How to Effectively Outsource Content Creation
As a person who is involved in marketing for your own business, you probably thoroughly understand how much is involved in marketing precisely so that your business becomes a greater success because of your efforts. There are several tools that you can use and only you can determine which ones work best for you.
How to approach it
You may feel that nobody can write your marketing content any better or “spot on” than you can write it. However, there are times in life (and in business) when it is worth paying someone else to do what you either don’t want to do or don’t have the time to do. Of course, it isn’t as though you don’t have anything else to worry about when it comes to your business. When it comes to your marketing content, it may be a really good idea to outsource that part of what you are sharing with other people. However, it goes without saying that you must proceed very carefully when it comes to choosing the right person or company to outsource your marketing content. Of course, you can only outsource your content creation if it makes sense for your particular business and your particular situation.
When to outsource
The chances are very good that you are not the only person who is involved in your business. If you happen to be working with other people (partners, executives, top-level managers), you will want to obtain the agreement of those people before you make your final decision regarding outsourcing your business’s content creation. You will want to establish a united front, which will remain solid throughout the entire process. Of course, that means that you need the agreement of your people not only when it comes to the concept of outsourcing your content creation but also when it comes to choosing which company to hire to do the work. The right people on the inside and on the outside are all very important and without getting what you need for your business on both sides will mean that you most likely will not achieve the success that you should achieve.
Your motivation behind outsourcing
There are several different reasons why outsourcing your content creation is a good idea. Some of those reasons were stated above but another extremely valid reason is the idea that outsourcing will give your content creation a new spin or perspective. That will keep it interesting for those people who are actually reading your marketing content. Mixing up the way that you present your information can be very exciting and enticing for those people who wish to interact with you.
Be discriminating
When it comes to looking at the different agencies as possible choices to outsource your content creation, you owe it to your business and to yourself to be as careful as possible. Doing the research before you make any decisions is imperative. There are many agencies that say that they have the capabilities to do all sorts of things when they actually fall short in certain ways. Doing your homework should help you to eliminate those agencies that are really not right for your purposes. There are several things that you can look for in the early stages (before you have made any decisions). When you are interviewing a particular agency, you should:
-
Ask the prospective agency to see a portfolio of what they have done for other businesses.
-
Ask to see some samples of content marketing strategies that they have created. This will give you an indication of their creative ability.
-
Determine if they are capable of creating an entire campaign or if they think on a smaller scale and only create programs. It is very important to keep in mind that your content marketing campaign is a long-term strategy as opposed to being a short-term concept.
Choose the skills that you want outsourced
Before you hire anyone, you need to look at the skills and knowledge that are required in order to successfully complete your content marketing campaign. Once you have listed those skills, you can determine which ones will be better handled internally and which ones should be outsourced. Of course, you will have close and frequent interactions with whichever agency you go with but you also need to make sure that they can do a great job with whatever you choose them to do. Afterall, it is your business’s reputation on the line.
Conclusion
As was discussed here, it is critical for your professional success that you share the most effective marketing content possible and there are many times when outsourcing that is a smart, intelligent thing to do. You should proceed carefully and follow the steps in a logical order. If you make the decision in a calculated manner, you will see that it was the right decision for you and for your business. You can then concentrate on other priorities that only you can make successful. It is very important that your marketing content (in fact, all of your content) is fresh, unique, and compelling. Outsourcing your marketing content will give you a much better chance of that becoming a reality. Tap into new perspectives and new, exciting ideas and your target audience members will thank you for it and will want to keep on reading and interacting with you.
We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.
Via LinkedIn Groups
Group: Strategy, Marketing & Innovation Forum
Discussion: What’s Your Opinion on Outsourcing Content?
I personally don’t see an issue with outsourcing content. It really depends on the business owner/professional’s skill set.
I do think that the business owner should collaborate but maintain creative control and set an agenda. The business owner will have a better sense of the audience, pain points and service. Any serious content creation efforts should have an editorial process put in place.
By Michael Black
Via LinkedIn Groups
Group: Step Into The Spotlight!
Discussion: What’s Your Opinion on Outsourcing Content?
I’d be really careful of them posting stuff in your name online. It’s got to sound like you and be interactive. One clue people will get that it’s not you is if you don’t respond to their comments.
By Tsufit
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
I would suggest using outsourced content as an information source or conversation starter….for yourself. Meaning, I would rewrite all content in my own words and with my own added opinions and background. Unless you are asking for expert opinions of course. But most people return to you because they like you. Don’t try to substitute outsourced content where people are seeking your voice. That may well end your relationship. Even brands suffers from outsourced media promotions.
