 10% for anything above that.
So, let’s be real, your freelance writer budget’s getting diluted.
The freelancer isn’t pocketing 100% of what you’re paying unless you’re willing to bump up your payment to cover that loss.
So, you’re faced with two choices: either pay above market value to get someone competent or scrape the bottom of the barrel to find a freelancer hungry enough to work for less.
The problem? That second option is a ticking time bomb.
Sure, you might find someone willing to grind it out for cheap, but they’ll either burn out or start to resent the work.
And when that happens, you’re left scrambling to find another writer, all while your costs keep creeping up.
So, who really wins here? Upwork.
They’re raking it in while you’re left juggling the fallout.
If you’re looking to get the most bang for your buck and build a relationship with a writer who’s going to stick around, you might want to rethink the whole Upwork thing.
Find the talent yourself.
8. Use easter eggs in your content
Now, if you’re posting a job somewhere else, let’s talk about how to separate the wheat from the chaff.
First, drop an Easter Egg in your job posting.
Ask applicants to include a specific phrase in the first line of their application.
This will help you filter out spam and see who’s actually paying attention.
9. Use screening questions
Throw in a few screening questions.
My go-to?
Ask them what they like most about the niche and if it’s something they’re genuinely interested in or even a hobby.
This not only helps you gauge their grammar, but also gives you a peek into how well they fit your industry.
Because at the end of the day, you’re not just hiring a writer — you’re hiring someone who’s going to breathe life into your brand.
And that’s worth more than just a few well-written words.
3. Agency content writers
Benefits of agency content writers
Agencies aren’t your average, one-note content shop.
They’re the full orchestra.
When you bring them on, you’re not just getting a writer — you’re getting a whole team of people whose job it is to make your content sing.
Think of them as your outsourced brain trust.
Here’s how it typically works:
Account managers:
First, there’s the account manager. This is your point person, the go-between who keeps the wheels turning.
They’re there to make sure your vision doesn’t get lost in translation and that the team sticks to deadlines.
You’ll talk to them about goals, timelines, and everything in between.
They’re also the ones who play referee when the back-and-forth emails start piling up.
Content strategist:
Then, you’ve got your content strategist.
This person digs into your business like a detective.
They’ll look at your competitors, your audience, and your overall marketing goals to create a plan that ties everything together.
It’s not just about putting words on a page — it’s about making sure those words serve a bigger purpose.
They’ll tell you what kind of content you need, where it should live, and how it fits into your broader strategy.
Writers:
Once the plan is laid out, the writers jump in.
But unlike a freelancer who might write in a vacuum, agency writers are part of a collaborative machine.
They work with the strategist to ensure every word lines up with your brand’s voice and objectives.
They’ll draft, revise, and tweak until the content is exactly what you need, whether it’s a blog post, a white paper, or an email campaign.
SEO specialists:
And we can’t forget about the SEO specialist.
This is the person who makes sure your content doesn’t just sound good, but actually gets seen.
They’ll work their magic behind the scenes, optimising headlines, meta descriptions, keywords — things the average business owner doesn’t want to think about, but that make all the difference when it comes to search rankings.
Design team:
Some agencies also have a design team — graphic designers and UX experts who polish everything up.
They’re the ones making sure your content isn’t just words, but visually engaging, whether it’s an infographic, social post, or website layout.
Performance analyst:
Finally, there’s the performance analyst.
This person’s job is to track how everything is doing once it’s out in the wild.
They’ll monitor metrics, check conversion rates, and tweak the strategy based on real-time results.
If something’s not working, they’re the ones who’ll tell you, “Hey, we need to switch gears here.”
So when you work with an agency, you’re not just getting content — you’re getting a well-oiled machine that handles everything from ideation to execution, to tracking how well that content performs.
Whether it’s ten blog posts a month or a full-scale content overhaul, agencies have the manpower to handle large volumes without missing a beat.
Their team-based approach means they can ramp up production without sacrificing quality.
Agencies bring more to the table than just words.
They’ll help you develop a content strategy that aligns with your business goals, ensuring every piece fits into a bigger puzzle
Cons of agency content writers
Higher costs:
Here’s the thing: when you hire an agency, you’re paying for a whole suite of services — strategists, content writers, SEO specialists, designers, and analysts who work together like a finely tuned machine.
