Editor’s Note: Verblio provides white label content writing for agencies. We’ve created this guide specifically for agencies considering outsourcing content creation.
As agencies and marketing/advertising companies adapt and scale to meet growing content demands of clients, the proposal to outsource content to professional content writers (whether that be to freelancers or to a white label content writing platform) inevitably comes up.
As do such questions as:
- “How can we control content quality if we outsource?”
- “What will our in-house copywriters do if we outsource?”
- “If we do outsource, how do we build a content team or series of processes to prep the content before the client sees it?”
- “What’s the financial impact of outsourcing?”
And the resounding refrain emerges: “how could we possibly white label content marketing?” All valid questions, each of which we’ll address one by one.
White Label Content Marketing FAQs
1. How can we control content quality if we outsource?
Of course, it does vary based on your choice between freelancers vs. a white label content writing platform. There are varietal ways to begin working with reputable freelancers, or you can leave it up to a content writing platform to do the quality control/vetting of writers on your behalf to alleviate the burden.
And another important component of this, too, is obviously price. If you’re concerned with controlling for high-quality content but looking to get one blog post at $5 each with Fiverr, your expectations are wayyyy out of whack. The trick to discern the process/quality of posts is to ask plenty of questions about what freelancers need to get started, or to keep an eagle-eye out for what a website content writing service would require in the same way when you sign up, take a demo, or take advantage of trial or test.
Or, if you’re really stumped, snatch 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 in turn, to you?
2. What will our in-house copywriters do if we outsource?
Copywriters are oftentimes far more agile and flexible than you’d give them credit for. They probably flesh out copy for landing pages, press releases, mottos, brand books, etc. for your agency already, but how many of them are just churning out words for words’ sake and not necessarily exploring their full professional potential?
Certainly, there are writers who are only in it to write and take on each new client with sustained vigor, but where there’s one of those, there’s usually another one to match who is just as eager to take on more responsibility in the realm of content strategy or simply edit versus write from scratch every single time. Things move fast and change all the time in an agency…copywriters are no exception.
3. If we do outsource content writing, how do we build a content team or series of processes to prep the content before the client sees it?
This is dependent first on the content team you build and how much of their time ideally should be allocated corresponding with writers, managing deadlines, actually writing, editing, strategizing content, all outside the interacting with and building relationships with clients.
Once you figure out a sweet spot for how you’d like your team to operate (some of the agencies Verblio works with outsource every single role! talk about a lean team), seek out a solution that suits your particular goals/challenges.
Want a very personal, local relationship with a writer? Go the freelancer route.
Want a streamlined content delivery process that harnesses the power of a personal crowd to deliver unique, high-quality content, every time? Consider a solution like Verblio.
Want the cheapest possible post you can get? Yikes, I don’t know what you’d get for a few dollars per post, but I’m betting that won’t fly with your clients’ expectations.
4. What’s the financial impact of outsourcing?
Obviously, this does vary from agency to agency and based on the actual outsourcing decision you make. In most cases, if you’re doing it right, outsourcing is significantly cheaper than having your in-house copywriters do all the writing. Then, your copywriters can take an outsourced post from 80 to 100% for the client through edits and further personalizing. Pretty amazing, and less time sunk into yet another blog post on a landscape fertilizer for your copywriter Joe, who doesn’t have expertise in (or honestly care all that much about) fertilizer.
Which brings us to the final, overarching question:
5. How could we possibly white label content marketing?
Break it up.
You’re not going to necessarily be able to outsource the entirety of a content strategist to take care of everything. And you have no problems outsourcing design asks an outside designer or the fixing of your company toilet to a plumber.
Leave the writing to someone else. And probably the editing too. The rest will fall into place—the account management, the overseer/manager of content and strategy—and you’ll continue to bob and weave and evolve, as all successful agencies do. The trick is to find your partner to outsource to and dive in.
Which brings us to Verblio’s solution. (Warning: We’ve hooked you now. Read on for how we serve agencies needing white label content writing. And if you don’t read on, consider this your out.)
How Verblio’s White-Label Content Works
Verblio’s white-label content is original content developed by our network of 3,000+ freelancers for agencies and marketing companies to resell to their clients. The “white label,” as you probably already know, means that your clients don’t have to know that you’ve hired Verblio.
