Comparing in-house, freelance, and agency content writers: the Pros and Cons

It’s no secret that quality content is the backbone of any successful digital marketing strategy. Whether it’s engaging blog posts, SEO-optimised web pages, or informative whitepapers and guides, the right content can significantly impact a brand’s online presence, leading to higher rankings, more conversions, and better customer loyalty. However, the decision of where to source this content – whether in-house, freelance, or through a content writing agency – is a crucial one that needs careful consideration. Let’s dive into the pros and cons of each model. 

In-house content writers: the pros and cons

Definition: In-house content writers are employed directly by a company, working within its premises and closely aligned with the internal team. 

Pros of in-house writers

  • Domain expertise: In-house writers often have a deep understanding of the company’s vision, value proposition, and goals. Once educated on the company’s inner workings, they can maintain a consistent viewpoint across their work.
  • Deep understanding of brand voice and tone: In-housea writers inherently grasp the brand’s voice and tone, ensuring that the content remains cohesive and resonates with the intended audience.
  • Seamless collaboration with other departments: The proximity of in-house writers allows for effortless collaboration with other departments. This ensures that content aligns across various aspects of the business.
  • Enhanced confidentiality and security: In-house writers operate within the confines of the company’s security protocols and confidentiality agreements, minimising the risk of sensitive information leakage. 
  • Streamlined approval processes: Familiar with the company’s approval processes and hierarchies, in-house writers can facilitate smoother content workflows and quick turnaround times. Their knowledge of internal protocols helps expedite content creation, review, and publication.

Cons of in-house writers

  • Productivity and capacity: Changes in demand may mean there are times when there is more work to be done than what the team can handle, which can lead to bottlenecks and a reliance on external agencies or resources. Similarly, during quiet periods, teams could be underutilised. 
  • High fixed costs: Maintaining an in-house content team can incur high fixed costs, including salaries, benefits, training, management, and infrastructure. This financial commitment may pose challenges, especially during periods when business fluctuates. 
  • Changing priorities: In-house teams may face shifting priorities within the organisation, impacting content creation schedules. As such, they could require constant adjustments to align with evolving business needs.
  • Limited diversity of perspectives: In-house teams may show a tendency towards limited perspectives. This lack of diversity could hinder innovation in content creation, as well as diverse perspectives that can be valued by both search engines and readers.

Freelance content writers: the pros and cons

Definition: Freelance content writers operate independently, offering their writing services on a project-by-project basis. They are typically ex-employees or are found through various platforms that connect businesses with freelancers, creating a flexible and diverse pool of talent.

Pros of freelancer writers

  • Flexibility and scalability: Freelance writers provide businesses with the flexibility to scale their content needs based on specific projects. This adaptability works particularly well for companies with fluctuating workloads.
  • Diverse expertise and writing styles: Freelancers bring a wealth of diverse expertise and writing styles to the table. Their external perspective can infuse fresh ideas and creativity into the content, catering to a broad audience.
  • Cost-effectiveness for specific projects: Hiring freelancers can be cost-effective for businesses, especially for one-time or short-term projects. This pay-as-you-go model allows for budget-friendly content creation.
  • Reduced overheads: Employing freelancers reduces overhead costs associated with in-house teams, such as office space, equipment, and benefits. This cost-effectiveness is particularly attractive for smaller businesses.
  • Flexibility in working hours: Freelancers often operate on flexible schedules, accommodating various time zones and adapting to the specific needs and timelines of the client.

Cons of freelancer writers

  • Potential inconsistency in quality and reliability: While freelance prices may be enticing, there can be challenges in maintaining consistent quality and reliability. Some freelancers might offer off-the-shelf solutions with limited customisation.
  • Lack of understanding of business: Freelancers may lack a deep understanding of the client’s business, leading to content that may not align with the brand’s voice, viewpoint, or quality expectations. While the initial low cost of freelancers may appeal, they can result in additional costs and frustrations in the long run when initial expectations are not met.
  • Business continuity issues: If freelancers become ill or face personal issues, there can be a business continuity problem as projects may get delayed or put on hold, impacting deadlines and deliverables.
  • Time and resource-intensive management: Searching for freelancers, testing their capabilities, and managing their work requires significant time and resources. This management of this process is not a core compotence of your buysiness, the process can detract from focusing on primary business objectives and strategic initiatives.

