What are the Benefits of Outsourcing Content Marketing & Copywriting?
One of the most important things that you can do for your website is to produce fresh content that engages your audience. The problem is, it is also one of the most time-consuming things to do, and one of the most difficult things to get right. Unless that is, you are a content specialist, like we are at Content Conga. Content creation is what we do, and we do it well.
If you still need convincing about whether outsourcing your content creation is the right thing to do, here are some of the benefits.
It gives you more time to work on other aspects of your business
One of the most common reasons for outsourcing content creation is that of time. Doing the research, writing and publishing content to a regular schedule can be pretty much a full-time job, without taking into account other tasks such as promotion and SEO to help it rank highly on SERP’s.
Business owners only have a certain number of hours a day, and they often find they are wearing many hats during those hours as it is – something has to give somewhere, and often, it is content creation, despite its importance. By outsourcing blog writing, you can concentrate on the core activities for your business and deal with other, more pressing tasks.
By outsourcing, you do not have to hand over complete control of your content strategy, You can tell your writers exactly what you want doing, and leave them to get on with it while you work on other areas of your business.
You can publish content on a frequent schedule
If you decide to write and publish your own content, how often can you really do it? Can you have a new piece ready to go every day or twice a week? If you are busy running your business, probably not. You might be able to throw together the odd thing, but writing high-quality content that is of value to your audience takes time. Google penalises inauthentic and poor-quality content, and it likes frequent, fresh content.
When you outsource copywriting, you can scale up or down depending on your requirements to keep to a regular schedule and ensure that you are putting out well written and researched content.
It is cheaper than hiring a full-time in-house content writer
Outsourcing can be a very cost-effective way of producing content. If you employ a full-time writer, this will cost your business tens of thousands of pounds each year. You have to take into account staff holidays, benefits and all of the other aspects of hiring in-house staff, as well as the IT and tools needed to produce content.
Outsourcing avoids all of that, All you pay for is the content that you order, and that can be scaled up or down to meet your business needs. There is no worry about covering staff holidays, or replacing computers when they break – you just pay as you go for your content.
It gives you more flexibility
If you take on a full-time writer in-house, but you want to change your direction or tone, you have to hope that they can adapt because you are stuck with them, By outsourcing blog writing, you have access to a whole pool of writers, each with completely different styles and tone of voice. This allows a degree of experimentation to find out what really resonates with your readers.
As mentioned above, outsourcing also gives you the chance to cut back on content if the budget is a little tight, or it is a time of year when pushing out fresh content is not necessary or appropriate. Conversely, when you need lots of posts, you can order more articles. Content creation agencies work with you and your demands.
It gives you a fresh perspective
You will, of course, want to tell your own stories and give your own opinions and perspectives on things; after all, it is your business. However, we can often benefit from having a fresh set of eyes and a different way of looking at things, which is exactly what a professional copywriter can do. They will have worked with different clients on different topics, and so have a wide range of experience and knowledge which they can bring to the table. They may even have begun to spot trends in your industry and give you an idea of what topics need to be covered.
You can hire experts on different topics
You can’t possibly be an expert in everything, so, unless your content strategy involves a very limited range of topics, outsourcing will give you the benefit of having other writers with expertise in all sorts of subjects.
Most content marketing companies employ a variety of content creators with varying levels of experience and specialities, allowing you to choose someone who is knowledgeable about the topic you need. This means you’ll be able to delve further into the topic and provide more detailed information than if you were writing solely on the basis of information gleaned from a web search.
You can experiment with different types of content
When we think of content creation, we automatically think of blog posts. Of course, there’s a lot more to it than that, and you can outsource everything from social media messages and e-books to emails, infographics and videos.
Infographics will help you improve your SEO by encouraging others to use them and connect back to your site. If you don’t have the necessary graphic design skills, outsourcing to a professional is very simple and cost-effective.
When it comes to content production, more than 80% of marketers claim video is the most difficult to create. Despite this, video has a lot of potentials and can deliver great results. Short videos are one of the most common types of social media content, and they’re great for increasing interaction and conversions.
