{"id":3215,"date":"2023-07-13T14:51:18","date_gmt":"2023-07-13T18:51:18","guid":{"rendered":"https:\/\/beomniscient.com\/?p=3215"},"modified":"2025-04-03T18:38:01","modified_gmt":"2025-04-03T22:38:01","slug":"how-to-grow-your-content-team-freelancer-vs-agency-vs-in-house","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/how-to-grow-your-content-team-freelancer-vs-agency-vs-in-house\/","title":{"rendered":"Field Notes #52: How to Grow Your Content Team: Freelancer vs. Agency vs. In-House"},"content":{"rendered":"\n<p>In a perfect world, your employee roster consists of dedicated in-house team members committed to bringing your vision seamlessly to life. But in the real world, you need to constantly juggle what can and should be outsourced\u2014and to who. (I recommend <a href=\"https:\/\/whonothow.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Who Not How<\/em><\/a><em> <\/em>by Dan Sullivan and Dr. Benjamin Hardy for more on this.)<\/p>\n\n\n\n<p>For the purpose of this newsletter, I\u2019m defining freelancer, agency, and in-house employee as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A <strong>freelancer<\/strong> is a single person who works outside of your company. They are hired on a contract basis as part of a per-project or retainer relationship. They are taxed as a 1099 independent contractor.<\/li>\n\n\n\n<li>An <strong>agency<\/strong> is a pre-assembled group of people who you hire as a vendor. Typically, there is one point of contact at the agency who is assigned to work with you and coordinates a network of employees and\/or freelancers to accomplish the tasks agreed upon.<\/li>\n\n\n\n<li>An <strong>in-house employee<\/strong> is a single person who works directly for your company under a W2 arrangement and is taxed using the&nbsp;<a href=\"https:\/\/www.formpros.com\/tax-forms\/form-w-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">W2 form<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>When considering who to hire, there is no one-size-fits-all approach. Individual company needs vary widely. While some things can never be outsourced efficiently, other things can be farmed out with ease.<\/p>\n\n\n\n<p>Ultimately, you want to <a href=\"https:\/\/www.intervue.io\/blog\/objectives-of-recruitment-selection-in-workforce\" target=\"_blank\" rel=\"noreferrer noopener\">select the right person<\/a> or solution who will help supercharge your content and get the results that you need.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hiring-freelancers\"><strong>Hiring Freelancers<\/strong><\/h2>\n\n\n\n<p>As a former freelance writer, I know the perspective of an <a href=\"https:\/\/www.llc.org\/sole-proprietorship\/\" target=\"_blank\" rel=\"noreferrer noopener\">independent contractor<\/a> firsthand. Now, as seasoned agency owners and professionals, we\u2019ve hired our fair share of freelance contributors.<\/p>\n\n\n\n<p>If you\u2019re considering whether or not to hire freelancers yourself, here are some things we\u2019ve learned.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-freelancers-thrive-on-concrete-assignments-not-strategy\"><strong>1. Freelancers thrive on concrete assignments, not strategy<\/strong><\/h3>\n\n\n\n<p>Most freelancers are typically far removed from an intimate understanding of a company and its products, goals, and target audience. They may be best suited to projects with clear, finite instructions.<\/p>\n\n\n\n<p>In my opinion, freelance writers are the boots-on-the-ground execution. Sure, there are freelance individuals that will develop strategy in addition to executing that strategy, but my experience has shown me that most freelance writers do their best work with a very detailed brief.<\/p>\n\n\n\n<p>Want high-level strategy? Seek out an agency or a freelance professional focused on strategy or other niche services.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-outsource-complex-and-time-consuming-tasks\"><strong>2. Outsource complex and time-consuming tasks<\/strong><\/h3>\n\n\n\n<p>Certain tasks, like link-building or \u201cdigital PR,\u201d are well-suited to expert freelancers who are embedded in existing professional networks.&nbsp;<\/p>\n\n\n\n<p>The stuff you want to outsource is the stuff that you can\u2019t do very well, would take a long time to learn, is expensive, or that you simply don\u2019t want to do.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-vet-freelancers-thoroughly\"><strong>3. Vet freelancers thoroughly<\/strong><\/h3>\n\n\n\n<p>Just because a freelancer isn\u2019t an in-house employee doesn\u2019t mean you can\u2019t vet them the same way. Even if a freelancer comes recommended or has an impressive portfolio of work, you want to see how they perform for your company in a real-world scenario.<\/p>\n\n\n\n<p>Have a screening call with them,  ask them to share their <a href=\"https:\/\/www.mobilocard.