When Should You Hire a Freelance Copywriter versus a Full-Time Writer?
For all organizations with a digital presence, content has become an essential asset to drive lead generation, build brand authority, and educate audiences. Whether it’s blog articles, case studies, whitepapers, or product marketing copy, effective content demands specialized writing experience and knowledge.
As businesses grow, one question arises that marketing professionals need to answer: should you hire a freelance copywriter for your content needs or bring in a writer onto your team full-time?
The answer, like the answer to most complex questions, is that it depends on a variety of factors. To help you make an informed decision, here’s a breakdown of when each option makes the most sense so you can find the best fit for your organization’s goals, budget, and needs.
Scope and frequency of content needs
When deciding whether to seek external help from a freelance copywriter or hire someone full-time, the volume and frequency of your content needs is one of the most important considerations.
You might need content on a project basis or have a constant demand for new articles, product marketing materials, or strategic content pieces depending on the nature of your solutions and your content strategy.
Here are the key things to keep in mind:
When to hire a freelance copywriter
If your organization's demand for content fluctuates—maybe some months you need a couple of blog posts, while other times you need a full whitepaper or product page updates—a freelance copywriter is likely a better fit.
Freelancers allow you to scale up or down based on current needs, giving you flexibility without the long-term commitment.
If you’re a relatively new company or startup and need to accelerate a wealth of content production, a freelance copywriter might also be a good bet. The same can be said for organizations undergoing a pivot into a new vertical or a simple refresh and modernization of content.
When to Hire a Full-Time Writer
For businesses that need a steady stream of content—like weekly blog posts, daily social media updates, or consistent product documentation updates—a full-time writer might be the best option.
Having a dedicated writer means you’ll always have someone available to turn out content quickly, which is ideal for organizations that rely heavily on content to drive engagement and conversions.
Budget and cost-effectiveness
Budget and operational cost constraints are another major consideration when deciding between freelance and full-time writing support.
Both options have unique financial implications, and understanding these can help you decide the best way to invest in content creation.
When to hire a freelance copywriter
Freelancers usually work on a per-project or hourly basis, which can be more cost-effective if your content needs are periodic rather than ongoing. You’re only paying for the work you need, and there are no costs associated with benefits, office space, or employee training.
A freelance copywriter on retainer or an ongoing contract for companies with larger content demands also makes sense if minimizing costs is a priority, because the expense for a freelancer is much more cost-effective when compared to a full-time employee.
This flexibility is ideal for startups or smaller companies that may not have the resources to maintain a full-time writer but still want professional-quality content.
When to hire a full-time writer
Full-time writers represent a larger, fixed cost because of salary, benefits, and any other employment-related expenses. The greater expense, however, is justified if you have a high and consistent content output requirement. The cost per piece of content might be lower overall with a full-time employee.
This option is ideal for organizations that have ample resources and can justify the expense due to a steady, high volume of content needs.
The need for specialized expertise
Depending on your industry, you might need specialized expertise. For example, not everyone can write for B2B (business-to-business) technology providers and not everyone can write for a retail company that makes customized clothes for pets.
The skillset of content marketers and writers isn’t just about writing well—it’s about understanding the product, value proposition, industry, target audience, and trends, then using those inputs to communicate challenges, solutions, and value, woven into stories that engage and persuade.
Here’s what to consider when deciding between hiring a freelance copywriter and a full-time employee:
When to hire a freelance copywriter
Specialized freelance copywriters have years of experience across multiple companies and industries, which gives them a unique perspective. They bring their specialized expertise and domain knowledge to short-term projects or provide industry insights that a full-time staff writer might not have.
Freelancers are ideal for organizations that occasionally need high-level expertise for complex projects such as whitepapers, technical blogs, in-depth product documentation, or a comprehensive and holistic content strategy.
Freelancers also have profound experience with what resonates with different target audiences.
When to hire a full-time writer
Full-time writers offer brand consistency and depth; they have the advantage of immersing themselves fully in your brand, products, and audience. Their level of immersion enables them to produce content that’s consistent in tone and style, which can aid long-term brand building.
Full-time employees also gain a deep understanding of your product’s intricacies and your market, helping your organization produce high-quality content faster over time.
If your organization values brand consistency and wants a writer who knows your product inside-out, a full-time employee might be the right choice, even though a seasoned freelancer should be able to adapt to any tone and voice.
Flexibility and availability
Flexibility is another factor to consider when deciding between outsourcing writing support or keeping it in-house. Your decision may rest on how quickly you need content produced in addition to how often your content needs might change.
Freelance content writers provide flexibility
Freelance writers present your organization with the advantage of flexibility. You can bring them on for short bursts of work when needed, and you’re not obligated to give them a certain number of hours each week.
This arrangement is ideal for companies with cyclical or seasonal content needs, where flexibility is a priority. Freelance writers can often work on a faster timeline for individual projects, though scheduling conflicts can arise as they may be balancing other clients.
Full-time writers offer availability
With a full-time writer, you gain an available resource who can jump on projects as they come up, without the need to alter deadlines if your other resources are busy. This continuity is beneficial if your business requires a steady output of content that can’t afford delays.
Additionally, a full-time writer is likely more available for meetings, feedback sessions, and collaboration with other departments, making them a valuable internal resource.
Long-term strategy and brand-building
Content is an investment in your brand’s future, so it’s important to consider how each option aligns with your long-term strategy.
Your approach to content creation will impact your brand voice, audience relationships, and overall credibility.
Freelance copywriters offer short-term goals and tactical wins
Freelancers are a great choice for businesses looking to address immediate content needs, run one-off campaigns, or experiment with different content strategies without a long-term commitment.
A freelancer can provide fresh ideas, and their experience with other companies can bring innovative perspectives to your content.
Full-time writers enable greater long-term strategy planning and execution
If your organization views content as a key part of its growth strategy, a full-time writer might be the better investment.
Over time, a full-time writer develops an intimate understanding of your audience and brand voice, which can enhance the authenticity and effectiveness of your content.
A full-time writer can also work collaboratively with other teams, contributing to a unified content strategy and consistent branding across all platforms. Freelancers on retainer offer this as well, but logistics and planning can be a little more complex.
The hybrid approach
Sometimes, the best option is a combination of both freelance and full-time resources. This hybrid model allows your organization to handle baseline content needs with a full-time writer while using freelancers for specialized or high-volume projects.
A hybrid approach essentially gives you the best of both worlds. Your full-time writer can maintain brand consistency and handle routine content, while freelance writers can support your team during peak periods or lend their expertise to specialized content. This flexibility can help you manage costs while maximizing output and quality.
Conclusion: Choosing the right option for you
In deciding between a freelance and full-time copywriter, consider the following key questions:
How frequently do you need content?
What is your budget for content creation?
Do you need specialized knowledge, or is brand consistency more critical?
How flexible do you need your writing resources to be?
What are your long-term content goals?
Each organization’s needs are unique, and there is no one-size-fits-all answer. A freelance copywriter is often the ideal choice for businesses that need flexibility, specialized expertise, or budget-friendly options for short-term projects.
Conversely, a full-time writer can be invaluable for organizations with consistent, high-volume content needs and a focus on brand cohesion and long-term growth.
By carefully weighing these factors, you can make an informed choice that aligns with your organization’s goals and resources, ensuring you get the maximum value from your content strategy.