By Charles Masterson
Via LinkedIn Groups
Group: Digital Media Living
Discussion: What’s Your Opinion on Outsourcing Content?
We have opted to outsource marketing content, with specific focus on top of the funnel. Just in the kickoff stage of the relationship so no results to speak to yet. We reviewed portfolios and interviewed the editing team, plus did blind references.
By Bennett Sung
Via LinkedIn Groups
Group: Music Industry Network
Discussion: What’s Your Opinion on Outsourcing Content?
I outsource selectively. If I cannot do it myself or cannot do it efficiently, I bring others into the mix who have a specialty in the subfield or simply have a different style that complements my own. When costing such things, I always take my own supervisory town into account. As a result, I tend to find individuals with whom I can work seamlessly and employ there services on an ongoing basis as needed on a 1099 rather than a W-2 basis.
By John Sase
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Nothing wrong with outsourcing as long as your source provides quality work and can create content in the appropriate style – so you don’t have to rewrite. That means hiring (and paying) for quality. Don’t forget: pay peanuts, get monkeys.
By Marcia Friedman-Malory
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Well, when you hire an ad agency, you are in fact outsourcing one of the core marketing functions to an ‘outsider’. Advertising is a critical function, and a new product/s/brand/s future depends on the quality of advertising.
By Ashok Lulla
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Charles, I agree with your method of rewriting or editing the content you have created for you, but someone who is really good at what they do can capture your voice over time. That doesn’t mean you still won’t want to add or edit, but you’ll find you have to do it less and less over time.
There’s a difference between writing for a person and writing for a company. If you are using a ghostwriter for your own personal content, then you will do a lot more editing. But you can give a little more leeway to someone who is writing for your company with a title like Staff Writer.
Most of my clients don’t do any rewrites at all. I manage their blog and when I write a post, I hit publish, not draft. The content writer has to do a lot more than just use the right keywords and write interesting content. They have to learn about your products and services, learn your overall vision for the company and more.
By the end of 3 months with any client, I could likely sell their products and services as well as any person in their sales department. My background is in sales, more than 40 years of that.
On the web, I’ve been doing marketing since 1995, so I applied what I knew about sales to SEO and marketing. I do understand the need for you to edit the content and sort of micro-manage it, but you shouldn’t have to do that for long if you get the right person for that job.
By Chris McElroy
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
I am all out for out sourcing various tasks as long as the outcome is known. In my view outsourcing content creation is fine as long as there is a process to review and approve before publication.
By Harshana Jayanetti
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
I agree with Chris. The right person should be able to create excellent content in the style you want and post directly to your site.
By Marcia Friedman-Malory
Via LinkedIn Groups
Group: Marketing Communication
Discussion: What’s Your Opinion on Outsourcing Content?
Well for outsourcing content, it’s effective to reduce the human element in it, have a process where you can get automated curated content from the web, there are paid tools which do that…The problem lies in this, perception in what the brand is supposed to be, there maybe a disconnect between how the brand is supposed to be and how you think the brand is supposed to be, “you” being the person who executes, also overtime content posted might change based on change in perception or personnel change. Since this content also goes for approval, there might be changes there too which overtime confuses the audience as to what are to expect from the brand. So yes content should be outsourced but to an automated platform which you can control.
By Akash Shah
Via LinkedIn Groups
Group: Online Marketing Network
Discussion: What’s Your Opinion on Outsourcing Content?
I think you have to understand your strengths and weakness. Nothing wrong with outsourcing your weaknesses. If you outsource your weaknesses make sure you have documented YOUR needs, not theirs, and make sure you set milestones/targets. Get more than one proposal before you start.
By Stephen Barrow
Via LinkedIn Groups
Group: Strategy, Marketing & Innovation Forum
Discussion: What’s Your Opinion on Outsourcing Content?
Content marketing serves the purpose not only of building awareness, but also to make your proposition more credible. What do you think it would happen if you prospective customer learn that the content is outsourced?
By Filiberto Amati
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Chris – Agreed. It will be interesting to watch the development of SEO firms as it begins to require more specialized expertise. In particular with Google authorship. It may become difficult to be an authority in unrelated topics.
By Michael Black
Via LinkedIn Groups
Group: Consulting Success
Discussion: What’s Your Opinion on Outsourcing Content?
