In today's digital landscape, quality content is the cornerstone of successful marketing strategies. As we've worked with businesses of all sizes, we've seen firsthand how the right content can transform results and drive growth. But finding the right talent to create that content can be challenging. Two platforms that frequently come up in our discussions with clients are Contently and Upwork. Both offer access to freelance writers and content creators, but they operate with fundamentally different approaches and cater to different needs.
In this comprehensive comparison, we'll explore how these platforms stack up against each other, examining everything from their core features and pricing structures to the quality of talent and ease of use. Whether you're a small business looking to outsource your blog writing or an enterprise seeking a complete content marketing solution, our Contently vs Upwork breakdown will help you determine which platform is the right fit for your specific needs.
Platform Overviews
Before diving into detailed comparisons, let's establish a clear understanding of what each platform offers and who they're designed to serve.
Contently
Contently positions itself as a premium content marketing platform that connects businesses with high-quality freelance talent. Unlike general freelance marketplaces, Contently focuses exclusively on content creation and marketing. The platform caters primarily to mid-to-large enterprises and established brands looking for professional content at scale.
Key features:
- Vetted network of professional writers, editors, and content creators
- End-to-end content marketing platform with strategy tools
- Content management system (CMS) and workflow tools
- Analytics and performance tracking
- Brand guidelines and style management
- AI-powered content strategy recommendations
Pricing structure:
Contently operates on a subscription model with enterprise pricing that typically includes:
- Platform access fee (starting around $3,000-$5,000 monthly)
- Talent costs (paid per project on top of platform fees)
- Additional fees for premium services and strategy consulting
While Contently doesn't publicly disclose their exact pricing, our research indicates that businesses should expect a minimum annual investment in the $50,000-$100,000 range, making it primarily suitable for companies with substantial content marketing budgets.
Application process:
For freelancers looking to join Contently's talent network, the process is highly selective:
- Submit portfolio and professional credentials
- Pass a rigorous vetting process
- Only about 10% of applicants are accepted
- Once accepted, freelancers can be matched to relevant client projects
Upwork
Upwork is the world's largest freelance marketplace, connecting businesses of all sizes with freelancers across countless categories, including content writing and marketing. The platform serves as an open marketplace where anyone can join and bid on projects.
Key features:
- Massive pool of freelancers across all price points and experience levels
- Project-based, hourly, or retainer hiring options
- Time tracking and project management tools
- Escrow payment protection
- Freelancer ratings and reviews system
- Direct messaging and interview capabilities
- Team collaboration features
Pricing structure:
Upwork uses a fee-based model:
- Free to post jobs and hire freelancers
- Freelancers pay 5-20% commission (sliding scale based on lifetime earnings with each client)
- Clients can opt for premium plans ($49.99/month for Upwork Plus)
- Additional fees for payment processing (3%)
Application process:
For freelancers joining Upwork:
- Create a profile and set rates
- Pass basic verification checks
- Submit proposals for open jobs
- Build reputation through completed projects and reviews
Head to Head Comparisons
Now that we understand the basic structure of each platform, let's compare them directly across key factors that matter most to businesses and freelancers.
Ease of Getting Started
Application requirements:
- Contently: Requires professional experience, portfolio review, and selective approval
- Upwork: Open to all skill levels with basic verification requirements
Approval process:
- Contently: Thorough vetting by editorial team, can take weeks for approval
- Upwork: Quick approval process, usually within 24 hours
Time to first project:
- Contently: Can take months to be matched with your first project
- Upwork: Can start bidding on projects immediately after approval
Winner + why:
Upwork wins for ease of getting started. The platform allows both businesses and freelancers to begin working together almost immediately. While Contently's rigorous vetting process ensures quality, it creates significant barriers to entry and delays the time to first project.
Quality of Clients
Average project budgets:
- Contently: Typically $300-$2,000+ per article, with enterprise clients and ongoing work
- Upwork: Highly variable, from $5 blog posts to $10,000+ content projects
Client screening process:
- Contently: Works primarily with established brands and enterprise clients
- Upwork: Minimal screening, though payment verification is required
Payment reliability:
- Contently: Guaranteed payment through platform, typically net-30 terms
- Upwork: Escrow protection for milestone-based projects, hourly work protection
Winner + why:
Contently wins for client quality. Their focus on enterprise clients means higher budgets, more strategic projects, and reliable payment. Upwork offers more opportunities but with highly variable quality and budget levels.
Competition Level
Number of competition:
- Contently: Limited pool of vetted freelancers (approximately 160,000 across all specialties)
- Upwork: Massive freelancer pool (12+ million active freelancers)
Bidding process:
- Contently: No bidding; platform matches freelancers to appropriate projects
- Upwork: Competitive proposal system where freelancers bid against each other
Success rates:
- Contently: High match rate once accepted into the network
- Upwork: Low proposal success rate (often less than 10% for new freelancers)
Winner + why:
Contently wins for favorable competition levels. While it's harder to get accepted initially, once in the network, freelancers face significantly less competition and don't need to constantly bid against others. Businesses benefit from pre-vetted talent without wading through hundreds of proposals.
