How to Outsource Content Marketing: A Comprehensive Guide for Small Business Owners

Kuba Czubajewski
Jun 01, 2023 – 7 min read
How to Outsource Content Marketing: A Comprehensive Guide for Small Business Owners

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Content marketing can be extremely beneficial for your small business. But many founders don't know how to approach content creation. They're confused by multiple frameworks, strategies, SEO, and a bunch of jargon phrases.

The solution? Content marketing outsourcing.

Instead of worrying about producing quality content consistently yourself, you can delegate this task. And let me tell you – hiring a content agency is not an only option.

In this article, we'll explore different content marketing outsourcing possibilities for small business owners.

What is Content Marketing Outsourcing?

What the content marketing outsourcing is about? Content marketing outsourcing is delegating your content marketing strategy to a specialized agency or team.

They can take care of every step of your content marketing plan – from brainstorming to implementation and optimization of your content.

Content specialists you hire have the expertise and resources to develop compelling and valuable content that resonates with your target audience.

By outsourcing content marketing, you can focus on other core aspects of their business. The content production process will happen alongside your business development, benefitting your small business further.

How to Outsource Content Marketing?

Outsourcing content marketing is much more than just handing over the reins to someone else. It involves finding the right partner, outlining clear goals, and ensuring consistent communication.

But fear not! Here's a step-by-step guide to help you navigate the process.

1. Identify Your Content Marketing Goals

Before you reach out to potential agencies or freelancers, you need to figure out the goals for your content marketing.

Are you looking to increase brand visibility? Boost customer engagement? Drive more traffic to your website?

Say you care about quick lead generation or increasing your revenue. An SEO specialist won't be of much help in this case, as search engine optimization takes a lot of time usually.

In that case, you might want to consult someone with more experience in social media marketing or user-generated content. They will know how to generate buzz around your brand quickly, increasing your potential for more revenue.

Once you've got a clear idea of your goals, it'll be much easier to communicate them to your outsourcing partner.

2. Search for the Right Partner

Now that you know your goals, it's time to find someone who can help you achieve them.

You have 3 choices here:

Here's how to identify a perfect content outsourcing partner for you:

Content Consultants

A content marketing consultant helps you improve your content marketing strategy. They can help you brainstorm ideas, develop a strategy, and execute it.

They're usually freelancers or small agencies that offer comprehensive marketing services. You'll work 1:1 with an expert who takes care of your entire content production process and helps you organize it.

In my work with clients, I set clear expectations at each stage of the journey.

We set up a clear schedule with:

example of content marketing KPIs

This allows us to gain clarity before we get to the actual content production. It’s also a great reference point for both sides when we feel like we are starting to lose focus.

Content marketing consultants are usually more affordable than content agencies.

Plus, they provide you with a dedicated specialist to manage all the content operations in your business. You don't need to hire a new freelancer each time you want to write a blog post. This is especially helpful when you hope to achieve the long-term results of content marketing.

A content consultant might not be the best option if you need to create a lot of content quickly. It would be better to find another solution.

Content Marketing Freelancers

For freelancers, you can use services like Upwork or Fiverr to find specialists from many areas of marketing:

Freelancers are the best solution for businesses that need help with short-term content projects or singular content marketing tasks.

On the other hand, if you need to execute a comprehensive strategy, a freelancer might not be a good idea. Usually, they juggle between many clients and might not have the bandwidth to engage fully in making your content strategy happen.

Content Agencies

Most content marketing agencies have their websites, so you can find most of the info about their services there. But it's not the only way. Google"Best content marketing agencies in [your area]" and use sites like Clutch to compare between different offers:

Check their portfolios, read their testimonials, and don't hesitate to reach out to their previous clients for feedback.

3. Communicate Clearly and Regularly

Once you've found the right partner, the key to a successful outsourcing relationship is clear, regular communication. Ensure that both parties are on the same page about the goals, strategies, and expected deliverables.

