If you’re even remotely involved in the world of digital marketing, then you’ve no doubt heard the words content marketing uttered by a colleague.
For those of you who are unfamiliar with content marketing, the content marketing institute (CMI) provides a concise definition below:
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.
In essence, content marketing is a form of inbound marketing, where companies develop custom content of various forms – most commonly, writing – in order to generate leads, position themselves as thought leaders, and develop brand awareness and loyalty.
A common form of content marketing is the blog. Blogs are incredibly useful for e-commerce companies because they help boost a site’s organic search presence and authority. Each blog post serves as bait in the sea of search queries. By creating content based around a well-researched keyword campaign, you can achieve a presence in Google for high-traffic search queries related to your business and generate leads based off the clicks that your articles receive.
Articles are a great form of content marketing because the ROI is potentially limitless. If you create a catalog of high quality evergreen content, your articles could remain at the top of SERPs for years!
While this all sounds great (and it is!), the downside is the difficulty in creating a high traffic blog. To succeed requires in-depth knowledge of content strategy, writing, editing, SEO, and research skills. Plus, it’s a very time-intensive enterprise.
Given the challenges in crafting and executing an effective content marketing campaign, many businesses choose to outsource their content creation.
To help you understand the advantages of outsourcing your content creation and blog management, we’ve compiled a list of 10 benefits.
Content Marketing is Competitive
Given the potential value and low-cost benefits of content marketing, many businesses have begun producing content, which has led to high competition. What this competition means is if you are inexperienced, you face an extreme disadvantage. Long gone are the days where you can keyword stuff an article and rank well.
To succeed in today’s search engines, you need to be knowledgeable of Google’s algorithms, SEO best practices, content frameworks, competitor content, social influencers in your niche, social promotion strategy, and much more.
For many businesses, training an employee on these skillsets is not feasible. Even if your business does decide to train an in-house employee, the employee will still be competing with people who have years of full-time experience and insider knowledge.
By choosing to partner with a content marketing agency, you are putting yourself on equal ground with the competition.
Content marketers offer many different services and packages. As such, you can create a customized arrangement that suits your individual needs.
For example, let’s say you have a social media marketer and SEO associate on staff. You may then only need someone to develop your content strategy and do the writing, foregoing SEO and promotion services. Or, you may already know what articles you want and simply need a writer.
Whatever your unique needs, a content marketing agency will be able to work with you and arrange a partnership where you only pay for the services you need – filling in the gaps of your staff without mandating bundles and services you can accomplish in house.
Such customizable partnerships are flexible and can be changed at any time, making for a high-value and malleable relationship.
Easy to Scale as Needed
Content marketing agencies usually have a large network of creative freelancers they can tap as needed, making campaigns easy to scale.
Let’s say you want to start out with six articles a week, but then choose to decrease to two articles a week, only to achieve great success and up the output to four articles a week. While this type of growth and shrinking would be a headache for a static staff, with a content agency scalability is built into their structure, making it a breeze.
Logistical Benefits – Save Money
While there are certainly benefits to hiring a full-time content marketer, this is not the right choice for many businesses. Your business may not need enough content to warrant hiring a full-time staff member. For instance, you may only need someone temporarily, say, for the launch of a new site, where you will need a lot of copy written but only for a short period.
Outsourcing is ideal for intensive, short-term projects.
Plus, by choosing to outsource your content creation, you will save your business the costs of salary, benefits, and onboarding/training costs.
If you choose to stay internal and train someone in-house, this person will face difficulties balancing their current position with the added responsibilities of managing a content campaign.
Content marketing often requires a quick turnaround on projects, especially if an article is news-related and needs to be published quickly to achieve relevance. There will be times when your internal employee is unable to finish a long form article as soon as its needed, given their other responsibilities.
Professional content agencies on the other hand are used to working fast. By choosing to outsource, you can get the article or copywriting completed as soon as you need it, often in the same day, depending on the agency.
Working under a deadline is a skill of its own. Freelance writers, in particular, have lots of experience working under deadlines. It is essential to their business that they submit their work on time every time.
By opting to partner with a successful content agency, you are guaranteeing the work will be done on time per deadline. If an agency is constantly late on work, they will not survive. Thus, by partnering with an agency that’s been in the game for a while, you can feel assured they are deadline efficient.
Regardless of the talent on your staff, bringing in a professional with an outsider’s perspective can jumpstart a stagnant content campaign.
A professional content marketer will be able to spot mistakes, redundancies, and errors in strategy that an in-house staff may overlook due to myopia and comfort in their processes.
An outsider, who has experience working in multiple niches, can be a boon to any content strategy, shaking up processes and challenging strategic assumptions.
Fresh Ideas and Phrasings
Every writer has a preferred vocabulary and stylistic thumbprint. While these linguistic idiosyncrasies aren’t always obvious, they become obvious when a writer produces a lot of content within a small niche.
With small niche blogs that tend to cover the same content from multiple angles, a writer will fall into habits and the content may start to appear monotonous and repetitive.
By bringing in a content agency that makes use of multiple writers, you will avoid redundancies in style and semantics. Each article will appear fresh and alive.
As mentioned in the first section of this article, content marketing is extremely competitive.
When you outsource your content creation, you aren’t just paying for articles or copy, you are also paying for the agency’s knowledge and experience of the latest strategic innovations, SEO best practices, and editorial know-how.
A successful content marketing agency will posses expertise in multiple areas, including: research (competitor analysis), content strategy development, SEO, content frameworks, publication, creating / adhering to a brand voice, lead generation techniques (CTA’s, etc.), tactical linking, editing, proofreading, promotion, and creating content for different platforms.
This wide range of expertise is the product of experience in the field and cannot be overvalued.
Multiple Services for the Price of One
When you hire a content marketer to write a few blog articles, you get more than someone willing to string a few words together.
Good content serves as brand ambassadorship, thought leadership development, a lead generation tool, and boosts organic presence. One piece of content can potentially glean clicks for years and require little maintenance.
In a large corporation, you may have separate positions for researcher, writer, editor, proofreader, and SEO associate. But with a content marketing firm, you will receive all of those services for the price of one. When you pay for an article from a content marketing firm, you receive a well-researched, optimized, professionally written, edited, and proofread piece of text with outbound links and formatted for CMS publication.
If you’re interested in outsourcing your content creation and would like to discuss developing a customized partnership to suit your needs, contact Apollo today!