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When and How to Outsource Your Content Marketing

WHY SHOULD YOU OUTSOURCE CONTENT MARKETING?


We’re living in a time when information is distributed more quickly and dispersed to a wider audience than ever. Getting your content seen is no longer a problem. Now, the main challenge is creating it fast enough to keep up with your competitors.

Whether you conduct business as a solopreneur or in collaborative efforts, you experience unwavering outcomes - as your company grows, so does the workload.

Can you hire another professional to dedicate full time efforts to content marketing? Obstacles such as time-constraints and priority levels will stifle projects.

You can complete everything your business requires if you learn when and how to outsource.

When Should You Outsource?

You may be wondering when the time is right to outsource. Your workload feels heavy as you consider finding someone else to take on some of your obligatory content creation.

But, wait - do some self-examination to make sure you need a freelancer or agency to help at this point.

For the records, 74% of businesses planned to increase in the amount of content marketing leveraged to promote their business.

content-marketing-increase-budget

Company growth, credited to online content, creates a desire to outsource content marketing tasks.

Before taking action to recruit contractors, find out if you’re making an intelligent choice for your organization. Know the reasons why you’ll want to outsource.

    • Your team doesn’t have the required skills or time to successfully execute the current project.

      Though you are part of a highly skilled team, an expert in the current content niche is absent. Or, you have an expert, but they don’t have time to handle the entire workload.

      In either case, begin to consider bringing on someone to assist with your efforts when you don’t have the resources to do it well.

    • Outsourcing the project to a specialized marketer matches your budget. You should see a significant return on investment for any project outsourced.

      So, ensure that the person or people you hire can complete delegated tasks without breaking the bank. If your budget isn’t ready for outsourcing, wait.

    • You understand the difference between freelancers and agencies, maintaining confidence regarding which will best serve you.

      Agencies work with several employees or freelancers, and employ multiple participants per project. Freelancers generally complete solitary projects.

      If you prefer only one person inside your dashboards, having access to sensitive information, you’ll likely select a freelancer. Know what an agency vs a freelancer can really offer before you hire anyone.

    • The project doesn’t require excessive personal interaction to make it worth your time. If you’ll have to participate in hand-holding beyond initial training, outsourcing may end up costing more time than value provided.

      Crunch the numbers and find out how much of a time and resources investment is required, with and without a contractor, before you make the final decision.

    • The agency / freelancer you’re considering has specialized knowledge in the needed area of content marketing.

      When seeking a Pinterest guru, don’t hire a Facebook marketer. Social media marketing platforms vary significantly.

      If you need infographics, don’t hire a blogger, etc. The person or team you hire should be an expert, used to creating exactly what you need.

    • You understand the process that the agency or freelancer will take to complete assignments. When launching the interview process, you should have an understanding how the completion of content projects will take place. You’ll avoid future resentments when tasks don’t transpire as expected.

      So, ask your contractor to provide a summary of the creation process, or outline it yourself.

    • Relevant, measurable content marketing goals for the project are set. Without objectives, you are unable to measure successes or failures of your content marketing professional(s).

      You and your freelancer or agency need to know the goals and have a solid plan to accomplish them. Set goals before you start looking for someone to take on the work.

    • You should never implement a content marketing strategy just for the sake of having one. So, rather than just bringing someone on to join the content bandwagon, make sure outsourcing content marketing is actually something that you think will benefit your organization

If you’ve gone through the list above, and you still think that outsourcing is right for you, it is. Otherwise, re-evaluate and find another area of your business that you could enhance instead. Then, the right freelancer or agency will become the icing on your content cake.

This is How to Outsource for the Best Results

Strive to avoid outsourcing failure - choosing the wrong person or organization for the job, non fulfillment of your goals, etc. Actionable efforts can be taken to ensure successful execution of your content plan when bringing in an expert. Follow these steps for outsourcing success.

1.  Set Measurable Objectives

Content marketing objectives, the first (possibly most important) outsourcing step, create a framework from which contractors can work.

