I have one rule before outsourcing content to freelancers: I always prepare a detailed brief and guidelines. This helps them understand what I need and what the product is about.
I never break this rule.
If I can’t provide clear details to help someone craft a good piece of writing, why should I complain about the quality of the work?
Before you roll your eyes and think hiring someone will make your life easier, you need to make their job easier first.
Spending 2-3 hours researching and writing a good brief is far better than throwing out a keyword and expecting the freelancer to read your mind. It only works if you put in the effort.
Before outsourcing your content writing, consider if you really need it and how to make the most of it.
I have 5 ideas and some lessons learned to share.
Outsourcing content writing saves you time. It’s no secret that most companies rely on outsourcing to expand growth.
We did the same at Homevest. After we grew our SEO performance in the Romanian and Spanish markets, we wanted to replicate that success in the Portuguese market.
As a small team, outsourcing content was the best solution for fueling our growth and experimenting in a new market.
When hiring in-house writers is outside the budget, finding talented freelancers is a smart alternative. But where do you start?
We began by creating a topic cluster around our main keywords and focusing on bottom-of-the-funnel content.
With clear content priorities in place, we developed a strategy for outsourcing.
This is the first step that you shouldn’t skip.
Setting a clear goal makes it easier to choose the right tactics, analyze your progress, and optimize what needs improvement.
This might be one of my favorite tasks because it helps me see the bigger picture and clarify my goals for outsourcing, beyond the obvious growth.
To get you started, here are questions to ask yourself:
Start planning from there.
The more specific your goal, the easier it is to define the next steps.
Finding talented freelancers through multiple sources is a smart move.
Some ideas:
A well-crafted job description helps outline your requirements and promotes the project on specific platforms. I iterated on the job description several times and included a small task to help eliminate those who apply in bulk without reading the requirements.
The format was clear and straightforward.
I mentioned the project details, what I needed in a freelancer, and what they would receive from my side, including financial terms.
I also asked for samples and relevant experience.
In our case, we asked if they had bought a property abroad. Hands-on experience helps the freelancer create unique content for our digital platform, which simplifies mortgages in Portugal for international buyers. Their point of view would have been even more valuable.
You’ll usually receive many applications; unfortunately, many applicants don’t read the description. They might miss the sample requirements, or copy-paste AI-generated content as a cover letter.
That’s why being specific helps you reach freelancers with the right profiles.
A content brief guides freelancers in understanding exactly how you want the article to be written.
To build or improve your existing brief, make sure to include in your brief:
I always add guidelines to help freelancers understand our tone of voice and style. I also provide brief product training to cover what the product is about, the target audience, and benefits.
If the freelancer has experience in the topic, I encourage them to share their perspective.
After shortlisting candidates, test them with a paid article to see if they fit.
While it might seem costly to test multiple writers, it’s important to find someone who can deliver exactly what you envision.
Beyond evaluating their writing on your subject, you’ll also see how much research and effort they put into understanding your product.
You’ll also assess their ability to meet deadlines.
This approach makes choosing the right freelancers from your pool of candidates easier.
I usually prepare briefs in advance and share them with freelancers at the beginning of the month, giving them time to create the content.
I set the deadline for the end of the month to allow enough time for feedback and 1-2 rounds of edits. I aim to provide feedback within 2 days of receiving the first draft.
Outsourcing content is a new project at Homevest.
We're still figuring out what works best, but I want to share some valuable lessons we've learned along the way.
Maybe these insights will help you do better.
Trusting recommendations without testing can be a mistake.
Just because a trusted person recommends a freelancer and they’ve worked with impressive companies doesn’t mean they’re the right fit for you.
Success on one project does not guarantee success on another.
A short test saves you time.
If you assign a lengthy article and the freelancer doesn’t understand your product, you’ll spend a lot of time explaining it, leading to more feedback and more work for you.
By keeping tests short and focused, you can quickly assess a freelancer’s suitability without overwhelming yourself or them.
Test and refine your job description until you are happy with the applications you receive.
If you’re too general, you won’t be happy with the results.
The more specific you are, the better. Including a short assignment will help filter out candidates who don't read the description and apply in bulk.
Make sure your content briefs clearly communicate your requirements.
Add resources or similar articles if needed.
If you want to include expertise, propose Subject Matter Experts and provide contact details.
Propose a workflow that gives freelancers enough time to produce valuable work.
Give the freelancer the benefit of the doubt before terminating the contract.
While many have overused AI content, it doesn't mean using it is entirely wrong.
Use AI to your advantage without skipping important steps. Optimizing the content and proofreading the grammar can save you time.
While I believe 100% in a freelancer's capacity to adapt to any specific topic, one with hands-on experience in your area will add expertise and value to your content.
This will help you stand out when everyone else plays the same game.
You can go back to step one to set a clear goal for your outsourcing content strategy. Revisit step three to refine your content briefs and guidelines for the freelancers.
Your process might vary, but these insights can help you maximize your strategy and find the best freelancers for your needs. Best of luck!
