6 Reasons Why Outsourcing Content Creation Isn’t a Bad Idea

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More and more companies include content creation as part of their marketing strategies. They do it for SEO purposes, or because they have read 2014 is the year of content marketing, or simply because they truly believe that “content is the king”.

Your competition is probably running their own blog or/and is doing some other kind of content marketing already. You probably feel like you must create some sort of content, even though you have no idea where to start.

outsourcing content creation

But what if you had no time/no resources/no skills to produce the kind and the amount of content that you’d like to present?

You can outsource it.

For me, outsourcing any kind of content creation to someone from outside the company used to seem like taking the easy way out. You know, you hire a pro who will produce the entire content for you. They will deliver one of the best pieces you’ve ever read. But still, it won’t be a result of your work. So it’s like going with a shortcut, isn’t it?

Not at all.

It took me a while to understand that as long as you are honest and want to produce quality content for your audience there’s nothing wrong with it. Additionally,outsourcing content creation can bring you the quality you might be looking for. You still need to have a clear vision of what content you want to publish (and why you want to do it) then pick the best writers to make sure they present your vision perfectly.

Besides, nothing stops you from writing content yourself whenever you have time. You can run your personal blog or publish your own thoughts on your company’s blog. It’s simple as that.

I believe there are certain circumstances under which outsourcing makes more sense than remaining responsible for content creation. Here are some of them:

1. No One on Your Team is a Natural Born Storyteller

Content creation campaigns succeed when writers are able to tell compelling stories that catch people’s attention. Unfortunately, not everybody – not even otherwise talented writers – is a natural at storytelling. According to SocialTimes, if your team doesn’t include a storyteller or two, content creation campaigns may fall flat.

By that logic, it makes a lot of sense to outsource content creation. At the end of the day, it is often cheaper and quicker than looking for new additions to your team, as content writers can be hired on an as-needed basis using outsourcing.

2. You Don’t Have Time to Learn it All

The major reason most businesses outsource content creation is because owners simply don’t have the time to learn everything they need to know in order to become successful at content marketing. There are a lot of “moving parts” to content creation. Trying to learn how it all works and fit it into an already busy schedule can become just too overwhelming.

3. You Need a Large Volume of Content

Some businesses have the manpower to handle a few pieces of content per week, but that’s often not enough to make a difference in their sales figures. Social media posts are especially time-consuming, because they should appear several times per day in order to break through the noise of information and lastly – someone must respond promptly to readers’ comments.

A social media campaign is overwhelming enough, but when you add in other channels such as a blog, a regular email newsletter, and free white papers on topics of interest, it can become simply impossible to keep up.

4. You’re Not Familiar with Content Strategy

Conceivably, you could hire content writers in-house who are experts in content strategy and know how to create high-quality content. However, if you aren’t comfortable in the field, you are more likely to get what you need from an outsourcing agency.

Individual content writers, by their nature, are limited in their experiences. Agencies, especially ones that have been in business for a good length of time, work with hundreds of businesses, so they are more aware of what works and what doesn’t than an individual writer could ever be.

If you don’t have a lot of familiarity with content marketing strategy to begin with, outsourcing your content marketing is your best bet. An agency can work with you to help you decide what kind of content you want to create and how often you need it. They’ll then find the writers you need to meet your content creation goals.

It may cost a little bit more, but it’s worth it in terms of your ROI. Individual writers usually don’t do a lot of content strategy advising, and if they do, their scope is far more limited, so you won’t get the same level of assistance.

5. You Need More Accurate Effectiveness Metrics

Your content marketing campaign won’t be helpful if you have a hard time telling whether or not it is effective. Determining effectiveness requires more than monitoring how many people view your content. There is a complex relationship between views, clickthroughs and repeat visits that you need to understand in order to determine if your content marketing campaign is effective. You must also understand how to change it if it’s not helping you accomplish your goals.

Hiring content writers in-house won’t improve your understanding of metrics; you may also have to hire an analytics expert. It’s far more effective to outsource your content creation and let the content agency analyze the strength of your campaign and explain it to you.

6. You’re Focused on Expansion

Any business that is in the expansion stage needs to outsource its content marketing. In addition to the fact that you won’t be able to produce enough content in-house to meet your expansion goals, you can’t focus on both content creation and expansion at the same time.

Expansion takes a concentrated effort; if your time is divided between operational activities and content marketing, you won’t have the time you need to meet your business’ growth goals. Outsourcing your content marketing can free up crucial chunks of time and allow you to focus more on customer acquisition and providing superior customer service to existing customers.

Why Not Give it a Try?

Outsourcing content creation is worth at least considering. It’s not taking a shortcut, but more like optimizing your work and finding a reasonable way to achieve your business goals. Believe it or not, one of your goals should be to build a strong relationship with your clients.