If your contractor isn’t given something attainable to work with, you might as well throw your money into an unbounded abyss. Educate yourself on how to create an effective content marketing strategy.

Content marketing goals can take on many forms. Yours might look like some or all of these:

  • Increase brand awareness by 15%
  • Drive 1,000 more monthly views to the website
  • Generate 40 new weekly list subscribers
  • Convert 10 leads into customers each day
  • Improve retention by 25%

2.   Create a list of potential topics

Will you provide edutainment, how-to articles, listicles, or something else? How much should search engine optimization factor into your project?

What’s your company flavor? Your freelancer or agency needs something tangible to work with, so create your own list of potential topics to share with your audience. This will make the next step easier.

If you’re having a hard time finding ideas, the web is full of excellent, helpful tools. Try these when the creativity gears aren’t turning.

3.   Hubspot Topic Generator

HubSpot’s topic generation tool helps you come up with ideas based on up to three keywords (nouns) that you choose.

Enter your targeted search terms into the box and let HubSpot churn out a week’s worth of blog topics. This is one of the best, because it was created specifically for blogging.

HubSpot topic generator

Here's a list of topics and headlines generated:

HubSpot topic generator

4.   Portent’s Content Idea Generator

Some of Portent’s ideas for topics are a little silly, including Darth Vader’s Guide to whatever it is you’re writing about.

Though the headlines they retrieve often need to be altered for grammar, you will definitely get some useful ideas with this one.

Both HubSpot and Portent have great resources for content marketing, so use the free tools and explore what else they have to offer.

5.   Conversation Starters

Conversation Starters is a page that basically generates random questions. When you use this tool for coming up with topic ideas, you will have to alter the results significantly.

For example, above you see that the question generated is, “What is something you’ve never done but would like to try?”

A good topic headline might be, “This is a Content Marketing Tactic That You Should Try” (write about the newest plan you’ve implemented into your overall content marketing strategy).

3.   Find Specialized Content Creators

If you want articles about finances, don’t choose a travel writer.

Understand that not all content marketers have the same skills. When looking for the perfect contractor, you can check out resources like Upwork, Essay Writer, Freelancer, PeoplePerHour and other.

4.   Freelancer Websites Upwork & PeoplePerHour

Choosing a freelance website to find your content marketing expert could be one of the most convenient ways to outsource.

You can choose from a pool of millions of candidates, ready to work, with portfolios and ratings.

Chances are that you will find someone here with the exact skills you need to meet your goals. Look at a freelance website when you are seeking someone reliable.

5.   Fiverr (Services Start at $5)

The beauty of Fiverr is that most of the services offer start at $5.

fiverr-featured

You can find someone to proofread and edit, write 300 - 500 words of SEO content, translate your content to another language, or create a content marketing schedule.

It is possible to find just the right person to bring on long term, on a budget. Check out Fiverr for content marketing needs when you only want to spend a little.

6.   Add Your Own Personal Touch to the Final Product

Even when you’re outsourcing, it’s dangerous to expect your role to simply entail copying and pasting.

You should review everything you plan to publish and add your own personal flair. This will help with branding and ensure a believable company voice. Use branding and a language style that’s part of your persona.

persona

As you work with someone for a long term, they will start to understand exactly what your content needs are. Until then, expect to add your own touch to the final drafts your freelancer sends you.

Conclusion

Now you know exactly when and how to outsource your company’s content marketing. Determine whether outsourcing is right for you with self examination questions. Make sure your goals are set before you hire someone.

Come up with topic ideas that you can go over with the person who will be creating it. Find someone who is specialized in the area you need help with.

Add your own branded flare to the work, once it’s complete. Share this post on LinkedIn to open a discussion with your colleagues.

About: Janice Kersh is a freelance writer and content marketer. When she has some spare time, she likes to blog here: Janice Writing. Apart from that, Janice is a frequent traveler, lover of books and cookies."​

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