Do’s and Don’ts of Outsourcing Your Content Creation

By: David Tile| Founer @ Article-Writing.co
Posted On: October 16, 2014
Here’s the quandary many businesses face: They have a lot of content, both online and offline, that needs to be taken care of. But no one on staff has much experience writing, and forking up $40,000 a year for a full-time writer doesn’t fit within the budget. This is where blog content writing services can step in and save the day.
Because, in other words, it’s probably time to hire outside help. Unfortunately, there are some pitfalls associated with outsourcing content.
“Outsourcer employee turnover, communication breakdowns, shortsighted contracts: They can all sink an arrangement, resulting in lost opportunities, downtime, or worse”, says Bob Violino, a writer for Info World.

If handled correctly, though, outsourcing can be a great way to save your company time and money. Here’s a look at some of the do’s and don’ts of outsourcing your content creation.


DO Outsource Skills You’re Weak In

You have to understand your company’s strengths and weaknesses. Therefore, unless you or someone on your staff has some experience writing, then you probably need to outsource the content creation.

“Every company has people who excel at certain things, but very few organizations are good at every facet of content marketing,” says Michelle Linn, the director of content for the Content Marketing Institute.

Anyone can cobble together a blog post. But the content has to appeal to your target audience, it has to be impactful and/or educational, and it needs to be heavily promoted afterward (see the bottom of this post for more information on promoting your blog posts). Otherwise, you’re wasting your time.

DON’T Hire the Cheapest Agency Available

Just like everything in business, you get what you pay for. If an agency is telling you that they can do a 500 word marketing email for $4, you can expect to get a $4 product. Finding an agency that offers a solid mix of quality and affordability can be difficult.

DO Be Specific About What You Want

You have to be very thorough and specific when communicating your content needs to a freelancer or writing agency. Although you want to be concise, the most important factor is giving definitive instructions that prevent any type of confusion.

“You could hire Charles Dickens himself (you know, if he were alive) to write your content, but if you didn’t make it clear what you wanted from him, it would still come out terrible,” says writer Matt Meltzer.

You will save the agency and yourself a lot of time by communicating your needs and leaving nothing to the imagination. The more specific you are, the better chance the work you receive is going to satisfy your needs.

DON’T Wait Too Long to Cut Ties

One of the dangers of employing outside resources is that you may be paying for something that isn’t the type of quality you’re looking for. However, unlike a salaried or hourly employee, you have far less red tape to sift through when dealing with a freelancer or contracted-out writing agency. If you’re not receiving the type of quality you want, it’s better to move on quickly and find someone who can.

DO Outsource to Gain Different Perspectives

Agencies and freelancers can be a great way to develop new perspectives and ideas for how your content can be created. Being objective is difficult when creating content for your business, so employing the help of an outside perspective can be very helpful. “It is so easy to get stuck in your own head when planning to execute on your content marketing strategy,” Linn says.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.