Fees and Earnings
Platform fees breakdown:
- Contently: No fees for freelancers; businesses pay platform subscription
- Upwork: Freelancers pay 20% on first $500 with each client, 10% up to $10,000, 5% beyond
Payment processing:
- Contently: Direct deposit, typically net-30 payment terms
- Upwork: Multiple options including direct deposit, PayPal, wire transfer
Withdrawal options:
- Contently: Limited to direct deposit in supported countries
- Upwork: Multiple withdrawal methods with varying fees
Winner + why:
Contently wins for freelancer earnings potential. With no platform fees and higher average rates, freelancers typically earn more per project. However, Upwork wins for flexibility in payment methods and immediacy of payment options.
Support and Resources
Customer service quality:
- Contently: Dedicated account managers for businesses, editorial support for freelancers
- Upwork: Tiered support system, premium support for paid business plans
Learning resources:
- Contently: Limited training for freelancers, robust strategy support for businesses
- Upwork: Extensive freelancer academy, guides, and resources
Community support:
- Contently: Limited community features
- Upwork: Active community forums and resources
Winner + why:
This category is a tie. Contently offers superior hands-on support for enterprise clients, while Upwork provides more comprehensive self-service resources and community support.
Pros and Cons
Contently
Pros:
- Premium, vetted talent network
- End-to-end content marketing platform
- No fees for freelancers
- Higher average project rates
- Strategic content planning tools
- Analytics and performance tracking
- Enterprise-grade security and compliance
Cons:
- Extremely high cost barrier for businesses
- Difficult for freelancers to get accepted
- Limited control over talent selection
- Less flexible for small projects
- Slower time-to-content than some alternatives
Upwork
Pros:
- Accessible to businesses of all sizes
- Massive talent pool across all price points
- Immediate access to freelancers
- Flexible hiring models (hourly, fixed-price, retainer)
- Built-in time tracking and project management
- Escrow payment protection
- Ability to build long-term teams
Cons:
- High fees for freelancers (up to 20%)
- Variable quality requires careful vetting
- Time-consuming proposal and hiring process
- Limited content strategy support
- Can be challenging to find specialized expertise
- Potential for scope creep on hourly projects
Who should choose what?
Based on our extensive experience with both platforms, here are our recommendations for different use cases:
Contently is best for:
- Enterprise companies with substantial content marketing budgets
- Established brands concerned about maintaining consistent quality
- Marketing teams seeking strategic guidance along with content creation
- Businesses needing specialized industry expertise from pre-vetted professionals
- Companies with complex compliance requirements that need enterprise-grade security
- Marketing leaders who need data and analytics to prove content ROI
- Teams lacking internal content strategy expertise who need guidance
Contently makes the most sense when content is a strategic business priority and you have the budget to invest in a premium solution. The platform's combination of talent, technology, and strategy support creates a comprehensive content marketing system that can deliver measurable results.
Upwork is best for:
- Small to medium-sized businesses with limited content budgets
- Startups and entrepreneurs needing flexible, affordable content creation
- Companies with in-house strategy who just need execution help
- Businesses with diverse project needs beyond just content
- Teams needing quick turnaround on content projects
- Organizations wanting direct control over freelancer selection
- Businesses looking to build their own freelance team over time
Upwork provides the flexibility and affordability that many smaller businesses need. The platform allows you to find talent across the price/quality spectrum and scale your investment as your content needs grow.
Conclusion
When comparing Contently vs Upwork, there's no universal "better" platform—each serves different needs in the content marketing ecosystem.
Contently offers a premium, enterprise-grade solution with vetted talent, strategic guidance, and comprehensive tools. It's the Ferrari of content marketing platforms: expensive but powerful and refined. The platform excels at helping established brands create strategic, high-quality content at scale.
Upwork provides accessibility, flexibility, and affordability. It's more like a versatile SUV: adaptable to different terrains and budgets. While it requires more hands-on management, Upwork allows businesses of any size to find content creators and build relationships directly.
Our recommendation? Consider your specific needs:
-
If you have enterprise needs and budget: Contently's combination of premium talent, strategy, and technology creates a turnkey solution that can transform your content marketing results.
-
If you need flexibility and affordability: Upwork offers the freedom to find talent across the quality/price spectrum and build your own content team on your terms.
Many businesses find success using both platforms for different purposes—Contently for strategic cornerstone content and Upwork for supplementary or specialized projects.
Ready to take your content marketing to the next level? Both platforms offer free consultations to help you understand how they can support your specific goals. By leveraging the right platform for your needs, you can create content that resonates with your audience and drives measurable business results.
Note: Our team uses cookies and tracking data to analyze the effectiveness of our content, helping us continuously improve our recommendations based on real-world results.
