Case Study: Successful Outsource Blog Writing
For many growing businesses, maintaining a consistent, high-quality blog presence is a significant marketing challenge. Regular publishing demands a team of skilled writers, SEO expertise, strategic planning, and a pulse on evolving audience needs. To overcome this challenge, one digital marketing agency turned to outsourcing — and not only maintained their blog’s performance but elevated it to a new standard of success. In this case study, we’ll explore how strategic outsourcing transformed their content game.
TL;DR
This case study follows a mid-sized marketing agency that outsourced its blog writing to boost output without sacrificing quality. By partnering with expert freelancers and implementing a streamlined workflow, the agency doubled its content volume and increased organic traffic by 270% in one year. Challenges such as quality control and brand voice alignment were overcome through smart processes. Outsourcing, when done strategically, proved to be a scalable, cost-effective solution.
Background: A Growing Demand for Content
The agency in question, BrightMedia Co., had a growing roster of B2B clients, each demanding regular blog content as part of their digital marketing strategies. Internally, BrightMedia had a compact team of strategists and content marketers but lacked the bandwidth to consistently meet client expectations across different industries.
They experimented with hiring in-house writers but quickly realized the costs and inflexibility outweighed the benefits. That’s when the leadership team decided to explore outsourcing as a viable alternative.
Setting Objectives and Expectations
Before launching their outsourcing initiative, BrightMedia Co. established clear goals to measure success:
- Increase content output by at least 2x within six months
- Maintain or improve current standards of blog quality and engagement
- Improve SEO-driven traffic via consistent keyword and topic planning
- Manage costs and time efficiently without overburdening internal staff
The first step was to identify reputable outsourcing platforms and freelance marketplaces where they could find content creators with industry-specific expertise.
Choosing the Right Outsourcing Partners
After shortlisting several platforms, including Upwork, WriterAccess, and ContentFly, the agency initiated a trial with five handpicked freelancers. Each writer was tasked with producing a sample blog post based on existing content briefs and brand tone guidelines.
Selection criteria focused on:
- Experience writing for B2B audiences
- Strong understanding of SEO principles
- Consistent delivery timelines
- Adaptability to brand voice
Two writers stood out during the trial phase not just in writing proficiency, but in their communication, responsiveness, and attention to feedback. These freelancers were then onboarded to support multiple client accounts.
Building an Efficient Workflow
One major key to success was systematizing the entire content workflow. BrightMedia built a robust system that integrated communication, planning, editing, and publishing. Key components included:
- Editorial Calendar: A shared Google Sheet where the team planned topics and tracked deadlines for each client.
- Content Brief Templates: Each writing assignment came with a standard brief containing the target persona, keyword focus, key points to include, and desired CTA.
- Editor Review Cycle: Internal editors reviewed every piece before client delivery, ensuring quality and consistency.
- Feedback Loop: Writers received regular feedback to better align with each client’s voice and objectives.
This semi-automated structure allowed the in-house team to oversee strategy and client relations, while outsourced writers focused purely on content creation.
Results: A Quantifiable Success
Over the course of twelve months, BrightMedia tracked several key metrics to measure the impact of outsourcing blog writing:
- Content Output: Increased from 16 to 34 blog posts per month
- Organic Traffic: Increased by 270% across all client blogs
- Average Time to Publish: Reduced from 14 days to 6 days per post
- Client Satisfaction: Improved, with higher retention rates and upselling opportunities
Perhaps most importantly, they managed to achieve these results with fewer internal resources and more predictable costs.
Lessons Learned Along the Way
While the project was a success, it was not without its obstacles. BrightMedia faced several challenges and gleaned important lessons throughout the process.
The Challenge of Voice Consistency
Each client had a unique tone and messaging style. Initially, some of the outsourced content felt generic or misplaced. To address this, BrightMedia introduced detailed brand voice documents and added a short onboarding call between writers and the internal strategist. This small change made a significant difference in voice alignment.
Avoiding Over-Reliance on a Few Writers
When one of the original two key writers became unavailable for personal reasons, deliverables stalled until a suitable replacement was found. After this incident, the company built a small stable of backup writers who were kept in the loop and occasionally given small assignments so they were ready to scale up when needed.
Refining the Feedback Process
Early interactions were bogged down with long email threads. Moving feedback to a centralized platform like Trello with embedded comments and approval stages made the process smoother and faster.
Why It Worked
There were several reasons why BrightMedia’s approach to outsourcing was successful:
- Strategic Selection – Careful writer screening and skill-specific recruitment paid dividends in consistency and expertise.
- Clear Communication – Detailed briefs and brand documentation prevented confusion and reduced revision cycles.
- Systematized Workflow – A replicable model ensured scalability without chaos.
- Strong Editorial Oversight – Internal editors kept quality in check, maintaining high standards across clients.
Should You Outsource Your Blog Writing?
Outsourcing is not a magic wand that instantly fixes content challenges. But if applied strategically — with the right partners, solid processes, and clear objectives — it can be transformative.
It’s ideal for businesses that:
- Need to scale content production quickly
- Lack internal writing expertise
- Focus on cost efficiency
- Are comfortable managing remote teams and feedback cycles
Conversely, if your brand tone is highly nuanced or subject matter is extremely technical, consider a hybrid model where internal teams focus on high-level content while freelancers handle more evergreen or topical pieces.
Conclusion
BrightMedia Co.’s experience proves that with the right mix of people, process, and technology, outsourcing blog writing can be a game-changing strategy. It allowed them to serve more clients, increase their digital footprint, and focus internal energy where it mattered most — on strategy and innovation.
If you’re considering outsourcing your blog, it’s not just about saving money — it’s about amplifying your brand voice at scale. And as this case study shows, it’s entirely possible with the right plan.