Business owners are often reluctant to outsource content creation because they don’t want to lose control over the process. Outsourcing doesn’t weaken your ability to control your content marketing campaign because you still retain the right to request revisions or reject content that doesn’t meet your needs.

In fact, your content marketing campaigns may be strengthened because you’ll have access to more creators and you will free up time to focus on other aspects of your business.

 

Image Credits

Featured Image: Created by author for Search Engine Journal
Post Image: Evgeny Karandaev via Shutterstock

Krystian Włodarczyk

Krystian Włodarczyk

Internet Marketing Manager at Positionly
Krystian is a Marketing Manager at Positionly - the simplest SEO software. Personally he's keen on startups and passionate about SEM. Feel free to reach out to him on Twitter, Google+ or Linkedin.
Krystian Włodarczyk
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  • http://minervacopywriting.co.uk Michael

    Hi Krystian. This is a great post on the benefits of outsourcing. Good job! In the years I’ve worked in digital marketing, the opinion on utilising outsourcing agencies seems to have evolved significantly, but there is still work to be done. In particular, it seems that a lot of companies view outsourcing as the last resort after having negative experiences sourcing writers, designers, developers, etc. on sites such as Elance and Freelancer. While these sites can sometimes deliver exceptional quality, it certainly seems that a re-education outsourcing could prove valuable to many professionals.

    • Krystian Włodarczyk

      Thanks Michael.
      It’s difficult not to agree with you that in general most of the times, outsourced content is very poor in terms of quality (but to be honest – what else can you expect from $5 deal, for example on Fiver?). Fortunately, there are better offers on the market, but quality comes with a price.

  • http://www.probloggingsuccess.com/affiliate-marketing-tips/ Jane

    Well, outsourcing content isn’t always a bad thing. Especially in cases where a large volume of content is required and if the blogger is a one man/woman army! Certainly one person cannot handle it all.

    However I am very concerned that outsourced content will not represent my voice and my style of writing; and I also fear that my blog will lose the “me” ingredient in it 🙂

  • http://www.guyetteroofing.com billy guyette

    Great Article! I’ve been very reluctant to outsource content creation because I figured nobody could capture the vision of my business like I could. I know this line of thinking is heavily flawed. If your competitors are pushing more content than you are, you should delegate the task. I believe working on the direction of your business will go a lot further than working on content creation.

    • Krystian Włodarczyk

      That’s true, Bill. I was in a same situation. I could create exceptional articles with my personal approach, but… having in mind our competitors who were doing the same in a scale, I was not capable of delivering bigger amounts of content by myself.

  • http://www.joomgeek.com Florian

    Make sens I do think it’s good to sub contract some parts. I like to tell my customers that they have to focus in what makes them money.

    No money coming better sub contract (obviously not always so easy but anyway)

  • http://www.youthveda.com Lakhyajyoti

    Great post. I am completely agree with you. I always outsource content creation for my blog. It helps me to save a lot of my time. Thanks for the share.

  • http://www.pswapps.com Pera

    Nice post. I realized that content is important. Google wants to see new pages, new articles, interesting subjects. Furthermore, this strategy means more impressions.

  • http://www.johnleoweber.com John Leo Weber

    I was hoping there would be a disclaimer at the end of this story saying that this post was outsourced and not actually written by Krystian.

    • Krystian Włodarczyk

      That would be a brilliant ending 🙂 I wish I could came up with it earlier. Thanks John!

  • https://www.editwriteservices.com Jason Carvajal

    I agree that even if you are going to outsource for contents, you still need to make sure that what you want to say to your readers is what they will write about. Don’t just give a topic and let him or her write about it. More so, you must not forget to tell that person, who will write the content for you, how you want the flow of the idea will be so that when your readers read the content they will still think that it’s you who wrote them.

  • http://www.mostpixels.com Steve Faber

    Kyrstian,

    I agree, with content demands on organizations what they’ve become, outsourcing is necessary in many cases. Find high quality content creators and writers, then building solid relationships with them is key to success.

    As a freelance writer who creates content for brands, my income depends on it, so I’m certainly not an unbiased onlooker in this discussion. As you correctly point out though, content creation is not an internally scalable activity. Worse, content creation demands are not proportional to organization size. In fact I’d argue that when an organization is young and trying to get noticed in the market, it’s content creation demands are proportionately greater. Outsourcing is a perfect strategy that enables brands to get around this.

    I have to quibble with your assessment that no one on your team is a storyteller, however. There are effective storytellers in many organizations. Think about it. Are there effective story tellers? Of course there are. Do they work somewhere? Obviously!

    Excellent piece. Thanks!
    Steve

    • Krystian Włodarczyk

      Hey Steve,

      Thanks for kind words. Glad you liked the read.