Outsourcing content doesn’t mean that you stop writing. It means that you stop writing ALL THE TIME.

Consistent content is a lot of work. From long-form to short-form. Content creation, publication, engagement, strategizing, and measuring performance is a full-time job. For some extremely active brands, it’s the full-time job of a team of people.

The bottom line is that there is no such thing as too much content. With the shelf life of social posts being so short and with consumers desperately trying to find resources, the more content your brand puts out the better.

With more than half of brands outsourcing at least part of their content creation efforts, it’s a popular strategy for a reason and thus the whole point of this post.

Why Brands Need a Ton of Content

So much of marketing is content-driven. In fact, many content marketers have English degrees (including myself) and are constantly writing for a variety of marketing initiatives.

Think of all the content that surrounds your brand. It exists on your website, blog, social media, emails, downloadable resources, sales decks, ads, and more! And none of this content should be static. It should be constantly refreshed as every industry is constantly changing and needs the right verbiage to support growth.

Consumers love being self-sufficient and prefer to research brands on their own. When they’re researching your brand or your industry, is there a sufficient amount of content for them to stumble upon?

Defining Your Content Needs and Goals

Before you start the process of outsourcing content creation, it’s crucial to define your needs and goals so that you don’t waste time or money.

Content creation goals can vary but the most common are:

  • Drill down and determine how many blog posts you need, how often you want to post on social media and organize ideas for downloadable content
  • Assess the topics and amount of content you and your team can handle and what you can’t
  • Identify areas that you personally lack
  • Create a “wish list” of topics and content types you’d like to offer your audience
  • Revisit your buyer personas and determine the content that speaks to them that your brand is not doing a great job of producing
  • Determine your budget to pay writers

The Top Benefits of Outsourcing Someone to Write Content

Free up time: You don’t ever want to compromise content quality. Outsourcing content creation means that you can focus on creating epic content without the worry that you are spending too much time on one piece of content.

Not only will outsourcing free up time for you to create better content, it will also free up time for strategizing and engaging–two very important components of a strong content marketing strategy.

Publish more content: By outsourcing content, the possibilities are endless when it comes to your content marketing machine. You can branch out from your personal knowledge repertoire by hiring writers that can write on new topics. You can also vary the forms of content your brand puts out.

Good on the budget: Outsourcing content is cheaper than hiring a full-time employee. You can still bring someone on for 40 hours a week but you don’t need to provide benefits, work equipment, taxes and such.

Flexibility: Often content needs vary. Some weeks you may need someone to put in 40 hours while others are lighter. Having a contract writer allows you to dictate the amount of hours you pay for. Another reason outsourcing is more flexible is that if a writer “slacks” and doesn’t produce the quality content you desire, you can sever the relationship and pick a new writer.

A fresh perspective: Hiring new writers and a variety of writers brings in constant new ideas and fresh perspectives. This is extremely valuable when it comes to positioning your brand as a thought leader.

Outsourcing Options

With 84% of B2B brands outsourcing content creation and 55% of B2C brands doing it, this strategy is clearly valuable and used by many.

To ramp up your content creation efforts, there are a couple of outsourcing options. The main thing I can emphasize is that you read through their portfolio and ask them to provide you with email addresses of their past employers so that you can vet them.

Freelancer: There are a ton of freelance writers out there if you know where to look. Popular sites like UpWork and ProBlogger are great places to start as they connect freelancers with brands. You can also tap into LinkedIn or put out a request for talent on Indeed. I’ve been a freelance content creator for 11 years and you don’t have to hire me to ask me for my input when it comes to hiring a freelancer for your content creation efforts.

Agency: Hiring an agency to create your content is effective but more expensive than a freelancer. However, you usually get a team of people with this option so if budget allows, I recommend exploring agencies and here is a list.

Influencer: A new but quickly growing area to explore when it comes to content creation is to hire influencers that align with your industry. What is really appealing about hiring influencers to create content is that they have a lot of followers and can quickly amplify your brand’s content. However, be sure to carefully vet these influencers as not all of them produce what I would call a professional level of content.

Achieving a Content Marketing Balance

No one understands your brand better than you do. But you have a lot on your plate and can’t keep up with the content required to sustain a brand. What do you do?

There is a delicate balance when it comes to outsourcing content creation. You still want to own the strategy in-house but look externally for help. This entails that you still create content on your own–ideally the most important and strategic content.

You also need to maintain a pulse on your contractors and provide them with leadership.

It will take some trial and error but the perfect balance of in-house and outsourcing will become apparent as you analyze the results of your content marketing.

I Want to Outsource Content Creation, What Next?

The hardest part of outsourcing content creation is defining what you need. Once you’ve decided to embrace this strategy, you simply hire a writer (outlined above) and implement the following components:

  • Choose a freelancer or an agency
  • Create a brand voice guide
  • Vet writers
  • Give content creators a test project
  • Identify keywords
  • Streamline communication with your writer(s) on Slack
  • Maintain authenticity
  • Have creators sign a contract and an NDA
  • Create a positive relationship with content creators

Do you outsource part or all of your content creation? I’d love to read all about your opinion on this topic in the comments below!

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