For instance, it may be helpful to have a clear process for revising the scope of work or adjusting timelines. This is if the project is taking longer than expected or the goals are changing.

In my case, I use ClickUp to manage content production pipelines for my clients.

Each client has a separate folder with organized lists based on different aspects of the content production process.

Make sure to meet with your partner regularly to review progress and discuss any issues or concerns that arise.

Make sure you document decisions and agreements during these meetings, so there's no miscommunication. Lastly, have a plan for handling any unexpected problems.

4. Track and Measure Performance

Lastly, make sure you track your content marketing results. Analyze your outsourcing partner's success, and communicate any concerns with them.

Track this metric using Google Analytics or another analytics tool. For example, you may want 100 website visits from your latest blog post.

As a result, you'll be able to keep your partner accountable and adjust your strategy as needed.

For my clients, I always set up a Content Marketing Looker Studio dashboard. I'm able to gather insights from marketing data this way and keep both sides in the loop.

Why Should You Outsource Content Marketing?

Outsourcing content marketing isn't just about delegating tasks. It's about tapping into the expertise and fresh perspectives that a dedicated content team can bring. Why should you consider outsourcing?

1. It Saves Time and Effort

In-house content marketing can be time-consuming and challenging. If you don't have the resources to handle content marketing yourself, outsourcing can be a great option.

It lets you focus on what you do best: running your business.

2. Access to Specialized Skills

Outsourcing gives you access to an expert marketing team. It brings a range of skills that you may not have in-house.

Take advantage of this opportunity. Whether it's SEO, social media marketing, or copywriting, a dedicated content marketing consultant, agency or freelancer has got you covered.

3. Cost-Efficient

Contrary to popular belief, outsourcing can be more cost-effective than hiring full-time staff. You only pay for the services you need, and you avoid the costs associated with hiring and training new employees.

The Potential Pitfalls of Outsourcing Content Marketing

Let's not sugarcoat it. Outsourcing content marketing has its risks. Understanding these potential pitfalls can help you avoid them and set your outsourcing journey on the right track.

1. Misalignment with Brand Voice

One major concern with outsourcing is the risk of losing your unique brand voice. To mitigate this risk, provide your outsourcing partner with clear guidelines about your brand's tone, style, and messaging.

2. Lack of Control

When you outsource, you cede some control over your content marketing. To counteract this, establish clear communication channels and set regular check-ins to stay in the loop.

3. Quality Concerns

You might worry about maintaining the quality of your content. To prevent this, always ask for samples, check reviews, and start with a small project to assess your partner's abilities.

Frequently Asked Questions

Here are the most popular questions about outsourcing content marketing:

1. What should I consider when choosing a content marketing partner?

You should consider the industry experience, previous work, client testimonials, and cost.

2. Can outsourcing content marketing really save me money?

Yes, you can save money by outsourcing content marketing. This is because you only pay for the services you need. You also avoid the costs of hiring and training full-time employees.

3. How do I ensure my brand voice isn't lost when outsourcing content marketing?

Provide clear guidelines about your brand's tone, style, and messaging to your outsourcing partner.

4. How can I measure the success of my outsourced content marketing?

You can use analytics tools to track metrics like website traffic, social media engagement, and conversion rates.

5. What are the potential risks of outsourcing content marketing?

The main risks are losing your brand voice, ceding control over your marketing, and potential quality concerns.

6. How often should I communicate with my outsourcing partner?

Regular communication is crucial, so weekly updates are a good starting point.


Outsourcing content marketing can be a game-changer for your business. It can give you access to specialized skills, save you time and effort, and potentially cut costs.

But, like any other strategy, it needs careful planning, clear communication, and regular performance tracking. This comprehensive guide, with all its nitty-gritty details, should be a good start for your outsourcing journey.

And remember, if you need help finding your perfect content marketing partner, I offer free 30-min discovery calls where I can help you identify the best solution for your business: