White Label Content Writing for Agencies

If you’re a marketing agency trying to create content at scale for your clients, the question of outsourcing content to professional content writers—whether that’s individual freelancers or a white label content writing platform—has likely come up.

Wondering whether a white label platform might be right for you? Wondering how Verblio’s white label feature works? Wondering what white label content even is?

We’ve got you covered. Read on to learn the nuts and bolts of white label content, how it works, and how Verblio makes content creation easier than ever for agencies with its white label feature.

White label content marketing FAQs

First, let’s address some common questions about white label content.

What is white label content?

Verblio’s white label content is written content (think blog posts, white papers, web content, thought leadership articles, product descriptions, etc.) that has nothing linking it to Verblio or its author in our platform.

When you purchase white label content from Verblio, you can publish it as your own or sell it to a client. Nobody will know you didn’t write every word of that Pulitzer-worthy blog post yourself.

What does white label mean in business?

White labeling refers to a company removing any branding, like its name or logo, from a product that it produces. Another company can then sell that product as its own.

In Verblio’s case, our product is high-quality content.

Is white labeling legal?

Nope. They call us the “Content Desperados,” and we’re wanted in 13 states. And Guam.

Just kidding. Yes, white labeling is legal, and it benefits everyone involved:

  • Our white label content services allow you to serve more clients without having to create all that content yourselves. Instead, your team can focus on strategy, social media marketing, technical SEO, email—all those other marketing efforts your clients rely on you for.
  • It allows us to sell more content without having to work directly with your end clients. (We’re shy by nature. We like staying behind-the-scenes.)
  • It lets our writers spend more time writing and less time looking for clients. As a former freelance writer myself, this is huge.


How can we control quality if we use white label content?

There are two steps to making sure your outsourced white label content is up to par:

  1. Choose the right outsourcing partner.
  2. Have a process for editing and providing feedback to that partner, especially in the beginning as they learn your preferences.

When it comes to choosing a white label content service, you have options depending on your needs and budget. There are plenty of ways to begin working with reputable freelancers, or you can leave the quality control/vetting of writers to a content writing platform to further reduce your agency’s workload.

Wondering how to judge the quality of a content writing service? Pay attention to their process. Ask questions about what their freelancers need to get started and what tools you’ll have to provide feedback and edits. You can also steal some questions from your clients or prospects’ playbook. What are the toughest questions they asked when vetting your agency? What quality checks are important to them, and therefore to you?

What’s the financial impact of outsourcing white label content?

The cost of white label content will depend on the outsourcing partner you choose. In most cases, however, outsourcing is significantly more cost effective than having your in-house copywriters do all the writing.

Want a very personal relationship with a writer? Go the freelancer route, and expect to pay a premium for their time.

Want a streamlined content delivery process that harnesses the power of a crowd to deliver unique, high-quality content, every time? Consider a solution like Verblio, with our flexible subscription model.

Congrats, you now know the basics of white label content. Read on to learn about the white label options you have with Verblio and see exactly how our white label content feature works for both you and your clients.

Verblio’s white label content, explained

Verblio’s white label content is original content created by our network of 3,000+ freelancer writers for digital marketing agencies to resell to their clients. The “white label,” as you now know, means that your clients never have to know that you’ve hired Verblio. (Though some of our clients are willing to shout it from the rooftops, and we love them for it.)

As a veteran agency partner, we know every marketing agency handles its clients and content differently. Far from a “one-size-fits-all” approach, we’ve created a flexible white label platform that can fit seamlessly into (and expedite) your existing workflow. 

1. White label content creation for hands-off clients

Some agencies provide final content to their client or publish it on their behalf without going through rounds of feedback first. If that’s you, you can simply source your content from Verblio and your client never has to interact with our platform. 

The content we provide is original and written for your specific request. You’ll be able to ask for any edits you need from the writer before you purchase a piece. After you purchase it, you can send it to your client, publish it for them, tell them you wrote it, tell them your dog wrote it, use it in your novel, wallpaper your house with it…anything you want. It’s 100 percent yours, and nobody has to know it came from Verblio.

2. Our white label content platform, for clients who like to be involved

If your client is typically the subject matter expert, or if they simply like to be more involved with edits and feedback during the content creation process, you can use our white label platform to get edits and feedback from your client before the content is purchased. 

You’ll always own the content 100% after purchase, regardless of whether you set up the white label feature or not.

How our white label platform works

Here’s the TL;DR:

1. You request content for your client.

When you request content on the Verblio platform, you can provide a brief, a style guide, SEO requirements, internal links to include—anything a writer needs to create great content. You can also set up different subscriptions for different clients to keep things organized for your team.

2. A Verblio writer drafts the content according to your request.

Our marketplace of freelance writers will review your request. Whoever thinks they can knock it out of the park will take it on and submit a draft to you, typically within 4 to 6 business days.

2. Content is posted to your agency’s white label site for review.

You’ll be able to see your drafted content directly in the Verblio platform. If you want your clients to review the content, too, we’ll mirror that content on the white label site (with your agency’s own custom domain in the URL) for them to see as well.

3. Client reviews, sends feedback and edits, or provides thumbs up/thumbs down

If you’ve set up the white label feature, your clients will be able to access their content queue and provide feedback or request edits, if necessary, prior to approving their content. Your internal team can also request edits from the writer.

4. You decide when to purchase or reject a piece of content.

Just because we’re making it easier to collaborate with your clients doesn’t mean your agency loses any of its control over your content. Regardless of your clients’ feedback, you can always choose to request edits, purchase, or reject a piece from our writers.

Step-by-step instructions for setting up your agency’s white label platform

We’ve done our best to make our white label feature as easy and intuitive as possible. Once you have it set up, expect smooth sailing for you and your clients with seamless collaboration and an efficient, optimized workflow.

After you’ve set up your Verblio account, here’s what to do to take advantage of our white label services:

1. Navigate to your White Label page in the drop-down menu under your email address.

You’ll see three tabs there: Clients, Users, and Settings.

2. Set up your white label account under the “Settings” tab.

Your clients will access their content at a custom domain at [yourbrandname].editspace.com. You can change the URL here, as well as upload a logo.

You can also decide whether new submissions will be automatically visible to your clients as soon as writers submit them, or if you want to review submissions first before allowing clients to see them.

(What’s that about? If you have a pool of Verblio writers that you trust, you can speed up the process by having their submissions go directly to your clients. Checking this box keeps you from having to review every piece yourself before getting your clients’ feedback.

If, however, you want to make sure your clients aren’t seeing any content that you haven’t personally reviewed for quality first, leave that box unchecked and each submission will appear in your client’s queue only after you choose to make it visible there.)

3. Add your clients on the “Users” tab.

You can choose which subscriptions each user has access to, so they’re only seeing the content for their business. Once a user has been added, they will receive an email with instructions to create a password and log in to view their submissions at your chosen URL.

Pro tip: Add yourself as a user so you can see exactly what your clients are seeing.

4. Manage your accounts on the “Clients” tab.

Here you can see a list of all your clients and view the users that you’ve invited to each account, in addition to editing the display name that they’ll see when they view submissions in Edit Space.

You can also quickly change whether clients can view the white label platform at all. If you’re still getting your logo set up or want to work more with our writers before showing any submissions to your client, you can toggle their visibility off. 

5. Make submissions visible in Edit Space

In your list of submissions, you will now see a White Label toggle for each submission. Once you toggle a submission to ‘visible,’ your end client (that you’ve added as an Edit Space user) will receive an email notification, alerting them that there is a piece ready for them to review.

Pro tip: Have clients bookmark your Edit Space URL for easy access to their visible submissions.

Curious to see what your client will see? Check out this video for a look inside the end user experience.

6. Review your client’s edits

When your client has completed their edits, you’ll be able to see their feedback in your submissions.

The great news is that your client’s notes are just suggestions. You can add to their feedback by including your own edit requests before sending it to the writer. You can also delete their edit requests and comments if you don’t think they’re necessary.

7. Rinse and repeat as needed

Our white label feature allows you to go back and forth with your client until you feel that the piece is ready to go back to the writer for edits.

Once the writer has edited the piece based on your feedback, you and your client will both be able to review their submission again and follow the same process for edits and feedback if the piece isn’t yet exactly what you’re looking for.

Ultimately, your client can decide to approve or reject the final piece, and you can purchase or decline based on their feedback.

You’re still in the driver’s seat

As an agency, you were hired by your clients because you are the marketing expert. While our new white label feature was created with agency/client collaboration in mind, the ultimate decision to request edits from a writer, purchase, or decline a post will always belong to the agency.

If your client approves a post but you don’t think it meets their needs, you still have the ability to decline it or request more edits. Similarly, you can purchase a piece that has been rejected by your client.

And, if you’re used to calling all the content shots yourself, you can still choose to use Verblio without setting up the white label platform. Simply submit your content requests, review and edit our writers’ submissions as needed, and provide the final purchased content to your client yourself.

Have additional questions or need support?

As a white label content writing platform, we’re always here to help make content marketing easier for you. If you have any feedback or suggestions, please let us know.

Want to see it in action and talk through your specific use-case with a Verblio specialist? Get a peek under the hood with a 30-min demo.

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Charlene Baker

Char Baker is an entrepreneur, content creator, and digital marketer at heart. Earning her degree from James Madison University (Go Dukes!) in Public Administration, Char had no intentions of pursuing a career in marketing or entrepreneurship. Yet, in 2009, she fell in love with the idea of blogging and using digital strategies to create a full-time income from her computer (plus, she's HubSpot Inbound Certified!). When she's not working or writing for Verblio, Char enjoys spending time with the hubby and two boys who are dedicated to keeping mommy busy! You'll also find her treating herself regularly to Maggiano's...and she welcomes any gift certificates.

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