5 Signs Itís Time to Outsource Your Content Creation ó And How to Do It
There’s no denying that content marketing is an important part of any overall marketing strategy. Research shows that content marketing costs around 60 percent less than other tactics, and generates three times as many leads. Companies that blog regularly and use social media effectively see more web traffic than those that don’t — but this all begs the question: Where does the content come from?
The lack of content production resources, including writers, videographers, designers, and web developers, is the primary obstacle to many companies that want to ramp up their content marketing efforts. However, more than half of all of the companies that have found success with content marketing have outsourced some or all of their content marketing.
When it comes to getting “bang for the buck,” outsourcing content creation often pays for itself, yet many companies are still resistant to the idea of paying someone else to create their content — despite clear signs that it has to happen sooner rather than later.
So how do you know that it’s time to outsource your content?
1. Your Team Doesn’t Have the Skills
You’ve put together a fabulous team to develop and sell your product, but they don’t really have the skills to effectively research, write, photograph, or make social media posts on behalf of your company. That doesn’t mean those skills can’t be learned, and that your team cannot be involved in the creative process, but if they struggle to write a single coherent blog post, it’s better to leave that job to a professional writer who can turn great ideas into great content.
2. You Don’t Have the Budget
Hiring a freelancer or agency to create content costs money — but in most cases, what you will spend to outsource the job is less than hiring a full-time content department (or even a single content manager.) For example, a full-time, experienced web developer can command a salary of more than $80,000 per year; whereas a freelancer working on a campaign or project basis can help you not only build a great, inexpensive website, but also create content that drives traffic.
3. You Don’t Have the Time
Lack of time is another common explanation for a lack of content marketing. It takes time to develop a strategy, never mind researching and developing content. And since the world of content marketing is always in flux, it can be a challenge to always stay abreast of trends or produce content “on-the-spot.” Outsourcing that job prevents missed opportunities.
4. Your Content Is Hopelessly Out of Date
You developed a content strategy — a few months or even years ago. But the last time you posted on your blog was more than six months ago — and your Twitter account? It’s covered with the online equivalent of cobwebs. If you haven’t updated your content in a while, regardless of the reason, outsourcing can get you back on track and up-to-date.
5. Your Content Isn’t Getting Results
This might be the most compelling reason to outsource your content creation. If it’s just not working, and you aren’t finding your footing with your audience, hiring an expert to help can make all the difference. Experienced content creators can identify what your audience wants and needs and deliver it to them. They know the “tools of the trade” and will use them to your advantage.
What to Know Before Outsourcing Content
Once you have decided to outsource your content creation, the next hurdle is finding someone to do it. Many companies opt to work with a content company or agency that can help not only strategically, but provide access to a wide range of producers to keep your content fresh and on point in terms of your brand. Regardless of who you hire, though, to ensure that your expectations are met, you need to:
- Provide clear instructions. The more detailed and thorough the directions that you provide to creators, the better the results.
- Provide detailed feedback. Not every piece of content will hit the mark on the first try, but when you provide more specific feedback, the number of required rounds of edits will decrease.
- Build a team. Just because you’re outsourcing content doesn’t mean they aren’t part of the team. Make an effort to include your freelancers in discussions and brainstorming sessions, and acknowledge them when appropriate.
- Expect to invest some time in content. You cannot hand off the task and expect results; you need to help with ideas and execution.
Outsourcing content creation can get your marketing efforts on track ad improve your results. Take an honest look at your current marketing strategy, and if you need to, get some outside help.