That expertise doesn’t come cheap.
Agencies are often priced out of reach for smaller businesses or startups because you’re not just paying for the words on the page, you’re paying for the entire experience and infrastructure that guarantees those words hit the mark.
And while the results might be great, that hefty price tag can be a tough pill to swallow if you’re working with a shoestring budget.
Potential lack of personalisation:
The other thing about agencies is that they’ve got a lot of plates spinning.
You’re not their only client, and while they’re good at keeping up with demand, you might not always get the intimate attention you’d get from a freelancer or in-house writer.
Content can sometimes start to feel a little “templated”— like they’ve taken a cookie-cutter approach to your brand.
Your unique voice, the one that makes your business stand out, could get watered down or lost in a sea of other projects.
It’s not that they don’t care; it’s just that they have to spread their focus across multiple brands, and that can lead to content that feels more like “one-size-fits-all” than tailored specifically to your needs.
Communication layers:
When you work with an agency, you’re not just talking to a writer directly.
You’ll often be communicating through account managers or project coordinators — middlemen whose job is to keep things organised and moving.
Now, on the one hand, this can be great because it adds structure and ensures deadlines don’t slip through the cracks.
But on the flip side, it can also slow things down.
Every question or piece of feedback has to pass through multiple hands before it reaches the writer or designer actually working on your project.
And as with any game of telephone, there’s always the risk that something important gets lost in translation, leading to miscommunications or frustrating delays.
Practical advice
Assess your long-term content strategy
Before jumping into a partnership with an agency, take a hard look at where you’re going with your content.
If you’re planning a major overhaul — say, a rebrand, a product launch, or breaking into new markets — an agency can offer the strategic muscle you need.
They’re not just there to write; they’ll help you shape a content strategy that aligns with your bigger business goals.
They’re particularly valuable when you need to think long-term and big-picture.
But if you’re just looking for quick, one-off content pieces, an agency might be overkill.
Be clear about your goals, and make sure an agency’s strengths match up with what you actually need.
Budget for the long-haul:
Agencies aren’t a short-term fix — they’re a long-term investment.
If you’re going to dive into this partnership, you need to be prepared to commit, both in terms of time and budget.
Make sure you understand exactly what you’re paying for.
Are you getting just content creation, or are they also handling strategy, SEO, and performance tracking?
Be clear about what’s included in the price, and ensure you’re getting value for your money.
If you’re looking for a partner to help grow your business, an agency can be worth the cost, but make sure you’ve budgeted for the full scope of their services.
Get to know the team:
Before signing any contracts, meet the actual team who’ll be working on your account.
You don’t want to just talk to the sales rep who promises the moon; you want to get a feel for the writers, strategists, and project managers who will be handling your content day-to-day.
This is your chance to gauge their expertise, working style, and, most importantly, how well they understand your brand.
If the team feels disconnected, or like they don’t quite “get” you, it’s a red flag.
Start with a project:
Not ready to dive headfirst into a long-term contract?
No problem.
Start small.
Give the agency a test drive by hiring them for a single project — maybe a content audit, a rebrand strategy, or a one-off campaign.
This gives you a taste of how they operate, how well they meet deadlines, and whether they can deliver the kind of results you’re after.
If the chemistry’s there, you can commit to a bigger partnership.
If not, you can walk away with no hard feelings.
Starting with a small project is a low-risk way to see if the agency is a good fit before diving into a full-scale engagement.
Final note
Choosing between an in-house writer, a freelancer, or an agency isn’t just about comparing costs — it’s about finding the right fit for your specific needs.
Here’s the takeaway:
- If you need deep brand immersion and quick turnaround times, and you have the budget for it, an in-house writer is the way to go.
- If you’re looking for flexibility, specialised skills, or project-based work, and you need to keep costs low, a freelancer is your best bet.
- If you need a comprehensive content strategy, high-quality content at scale, and you’re ready to invest, an agency can be your strategic partner for growth.
Remember, you don’t have to choose just one.
Many businesses find success with a hybrid approach — using an in-house writer for day-to-day content, freelancers for specialised projects, and agencies for big-picture strategy and execution.
The right content partner is out there — it’s just a matter of finding the one that fits your business like a glove.
That’s all, folks. That’s all he wrote.
Thanks for reading.
