We didn’t want to outsource the content job.
Our plans were ambitious, and we needed more skilled writers to leverage our content marketing efforts.
The process of recruiting staff was too long for that, so we decided to go with freelancers.
Lesson 1: Cheap Copywriters Are Too Busy to Be Good
We were lured (as many of us) by the eagerness of many freelance copywriters to create the quality content at a low price.
Despite our skepticism, we wondered if we could make it work.
For a start, we determined it to be the 800-word paid test assignment.
Five writers from different writing services received clear styling guidelines from us and got hired.
When we checked the content these freelancers submitted, we became upset.
Consider this particular piece of content on the topic titled “Quantity Is the King in B2B Lead Generation.”
Let me tell you what is wrong with it.
The writing has nothing to do with the topic aimed at assigning a high priority to the volume of marketing activities in the B2B lead generation.
The writing is superficial and provides no value to readers.
Our biggest mistake was to believe that copywriters would do the research and come up with facts, supporting evidence and useful tips on their own.
Our expectations didn’t correlate with the reality in which cheap content writers take as many clients as they can to compensate their low rates with the volume of work.
They usually have a vague idea about the domain of knowledge the topic belongs to and aren’t motivated to explore it.
More to that, cheap copywriters are unaware of what a proper research is and are prone to rewrite first two or three relevant links they find in Google search.
We figured out that our approach to cooperation with low-cost content writers was deficient and made our minds to change duties and responsibilities.
Lesson 2: Do Not Even Try to Teach Cheap Copywriters New Things
Rules of the game were different this time. We decided to do the research in-house and outsource only the writing part.
By that time, we have already established the process of searching facts, statistics and other data to make blog posts look credible.
It didn’t make sense to ask copywriters to follow the guide, so I took charge of the research all by myself.