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January 29, 2016

How to Determine If You Need to Outsource Content

You know that content is important and you’ve been working hard at creating great content within your office.

The problem is, there’s never enough time at the end of the day. Posts don’t get done or they’re rushed and low quality. The content you create for your site isn’t getting any interaction and you’re becoming frustrated. What are you doing wrong?

If you’ve found yourself in a situation like this, it might be time to consider outsourcing your content creation duties.

What Does it Mean to Outsource Content?

There are essentially two ways to create content: in-house or by outsourcing it to a content creation company. During in-house content creation, a company’s employees — be they specifically designated writers or not — take charge of the content production and create material that is featured on the company’s blog or marketing materials.

Outsourcing, on the other hand, is when a company chooses to hand their content creation duties over to an external company, which will create, edit, deliver and even post your new content.

Why Invest in Content?

There are many reasons a company might choose to outsource content — convenience and quality being chief among them.

Content creation is a time-consuming business and it takes a certain set of skills to do it right. Often, a company might not be able to find great writers in-house or may simply not have the time or staff to produce high-quality content.

Additional, when a company takes into account the importance of high-quality content in marketing and business, it is obvious that ensuring the company is producing great content is a top priority. If you need a little convincing, all you need to do is have a look at these statistics:

∙ Sixty-seven percent of consumers report that high-quality, custom content helps guide them to better purchasing decisions.

∙ The presence of a high-quality blog results in 97 percent more indexed links and 434 percent more indexed pages.

∙ Compared to traditional marketing, content marketing costs a whopping 62 percent less and produces three to five times as many conversions.

∙ A company that produces more than 15 blogs each month will get five times as much traffic as a company that doesn’t blog.

The science says it all: content marketing is important and companies that invest in great content are likely to see a respectable ROI and a definable uptick in business.

The Benefits of Outsourcing

In addition to taking a load of responsibility off of your shoulders, outsourcing also has the very real potential to result in better work. Content creation companies or firms staff talented writers with an extensive knowledge of SEO. Because of this, content creation companies are generally able to turn out content that is much higher quality than what companies can produce in-house.

Aside from the quality of content produced, content creation firms are also able to adhere to tricky deadlines put forth by companies. Because the writers employed by content creation firms often work as full-time writers, they are dedicated to turning out quality content that adheres to a business’ deadline. While it can often be stressful for in-house writers to meet strict deadlines to other work obligations and deadlines, content creation firms are paid to be punctual.

Finally, since content creation firms employ dozens of writers, they are able to produce authoritative content on a wide variety of topics. While a small team of in-house writers is probably not able to write well about everything from poodles to imperialism, a content creation firm’s writers are, and because of this, you can rest assured that the content you need will be intelligent and well-written, regardless of the topic.

A Wider Reach

Content creation agencies specialize in creating content that encourages reader interaction and helps businesses reach their marketing goals. Because of this, hiring a content creation agency to handle your content needs can help your company reach a wider audience and develop content that is designed to appeal to your target audience.

Increased Authority

Anyone who has ever dipped a toe into the world of marketing understands that establishing authority within your niche is one of the most important factors in a company’s success. Since one of the primary ways of establishing authority is through solid content development, it makes sense that outsourcing content to a content creation agency can help your business develop authority within the industry. Increased industry authority translates directly into more sales and helps your site rank higher on Google’s index.

Consistent Presence

Although it’s a well-known fact that maintaining a Web presence is important for businesses, many companies simply can’t find the time to blog several times a week. Unfortunately, the lack of a Web presence is almost certain to damage your business in the long run and result in decreased sales and customer awareness.

It’s easy to work around this, however, by outsourcing content to a content creation agency. Content creation agencies often take on recurring assignments and can be charged with posting content to your company’s blog several times per week, thereby increasing your web presence without the added stress of trying to find time to do it yourself.

How to Choose an Outsourcing Location

If you’ve decided to begin outsourcing your content, it’s time to consider exactly where you will outsource it. Although the web is positively riddled with content creation firms, not all of them are created equal. When choosing a content creation company to do business with, consider the following:

1) Low Cost Generally Means Low Performance: Sometimes outsourcing firms outsource, too and companies that cost notably less than everyone else out there may be using non-native English speakers. Although these companies can sometimes turn out good content, the risk of spending a great deal of your own time and money re-working poor-quality content is very real.

2) Good Reviews are a Great Benchmark: Reputable content creation firms will offer plenty of customer reviews for potential customers to mull over. You want to make sure that the company has been reviewed as being timely, knowledgeable, attentive and capable before you sign on.

3) Hiring Practices Matter: Almost everyone can write but not everyone can write well. Once you’ve decided to outsource your content, you want to ensure you have qualified, knowledgeable people writing it for you and, because of this, it’s worthwhile to look into how your content  creation firm of choice hires their employees. Ideally, the employees should go through several aptitude tests and training before signing a contract and they should be evaluated regularly for quality.

4) Check for Expertise: If you’re going to outsource content, it’s important that the content creation agency you choose has subject matter expertise that directly pertains to your niche. The company should have a deep understanding of your industry and the environment that surrounds your marketplace. Additionally, they should have the ability to conduct quality research in order to turn out the best possible pieces.

The Case for Outsourcing

Your company is important to you and you want it to do as well as possible. When you take into consideration the importance of great content marketing, it’s obvious that content creation is not an area in which you can afford to skimp. Because of this, many companies choose to outsource their content to reputable content creation firms.

In addition to freeing up time and energy within the agency to focus on important in-house business, outsourcing content also ensures that your company will get high-quality pieces that can do everything from helping your company extend its brand to allowing you to reach a larger audience base. Although your company may have a talented writer in-house, it is likely that your content needs will quickly become such that it is impractical and difficult to adequately handle them on an in-house basis.

Fortunately, content creation firms are here to help. Thanks to the wide base of knowledgeable writers, content creation firms excel at meeting deadlines, producing authoritative content and helping your company build and maintain a consistent web presence. Additionally, since outsourced content can be ordered in batches or droves, it’s easy to find a content creation firm that can handle your company’s content creation needs quickly, efficiently and effectively.


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Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.

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