Maximizing Your Marketing Performance on a Budget From One CMO to Another


Having a solid content marketing strategy in place is vital to the success of your inbound marketing campaign. Without content, you're going to have a difficult time marketing your business online. However, creating and publishing content on a consistent basis can be a very time-consuming task. Not to mention that creating content that's good can be quite a challenge in itself as well. It's why a lot of small to mid-sized businesses opt to outsource their content to a content creation service and why you may want to consider doing so as well.

The Benefits of Outsourcing Your Content Creation

There are many different content creation services available online, including Zerys, Verblio, Constant Content, and Crowd Content, to name a few. By taking advantage of an outsourced content creation service, you can easily boost your marketing performance and actually save money in the process. Here are some of the biggest benefits of outsourcing your content:

1. Save money

Your only option to keep it in-house is to hire a content writing team. Hiring a full-time writer, who is familiar with your industry and with SEO (search engine optimization) is going to be costly. Not only are you going to have to pay a salary or hourly rate, but you'll also have to pay for benefits and software. Content creation agencies already have the tools, processes, and writers in place to begin producing high-quality content right away. Paying for content through such a service is going to be significantly more cost-effective, both in the short-term and the long-term.

2. Save time

You're not going to be able to simply delineate your content creation tasks to someone in your company. Whoever does your content creation is going to have to dedicate a significant amount of their time to the task, which means that it will hurt their productivity when it comes to whatever their main job is. By outsourcing to an external agency, you'll free up a lot of time that can be used more effectively to address other areas of your business.

3. Produce more content

If you decide to produce your content in-house, you'll have to hire a writer. However, a single writer can only produce so much content. By going through a content creation service, you can quickly build a library of high-quality content to live on your site within a short period of time. This is because content creation services have access to large pools of writers that can be assigned to write your content at any given time.

4. Produce different types of content

Content creation agencies can help you find writers that will produce a variety of different types of content, including blog posts, long-form articles, eBooks, whitepapers, and more. There are even content creation agencies that can produce video content on your behalf. Having an assortment of different types of content living on your site will help to keep your audience more engaged and will improve your SEO.

5. Avoid the stress of editorial deadlines

For a good content strategy to work, you need to publish your content on the same days at the same time. This is essential to reaching and building an audience. This also means that you have to meet your editorial deadlines, which can be extremely stressful. Not meeting those deadlines results in the publishing of content at sporadic times, which means it won't reach as wide of an audience. When working with a reputable content creation service, you'll know that you'll receive your content in time and you won't have to stress about missing your deadlines.

6. Build a beneficial relationship

By working with a content creation agency, you'll eventually build a relationship. They will understand what kind of content you need and what your marketing goals are, making it easier to produce the content you need. Such a relationship can be extremely valuable over time as your business grows and your marketing efforts expand.

Math for Marketers Guide

Choosing the Right Content Creation Service

A brief search will reveal that there are hundreds if not thousands of content creation services available on the web. Choosing the right content creation service is not something you'll want to take lightly. Choosing a bad content creation service is most likely going to result in bad content, after all--and this will only hurt your marketing efforts and result in a waste of time and money. Keeping that in mind, here are a few important questions you should ask when comparing various services.

Who is writing your content?

Most content creation services aren't going to provide you with the identities of their writers. Many of them are essentially ghostwriting for you. However, you'll want to make sure that the writers are identifiable in some way so that you can pinpoint which writers you like and which writers you don't like. This way, you can regularly work with writers whose content matches what your needs are.

Are there team writing capabilities?

Many content creation services offer team writing capabilities. This means that you can choose writers that you like and add them to a pool. You can then submit orders to this pool of writers. Having a pool of writers to choose from allows you to keep track of your favorite writers and makes it easier to get content produced that maintains a consistent voice. Once you have a team of writers that you can depend on, you won't have to worry about receiving content that doesn't quite fit what you're looking for.

How easy is the ordering process?

It's important that the interface is easy to use. It shouldn't be difficult for you to submit an order that includes instructions and deadlines. The agency should also allow you to submit assignments directly to writers you've worked with before and who you want to produce your content. If you have larger content creation needs, then look for a service that has bulk order capabilities. In addition to having an easy to use ordering process, make sure the payment process makes sense to you as well. The last thing you'll want is for an order to sit in limbo because your payment didn't go through, resulting in a missed deadline.

What kind of system integration is available?

Not all content creation services have the development capability to integrate with your system. However, those that do will save you a significant amount of time once your content is produced. Developing such integration generally costs extra, but it may be worth it.

Do they provide account managers?

Content creation services that can assign account managers to your business are going to be much easier to work with. An account manager can help you build set up projects, assign content, find the kind of writers you're looking for, make sure the ordering process goes as smoothly as possible, and help provide quality assurance. The account manager will act as an intermediary between you and your writers, which means that any issues that arise will be handled by them.

Is there a quality assurance system in place?

You don't want to pay for bad content; however, you typically get what you pay for. Most content creation services have a tier system in place. This means that you pay extra for access to their best writers. If you pay for lower quality content, it's expected that you're willing to do some editing. Ask how they separate the good writers from the average or bad writers, and what their process is for vetting writers to begin with. Some services may accept anyone, while others may require testing to be accepted.

Will you be protected against plagiarism?

High-quality content isn't going to do you much good if it was plagiarized. Posting plagiarized content on your site is only going to hurt your SEO and could even result in penalties (such as being removed from search engine results pages (SERP) altogether). Look for content creation services that not only guarantee completely original work, but that have ways for checking their content for plagiarism, such as by running it through a compliance system, such as Copyscape.

Is there a revision process in place?

You may not always be happy with the content that you receive, whether it's due to a writer mistake or poor communication over what you wanted. Make sure the agency has a revision process in place so that you can request revisions from your writers when needed.

Are there additional proofreading and editing services?

Some services offer editing services as well as content creation services. For example, Zerys has a pool of editors in addition to their writers that you can hire. Constant Content has an editing system that all their content goes through before they accept it.

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