Every agency is different. Every agency handles its clients’ needs differently. As a veteran partner of many agencies, Verblio has built a flexible platform to handle the varied content structures and client relationships of the modern content writing agency.
Depending on how your agency operates, you have the option to use Verblio in one of two ways:
- If your agency is in the practice of trading multiple rounds of edits with your clients before mutually agreeing on a piece of content, you can utilize our white label feature to share content and collect feedback from your client.
- If your agency is in the practice of simply presenting completed content to your client or publishing directly without exchanging many rounds of feedback with the client, you can source your white-label content from Verblio without setting up the white label feature.
If you need to trade edits with your clients on our white label feature (free for all agencies!), they will only see your agency’s name or custom domain in the URL, or if you prefer, a third-party, completely anonymous URL. Read on below to see exactly how it works.
If you don’t typically trade edits with clients, you can hop into Verblio and get content cranking for your agency. You’ll still have access to our white label platform, should you need to present content to your clients before it’s been purchased.
You’ll always own the content 100% after purchase, independent of whether you set up the white label feature or not.
We’re here to help with our efficient, scalable white label content for writing agencies and marketing companies to expand their services, meet the growing content needs of clients, and build up a book of recurring revenue business.
Here’s how it goes.
1. Verblio writes new white-label content
No two clients are alike. And as your clients ask for more, the demands on your agency grow.
As an agency, you can centralize, manage, and tailor content just to your clients’ preferences within Verblio.
2. Content is posted to your agency’s white label feature for client review
Should you choose to present the content to your client before approving, and with the white label feature active, Verblio sends you custom content for review and mirrors that content on the white label feature for client review.
3. Client reviews, sends feedback, or provides thumbs up/thumbs down
Clients are able to access their content queue and provide feedback, if necessary, prior to approval.
Or, if you’re a lucky agency who’s structured their content process to eliminate the client approval bottleneck, go ahead and publish!
Step-by-Step Instructions for Setting Up & Editing Your Client’s White Label Feature
1. Sign in and review your client-ready posts
On your subscriptions dashboard, you will see a list of companies with posts in their queue. In this example, a few clients, including Pied Piper Technology, have posts in their queue for your agency to review and organize.
2. Review your client’s queue (e.g. Pied Piper Technology)
Select a client from your subscriptions dashboard.
3. Edit and organize your client’s queue
Within each client queue, you can review, request edits, or re-order the queue. The order and posts of this queue will be mirrored in the white label queue for clients, controlled by the ‘White Label’ toggle. You don’t need to show your client the whole queue if you don’t want to.
Any changes to your client-facing queue must be done here.
4. After reviewing and editing your client’s queue, share the posts with your client
From your subscriptions dashboard, select “White Label”.
5. From the ‘White Label’ page, under ‘Settings’, you can set up a custom domain (not required) and customize the look of the white label to reflect your agency’s branding, colors, and logo
6. From the ‘White Label’ page, under ‘Subscriptions’, you can automatically generate a shareable link, view your client-facing queue, and ready it for client review and approval
Clicking each link will send you to each client’s respective white label queue. Only those clients you share this individual link with will be able to view—all links are private.
7. View the white label queue for client review and approval
Review the white label queue or send to your client for review—based on your customizations, this is what the client will see.
8. Send the white-label content link to your client
Just copy & paste from the URLs in the ‘Customer List’ to share with the appropriate client.
Once you send the shareable link to your clients, as shown above, they have the ability to review the queue, send feedback, or give each piece the ‘thumbs up’ or ‘thumbs down’ for publication. Their actions on these white label posts will show on your main Verblio dashboard when logging in so you don’t skip a beat.
9. Creating a custom domain
You can also use a custom domain for sending the white label queue to clients. All it requires is making a DNS entry using your DNS provider. This is not required, but available for agencies to use at their discretion.
Simply follow the instructions hyperlinked on your ‘White Label > Settings’ page to create a custom domain (e.g. posts.acme.com).
Please note: Custom domains will take anywhere between 5 minutes and ~1 hour to initially set up depending on how long the DNS record takes to propagate around the internet.
Have Additional Questions or Need Support?
We’re always here to help and will be adding features all the time to continue making white-label content writing easier for you, as a content writing agency. 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.