It all depends on how well the project is set up. If a business just wants content, and any content will do, then the owner tends to look for the cheapest quotation and takes what he or she is given. As a result the content is often generic and uninspiring.
For outsourced content to work well the supplier of the copy should write FOR the business AS the business. That is more expensive, but it works. A business will then get good content, sharable content and thought-provoking content, which is what is needed in a world where over 2 million blog posts are published every day.
By Margaret Adams: MA Chartered FCIPD
Via LinkedIn Groups
Group: Brand & Communications Management
Discussion: What’s Your Opinion on Outsourcing Content?
Most businesses don’t have the internal resources to truly create compelling content, particularly if it’s video content. Outsourcing let’s them have their cake & eat it too.
By Toli Cefail
Via LinkedIn Groups
Group: Dr Brian’s Marketing Network – Magical Marketing Ideas for Top Marketers
Discussion: What’s Your Opinion on Outsourcing Content?
Outsourcing content is tricky. The biggest challenge is finding Subject Matter Experts (SME). When you do, they charge a lot more than a generic writer. the other situation I look out for is the usage of the content. Is that group selling the content to numerous users??
By John Constantino
Via LinkedIn Groups
Group: Web Editors
Discussion: What’s Your Opinion on Outsourcing Content?
Focus on what you do best. If you are a good writer and enjoy it, or employ someone who is and does, outsourcing may not be necessary. The goal is quality content one way or another — it is essential — so in many cases turning to professionals is a smart way to go.
By Paul H. Simon
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Yeah, Mike, the one thing you can count on is Google getting smarter. So many people are “reactive” in regards to their marketing and SEO.
Google makes a change.
1000 posts suddenly appear talking about all the things everyone has to fix.
Interpret what Google is “going” to do instead of reacting to what they just did and stay ahead of the game. That = Being Proactive.
Think about what google wants.
1. They want to provide better search results to their users. Their business model requires it. So make sure your content is always original and relevant.
2. They want to stop anything that is intended to manipulate those search results. So, don’t try to manipulate your search engine ranking. Don’t use shortcuts. Like link building. People buy or hire someone to create 1000’s of links in a short period of time. Does anyone think Google can’t figure out that 1000 people didn’t suddenly link to your website and all decide to write the very same text to do so? None of them said, click here, Interesting article, check this out, etc?
3. They want to gather as much data on everyone as possible. While some of us may not be that comfortable with that, it’s a reality. So, if your web pages, blog posts, etc. help them gather more data than other content, then Google sees that content as helpful to them.
So, when you put in links, calls-to-action, subscription and newsletter subscription offers, free download offers, and more, you help Google gather the information they want. They track the user going to your website and track the actions they take on the site. That data is valuable.
The more interaction that happens ion the page, the more data they gather and the more they believe your content has value to not only them, but to users as well.
We can’t know everything Google is going to do before they do it or announce it, but we can use logic based on what the company wants to accomplish and benefit from doing so.
By Chris McElroy
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Although content for a website or blog is important, it tends to be $10/hr work and the business owner should be doing the $1000/hr work, if they are to succeed. I agree with most of the replies about that if you define the mission carefully, it shouldn’t be a problem. But, I would at least proofread the initial content and then spot check it to make sure it represents me as well as I would personally.
By Tom Dewell
Via LinkedIn Groups
Group: Entrepreneurs in Social Media
Discussion: What’s Your Opinion on Outsourcing Content?
I sometimes find it necessary to outsource content as a content manager for an inbound firm.
I screen my writers before hiring them.
In addition, each writer is given a good content calendar, with the keywords I am targeting for each article that (I hope) makes it easier for them to write their story.
That said, I still wish I could write everything, but it’s just not possible sometimes.
Thanks for all your articles Jonathan.
By Tracey Mayo Street
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Tom –
The business owner should always do the $1,000 an hour work. I disagree that you should pay someone $10/hour to provide content for your blog, website and social media. You may not have meant that as a literal figure, but it suggests that there is little or no value to content. If that’s the case, then it probably doesn’t make sense to create content in your field or industry. Of course, I am biased – I’m a big believer in engaging people by providing valuable information.
I agree with you 100% around proofing and making sure it represents you well. I hope you are taking it further – the content provider should work with you to develop a strategy for your content. The strategy should end in sales.
When you look at people doing this right, they have series of events and roll-outs. Michael Hyatt’s last campaign was very well done and serves as an example. His strategy included weeks of content that both provided value and moved people along his sales pipeline.
By Mike Black
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Well said Chris.
