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Blog Posting: Outsource, Insource, or Unsource?

So you just paid your SEO experts to perform some high-level custom blog creation, and now you’re sitting there looking at your newly-minted, empty blog, and it occurs to you: you don’t really have a good plan about who’s going to do your blog posting. Your basic options are:

Outsource
This is what most companies go with, and there’s good reason — a solid ghostwriter can learn your industry, develop a voice, and create content with serious SEO value for a moderate price. They might not whip out serious link-bait (if you want that, you’ll have to pay big bucks for a big name), but they’ll get your ranks up and get some positive comments rolling.

The advantage of outsourcing is that it comes cheap in terms of time and money, and it’s the industry standard, so you’re not going to stand out if you go with a ghostwriter. The disadvantage of outsourcing is that you’re really not going to stand out if you go with a ghostwriter — and quite often, standing out is the goal.

Insource
There’s also a pretty strong argument for getting the best writer in your office to whip up a blog article every week. It’s generally actually more expensive than having an outsourcer do it, because it takes some time and in-house people charge by the hour instead of by the word — but on the other hand, an in-house writer knows a lot more about what’s actually going on in your industry and in your company.

Unsource
Of course, if you have the ability to put words on paper in a coherent manner, there’s a couple of very good reasons to do it yourself. After all, you’re the boss — no one knows your business like you do, and you can be certain that if you’re the one writing the blog, you’re going to put out the kind of content that you want to see associated with your business.

Of course, you have to be willing to put yourself out there and take ownership of what you wrote (and how you reply to any flak you get for what you did write). If you’re not comfortable in that kind of position, unsourcing may not be the option for you.