Once I began working with freelancers, I’d expertise a sinking feeling when a primary draft hit my inbox. Would this piece be any good? Or, would I be rewriting a whole article myself to get one thing usable?
Or maybe, I discovered a gem — a freelancer who would make my day with a lightweight edit, robust writing, and a grasp of the subject material at hand.
I might do something in my energy to make them comfortable. Please don’t depart me, I’d whisper to my laptop computer as I typed a praise-filled thanks e-mail.
4 years later, I’ve cracked the code. I now run HubSpot’s Freelance Community, a contract program with over 40 writers.
My group creates over 800 items yearly. I really feel like I’ve a group of uncommon gems, every with their very own specialised insights that may assist our viewers develop.
The very best half? I’m lastly able to share how I made this program a actuality.
However first, right here’s a little bit about me. My title is Kaitlin. I’m a journalist by commerce who’s made the transition into the fantastic world of content material advertising. So, my first position working with freelancers was in that previous life at enterprise publications.
In 2022, I used to be recruited by HubSpot for a brand-new problem. My mission was to construct a strong group of freelancers to serve HubSpot’s full portfolio of English blogs.
Infrastructure is all the pieces.
Once I first joined HubSpot, I used to be launched to 11 freelance writers. I additionally inherited a normal working process (SOP) doc that described the best way to write new posts and replace current ones. The remaining was mine to construct.
I spent most of my days creating the muse to assist freelancers at scale.
Earlier than I joined the group, freelancers had been an additional job that our writers and weblog managers leveraged solely when wanted. Infrastructure was wanted to standardize these processes.
Right here’s what I labored on.
Investing in Private Coaching
The SOP doc I obtained on my first day was important for serving to me get oriented in my position. Nonetheless, the doc was 21 pages lengthy.
Certain, all the data was useful, however I knew our writers would skim the doc at greatest. That they had dozens of shoppers every and wouldn’t spend the afternoon studying the textual content intently over espresso.
So, we needed to alter. I break up the SOP into two shorter paperwork — one for updates and the opposite for brand new posts. I then arrange a studying administration system with an onboarding course.
New writers would want to sign up and watch quick movies about the best way to write for HubSpot, who our personas are, and the best way to use admin instruments like our invoicing system.
I might see who really accomplished the course and remind others that this video sequence was a vital a part of onboarding.
The outcome was rather a lot quicker than studying the doc, and I used to be capable of assure compliance. Plus, I nonetheless despatched alongside SOP paperwork so the writers might evaluate them at any time.
I then took coaching one step additional. For every new author, I created a personalized Loom video about their first posts. In it, I might evaluate each factor of their project in Asana, our undertaking administration platform, explaining any HubSpot-specific jargon and the way we anticipate submissions to be formatted.
Once I began this course of, I discovered that I obtained fewer e-mail inquiries about easy questions. As a substitute, we had been capable of deal with hard-hitting editorial wants.
Past that, a couple of writers have advised me this was probably the most organized onboarding course of they’ve skilled, which at all times offers me a heat fuzzy feeling.
Making Processes Mild-Contact
Freelance writers are busy folks, at all times on the chopping fringe of an article or weblog submit. As a program supervisor, I need to ensure that they’ll deal with what they love — writing — and breeze by way of any administrative challenges.
I started standardizing our assignments. I linked all the pieces our writers would want, like related paperwork and assets, in an e-mail despatched at the beginning of each month. Every project had a clearly marked value, a hyperlink to an Asana job card with directions, and a hyperlink to a Google Doc the place they might write.
Writers not needed to copy, paste, and format partitions of textual content when engaged on updates. They didn’t must dig within the annals of our web site for related information factors. They might peruse info in a single place after which get to writing.
Professional tip: This may occasionally seem to be a easy step, however as a pacesetter, you must take away redundant, pointless duties out of your writers. You recognize your inside programs greatest. Make them as simple and light-touch as potential on your freelancers.
Rethinking Content material Briefs
Lastly, I fully shifted how we wrote content material briefs.
As a group, we have tracked our weblog assignments in Asana because the very starting.
Nonetheless, traditionally, the project directions had been quick bullet factors meant for in-house writers. For instance, we might ask them to shorten intros, write new sections, or add hyperlinks to related product mentions.
These bare-bones briefs labored for in-house writers who spent months out of their position onboarding. Nonetheless, freelancers wanted extra particulars to provide their greatest work.
I started translating posts for our exterior group. If an instruction had jargon, like “take away extra parameters to inside hyperlinks,” I might reformat the bullet into normal language, like “take away UTM monitoring codes from hyperlinks.”
For brand spanking new posts, I additionally started creating proposed outlines. That included how lengthy intros needs to be, what subheadings we might need to embody, and the way every part needs to be formatted.
The outcome? First drafts began to reach in higher form, requiring fewer edits and fewer rounds of revisions from the writers.
