A freelance copywriter or an inhouse one? Since I am a freelance copywriter, it is obvious which side of the debate I am on. That said, I hope my arguments can stand on their own merits.
A freelance content writer offers more flexibility
If you cannot afford to hire commit to an inhouse one, then a freelance content writer is a good option. Even if you can afford to hire a copywriter, you might want to match different copywriters to different projects, scale your content writing resources up and down, or get fresh perspectives for your own text. Finally, you may not have a steady stream of work for your inhouse writers to fit a ten-to-six role.
Of course you also have the option of using someone with another role to double up as a copywriter, or write your own stuff. The problem with this is every day work will keep getting in the way and the content will never be produced.
It has generally been observed that even marketing managers find it hard to give copywriting the time and importance it needs. And as with everything else, compromised commitment leads to compromised results.
Freelance copywriter can bring in fresh perspective which is different, refreshing and revealing.
Retention of learning
It could be that you hire a content writer and then train the person to suit your business and retain the ownership of the writing know-how. However, your inhouse content writer can leave anytime. If this happens, you lose all the company-specific experience you had imparted and also the technique that the person had developed. Worse still, the content writer may take the knowledge straight to your competitor.
Diversity of ideas
Freelance copywriters work with different clients and are exposed different ideas and different approaches to their work. They can repurpose or adapt their diversified experience to your line of work. With time, freelance writers gain experience in more and more sectors, which is why choosing an experienced freelance copywriter can prove to be worthwhile.
Commitment to quality
You might expect that a person outside your organization to care less about it than some one who is part of it. However, a freelance content writer depends on positive reviews and good referrals and so it becomes all the more important for him/her to deliver. Freelance copywriters are only as good as the last job which is why for them each assignment counts. Professional freelance content writers work hard to keep their client relationships strong and stable.
I hope I have argued convincingly in favour of freelance content writers- working with a freelance copywriter means that you can tap into more enriched experience and you can be sure that you get high quality content within the timelines.