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A mix of volume and budget. If I need 30 articles/month, I won’t be able to afford a good freelancer’s rates (unless I’m flowing with budget). Hence, I’d simply choose to hire a couple of junior writers, train them on-the-go, and eventually turn them into experts.

☝️ It also depends on what stage you're at with creating content. If you're just starting out doing this for your brand, it helps to have in-house talent shaping the tone of voice, level of quality (in terms of research, detail, etc) and areas of focus. Once that's set and you're looking to scale up, you can bring in freelancers to follow the blueprint set by your in-house team and create more content that's in line with your needs.

Thank you, this makes a lot of sense!

Story: • We decided to update 300 of the VWO Blogs written over 10 years • We hired 3 freelancers and had 3 people in-house • After updating 140 blogs, we looked at the numbers to decide the way forward • We saw a larger Conversion Rate uplift for in-house updated articles as against freelance updated ones • Currently figuring out the way forward for the balance 160 blogs

This is interesting! Did you find out the differentiators?

What I have realised till now is, mostly freelance writers and agencies are an extended arm of the in house content team. That means that there has to be atleast one person in the team who understand content writing and can atleast strategise content marketing for the brand. Post this if internal team has a budget and a plan for atleast 6 months, they would hire full time writers or interns to create content in-house. If not they would try few freelancers or an agency.