I think that betting against Google is a bad idea (in other words follow the rules you have mentioned above). Guest blog sites did just that and just paid the price.
Beyond that – I think it is more than being proactive around what Google wants. It’s really about what people want. Google wants to send people to websites that offer a good experience. This happens to align with the website’s interest as well. Focus on providing a valuable experience and developing a number of ways to draw people onto your site and Google will like you because people will like you. This is really a long winded way of restating your first point.
The data that Google gathers is a little scary. As a society we adjust over time. Having a company gather this level and type of information would not have been as acceptable 20 years ago. I’m a little scared about the type of data that wearable technology will soon provide. I bet I get used to that idea in time.
Thanks for your response. I am enjoying the conversation.
By Mike Black
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Hire a content writer who charges low rates, and you will need to proof and edit. Hire someone who charges more, and you won’t. Ask yourself how much your time is worth.
By Marcia Friedman-Malory
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
I started online in 1995. Back then, the Internet was full of activists and I was among them. Everyone was against the commercialization of the Internet and advocates for privacy and independence from government and corporate control.
But, it was inevitable from the beginning. As soon as people in the corporate world actually realized the Internet wasn’t just a fad, they began to start trying to control things.
There was an attempt by a large group of IP Attorneys who tried to get generic domain names banned. Their reasoning was they thought it was totally unfair that some guy in his pajamas at home who registered cars.com could compete with Ford for online car sales, since Ford has spent so much money to make their name known.
The US Government created ICANN to control the DNS, the servers that all data flows through and to control what TLDs would be created and which companies would get those contracts.
Those were the early warning signs of things to come. And many of us, who used to be total activists have accepted the inevitable, although, I still participate in Internet Governance and make my voice heard for all the good that does.
Data collection is here to stay. There will be some weak legislation around it when politicians find it good for their next election, but the bottom line is that data can, is, and will continue to get collected by all kinds of companies.
By Chris McElroy
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
I agree you aren’t going to find a top blogger for $10/hour and it shouldn’t even be viewed as an hourly job, or even x number of posts for x number of dollars.
And to the original question by Michael, we’re talking about all content, not just blogging.
Having someone that gets a monthly retainer can provide all kinds of content; blog posts, press releases when appropriate, articles for newsletters, content for landing pages and even website content. They may also be able to either create or help create video and graphics.
In addition to that, they can make direct posts to social media besides just sharing the content they created.
Mike is absolutely right that outsourcing content to someone who understands the bigger picture and who is involved with, if not the creator of, the entire content marketing strategy. The bottom line is they need to understand how to use content to drive leads and sales.
The days of just writing content with all the right keywords in the right places is over.
As far as reading everything before they post it, If you do not trust them to produce the right content after the first month, you’ve hired the wrong person.
By Chris McElroy
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
One of the reasons I used the word content is that I am watching the evolution of audio and video carefully. I do think written content is key and will continue to be important.
I just read about a new format for video presentations with slides. The audience can see you while you present your slides. ( https://present.me/content/need-convincing/ ) I think this could be powerful because of the personal connection.
Podcasts and audio are powerful in different ways. The key advantage is the ability to listen while driving or doing something else. This is another way that you can develop a personal connection.
These are exciting times for people who enjoy the art of creating content of all types.
By Mike Black
Via LinkedIn Groups
Group: Writum
Discussion: What’s Your Opinion on Outsourcing Content?
I have to say, as a freelance content creator and curator, outsourcing content is a great idea. The problems can be agreeing on pay, getting a solid idea of what is needed and wanted, and (from the outsourcer’s end) finding someone with writing skills.
By Jody Pellerin
Via LinkedIn Groups
Group: Fans of Mashable
Discussion: What’s Your Opinion on Outsourcing Content?
I would suggest keep the content in-house, because it’s very important to have unique content, you can outsource marketing. Content is king, if you are outsourcing your king then what is your USP? until or unless you are not in content business. If you have in-house Facility for content then you can leverage on your thought process.
By AMIT KUMAR SINGH
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Hiring a content strategy company who has a quality assured process is key to making sure the company achieves the desired results.
I’m not sure I agree with having a content marketing company post on your behalf. I think that is a more menial task that can be handed by other skills sets.
My second reason for not posting on a company’s behalf is legal responsibilities and implications – how can both client and content marketing company be perfectly protected?
Thirdly, for the sake of understanding the nature of “social media” (i.e. content will be interacted with and impromptu responses will be required) – and all content marketing is social in nature since you are writing it for consumers who are social beings – it’s better to have a content marketing company help you with the strategy, and prepare the pillar content, and then to train your in-house team to manage the content responses ongoing.