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With these components in place, I used to be capable of deal with staffing this system. I put out calls on LinkedIn for writers and vetted their portfolio items.
Because the variety of assignments I obtained grew, I introduced writers with related B2B experiences on board.
Listed below are the ratios I used:
- 40 items for 11 freelance writers
- 60 items for 30 freelance writers
- 80 items for 50 freelance writers
That progress would have brought about chaos with no robust basis.
The Rise of AI — and Squashing Get-Wealthy-Fast Schemes
In November 2022, ChatGPT launched to the general public. Anybody might write a brief textual content immediate and generate … nicely, something. That features full-length weblog posts with correct headings.
Sure, AI hallucinated, developing with faux info. Generally, the output sounded stilted, however that by no means stops grifters.
Shortly after ChatGPT launched, my TikTok was crammed with get-rich-quick gurus promoting programs on the best way to make passive earnings by freelance writing. Simply kind a immediate, have AI generate an article, and ship it to program managers like me.
Certain sufficient, I began to obtain items that had been a little bit fishy.
That supply’s firm couldn’t be referred to as “ABC Net Design Firm.” The writing appeared too generic, with no distinct voice.
I started to feed submissions into Copyleaks, a plagiarism and AI content material checker.
And guess what I discovered? Wherever from 60% to 90% of the textual content in these posts was generated by AI.
In March 2023, I despatched out a memo to our writers that said AI might solely be used within the analysis and brainstorming phases of writing.
For items that had already been submitted, I reached out if over 10% of the textual content was flagged as AI-generated. Writers had seven days to make adjustments to the AI parts of their writing.
If adjustments weren’t made inside this timeframe, our editors would step in to rewrite the sections. In these instances, the editor obtained the byline for the article as an alternative of the author.
For all items assigned since March 2023, we applied a zero-tolerance coverage for AI-generated or plagiarized work. If a bit got here again flagged, we required a rewrite of the submit earlier than cost was issued. We then eliminated the author from our roster.
To many, this might sound strict. Nonetheless, I imagine that preserving human perception is important to incomes visitors.
Each two days, folks create sufficient content material to surpass the world’s inhabitants, in line with Neil Patel’s session at our most up-to-date INBOUND convention.
Of that, round 94% of internet pages that rank on Google get zero visitors. AI exacerbates this problem.
We constructed a program that pays folks pretty for his or her human writing, crammed with actual suggestions and useful recommendation.
AI-generated content material might by no means be exceptional. It’s the common sum of all of the writing on the web. To earn engagement, I do know we want that human contact.
Freelance Community 2.0: Pivoting to E-E-A-T
In April 2023, the content material advertising realm shifted once more, this time with an replace to Google’s Core Algorithm.
One of many largest adjustments was an elevated emphasis on E-E-A-T — or experience, expertise, authority, and trustworthiness.
As a substitute of AI-driven content material, Google started to prioritize work crafted from lived-experience. Meaning numerous “I” statements, private anecdotes, and professional suggestions that would by no means be replicated by a content material generalist.
Websites throughout the web misplaced visitors in droves, together with yours really — the HubSpot Blog. We needed to fully remodel the Freelance Community in response.
To start out, I wanted to see who on the group was a secret subject material knowledgeable (SME). Meaning I used to be on the lookout for freelancers who had a job as a marketer, customer support consultant, gross sales particular person, or internet developer.
To take action, I despatched out a survey to our present writers asking which fields they labored in beforehand and for a way lengthy.
I discovered that quite a few our writers had expertise that already made them SMEs. Considered one of our writers spent years as a assist rep, making him an amazing match for Service Weblog articles.
One other had spent eight years at a advertising company, specializing in public relations and disaster administration.
With this info at hand, I might pair our writers with assignments that matched their lived experiences. They might then weave in related tales and useful suggestions a normal content material author wouldn’t know.
Subsequent, I shared the worth of gathering quotes. We nonetheless had quite a few nice writers who might talk complicated concepts however lacked direct, skilled experiences within the topics we cowl.
To fill the hole, these writers would want to behave like journalists, gathering quotes from professionals within the discipline.
I requested who felt comfy reaching out for quotes.
Our group started making connections to inside HubSpotters who might add their views as sources in posts.
Past that, we shared our favourite assets (like Help a B2B Writer and Featured) to assist our writers nonetheless making the transition.
After that, I needed to discover new writers who had been energetic practitioners to employees the Weblog. Whereas quotes are useful, there’s nonetheless an actual place for thought management and how-to articles from individuals who lived the expertise. I booked a gathering with every Weblog’s managing editor to ask what they regarded for in an SME.
Let’s use our Gross sales Weblog for instance. Jay Fuchs, Gross sales Weblog editor at HubSpot, mentioned his excellent SME had hung out as a enterprise growth consultant and an account govt. Administration expertise within the B2B area was a bonus.
I turned our dialog right into a scorecard to keep away from hiring bias and put out a name for writers.
