Freelancer Content Output Standards

I've worked with more than a dozen B2B SaaS companies. One thing I look out for before signing a contract with any company is - "Do they provide their freelance writers with solid content briefs?" I've seen so many companies provide freelance writers with just title and H1, H2, and H3 headers - just for the sake of creating these briefs. Or they expect their freelance writers to create outlines based on SERP analysis. But I'm not sure if that's the way it should be. Think of a content brief as an architectural plan. Just as an architect needs a detailed blueprint to construct a building that meets specific requirements and standards, a freelance writer needs a comprehensive content brief to craft valuable content. The more detailed the brief, the better the outcome. What should you include in your content briefs: ✅ Basic details like post title, recommended word count and keywords to target. ✅ Who the readers are, their challenges, and their pain paints - to better understand why they are reading this specific piece of content and what'll make them move. ✅ What questions does the company want this post to answer? ✅ In-depth SERP analysis - what's so special about the posts ranking on the first page of Google for the specified keyword worth ranking there? ✅ What can we do better than these posts to rank better - maybe add more visuals? Or approach this article from a unique angle? ✅ Sample posts for inspiration. ✅ An in-depth outline that acts as a roadmap for the writer. I'm also seeing companies provide writers with SME quotes to be added to the article - these are quotes from their partners rather than just random people they find on HARO or HelpAB2B writer. ✅ Links to other important documentations like style guide, internal posts to link and more. Also, one thing I'd like to point out is that freelance writers are not industry experts (not everyone). So, obviously, they may not sound authoritative. And this may reflect in your posts. To deal with this challenge, what content folks can do is - ask their internal experts to record a quick Loom video - which can be shared with freelance writers - sharing their insights on the topic assigned to them. This way, writers can get a firsthand understanding of the subject matter from an expert's perspective. That's how you can create solid briefs. But I'd also like to point out that companies that I work with - they have large content marketing teams. They have the resources and time to put in-depth research and time for these briefs. Content teams at startups, especially early stage, may not have that kind of time and resources. So, you don't need to work on all the above-mentioned pointers all at once. But you can take all of them into consideration and move one-step-at-a-time based on your your current capacity and resources.

I just reluctantly walked away from what seemed like a dream opportunity for a freelance writer: → Huge byline → Decent pay → Consistent work → Interesting topics → Kind, responsive editor Why? There was a catch— Same-to-next-day turnarounds on multiple articles per week… …with a strict no-AI policy. Content teams at media outlets: Your readers deserve content that isn’t rushed. Great content is… → Thoroughly researched and well-organized → Creatively composed with time for reflection → Infused with original insights from 2-3 industry pros → Carefully fact-checked and search-engine-optimized → Proofread/edited with fresh eyes after a brief step away And the reality is, it takes TIME to craft. There's so much more to it than putting words on paper. Even as a senior freelance writer who outstrips deadlines, I find these expectations unrealistic. Here's why ↓ 1️⃣ Quality work often begins with finding and interviewing 2-3 experts, bringing depth and credibility to the piece. Most need *at least* 2 days to get back to writers with thoughtful, non-AI-generated responses. 2️⃣ After gathering expert insights, great writing needs "simmering time" — allowing ideas to develop and refine. 3️⃣ Ensuring accuracy through research and fact-checking requires careful attention to detail. 4️⃣ SEO, internal linking, proofreading, editing, and finishing touches need their moment too. Now, let's talk about AI. I fully appreciate the desire for excellent human-written content. It’s crucial for maintaining quality and trust. But strict no-AI policies coupled with lightning-fast turnarounds create a near-impossible situation. It's like asking for handmade artisanal bread at fast-food speeds. Here are 5 ways to ensure top-notch freelance content ↓ 1️⃣ Give realistic deadlines Allow time for research, interviews, creative thinking, and... well, breathing. A 1-week turnaround is more realistic (my favorite editors give 2+ weeks). 2️⃣ Be mindful of freelancer realities Senior freelancers and experienced contractors juggle several clients and projects. We're not in-house staff with a single focus… …so flexibility goes a long way. 3️⃣ Hire in-house for time-sensitive pieces I get it, some content needs quick turnarounds— In-house teams are often better equipped for these assignments. 4️⃣ Align AI policies with timelines If AI use is off-limits, make sure deadlines reflect the extra time needed for purely human effort. 5️⃣ Value your freelance partners We thrive when treated as valuable collaborators— Quality work comes naturally when there’s mutual respect. You can have it fast, or you can have it good. But you can't have both without burning out your best talent. PS: If your media outlet needs (reasonably) fast and exceptional content, I’m your girl ;) → sharewrites.com

