A very simple answer to the question, “Should you outsource your blog?” is: it depends.
But no, it does not depend on who answers the question. A content specialist partner company may naturally tell you that outsourcing your blog can help, while companies that already handle blogging in-house may be more likely to say there is no need to spend extra money on it. In fact, the same answer also applies to local companies that are wondering if Singapore companies outsource their blogs since the same factors still apply.
Read on for a full checklist to help you decide whether to outsource your blog now or not, and how to outsource without losing quality or brand voice.
Photo credit: Sherissa R - Photography
When outsourcing your blog can make sense
When time and speed are your priorityThis is the harsh business reality that many corporate teams face: time is limited, and speed matters in some fast-moving industries. So for those who have rather little time, energy, or resources to spend on blogging, outsourcing certainly makes sense for time savings, efficiency, and scale.
This is the harsh business reality that many corporate teams face: time is limited, and speed matters in some fast-moving industries. So for those who have rather little time, energy, or resources to spend on blogging, outsourcing certainly makes sense for time savings, efficiency, and scale.
Yet with the rise of AI writing, the above can feel less convincing to some. Because are AI tools not already solving the issue of time and speed in blog writing? Well, while that may definitely be one of the modern solutions for blog production today, most search engine experts and Google’s guidance make it clear that the risk comes when generative AI is used to produce many pages without adding value for readers, or when content is created mainly to manipulate ranking rather than help people.
Yet with the rise of AI writing, the above can feel less convincing to some. Because are AI tools not already solving the issue of time and speed in blog writing? Well, while that may definitely be one of the modern solutions for blog production today, most search engine experts and Google’s guidance make it clear that the risk comes when generative AI is used to produce many pages without adding value for readers, or when content is created mainly to manipulate ranking rather than help people.
In reality, even if search engine ranking is not the priority, the potential drop in content quality may still be the issue that alienates readers. After all, it is a company or an organisation blog that we are talking about, with both corporate image and credibility clearly at stake.
In reality, even if search engine ranking is not the priority, the potential drop in content quality may still be the issue that alienates readers. After all, it is a company or an organisation blog that we are talking about, with both corporate image and credibility clearly at stake.
When expertise and consistency are among the concerns
In the business world, more often than not, the single factor that separates experts and specialists in blog writing is consistency, especially consistent quality despite time and speed pressure, as well as fixed, regularly scheduled delivery to ensure a constantly updated blog rather than a stagnant one.
So instead of stretching your internal team for something that is not really their expertise or even interest, engaging a specialist content partner for blog outsourcing may be the better option for ideas, SEO knowledge, and more room to scale while reducing operational strain and gaining more certainty on speed.
Photo credit: Photo by Brett Jordan on Unsplash
When the blog relies on a strong personal or brand voiceEver subscribe to some YouTube channels only to unsubscribe later because the host changed, or even simply because the tone of the new host’s voice put you off?
Ever subscribe to some YouTube channels only to unsubscribe later because the host changed, or even simply because the tone of the new host’s voice put you off?
While such personal charisma and personality are clearly much more prominent in personality-oriented media such as video and podcasts, a similar problem, unfortunately, can be particularly relevant for company websites that already have existing content with strong brand or internal writer voices and perspectives.
While such personal charisma and personality are clearly much more prominent in personality-oriented media such as video and podcasts, a similar problem, unfortunately, can be particularly relevant for company websites that already have existing content with strong brand or internal writer voices and perspectives.
In other words, for personality-driven blogs, where readers are strongly attached to the original blogger, or for any blog that relies heavily on the company founder or a particular representative as the public face of the brand, outsourcing may weaken trust or authenticity unless the outsourced writer can still maintain the same voice.
When highly specialised niches and reactive content are involved
While it is not totally impossible to find outsourced writers for highly specialised niches, the success rate is relatively low, not to mention the risk of inconsistent quality and the potential for much higher costs in finding the right writer.
At the same time, for any industry that requires reactive content, where fast reactions to news are paramount, blog outsourcing may simply be too slow to keep up.
In other words, for personality-driven blogs, where readers are strongly attached to the original blogger, or for any blog that relies heavily on the company founder or a particular representative as the public face of the brand, outsourcing may weaken trust or authenticity unless the outsourced writer can still maintain the same voice.
When highly specialised niches and reactive content are involved
While it is not totally impossible to find outsourced writers for highly specialised niches, the success rate is relatively low, not to mention the risk of inconsistent quality and the potential for much higher costs in finding the right writer.
At the same time, for any industry that requires reactive content, where fast reactions to news are paramount, blog outsourcing may simply be too slow to keep up.
A Quick checklist before outsourcing your blog
Here’s a quick checklist to help you decide whether to outsource your blog or not. Rather than focusing on cost or convenience alone, this checklist aims to provide an overview of the key aspects of blog outsourcing. Use this checklist as a quick, practical way to compare outsourcing with in-house writing.
Photo credit: Photo by Scott Graham on Unsplash
Vet and choose the right writer
In order to maintain quality, choose a writer whose style and quality are close to your brand. Remember to review samples, SEO skills, decide in advance whether the work will be ghostwritten or credited, and communicate clearly about the overall schedule and content plan before hiring.
Where possible, test writers first and leave room for feedback
Provide sufficient briefing, tone guidance & communication
Hirers must provide the writer with an in-house tone and style guide, the target audience, and clear angle guidance that is either clearly defined or at least properly discussed. Writers should also be given stronger context and clearer voice requirements, on top of active and responsive feedback.
It is also good practice to organise regular reviews and discuss possible draft revisions clearly, along with basic editorial control and transparency, before the project even starts.
Balance quality, budget, and clear limits on AI use
A general rule of thumb is not to go after cheap or fastest options if you care about standards. Make clear expectations on AI assisted writing from the start so as to set a clear boundary on AI use and protect quality.
In general, Google’s guidance does not treat AI generated content itself as a problem. The issue becomes more prominent when it is used at scale to produce thin, low value pages that mainly aim to rank rather than provide genuinely valuable content for readers.
Better blogs
Photo Credit: https://www.pexels.com/@markus-winkler-1430818/
Eventually, outsourcing a blog or not or however your blog is built, what matters most is that it conveys the message you want, stays on brand, and serves your readers properly. The bottom line is that there is no single right way to manage a company blog, but the better choice is the one that helps you build a stronger, better blog for your readers.
If you are still considering if your website should have a blog at all, check out our guide on setting up a business blog first. You can also explore more blog outsourcing guides here.
For businesses that want stronger blog results without placing more strain on the internal team, SGI1Qlick.com is a Singapore content partner that uses its signature AnalytCraft™, an AI-research-led content system, to plan, research, and deliver targeted, localised content that is carefully shaped around your business goals, audience, and brand voice.