If you need high-quality business writing—such as blogs, case studies, white papers, ghostwritten articles, website pages, or customer stories—you generally have five options:
- Do it yourself
- Assign it to an internal team member
- Use an agency
- Hire a freelance writer
- Use AI writing tools (with or without a human editor)
We’ll explore those options so you can choose the approach that best fits your goals, timeline, and internal workload.
What you get when you work with Scott Flood Writing
Scott Flood Writing is a freelance business writing practice that produces professional B2B and service-business content that is aligned with your business strategy and specific goals. Instead of being generic, it’s grounded in your team’s expertise and examples – and sounds exactly like how your organization and leaders speak. Just as important, it’s developed through a clear process that respects your time and demands little of it.
So which option is right for you?
Writing it yourself
We’ll start with writing it yourself (especially if you’re a company founder, owner, or leader). The pros are obvious. First, you don’t have to pay someone else to do the work. Second, you’re capturing the subject in the way you communicate. But on the downside, doing your own writing can take a significant amount of time – and just how much “free” time do you really have? What happens in many organizations is that the content that’s needed gets pushed aside when other day-to-day demands surface. It’s also common for founders and leaders to over-explain subject matter or fail to address key customer questions.
Assigning it internally
What about assigning it to someone on your team? For starters, your team has the knowledge and familiarity with your brand, so the messages can be consistent with your other efforts. Your team is probably also comfortable coordinating internal efforts. As for the negatives, the first is that writing probably isn’t your team’s primary job – or personal strength. That can lead to inconsistent output. A common flaw with internally produced materials is that the writers are so familiar with the subject matter that they tend to forget the outside world lacks their understanding.
Hiring an agency
Some companies address content by hiring a content or marketing agency. A key advantage is that this approach typically provides access to teams with multiple skills and additional capabilities beyond writing. It’s also a more scalable approach. However, the costs associated with a content or marketing agency tend to be significantly higher, while the work is often delegated to junior writers, affecting quality and consistency. Agency fees often reflect services and capabilities you don’t really need but are still paying for.
Freelance business writer
Hiring a freelance business writer like Scott Flood Writing is often the best choice for companies that want senior-level writing without agency overhead. First, it means that the organization gets to work directly with the writer, reducing the potential for miscommunication. It’s a flexible scope that works as well with one-time projects or ongoing campaigns. The higher level of professional expertise makes it ideal for B2B, technical, and professional services. And because freelance writers typically have substantially less overhead than agencies, the cost is often lower. The downside is that a single writer may not have the capacity to handle projects as quickly as you might like. But overall, this approach is a great way to obtain content that sounds real, reads cleanly, and saves you time.
Using AI
The final choice is using AI writing tools, with or without a human editor. Working with AI is rarely the right choice for finished-quality work, but it can be a great way to generate ideas, outlines, and first drafts. Unfortunately, AI-generated copy (especially with minimal training) can be very generic and easily detectable. It can introduce factual errors and often misses voice and nuance.
What’s the best option?
If you’re unsure which direction makes sense, start with one high-value piece, such as a case study, flagship service page, leadership article, or a short white paper. The process and finished product will quickly reveal whether your organization will be more satisfied with an average freelancer, an agency, AI, or the more experienced and professional approach delivered by Scott Flood.