Copywriting Consultant vs Freelancer: Which Is Better for SMEs?

If you run a small business and need better content, the usual question isn’t whether to outsource, it’s who to outsource to.

A freelance copywriter? A copywriting consultant? An agency?

For many SMEs, this decision affects budget, consistency and, well… your sanity. Choose the wrong option, and you’ll spend months fixing copy, rewriting briefs and wondering why publishing good content still feels harder than it should.

This article breaks down copywriting consultant vs freelancer, so you can choose what actually fits your business, not just what sounds right.

What SMEs usually need from outsourced copywriting

Before comparing options, it’s worth being honest about what SME copywriting really involves.

Most small businesses need:

• Consistent messaging

• Content that sounds like them

• Speed without sacrificing quality

• Value for money

• Less back-and-forth

• Fewer rewrites

• No need for micromanagement

This matters because freelancers and consultants solve different problems. 

What a freelance copywriter is best at

Freelance copywriters are usually hired to do the writing.

They’re great when you need blog posts written to a brief, website copy, one-off campaigns and short-term support.

For clearly defined tasks, freelancers are often the fastest option.

Where freelancers work well

• When you know exactly what you need

• When brand voice is already clear

• When volume is limited

• When internal review is strong

• When you have a larger budget

If your system is solid, freelancers can plug in easily and start writing content that fits with what you’re looking for.

Where freelancers can struggle for SMEs

For many small businesses, challenges appear over time.

Common issues include:

• Copy that sounds different every time

• Repeated briefing and feedback

• Reliance on one person’s availability

• Rising costs as volume increases

• No improvement in internal capability

This is where content outsourcing starts to feel expensive rather than efficient.

What a copywriting consultant is best at

A copywriting consultant focuses less on writing and more on fixing how writing happens.

Instead of delivering individual pieces, they help you:

• Clarify brand voice

• Improve messaging

• Build content frameworks

• Create reusable templates

• Set content standards

• Make AI work properly

The goal is long-term clarity and independence.

For more info, read my article on what a copywriting consultant actually does.

Copywriting consultant vs freelancer: the real difference

The easiest way to understand the difference is this:

A freelancer asks, ‘What do you want me to write?’

A consultant asks, ‘Why does writing keep being a problem?’

Both are valuable, just at different stages.

When SMEs benefit more from a copywriting consultant

A consultant is often the better choice when:

• Content feels inconsistent

• AI output sounds generic

• Freelancers need constant rewriting

• Messaging lives in someone’s head

• Marketing feels slower than it should

• Budget is being spent repeatedly on the same problems

This is especially true for SMEs trying to scale content without scaling cost.

Cost comparison: short-term vs long-term value

At first glance, freelancers usually look cheaper. But over time, costs add up, such as per-piece pricing, hefty retainers, constant revisions and a dependency on external writers

A consultant often charges a one-off fee, but leaves you with assets you can reuse over and over again, such as:

• Tone of voice guidelines

• Prompt libraries

• Content templates

• Internal standards

Here at AI Copy Consultant, I also offer a dual approach to this. I can help you create the assets you need to perfect content generation, then produce a month's worth of high-quality, SEO-optimised copy for a fraction of what most professional copywriters cost. Take a look at my copywriting consultant services to see how I can help.

For many SMEs, this reduces long-term spend significantly, yet still helps you reach your goals.

Where AI changes the decision

AI has blurred the line between consultant and freelancer.

With AI handling first drafts, the value shifts toward:

• Guidance

• Standards

• Prompts

• Editing frameworks

This is where consultants tend to outperform freelancers, especially for SMEs using AI but unhappy with the results.

The hybrid approach that many SMEs choose

This isn’t always an either/or decision.

Many SMEs:

• Work with a copywriting consultant to build foundations

• Ise AI and internal teams for most content

• Bring in freelancers occasionally for execution

This approach gives speed, control and consistency without locking you into monthly costs. Get in touch with me today if this sounds like the missing piece to your content production puzzle.

So… which is better for SMEs?

Here’s the simple answer.

Choose a freelancer if you need copy written right now because your messaging is already clear and you’re happy managing briefs and feedback.

Or, choose a copywriting consultant if content feels harder than it should, consistency matters and AI isn’t delivering good results.

Improve your content production

The real question isn’t copywriting consultant vs freelancer. It’s whether you want a temporary output or a long-term content-production system.

For many SMEs, investing in the way content is created pays off far more than paying for copy again and again. For more information, drop me a message and let's talk about how I can help you produce content you can be proud of.