You hired a freelancer to help drive growth. Instead, you got burned. → Missed deadlines. → No clear strategy. → Wasted budget. The worst part? You had to explain it to your team. You vouched for this hire. You fought for the budget. You expected results. But there were no clear KPIs. No roadmap. Just vague ideas and incomplete work. You kept giving them one more week. Then another. Until it was too late. The team lost trust. You lost momentum. And in the end, you said it out loud, “I’m never hiring a freelancer again.” But here’s what you learned the hard way: Freelancers don’t bring strategy. They follow direction. When the direction is vague the output is weak. You can’t plug freelancers into chaos and expect clarity. You need systems. Goals. And ownership. Otherwise, it’s just money lit on fire. Here’s a guide I now follow to set scope for freelancers: ✅Define the outcome first: Not tasks. Outcomes. Example: “Generate 20 SQLs per month from paid LinkedIn campaigns.” ✅Assign a single point of contact: Freelancers can’t navigate internal politics. They need one person to approve, unblock, and guide. ✅Set measurable KPIs with deadlines: Don’t say “Help with content.” Say “Publish 4 SEO-optimized blog posts/month that rank for "this topic" within 45 days.” ✅Agree on a weekly check-in rhythm: Async doesn’t mean hands-off. You need a 30-minute sync to stay aligned and adjust quickly. ✅Document everything: Scope, timelines, KPIs, escalation paths. Assume nothing will be remembered. ✅Create a kill switch: A 30-day review clause. If KPIs aren’t trending the right way, cut ties fast. Your team doesn’t need more freelancers. They need better operator frameworks. The freelancer didn’t fail. You just handed them a foggy map and hoped they’d guess the way.

What are some signs a freelancer is creating great content for their client? 1. They've written copy that helps the client meet their goals. That might be SEO results, conversion copy, high CTRs, or something else. 2. They've followed the assignment and outline. The freelancer stuck to the outline provided, nailed the client's voice and tone, added in relevant keywords, links, and reference materials, and turned in clean copy. 3. They stuck to the estimated word count. They didn't overwrite and make the editor's job harder. They didn't include too few words and require the copy be sent back for more sentences. 4. They provided alternatives. When I was an assigning editor at magazines and websites, I *loved* it when a freelance writer submitted two options for "heds and deks" (headlines and subheaders). It helps the manager have creative options to choose from. 5. They used data or examples. Good copy and content writing includes specifics. 6. They wrote interesting content or copy. Sure, plenty of freelancers can follow the outline perfectly but that doesn't mean the copy is enjoyable to read. Good writers know how to write an engaging introduction, keep the reader moving through the copy, and motivate them to get to the conclusion. 7. They made sure it was different. Yes, many are relying on generative AI to help write blogs, articles, and website content. Good content meets Google's E-E-A-T standards, is fresh, uses expertise, and has a point of view. 8. They made their manager's job easier. Anyone who's worked with creatives knows that there are some whose work comes in and you know it'll be in good shape. You can give them a longer deadline because it's likely there won't be a lot of edits and changes. You open their email with the submission because you know it's going to be a joy to read. What are some other examples that a freelancer has written good copy? Link in the comments if you want to read the full blog on this topic. _______ Hi! I'm Diana. 👋 I have over 20 years of professional writing experience. I've been freelancing for 18 of them. Get in touch if you need help creating "good content" for your website or brand.

I've been working with one B2B client to develop an efficient content workflow that ensures consistent and high-quality output. Here it is: 1. Fill out content STRATEGY brief. It should include: - internal stakeholders who need sign-off - funnel and buyer journey info - customer challenge, company solution - potential internal interviewees - SEO keywords - CTA 2. Fill out content WRITER brief Don't confuse writers with the internal strategy brief. They need something focused on the essentials to help them do their job. 3. Find and assign the best freelance writer My new agency can help with this 😉 4. Connect writer with internal interviewees and approve any potential external expert interviewees 5. Leave writer to it They do their interviews, send you outlines and any queries, then file their draft 6. Edit the copy Is it delivering on strategic needs? Does it match the tone of voice? Is it useful and insightful or bland and cliched? 7. Send the Writer Amends 8. Second edit 9. Send to stakeholders for sign-off 10. Final edit 11. Send to Proofreader 12. Submit final version to web team There's no endpoint to this process as it needs to be adapted periodically as the company's needs change. What's yours? Does it look similar to this or do you have more / fewer steps?

The one thing that improved my content quality more than anything else? Better content briefs! When I first started working with freelancers, I’d share the keyword, maybe the intent, and expect amazing output! The result was mediocre content. Then I learned something painfully simple: The quality of the output depends entirely on the clarity of the input. So I changed how I write briefs. Now my briefs look like this: ✅ A clear table of contents ✅ Curiosity gaps under every H2 (what makes someone want to read more?) ✅ Specific notes on what to include in each section ✅ External links, stats, and image references ✅ Instructions on format (bullets or paragraphs?) ✅ Suggestions for interlinking blogs It sounds like a lot, but it’s helped: → Writers write faster and better → Fewer revisions and back-and-forth → Content reads exactly how I pictured it → And everyone’s just... happier Of course, it didn’t happen overnight. I’m still learning. Every new writer teaches me something. Every new project helps me improve. And it has helped me understand that great content doesn't start with writing; It starts with clarity!