How the HubSpot Blog revolutionized its freelance writing program to consistently produce outstanding content is truly inspiring. When I first engaged with freelance writers, I often found myself apprehensive opening a first draft. Would it meet expectations, or would I be on the verge of rewriting it extensively to make it worthwhile?
Occasionally, I’d discover a gem—a writer whose draft only needed minor edits. Their mastery of the topic would bring a smile to my face, prompting me to send a heartfelt email loaded with gratitude. I’d silently hope they’d stick around.
Fast forward four years, and I’ve discovered the formula to success. As the overseer of HubSpot’s Freelance Network, I now manage an extensive team of over 40 talented freelance writers.
This dynamic team and I produce over 800 quality articles each year, providing valuable insights that propel our audience forward. Best of all? I’m ready to reveal how we made it happen.
As a bit of a personal introduction, I’m Kaitlin, a former journalist who transitioned into the field of content marketing, initially working with freelancers during my previous role in business publishing.
HubSpot brought me in 2022 with a mission: to build a thriving group of freelance writers capable of supporting HubSpot’s English blogs.
The Importance of Infrastructure
Understanding how the HubSpot Blog developed a successful freelance writing program starts with infrastructure. Upon joining HubSpot, I was acquainted with 11 freelancers and handed a standard operating procedure (SOP) for creating and updating posts. From there, the development was up to me.
I dedicated my initial days to constructing a framework that could support freelancers efficiently.
At that time, freelancers were sporadically utilized when our internal team required assistance. It became clear that processes needed consistency and structure.
Personalized Training Investment
The comprehensive SOP document, though informative, was too lengthy. Writers, having numerous commitments, would skim through the content. Therefore, I condensed it into two manageable documents—one for new posts and another for updates. I also created an onboarding course in a learning management system.
Writers were required to watch brief tutorials covering HubSpot’s brand guidelines, audience personas, and tool usage like invoicing systems.
This method allowed for faster training times and better understanding of our platforms. Simultaneously, I still provided SOPs for easy reference.
Additionally, I implemented personalized training videos for each writer, reviewing their initial assignments thoroughly and clarifying any HubSpot-specific terms using Asana, our project management tool.
Since this approach, we’ve seen a decrease in basic inquiries, enabling us to concentrate on more critical editorial issues.
These onboarding improvements were noticed and appreciated by freelance writers, who often praised the process as the most seamlessly organized they’d experienced.
Streamlining Administrative Processes
Freelance writers are often inundated with assignments; they deserve to focus on their content creation passion without unnecessary distractions. As part of streamlining, I standardized assignments by compiling related documents and resources in a monthly email. Clear instructions and links to Asana task cards and Google Docs were included.
By removing redundant tasks, writers no longer needed to seek crucial information in various places, allowing them more time to write effectively.
Innovating Content Briefs
Historically, assignment briefs were terse, intended for internal use. I overhauled the briefs’ structure, avoiding technical jargon and specifying action points with clear language. This included desired post structures for new content.
Improving briefs resulted in higher-quality initial drafts, minimizing revisions and enhancements. These refinements empowered our team to scale operations efficiently.
After solidifying these processes, I focused on staffing the program. Initiating calls for writers on LinkedIn, I examined their portfolios to identify diverse B2B content creators.
Given our growing content demands, finding the perfect balance of quantity and quality was crucial.
Leveraging AI Responsibly
With the rise of AI tools like ChatGPT, producing written content became effortless overnight. It comes with caveats, though: inaccuracies and a lack of voice. Soon after the launch, my social media feeds were flooded with gimmicks on how to capitalize on AI-writing.
This increased AI-generated submissions for my review—content lacking authenticity and engagement. Fortunately, I utilized Copyleaks to check for AI-generated portions.
What emerged was revealing; AI-generated content often ranged from 60% to 90% of submitted texts.
Come March 2023, stringent limits were imposed on AI usage. Content exceeding a 10% AI-composition threshold required immediate rewrites, with a seven-day completion deadline to retain the freelancer’s byline.
New submissions overly dependent on AI led to revisions before compensation—a necessary step to uphold our authenticity standards. Maintaining human expertise ensures our content resonates amid today’s competitive landscape.
Embracing E-E-A-T Standards
Crucial shifts occurred in April 2023, linking the HubSpot Blog’s freelance writing success to an enhanced focus on E-E-A-T—expertise, experience, authority, and trustworthiness. Google’s algorithm update stressed these qualifying elements, requiring authentic, experientially driven content.
To adapt, I investigated who within our freelance team served as a subject matter expert (SME) by nature of their previous work experiences. Surveys unearthed certain untapped skills among existing writers, opening opportunities for enhanced content alignment.
SMEs excelled when matched to relevant topics, embedding context-rich anecdotes. Writers without direct experience were urged to gather expert quotes for depth.
Empowering writers with new strategies expanded their journalistic abilities, enriching content. This evolving approach led to success stories like Mark Burdon and Michael Welch on the Sales Blog—bringing firsthand experiences into the narrative.
My Top Lessons Learned
In shaping the HubSpot Blog’s freelance writing program, I learned invaluable lessons worth sharing. Here are my top five insights:
1. Fair Compensation is Key
The adage “you get what you pay for” rings true in freelancing. Inadequately compensated freelancers often yield subpar work or exit prematurely. Staying aligned with industry rates encourages consistency and quality.
2. Editors Are Crucial
Mistakes are inevitable, even with seasoned writers. Editors preserve quality, ensuring drafts are polished, error-free, and adhere to briefs. Internal efforts offer an added layer of reliability, catching details often overlooked.
3. Understand What You Staff For
Lack of subject knowledge can dispense disappointment. For instance, I misjudged developer writing assignments before enlisting expertise. Avoid staffing for unfamiliar subjects; collaboration helps bridge skill gaps where expertise is lacking.
4. Emphasize Constant Feedback
Quality enhancements arise from feedback. My program offers transparent feedback mechanisms, facilitating improvement through continuous guidance. Motivation and growth thrive on collaborative comment systems.
5. Know When to Part Ways
Skill fit varies, and not every writer aligns with evolving strategies. Evaluating competencies and timely exits ensure the content team embodies excellence, maintaining lean, impactful workflows.
Defying ‘Content Farm’ Tactics
Reducing freelance writing programs to ‘content farms’ overlooks the value of tailored approaches. Industry best-practice supports subject matter experts who deliver precision storytelling, not mass-produced output.
Nurturing a Freelance Network hinges on preserving human expertise and lived experience, resulting in significant audience engagement.
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