A Seasonal Boost
It could be that you have the ability and know-how to produce your own content, but there are times when you need a helping hand. Producing regular content that is there for the long term may be something that you have accounted for, but you may be lacking when it comes to seasonal marketing.
A content creator will be well versed in creating both evergreen and seasonal content. It’s almost like a retailer taking on Christmas staff – you can bolster your content production as and when you need to.
Some Of The Watch-Outs
Of course, there are huge benefits that come from outsourcing content creation, but it is not always plain sailing. We’ll take a look at how to choose the best content writers shortly, but for now, here’s a look at some of the things that can go wrong:
If you work in a sector that is difficult to understand you need to be sure that whoever you outsource your content to actually gets it. Do they understand what your industry is? Do they understand the lingo? Do they understand your audience?
If you choose a content writer who lacks any understanding this is going to be very clear in what they produce. They will be unable to use the lingo when required or be unable to translate the lingo into simple language that your readers will understand.
Writing content for difficult niches is a skill and it is one that not all writers possess. If you choose the wrong writer for your content then ultimately this reflects on you and your brand. So, before you go ahead and hand over any money, make sure that the writer gets you!
Missing the tone
Does your company speak in a certain way? Have you tried hard to create a culture and an experience? If so, a poor content writer can quickly destroy this. If they are unable to adapt their tone to suit your company then their content will just appear unnatural to your readers.
To keep your readers engaged, and to keep them coming back, you need to be sure that when you outsource your content creation, the writer can produce the tone that you are seeking.
Don’t expect to be completely hands-off
Yes, outsourcing your content creation buys back your time and allows you to focus elsewhere. However, you can’t expect to have no involvement at all with your content. You may still need to play a part in generating content ideas and passing these on.
When you receive your content you will of course need to check it. Certainly, in the early days, you need to be reading and ensuring what has been produced reflects well on your business. This is something that takes less effort when you have developed a relationship with a writer and trust has been developed.
How To Outsource Your Content Creation The Right Way
The watch-outs above are not a reason to steer away from outsourcing your content creation. These potential issues are ones that can easily be avoided by taking a few simple steps:
Look at a portfolio
If you want to be sure that a writer can produce content for your industry, ask them for proof. A successful writer, or agency, will have a whole portfolio of work that you will be able to look at. If your industry is perhaps a little on the rare side then you can still take a look at what a writer has produced before. You will find that a quality content creator or copywriter is well versed in producing content for difficult niches.
Set the tone
If you outsource your content creation and you want a writer to hit a certain tone, they can only do this if you tell them. It could be as simple as saying you want a piece to be lighthearted or serious. However, your company could go a step further and provide a brief that shows exactly what it is about and exactly how it talks to its audience.
Define your ideal customer
Do you know who your ideal customer is? If you have carried out your research so that you know your customer persona, be sure to share this with your writer. This will help them to find the right style and hit the mark.
Outline your content
A good content writer can produce wonders with just a title. However, if you have something particular in mind then you need to share this. Perhaps you have drawn inspiration from a post that comes from an industry leader? Maybe you know exactly how you want the article to flow and the headings to be used. If you have this information, be sure to share it to get the best results possible.
Be prepared to try more than one writer
Unless you have come directly to Content Conga, there is a good chance that you are going to have to experiment and find the best writer for you. The benefit of Content Conga is that there is a team of content creators all of whom have different specialities and all of whom are UK based. If you come to us first you can be sure that your search for the perfect content creator will be over.
You want content that delivers. If you are outsourcing this then you need to make sure that you are getting results. This can be gauged by how your content is interacted with, how your search rankings increase, or even how you see a boost in sales. You need to know what you hope to achieve from your content and then you also need a way to measure this.
Outsourcing your content creation may seem like an expensive extravagance but it is a strategy that makes perfect business sense. You get the benefit of the content writers expertise, time and skills while being able to get on with other things that can help you to grow your business.
Why not get safe time and get in touch with the experts first time? Get in touch with Content Conga today and let us take care of all of your content and copywriting needs.