If you’re in the marketing world, you’ve probably found it hard to escape all of the attention that’s been given to content lately. It’s proven to be a viable marketing strategy capable of delivering significant results.
While excuses for avoiding content are getting harder and harder to come by, adopting a content strategy of your own can seem like a daunting task when your time is already stretched thin. However, having a content strategy doesn’t necessarily mean you have to create the content yourself. Outsourcing content creation has become a viable alternative for many companies.
Despite the growing demand for great content, marketers are still dealing with the same finite resources. The most valuable of these resources is a marketer’s time. With a million other things to do, it’s sometimes just easier and more efficient to leave the creation to someone else.
Outsourcing can also be a much cheaper content option. Depending on your content needs and the stage of your company’s lifestyle, paying for each piece of content can prove to be much cheaper than hiring a full time content specialist.
If you are positive that outsourcing content is the right thing to do for your content strategy, you can follow these three easy steps to help make your outsourcing efforts a success.
1. Identify Your Needs
Before you start searching for a content provider, you need to first assess your content needs. Are you going to outsource your blog posts, white papers, or infographics? All of the above? Your ideal content provider will change dramatically based on what you are looking for.
Even if you are outsourcing multiple content types, look for a specialist in each. You want to have a roster of content producers that can deliver exactly what you need.
2. Find the Right Provider
This section is not about which providers we’d recommend, but instead what to look for as you are exploring your options. Your ideal provider should have the following:
1) A Proven Track Record
Ask to see examples of their previous work.
2) Subject Matter Expertise
Don’t be afraid to ask questions to assess their knowledge.
3) Clear Terms
Make sure they are clear on cost, revisions, and usage.
3. Assess. Adjust. Repeat.
It is important to track the performance of all your content. Establish Key Performance Indicators (KPIs) to determine the success of each project. Pageviews and social shares are a quick and easy way to assess how well content is resonating with your audience.
Don’t be afraid to try out multiple providers to find the best one. Compare the performance of each side by side to determine which styles garner the most interest from your audience.
If you’re ready to jump on the content bandwagon, but running short on the time and resources, outsourcing your content creation can be a quick and easy way to start producing content your audience will love to engage with.
By understanding your needs, finding the right producers, and measuring success, outsourcing your content can be as successful as any in house campaigns.