Should you outsource blog writing?
I get it. Writing content, keeping up with socials and all of the admin that comes with running your own practice can be tiresome. Not to mention the 1:1 client work we do that is our core business. So outsourcing blog writing may seem like a timesaver and it gets the job done but is it worth it in the long-term?
The short answer: no.
This may be controversial given I’ve been a freelance writer for more than a decade, writing content for professionals just like you. But here’s the thing: blogging is a long-game. Unless you have oodles of cash to pay someone to write quality content on a frequent basis you are unlikely to see the results for months down the track, maybe more. On the other hand you could hire someone with cheaper rates but you will get poorer quality content and Google isn’t fond of poor content. Google wants to send searchers to quality content.
Here’s why you shouldn’t outsource blog writing
It’s expensive
If you pay a freelance writer at industry standard rates then you will be forking out about 1-2 thousand dollars per month (or more) on weekly blog posts. For many solo practitioners this is not a viable long-term option. Some professionals will hire a freelancer to write a batch of articles to get their website started and this is a good option to get going but unlikely affordable long-term.
No one knows your business (or audience) like you do
As a professional, you come with your own personal and professional experience, knowledge and skills and even if someone shares the same degree and work experience as you, they will still never be able to tap into your exact way of thinking. And your way of thinking is the biggest asset your business has. Your approach to helping people is why people seek you out and why they stick around.
Psychologists work from so many different modalities and theoretical frameworks, with some of us loyal to one modality while others, like myself, work eclectically. We have such different and interesting takes on the same presenting concerns and struggles our clients face. This means a freelance writer can’t be given a vague brief to write a blog post with the expectation they will be able to tap into your psyche and write exactly what you had in mind for that topic.
It takes time
One of the main barriers I’ve found professionals face when it comes to writing their own blog posts, is lack of time. And yet, what many people don’t realise, is that hiring a freelance writer is a relationship that needs to be nurtured, just like we do with our clients.
It takes more time upfront to reap the longer-term benefits of saving time. What does this mean, exactly? It means you have to spend MORE time on the writing and building the relationship so that the freelancer understands your voice, tone and approach so that you can eventually take a step back and let them do it for you. When this doesn’t happen, there’s a ton of editing and rewriting that will need to be done on your end until you’re happy with the end product.
Not to mention the briefing and outlining process that is required when you meet with any new freelance writer. The expectation is that over time, the freelancer will become more familiar with your writing style, your voice and your expectations which means you can take a more hands off position as time goes on. The problem is, many professionals are unable to justify paying a freelance writer for a long period of time to be able to get to that point.
That’s not to say it can’t be done. I once worked with a TEDx speaker and drug addiction psychologist over an eighteen month period, writing weekly blog content for his Psychology Today profile. Now, he was a public profile and super busy and had delegated many different marketing tasks to freelancers.
It took a little while to find our rhythm but what made it run so smoothly was access to his voice. His REAL voice through his podcast episodes that he would send sound bites of relevant to the blog post. I could use his own language and real life anecdotes and flesh it out into a written piece. I brought my psychology background into the writing by embedding his posts in research and evidence-based strategies.
So if you are happy to do an audio recording while you’re driving home from work with a brain dump- then yes, it may actually save you time! Most freelancers will request zoom meeting to understand your blogging needs. If you don’t have a podcast or the blessing of fully formed content ideas coming to you on a regular basis- then it probably won’t save you time. Not yet, anyway.
You are the face of your business
If you run a solo practice, then YOU are the face of the business. You are the brand. I know it seems weird to think of ourselves as a brand, especially as helping professionals, as the idea of marketing ourselves can feel a little icky. But if you want to create content that connects then people need to know who you are. They like to know a little about you, your personality and your values. This doesn’t mean you have to share private information about yourself but sharing some personal anecdotes can help build connection with your audience.
When should you outsource blog writing?
I’ve given some compelling reasons why YOU are the best person to write your blog posts and not a freelancer but in what circumstances is it best to hire someone to write it for you? These three situations are when you should consider outsourcing blog writing.
If you don’t work within a specialised field. If a generalist writer could easily pick up what you’re saying without all the terminology and background research, then yes, this may be a good option. For example, if you want a bunch of articles on your website that resemble patient handouts such as “what is social anxiety’ and ‘what is postpartum depression’ then this is something an experienced freelance writer could do without any qualms.
You just want the SEO. If you’re not fussed on being the face of the business and you purely want longform content to build SEO for your website and create more leads- then outsourcing is a great option. If you know you will never prioritise it or write the blogs yourself, then yes, outsourcing is a better option than not having any longform content on your website at all.
Your practice is multidisciplinary (i.e. you are not the only face of the brand). If you need a uniformed voice and brand, then outsourcing is a sensible option. Freelance writers can also act as content managers, who take the lead on brainstorming ideas, outlining and writing blog posts and delivering them on a regular basis. While you could ask your clinicians to contribute to the blog (many practices do this), it can be time-consuming assigning pieces and following up with clinicians and then to ensure the blogs have an overall unified feel that represents the business. A freelancer, on the other hand, could interview your staff, identify topics that are of interest to the professionals in your practice and build brand awareness from the outside in. This gives you a unified business voice.
Outsource other tasks
If time is still holding you back from writing blog posts, then look to outsource other tasks. This may include:
Editing, formatting, publishing blog posts
Researching
Creating canva graphics to share your blog posts via social media
Social media management
You’re the best person to write your own blog
Unless you’re only interested in SEO or you run a multidisciplinary practice, YOU are the best person to write your own blog.
After working with therapists and helping professionals for over a decade, I’ve learnt that anyone can learn to write their own blog posts and make it worthwhile for their business. This is why I shifted into blog coaching and mentoring, to help professionals become more confident in writing their own content so they don’t have to pay someone else to do it for them.
Want to launch your blog? I mentor therapists who want to blog their way to success. Contact me today!