If you want your blog written for you, there are three options: an agency, a freelance writer or an AI blog system. They differ mainly in price per post, delivery time and depth of expertise. An agency and a freelancer deliver individual posts to order, while a system delivers weekly and needs your approval. Which option suits you depends on how many posts you need and how much time you have for briefing and checking.
If you're looking for someone to write your blog, you've probably already decided that you won't write it yourself. The only question left is who takes it on. There are three options: a content or marketing agency, a freelance writer, or an AI blog system that delivers posts on a weekly rhythm. All three work. They just suit different businesses, and they demand different amounts of your time.
The three options at a glance
Agency. You buy a plan: topic planning, text, often images and publishing too. One contact person coordinates, while employed or freelance writers work in the background. The agency handles project management and quality control. You pay for that coordination effort too.
Freelancer. You work directly with one person. It's lean, personal and has no middle layers. Expertise and speed depend on that one person, including holidays, illness and workload from other clients.
AI blog system. Software tracks search queries in your industry, plans topics and writes posts that you check and approve. The human stays in the checking role, not the writing role. What such systems can do and where their limits lie is covered on the Automated blog posts page.
Comparison across five criteria
| Criterion | Agency | Freelancer | AI blog system |
|---|---|---|---|
| Billing | Monthly flat fee or price per post | Price per post, hour or word | Monthly subscription with a fixed number of posts |
| Delivery time per post | Usually one to three weeks from briefing | A few days to two weeks, depending on workload | Fixed rhythm, for example one post per week |
| Depth of expertise | Depends on the assigned writer, onboarding takes time | High, if the person knows your industry | Breadth from search data, depth from your briefing and corrections |
| SEO structure | Usually part of the plan, quality varies | Must be explicitly requested | Built in by default (subheadings, FAQ, internal links) |
| Responsibility for the content | Agency checks first, you approve | You check and approve | You approve, or set a cut-off deadline for automatic publishing |
The delivery times in this table are experience values from projects, not industry statistics. Ask every provider for the binding deadline from briefing onwards, and what happens if the briefing is delayed on your end.
What a post costs
There are no public pricing statistics for blog texts in Switzerland. Agencies and writers bill very differently: flat rate, per word, per hour or per post including research. So the only way to find out is to do the sums with your own quotes.
Example calculation, as of October 2026, for four posts per month:
- Get two agency quotes and one freelancer quote for exactly this scope. Divide the monthly price by four. That gives you the price per post you can compare.
- Add your own time on top: writing the briefing, answering queries, reading corrections. For an agency or freelancer, this is typically 30 to 60 minutes per post. For a system, it's the checking time before approval, just a few minutes for experienced users.
- An AI blog system like BlogPilot costs CHF 199 per month in the Starter plan for one post per week. That's a good four posts a month, so less than CHF 50 per post, excluding your checking time.
This calculation shows the point that really matters in comparison: not the price per post alone, but price plus your time plus the number of posts that actually appear. You'll find a detailed overview of pricing models at What does an AI blog cost?.
Delivery time is a rhythm, not a speed
A single post delivered in three days isn't impressive if the next one doesn't follow for six weeks. Google has never confirmed that publishing speed is a ranking factor. But what you can see in practice is this: a blog that answers a customer question every week builds up a topic area over months, and that works. With an agency or freelancer, the rhythm is a matter of negotiation and depends on your briefing discipline. If the briefing stalls, the post stalls too. A system flips this around: it delivers, and all you have to do is approve or stop it.
Depth of expertise: who knows your business
The strongest argument for a freelancer is industry knowledge. A copywriter who has written for plumbing firms for ten years knows the questions customers ask. An agency has to buy in or build up that knowledge first, and if the copywriter changes, it starts again from scratch. An AI system draws breadth from real search queries and depth from your input: which services you offer, which you don't, which terms your customers use, which cases are typical. Without this input, every text stays generic, no matter who writes it.
Responsibility always stays with you
The post appears under your company name. You are responsible for what's in it: prices, deadlines, legal statements, promises. This applies to agency copy just as much as to system-generated copy. Google judges content by its usefulness to readers, not by how it was created, but has made clear in its spam policies that mass-produced text without added value counts as a violation. Checking before publication is therefore not a formality. Approval in the blog process describes the approval models available and how long an approval takes.
What suits whom
- Agency: businesses with a marketing budget who want campaigns, design and social media from a single source alongside the blog, and who can handle the coordination effort. More on this in the comparison Blog system or content agency.
- Freelancer: businesses with one or two posts per month who value a personal voice and have found a copywriter with industry knowledge.
- AI blog system: businesses that want to publish weekly, have no marketing team and are willing to spend a few minutes per post on checking it. BlogPilot falls into this category; the plans are listed at /preise/.
Combining the two often makes sense: a system for the weekly rhythm, a freelancer for the three fundamental posts a year that really need to sound like they're in your own words.
Frequently asked questions
How many posts a month make sense if I have the blog written for me?
For most SMEs, four posts a month is a good rhythm, so one per week. Fewer than two a month barely builds up a subject area. More only pays off once the per-post checking is running smoothly and there are enough customer questions to draw on.
Can I combine a freelancer and an AI system?
Yes, and that's often the best solution. The system covers the weekly rhythm with guide-style posts, the freelancer writes the few fundamental texts that need to sound personal, such as the company history or a statement. It's important that both use the same tone of address and the same terms.
Will customers notice that I'm not writing the blog myself?
Customers notice when the text stays generic and reveals nothing about your business. They don't notice when the text deals concretely with your services, your region and typical customer questions. This depends less on who writes it than on how good the brief is.
Who is liable for incorrect information in a bought blog post?
The post appears under your company name, so you bear responsibility towards readers and authorities. Whether you have claims for compensation against the agency or copywriter is governed by the contract. Have such questions checked by a specialist, and in any case build in your own check before publication.