Digital marketing plays a pivotal role in reaching and engaging target audiences online. Content writing is fundamental to digital marketing, influencing everything from search engine optimization (SEO) to customer engagement. However, for many ecommerce businesses, the question of whether to write content in-house or to outsource production is a critical decision. In this article, we will explore the nuances of content writing for ecommerce digital marketing, identify situations where outsourcing is wise, delve into available outsourcing options, and highlight the most beneficial solutions for a robust digital marketing strategy.

When to Outsource Content Writing

Lack of Expertise

If your in-house team lacks the specialized skills required for effective content writing, outsourcing to professionals can bridge the gap. Expertise in SEO, persuasive writing, and product descriptions are essential for maximizing the impact of your content.

Your in-house writing team can learn the skills and adapt to content writing tasks quickly, provided they have a strong writing background that includes research, analysis and editing as part of their skill set.

Resource Constraints

Small and medium-sized ecommerce businesses often face resource constraints. A full time team of professional marketers is an expense that is easily outsourced. Outsourcing content writing allows you to access a pool of talented writers without the overhead costs associated with hiring and maintaining an in-house team.

The benefit of having an in-house writer is the speed and ease at which you can produce content, edit your site or update information. Depending on your industry, an in-house content writer or editor is an investment that can expedite essential work, such as product descriptions and website updates.


Ecommerce businesses often experience fluctuations in content demands, especially during peak seasons or product launches. Outsourcing provides the scalability to handle varying workloads efficiently.

The benefit of doing this work in-house is a writer familiar with your brand voice, produce, company ethos and more. When outsourcing such work, you need to provide very specific details and close oversight to achieve the outcome you desire. In-house, your team is ready to adapt and already understands the brand.

Time Constraints

Meeting tight deadlines for content creation can be challenging. Outsourcing enables you to meet deadlines without compromising on quality, as professional content writers are accustomed to working within tight schedules.

An in-house writer, however, works with your deadlines as a constant and can shift priorities as required. An in-house writer has no other clients and is dedicated to your company, so they never have to finish something else before starting your project, giving your brand a fast and responsive voice.

Outsourcing Options for Ecommerce Content Writing


Hiring freelancers on platforms like Upwork, Freelancer, or Fiverr is a flexible and cost-effective option. Freelancers often bring diverse skill sets and can cater to specific content needs.

Content Agencies

Content agencies specialize in providing a range of content services, including blog posts, product descriptions, and social media content. They often have a team of writers with diverse expertise.

Managed Services

Some agencies offer comprehensive managed services where they handle the entire content creation process, from ideation to publication. This option is suitable for businesses seeking a hands-off approach.

Content Marketplaces

Platforms like ContentFly, Scripted, and WriterAccess act as marketplaces connecting businesses with pre-vetted writers. This streamlines the hiring process and ensures access to quality writers.

Benefits of Strategic Outsourcing for Digital Marketing


Outsourcing allows businesses to control costs by paying for services on a per-project or per-hour basis. This eliminates the need for fixed salaries and benefits associated with in-house teams.

Access to Specialized Talent

Content writing agencies and freelancers often specialize in certain niches or industries. This specialization ensures that your content is created by individuals with a deep understanding of your target audience and industry.

Focus on Core Competencies

By outsourcing content writing, businesses can focus on their core competencies, such as product development, customer service, and overall business strategy. This enables a more efficient and streamlined operation.

Scalability and Flexibility

Outsourcing provides the flexibility to scale content production up or down based on business needs. This agility is particularly beneficial during peak seasons or promotional periods.


In the competitive landscape of ecommerce digital marketing, strategic content writing is essential for driving traffic, engaging customers, and ultimately boosting sales. While in-house teams can be effective, outsourcing content writing offers a range of benefits, including cost-effectiveness, access to specialized talent, and the flexibility to scale operations. Choosing the right outsourcing option depends on the specific needs and goals of your ecommerce business, but regardless of the approach, a well-executed content strategy is key to digital marketing success.