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">electronic business cards<\/a> to check their work portfolio, do a test project, and pay them for it. The key is to see what you\u2019re going to get before you commit to a long-term relationship.<\/p>\n\n\n\n<p>This helps you get a true feel for a potential freelancer\u2019s <a href=\"https:\/\/enhancv.com\/blog\/soft-skills-on-resume\/\" target=\"_blank\" rel=\"noreferrer noopener\">soft skills<\/a> and personality before agreeing to a hefty commitment. You can of course \u201cfire\u201d or discontinue working with a freelancer at any time, but it\u2019s more productive to put in an effort upfront.<\/p>\n\n\n\n<p><em>Tip<\/em>: I wrote a comprehensive guide to finding, vetting, and onboarding freelancers. <a href=\"https:\/\/beomniscient.com\/blog\/finding-vetting-and-hiring-freelance-writers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Check it out<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hiring-agencies\"><strong>Hiring agencies<\/strong><\/h2>\n\n\n\n<p>Are you ready for an agency? (Hello \ud83d\udc4b\ud83c\udffb)<\/p>\n\n\n\n<p>The answer may be yes\u2014if you have significant funds to spend and have your positioning secured.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-dial-in-your-core-strategy\"><strong>1. Dial in your core strategy<\/strong><\/h3>\n\n\n\n<p>Organic content marketing builds on the fundamentals; it can\u2019t come before your audience or core messaging work. If you don\u2019t have your core business strategy in place, go back to the drawing board. I\u2019m talking about:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What you\u2019re selling<\/li>\n\n\n\n<li>Why<\/li>\n\n\n\n<li>Who you\u2019re talking to, and&nbsp;<\/li>\n\n\n\n<li>What you have to say<\/li>\n<\/ul>\n\n\n\n<p><em>Tip<\/em>: If you need help sorting out the last bullet, check out my brand POV exercise <a href=\"https:\/\/beomniscient.com\/blog\/brand-pov-workshops-part-1\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a> and <a href=\"https:\/\/beomniscient.com\/blog\/brand-pov-part-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n\n\n\n<p>But if you\u2019re early stage and don\u2019t have any blog posts written, haven\u2019t figured out your positioning, or are constantly changing your value proposition on your homepage, you shouldn\u2019t hire an agency.<\/p>\n\n\n\n<p>In the off chance we get prospects like this that slip through our initial lead qualification stage, we don&#8217;t pull any punches. Instead of selling them on services that wouldn\u2019t move the needle, we let them know which building blocks are missing and recommend them to our partners\u2014and, of course, encourage them to come back when ready.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-find-your-perfect-agency-match\"><strong>2. Find your perfect agency match<\/strong><\/h3>\n\n\n\n<p>Once you\u2019re ready to commit to an agency, don\u2019t let potential agency partners rush the matchmaking process. Just like with any relationship, go into an agency relationship fully informed and on your own terms.<\/p>\n\n\n\n<p>If you really want to vet an agency, they\u2019ll be OK if you slow it down and take it at your own pace. Just let them know, \u201cHey, we want to make sure you\u2019re the right fit for us, and we\u2019re the right fit for you.\u201d<\/p>\n\n\n\n<p>Don\u2019t follow their sales process. <em>You<\/em> direct how you want to vet them (or us \ud83d\ude00).<\/p>\n\n\n\n<p>Feel free to request that the agency contact meet with multiple members of your team, and get them to chat through more than just a blanket promise that everything will be smooth sailing once you sign.&nbsp;<\/p>\n\n\n\n<p>The right agency partner will appreciate your thoroughness as it makes their jobs easier in the long run\u2014trust us.<\/p>\n\n\n\n<p>Any agency that sells on simplicity is probably brushing over a lot of the details. We wouldn\u2019t tell any client that the work we do together is going to be easy. There\u2019s going to be some bumps in the road, and we\u2019re going to figure it out together.<\/p>\n\n\n\n<p>That\u2019s why we call them agency <em>partners<\/em>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-give-your-agency-a-decent-runway\"><strong>3. Give your agency a decent runway<\/strong><\/h3>\n\n\n\n<p>If you work with an agency, give them an appropriate amount of time for their strategy to take shape and the relationship to blossom.<\/p>\n\n\n\n<p>Few people want to sign a year-long commitment to an agency they don\u2019t know. But, you could start with three to six months to better understand how they work; then you could decide.&nbsp;<\/p>\n\n\n\n<p>Avoid committing to month-to-month. Coming from an agency perspective, it doesn\u2019t give us the peace of mind that you\u2019re committed to doing something long-term\u2014and we need you involved, too. Even a few months of commitment is a better demonstration of commitment than just one, and it gives your agency team time to get in the weeds.