Outsourcing your company’s content marketing is a decision that’s entirely up to you. However, before you choose an agency, you have to consider the volume of content you need, your business goals, and your budget, among other factors.
Semrush’s research showed that 40% of businesses outsourced their content in 2019, but the number went down dramatically to 30% by 2020. While the data shows a downward trend, the metrics alone do not determine whether you should outsource your content marketing projects. Besides, the pandemic has influenced how people work, and it may also affect the rate of outsourcing content marketing jobs.
In this article, we will show you the importance of outsourcing marketing. Also, you’ll learn some tips on how to create valuable content if you’ve decided to outsource your marketing initiatives.
Why Would Many Firms Decide to Outsource Their Digital Marketing?
If you currently handle your business’s content or digital marketing by yourself, you may feel satisfied and even relish the progress you are making. However, most B2B marketers admit that outsourcing is a more practical strategy. According to Content Marketing Institute, 84% of B2B marketers outsource their content creation. On the other hand, 55% of B2C businesses also outsource their content marketing.
For many, the main advantage of outsourcing marketing is the time it frees up for more critical aspects of the business. Companies can focus on operations management, sales of products or services, and growth strategy. However, there are other benefits of outsourcing your content marketing projects, such as lower costs, flexibility, and prompt delivery.
Let’s see some of them in more detail below:
1. More Time for other Business Processes
Writing a high-quality article is time-consuming. A 1000-word blog post, for instance, should take anywhere from 2-3 hours if correctly researched, outlined, and proofread. That being the case, you may want to devote more time to other vital aspects of your business rather than spend a chunk of it creating content by yourself.
The budget for outsourcing content varies depending on the level of quality you want. However, it’s often smaller than what you pay your in-house marketers, considering taxes, health plans, and other necessary, government-backed benefits. On many freelance platforms, including Upwork, Fiverr, and Freelancer.com, several talents charge relatively low prices but can work magic on your project.
However, don’t make the mistake of paying meager amounts of money to freelancers. That’s the easiest way to get half-baked results.
If something hurts businesses more, it is not completing the essential tasks within schedule. Many professional freelancers know how to work with the deadlines you give them. Besides, their work is flexible, and they can work at their most productive hours. This is a stark contrast against in-house marketers that are limited to a strict 9-5 routine.
Outsourcing your content to the right freelance professional will help you accomplish your projects promptly. If you find the ideal one, you could offer them work on a long-term basis and compensate them well for their commitment.
Tips for Outsourcing Your Content Marketing Effectively
The following tips should help you get outsourcing your content marketing right:
1. Create a Guide
Different freelancers have varying points of view, which might be an advantage. However, it may also hurt your business, especially if the freelancer does not understand your goals, audience, and tone. So, you should create a comprehensive style guide that breaks down the complexities and helps them see things the same way you do. That way, they’ll be able to deliver by your goals and to your specific audience.
2. Use Productivity and Collaboration Tools
Although freelancers work on a flexible schedule, it is vital to monitor and measure the work they do for you regularly. Without such influence, many people lose morale and begin to do less.
Now, if you want to closely monitor their work, pay them per hour rather than by project. If you pay hourly, you can use reliable time tracking software with screenshots. Such a tool can show you how much productive work they are doing within the time you both agreed.
The Downsides of Outsourcing Your Content Marketing
The benefits outweigh the pitfalls, but it’s worth considering what you might lose if you decide to outsource your content marketing.
First, it may take your focus away from building a strong in-house marketing team that will go with you the long haul. Also, freelancers hardly understand the ins and outs of your business unless you provide a very detailed guide. Still, the level of familiarity with your business can’t compare with those of the in-house workers. Finally, over time, your freelancers may begin to ask for higher rates than you pay your in-house marketers. This naturally happens when they start to realize how much value they bring to you.
So, while you choose to outsource your content marketing, ensure that you are building your resident marketers alongside.
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