Outsourcing content: when to hire a copywriting agency versus building an in-house team

If you’re leading a busy marketing, comms, or creative team, and have struggled to meet deadlines and client demands, chances are you’ve thought about what’s right for your team – outsourcing copywriting versus writing in-house. 

It’s a fair question, and one with no one-size-fits-all answer. But understanding the pros and cons of each route can help you make a confident, content-savvy decision. Whether you’re drowning in deadlines, launching a new brand, need those blogs off your to-do list, or simply want to up your content game, this guide will help you figure out what’s best for your team right now. 

In-house copywriters, the good and the bad  

Having internal writers on hand can be brilliant, especially for large organisations with ongoing, day-to-day content needs. Here’s why: 

• Deep brand knowledge – They live and breathe your business and understand the nuances of your tone, goals, and stakeholders. 

• Faster turnaround – For small jobs, it can be quicker to brief someone sitting nearby (or on Slack/Teams). 

• Embedded collaboration – Writers become part of your team culture and workflows, making collaboration more seamless. 

That said, there are a few common challenges when relying solely on in-house copywriters: 

• Limited capacity and creative burnout – There’s only so much one person (or a small team) can handle and churning out the same kind of content every day can sap inspiration fast. 

• Recruitment time and cost – Hiring great writers isn’t easy, doesn’t happen overnight and you’ll need deep pockets for the right people (plus budget for NI contributions, holiday pay, sick pay, training…).  

• Missing expertise – People aren’t superheroes; your team might be missing that expert in one area who could change the whole copywriting game.  

When outsourcing copywriting to an agency makes sense 

Outsourcing content to a copywriting agency is a smart move for many businesses, especially when: 

1. You’ve got a content backlog

If blog posts, whitepapers or web pages are piling up unfinished, a freelancer or agency team can help you clear the decks quickly, without sacrificing quality. When things get hectic (product launches, campaigns, events, staff holidays), an outsourced team can slot in smoothly to keep things moving. 

2. You need a fresh perspective

External writers bring a new set of eyes, valuable perspectives from other industries, and often a more objective take on your messaging, especially helpful for tone of voice development or rebrands. 

3. 3. You need specialist writing skills

From technical copywriting through thought leadership to snappy strapline development, agency writers often bring niche experience that’s hard to find in one person. 

Can I use both my in-house team and a copywriting agency? 

Many of our clients use a blended model: an in-house team supported by a flexible content partner (that’s us!) who can scale up or down based on need. 

This hybrid approach means you get the best of both worlds: 

• Consistency and deep brand knowledge from your internal team. 

• Flexibility, capacity, and fresh thinking from your external writers. 

Outsourcing copywriting doesn’t mean giving up control; it means gaining support. Whether you’re planning a full content strategy with integrated brand messaging, ongoing blog writing, or specialist support to develop or refine your tone of voice, we’re here to help. Think of us as your content co-pilot. 

Need help getting started? 

Here at Wordsmiths, we work with in-house comms teams, marketing departments, and creative agencies to deliver sharp, strategic content on time, tone, and budget. Contact us today to talk about how we can help you meet client demands and deadlines.