Content writing agency: the pros and cons

Definition: Content writing agencies like Key Content craft tailored and high-quality content for businesses. With scalability and a vast pool of skilled content writers and SEO consultants, these agencies aim to enhance their client’s online presence by providing a comprehensive suite of services.

Pros of content writing agencies:

  • Access to a team of expert writers: Content writing agencies like Key Content provide access to a pool of carefully selected and highly skilled writers. Rigorous testing and a comprehensive selection process ensure that only the top 1% of applicants become part of their team.
  • Scalability: Agencies, particularly those with expansive communities like Key Content, offer scalability to meet diverse content needs. This vast talent pool covers various domains, from travel and e-commerce to health, ensuring a tailored approach to content creation.
  • Up-to-date SEO optimisation: Agencies are well-versed in SEO optimisation, employing comprehensive strategies to ensure content is search engine friendly. 
  • Dedicated project managers: Agencies provide dedicated project managers familiar with the intricacies of a client’s business. These managers streamline communication, reducing the need for clients to manage multiple content writers individually.
  • Wide range of services: Content agencies offer a diverse array of services beyond blog content. This includes AI-assisted product descriptions, editorial content, SME written whitepapers, technical SEO, and AI content consultancy.

Cons of content writing agencies:

  • Cost considerations compared to freelancers: Working with agencies may involve higher costs compared to freelancers, especially if your volumes are low. However, the long-term partnership and the high level of quality and expertise often justify the investment.
  • In-depth internal decision-making: The process of selecting and onboarding an agency often involves more time-consuming decision-making than hiring a freelancer. This includes understanding agency offerings, negotiating contracts, and ensuring alignment with specific requirements.

Importance of making the right decision

Choosing the right approach for content creation is crucial for sustained success in digital marketing. It is essential to evaluate your goals, budget, and desired outcomes over the next 12 to 24 months to ensure you make the right choice for your business.

Whether going for the intimacy of in-house teams, the flexibility of freelancers, or the comprehensive solutions provided by agencies, making sure the chosen approach aligns with your business’s key metrics and long-term objectives is key. Success in SEO content creation is not just about meeting short-term goals but achieving long-term success in the digital marketplace. By choosing the right strategy and resources, businesses can navigate any challenges and emerge as leaders in their respective domains.

If you need help evaluating your content creation strategies and approach, you can turn to experienced content agencies like Key Content for expert guidance and tailored solutions. We offer content writers on demand in flexible models for you to choose: project delivery on demand, dedicated writer retainer, or assembling a vertical team/staffing service.




  1. What are the typical costs associated with hiring in-house writers, freelancers, or agency writers?
  • Answer: The costs vary significantly based on the chosen approach. In-house writers typically incur salaries, benefits, and operational expenses. Freelancers may offer flexibility with project-based fees, while agencies may involve a higher upfront cost but often provide more comprehensive solutions. It’s crucial to weigh the long-term value against immediate costs to make a strategic decision.
  1. How can I ensure the chosen writer understands and replicates our brand voice effectively?
  • Answer: Communication is key. Clearly define your brand voice, values, and expectations from the outset. Provide detailed brand guidelines and conduct briefing sessions. For in-house teams, ongoing training ensures alignment. Freelancers and agencies benefit from thorough onboarding and consistent feedback loops to refine and replicate the desired brand voice.
  1. What are the common challenges when working with in-house, freelance, or agency writers, and how can they be mitigated?
    • In-House writers:
      • Challenge: Limited diversity of perspectives.
      • Mitigation: Encourage a culture of collaboration, seek external inspiration, and consider periodic cross-functional projects.
    • Freelance writers:
      • Challenge: Communication hurdles and potential inconsistency in quality.
      • Mitigation: Establish clear communication channels, provide detailed briefs, and foster ongoing relationships with reliable freelancers.
    • Agency writers:
      • Challenge: Cost considerations compared to freelancers.
      • Mitigation: Focus on the long-term partnership and the added value agencies bring, such as scalability, specialised expertise, and established processes. Clarify budget expectations early in the partnership.



Related blog posts

Ecommerce on laptop
Train travelling across country side
Untitled (58)