I don’t think a company should be engaging in content marketing if they have no concept of how it will affect their business, and are not very well prepared (i.e. trained) on how to respond to the opportunities content marketing offers.
If you want to make sure that your content marketing is tied to your sales, you need to make sure that there is a big picture given to everyone who might be involved with the customer at any point in that sales to marketing process. And that means training them.
By Alysha Dominico
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Alysha,
When you say posting on the company’s behalf, do you mean on social media?
From my perspective, social media is just another form of content marketing – writing good tweets/post headlines etc is valuable.
What is your perspective on this?
By Mike Black
Via LinkedIn Groups
Group: Small Business Accelerator
Discussion: What’s Your Opinion on Outsourcing Content?
Hi Mike,
Yes, totally agree – content marketing encompasses anything a company publishes online. And frankly, I think all content marketing is “social”. People make a big deal about “social media” tools and they think they need to jump onto Facebook, etc., first – but really they should work on making their website more social first.
Too often I see businesses forgetting that their e-newsletter and company blogs should be social and they run these poorly, instead of well, which means their social media “presence” actually suffers.
As everyone has pretty much agreed in previous comments on this thread- we all think that a solid process means you can “write” for another company.
But I’m not sure we should be “posting” on the actual sites and tools for the company. I think it is more sustainable and worthwhile for everyone (as per my points in first comment) that they be accountable for “posting” while the content professionals do the strategies, policies and content.
By Alysha Dominico
Via LinkedIn Groups
Group: William Paterson University of New Jersey
Discussion: What’s Your Opinion on Outsourcing Content?
In my opinion I think it depends on what is being outsourced. Although on the other hand, it could be argued that outsourcing is adding to the unemployment problem in the US.
By Randi Greene
Via LinkedIn Groups
Group: Succeed: Small Business Network, Powered by Staples
Discussion: What’s Your Opinion on Outsourcing Content?
outsourcing is good when you are not having time and expertise to make good content but the person or the firm who are making your content should know your brand, your values and your tone of communication.
By Bhaskar Narkar
Via LinkedIn Groups
Group: Web Editors
Discussion: What’s Your Opinion on Outsourcing Content?
I think that if your content is important to you you should get the best, no matter if it’s in house or outsourced. What you can not do is outsourcing to save a few bucks.
By Enrique Sepulveda Borchers
Via LinkedIn Groups
Group: William Paterson University of New Jersey
Discussion: What’s Your Opinion on Outsourcing Content?
A professor once told me that outsourcing your content is like outsourcing your personality.
By Robert J. Beagan
Via LinkedIn Groups
Group: WritersWorld
Discussion: What’s Your Opinion on Outsourcing Content?
Hi, Carolyn: Great article that I agree with in its entirety, so I will not re-state/summarize the article. I will just add two things: 1) Some business owners, managers, etc. simply have to accept the fact that they cannot write well enough to sell the company’s products and/or services (swallow their pride), and 2) I have zero tolerance for ghostwriting–if someone says he/she is an author, then he/she needs to write every word in his/her stories (articles, fiction books, non-fiction books, etc.). You are either a writer or you are not. Harlan Howard wrote songs for 60 years, mostly in country music. He said country music is, “Three chords and the truth.” Waylon Jennings (an all-time favorite of mine) recorded Howards, “Be Careful Who You Love (Arthur’s Song)” on his 1986 album, “Sweet Mother Texas” with Johnny Cash.
By Scott McBean
Via LinkedIn Groups
Group: Step Into The Spotlight!
Discussion: What’s Your Opinion on Outsourcing Content?
If you believe in your writing ability you will never be satisfied with anybody else’s lame attempts at imitating you.
By Jim Murray
Via LinkedIn Groups
Group: Step Into The Spotlight!
Discussion: What’s Your Opinion on Outsourcing Content?
Love the way you put that Jim. Doubt someone you hired would say it as well. Dan Kennedy used to have emails sent out under his name but you can always tell when he really wrote it or someone else because his have “bite” and energy which makes him so charismatic and irreplaceable.
By Tsufit ?
Via LinkedIn Groups
Group: Step Into The Spotlight!
Discussion: What’s Your Opinion on Outsourcing Content?
Thanks, Tsufit…It’s kinda why I never stayed in the ad agency business. I could never deal with being a creative director and having to approve other people’s work. It would be painful.
By Jim Murray