<\/p>\n\n\n\n<p>In order to build a truly effective partnership, consider <a href=\"https:\/\/beomniscient.com\/podcast\/\" target=\"_blank\" rel=\"noreferrer noopener\">the long game<\/a>. An organic content strategy can take months or years to develop, so you can\u2019t look for a silver bullet solution. Give your agency team adequate time for discovery and implementation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hiring-in-house\"><strong>Hiring in-house<\/strong><\/h2>\n\n\n\n<p>Let\u2019s talk about when to bring a bonafide team member on board in the form of a new <a href=\"https:\/\/www.paystubcreator.net\/blog\/human-resources\/understanding-w-2-your-guide-to-the-w-2-tax-form\" target=\"_blank\" rel=\"noreferrer noopener\">W2<\/a> hire.<\/p>\n\n\n\n<p>At Omniscient, we believe the long game often means using <a href=\"https:\/\/www.hirewithnear.com\/blog\/recruitment-process-outsourcing\" target=\"_blank\" rel=\"noreferrer noopener\">outsourcing<\/a> options as a stepping stone until you have the time, workload, and resources to justify a new in-house staff member.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-technical-products-deserve-in-house-expertise-nbsp\"><strong>1. Technical products deserve in-house expertise&nbsp;<\/strong><\/h3>\n\n\n\n<p>The more complex your industry is, the better off you\u2019ll be when it comes to nurturing in-house talent.<\/p>\n\n\n\n<p>The differentiator between in-house and <a href=\"https:\/\/unity-connect.com\/our-resources\/blog\/how-outsourcing-works-and-advantages\/\" target=\"_blank\" rel=\"noreferrer noopener\">outsourcing<\/a> comes down to the complexity of your industry and product. Super technical products deserve a long-term relationship with content strategists.&nbsp;<\/p>\n\n\n\n<p>As a freelancer or managing an agency\u2014I\u2019ve been both\u2014it\u2019s hard to have a short-term (like six weeks) window to come in, get to know the product really well, and develop a whole content strategy or team.<\/p>\n\n\n\n<p>If you have a highly technical product or service, you have a few options:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify a specialized contractor who can sink their teeth into the complexities of your company and stick around for a while<\/li>\n\n\n\n<li>Convert a trusted contractor or freelancer to an in-house role over time<\/li>\n\n\n\n<li>Commit to a long-term (12+ months) agency relationship before you can invest in an in-house hire<\/li>\n\n\n\n<li>Seek in-house help from the get-go<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-consider-moving-from-agency-to-in-house\"><strong>2. Consider moving from agency to in-house<\/strong><\/h3>\n\n\n\n<p>Some of our own clients have even transitioned to hiring a full-time role because they thought that was the best long-term play. I agree\u2014depending on the complexity of your product, this can be the best use of your budget and energy.<\/p>\n\n\n\n<p>Sometimes a progression from one type of assistance to another makes the most logical sense. Startups can benefit greatly from hiring an agency that solidifies the strategy, then slowly hand over the reins over time.<\/p>\n\n\n\n<p>Let\u2019s say your company is trying to get SEO-optimized content off the ground. They already have a marketing team focused on demand generation, but they don\u2019t have a team focused on creating new, original content. They don\u2019t have the budget (yet).<\/p>\n\n\n\n<p>In this case, it makes sense to hire an agency and hand that off to a team you trust. Then, over time, you can start shifting some of that responsibility in-house, where you might establish some bandwidth with an employee or get the budget for a new head count\u2014say, <a href=\"https:\/\/beomniscient.com\/case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\">with the new revenue you drive from content<\/a>.<\/p>\n\n\n\n<p>Eventually, an in-house employee might start to own the strategy creation piece, hire a couple of freelancers directly, or even bring on in-house writers to create content under their direction\u2014ultimately replacing the agency relationship.<\/p>\n\n\n\n<p>This is the best long-term solution and the most cost-effective. In fact, this is probably the best way for us as an agency to seamlessly off-board a client and set them up for long-term success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-in-house-is-the-end-goal\"><strong>3. In-house is the end goal<\/strong><\/h3>\n\n\n\n<p>As the above examples and advice allude, thinking about moving work in-house is a valuable end goal in many cases.<\/p>\n\n\n\n<p>A valid question to ask in every hiring scenario therefore becomes: Why can\u2019t we do this in-house?<\/p>\n\n\n\n<p>Depending on the answer, you can hire accordingly and make a plan of attack for the future.