Why I Never Hire Full-Time Content Writers
Today’s opinion post is by Lucy Mitchell, VP of Content at Cloudscape. She has over 15 years of experience in marketing, SEO, and analytics.
Why I never hire full-time content writers? It’s almost a sin to say this in marketing, where content is king, queen, and even the court jester. The truth must be told: the full-time content writer is an outdated relic in the agile world of tech marketing.
Before you grab your pitchfork, hear me out. This isn’t a jab at the talented writers crafting words across countless blogs and landing pages. It’s about strategy. It’s about being nimble. It’s about refusing to be tied to the idea of permanence in a world that thrives on change.
Consider the landscape we navigate: technology evolves daily, and consumer preferences shift like sand dunes. The constant need for fresh content is undeniable, but our way of sourcing that content needs improvement. Here’s why the contract and freelance route is my guiding principle.
- Diverse Expertise: Content needs vary—one month it’s a technical white paper, the next it’s social media copy. A single full-time writer, no matter how skilled, can’t cover every need. By working with specialists, I access diverse voices and expertise for each project.
- Cost Efficiency: Let’s be honest, budget matters. Hiring a full-time employee means a steady salary, benefits, workspace, and equipment. Freelancers come equipped, often bringing years of experience from various industries. Payment for exact needs without the extras—it makes sense.
- Flexibility: Workflows change. Some quarters overflow with product launches and campaigns, while others slow down. Full-time staff might find themselves overwhelmed or, just as bad, idle. Freelancers adjust to demand, flexing with the natural rhythm of business.
- Fresh Ideas: Creativity thrives on new perspectives. When you cycle through different content creators, you inject fresh ideas and viewpoints into your strategy. A steady influx of new talent keeps marketing vibrant and innovative.
I understand that hiring full-time writers feels secure. They become part of your culture, ingrained in your brand’s identity. But that’s not enough anymore. Our marketing teams need agility and a boost of creativity on demand, not just consistent output.
Some argue that full-timers bring depth—knowing the brand inside and out. But I argue for process and communication. With the right briefs, feedback loops, and onboarding, freelance writers can quickly adapt to a brand’s identity. They don’t work in your office, but they can understand your brand’s world.
Concerns about loyalty and confidentiality exist. “Freelancers don’t have skin in the game,” some would say. It’s a valid worry. But in my experience, if you treat freelancers with respect, pay them well, and communicate clearly, they become just as committed as any full-time employee. Contracts exist for a reason.
This isn’t about dismissing the full-time writer’s value or integrity. It’s about recognizing a shift in how we can best use skills in a modern marketing environment. Why put a half-baked pie in the oven for hours when you can get a variety of delicious, fully baked ones delivered when needed?
In an evolving landscape, flexibility isn’t just helpful; it’s critical. We need to adopt a mindset of innovation—going with the tides instead of fighting against them. The wave is right there, ready to boost us. We just need to catch it with the right strategy.
Am I saying the end is near for full-time content roles? Not entirely. They’ll always have a place, just not the leading one. Let’s reimagine their role as part of a hybrid team where in-house anchors strategy and freelancers provide execution.
In marketing, standing still is not an option. The need for freedom to adapt swiftly outweighs any comfort from predictability. That’s why I’ll stick to my flexible group of content creators. And as a result, my strategy is sharper, my content bolder, and my campaigns more effective.
There’s no single formula for success, but there’s one for becoming stagnant. Accept change, and let content be a collaborative orchestra rather than a solo performance.