That’s how we discovered Mark Burdon and Michael Welch, two of our SMEs on the Gross sales Weblog. They’re capable of share the expertise of monitoring gross sales metrics and working groups. They complement our employees’s journalistic efforts with knowledge straight from the supply.
My 5 Greatest Learnings
To date, I coated the broad performs we made to construct the Freelance Community. However I’ve realized so a lot during the last two-and-a-half years. Listed below are the 5 largest classes that I imagine will help anybody working a contract program.
1. You could pay honest.
On the earth of freelance writing, you usually get what you pay for. In my expertise, a low price ticket results in sloppy work. And even worse, your writers could churn. So, we have to pay competitively and keep consistent with trade traits.
If it’s important to take a look at instruments for an in-depth evaluate or collect quotes, I would plan for a better price ticket. I additionally encourage my writers to inform me if a submit is extra work or for much longer than we anticipate. That enables me to regulate the value accordingly.
2. Editors are your make-or-break.
I’m so lucky to work with a group of nice freelancers. Nonetheless, even the perfect writers make errors. That may vary from clunky sentences to typos or lacking alt textual content to improper formatting.
That’s the place modifying is available in.
Along with our freelance writers, the Freelance Community has two contract editors, Taylor Cromwell and Margaret Cousino. They make it possible for the entire requests within the temporary are fulfilled and that the ultimate drafts are error-free.
Past that, our inside Freelance Community group does a top quality evaluate.
All of our freelancers — writers and editors — have a number of shoppers with completely different model guides. I advocate for having a remaining set of eyes inside your group.
Belief me, your inside group will catch the final little issues others could miss.
3. Don’t employees what you don’t know.
In 2022, I used to be tasked with discovering writers who might create coding tutorials for our Web site Weblog. I put out a name on LinkedIn and located a couple of builders.
Their work appeared adequate to me. The issue? I don’t know the best way to code and couldn’t fact-check their writing.
That was my largest failure as a program chief. We had sub-par content material that we needed to shelve. A few of it by no means received printed.
My largest studying: Don’t discover writers for topic areas you understand nothing about.
I’ve began tackling this problem once more, honing in on HTML and CSS technical writers. Nonetheless, I’m working hand-in-glove with Jamie Juviler, the Web site Weblog’s lead editor.
I’m enjoying the position of a recruiter, reaching out to potential candidates. Jamie really opinions their work and decides who’s proficient sufficient to remain.
4. Suggestions makes the world go spherical.
My program makes no less than 60 assignments a month. Recently, we’ve been doling out upwards of 100 items. I’ve at all times discovered it tough to offer suggestions with such lofty targets. That’s why I’m so grateful for my colleague Marja Vitti.
Marja joined our group in March 2024. Since then, she’s applied a suggestions program that enables us to offer kudos for nice work and proper inconsistencies early.
Our editors now write feedback all through the submitted Google Doc and tag the author for evaluate. Then, we make one other clear copy and ship it to our inside weblog group managers for add.
The writers get useful suggestions. Our property house owners internally get an easy-to-read, easy-to-upload model of the textual content. It is a win-win.
This technique has proved particularly useful for our subject material consultants. They’re nice writers with distinctive insights of their fields. Nonetheless, they usually don’t have a technical website positioning background.
This commenting system permits them to study as they develop with us.
5. Generally, it’s important to break up.
Not each author is the best match. In as we speak’s panorama, you will have to say goodbye to your content material generalists in favor of subject material consultants.
I’ve needed to write many breakup emails on this position. It’s my least favourite a part of my job, however typically, it’s important.
You will have a author that’s at all times late. Or maybe, they’ll’t adapt to your new EEAT-driven technique, even with all of your coaching assets.
Your group needs to be lean and crammed with nice writers. You’ll must say goodbye to those that don’t make the reduce. And, that’s okay.
You’re Not Working a Farm
If I wished to farm, I’d purchase chickens! Horrible jokes apart, working a content material farm sounds interesting on paper. You could find content material generalists, pay them the naked minimal, and play the quantity recreation. To me, that’s an enormous mistake.
Your viewers desires human insights from subject material consultants — ideally individuals who have spent years working within the discipline you cowl.
We additionally know that Google rewards experience below its E-E-A-T method. So, even for those who’re working at a smaller quantity, what you do create could have extra influence.
If you happen to want your individual Freelance Community on a good funds, right here’s what to do:
- Discover SMEs in your discipline who write insightful LinkedIn articles or posts for his or her firm weblog.
- Get them to put in writing items primarily based on their lived experiences, with anecdotes and their professional suggestions.
- Publish and promote their work.
- (Go away fully AI-generated posts behind.)
I don’t consider creating content material with freelancers like farming. As a substitute, I consider myself as a museum curator, discovering priceless gems and displaying them for the world to see.
Good luck! I hope you discover as a lot pleasure as I did as you curate your individual museum.