<\/p>\n\n\n\n<p>Some of our prospects have said they don\u2019t have time to manage the team, or they don\u2019t have the budget to hire someone full-time to write that much content. But, if you have the money but not the bandwidth or headcount, hire an agency.<\/p>\n\n\n\n<p>Ultimately, if an agency or freelancers can help as stepping stones on the way to success, that\u2019s great. A good agency will understand that businesses evolve and that a company gaining the ability to hire in-house is a mark of success that should be celebrated.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-investing-in-the-best\"><strong>Investing in the best<\/strong><\/h2>\n\n\n\n<p>No matter where you look for talent or what kind it consists of, the best rule is to properly vet all candidates so that you set up your relationship to thrive. When deciding between freelancers, agencies, and in-house teams, utilizing <a href=\"https:\/\/recruiterflow.com\/blog\/recruitment-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">recruitment strategies<\/a>, like <a href=\"https:\/\/recruitcrm.io\/blogs\/recruitcrm-exclusives\/text-recruiting\/\" target=\"_blank\" rel=\"noreferrer noopener\">text recruitment<\/a>, can streamline the hiring process and ensure you find the right fit for your content needs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-hard-work-is-hard-to-come-by\"><strong>Hard work is hard to come by<\/strong><\/h3>\n\n\n\n<p>Work ethic isn\u2019t something that only freelancers or in-house employees have. There\u2019s no guarantee that any one individual will show up with their A-game each day.<\/p>\n\n\n\n<p>In my experience, in-house writers can get complacent, given the output demand is less than their driven freelance counterparts.<\/p>\n\n\n\n<p>Freelancing is like hunting\u2014you\u2019re \u201ceating what you kill,\u201d meaning that you\u2019re always on the hunt for new clients, and that\u2019s often through word-of-mouth. With that ethos, every freelance piece has to be the very best.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-cultivate-a-long-game-relationship\"><strong>Cultivate a long-game relationship<\/strong><\/h3>\n\n\n\n<p>The ultimate goal is hiring people who become skilled and self-sufficient over time, requiring little oversight or hand-holding.<\/p>\n\n\n\n<p>Perhaps that means filtering down to your top freelancers through an ongoing series of official or unofficial test assignments. Maybe it means setting an extremely high bar for hiring criteria.<\/p>\n\n\n\n<p>Aiming to work with people long-term prevents you from initiating substandard working relationships.<\/p>\n\n\n\n<p>You never know when you\u2019ll cross paths or collaborate with former hires and colleagues. When you approach hiring strategically, each and every hire becomes a part of your network, remains in your professional orbit, and contributes to the growth of your business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Recommended Reads<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/whonothow.com\/#AboutAuthor\" target=\"_blank\" rel=\"noreferrer noopener\">Who Not How<\/a> by Dan Sullivan and Dr. Benjamin Hardy &#8211; This book helped us ask \u201cWho can help us do X?\u201d instead of \u201cWhat\u2019s the quickest way to learn how to do X ourselves?\u201d We highly recommend it.<\/li>\n\n\n\n<li><a href=\"https:\/\/review.firstround.com\/stop-overcomplicating-it-the-simple-guidebook-to-upping-your-management-game\" target=\"_blank\" rel=\"noreferrer noopener\">Stop Overcomplicating It: The Simple Guidebook to Upping Your Management Game<\/a> &#8211; First Round Review is <em>always<\/em> good. This piece helped me stop overthinking as a manager, and the tactics discussed apply to managing freelancers and agencies, too.<\/li>\n\n\n\n<li><a href=\"https:\/\/beomniscient.com\/blog\/finding-vetting-and-hiring-freelance-writers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Our Guide to Finding, Vetting, and Hiring Freelance Writers<\/a> &#8211; \u201cIf you think hiring good writers is expensive, wait until you hire cheap ones.\u201d Our freelance writers at Omniscient are phenomenal. This guide walks through every step we take to bring them on board.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a perfect world, your employee roster consists of dedicated&#8230;<\/p>\n","protected":false},"author":4,"featured_media":3216,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-3215","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #52: How to Grow Your Content Team: Freelancer vs. Agency vs. In-House - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/how-to-grow-your-content-team-freelancer-vs-agency-vs-in-house\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #52: How to Grow Your Content Team: Freelancer vs. Agency vs. In-House\" \/>\n<meta property=\"og:description\" content=\"In a perfect world, your employee roster consists of dedicated in-house team members committed to bringing your vision seamlessly to life. 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