When it comes to blogging for your business, one of the biggest pain points is not enough content. Whether that’s creating in-house or outsourcing blog content, as a business owner, it can be hard to carve out time to write quality content for your blog instead of working on revenue generating projects.
If you’re one of the 70% of businesses that are creating more content than ever before, you know that running a blog is a lot of work and sometimes, content creation needs to be outsourced.
You’ll want content that your readers will want to read, social media users will want to share and content that will make Google bots happy. In this post, we cover some key pieces of advice on how to outsource your blog content effectively.
Secret #1: You’ll Need to Choose Between Freelance or Agency
Both have their benefits but let’s start with a freelance writer. When you work with one, you’re going straight to the source of talent.
And often times, amazing content writers often specialize in certain industries and bring immeasurable value to the table like expert knowledge, industry connections and the utmost professionalism.
Good freelance writers will be able to copy edit their own work, consistently meet deadlines and conduct extensive research – so even if they’re not a niche specialist, they’ll at least sound like they are.
BUT sometimes finding the right freelancer can be arduous and taxing. If you find a niche writer, expect to pay top dollar (because of their immeasurable value). Not only that, but if you’re hoping to get help developing your content strategy, finding a freelance writer who is also a great content strategist becomes an even bigger challenge.
Agencies, on the other hand, are sometimes the more economical choice, simply because they work with a team of writers and handle higher volumes of content creation.
Agencies also have copy editors, as well as content strategists so if you don’t have the perfect idea of what you’re looking for or time to edit content, starting out with an agency may be the route to choose first.
Naturally, one of the drawbacks of working with an agency is that you’ll rarely meet the writer (if ever) and their processes surrounding revisions and out-of-scope requests are usually stricter.
Secret #2: You Need to Be Good at Giving Instructions
Whether you choose an agency or go with a freelancer, knowing what you want and how to articulate it will be the difference between getting average content and getting awesome content.
[tweetthis url=”http://wp.me/p6R74a-6N”]Knowing what you want and how to articulate it is the difference between average content and awesome content.[/tweetthis]
Writers can only create the awesome content you’re looking for if your instructions are comprehensive and concise.
No one can read your mind so taking a few minutes to figure out what you really want, find some external resources to point your writer to and establish the right tone for your content piece can save you time in revisions later on. Let’s take a look at two examples below:
Write a short blog post with this title: “Does My Event Need Liability Insurance?”
Write a 400-600 word blog post on liability insurance basics, why an organizer needs it, tips for choosing the best policy and how to get it (referencing our products here: www.abceventinsurance.com/products)
Which set of instructions do you think will solicit a quality piece of content?
Secret #3: Know That Your First Piece of Content Will Be More Like a First Draft
As you get more comfortable outsourcing blog content and building your writer network, consider each blog post you get back as a first draft.
Even great writers don’t always get it right the first time, especially when they are just getting to know you and your company. If you like their style and want to continue working with them, you’ll need to invest some time in providing clear, helpful feedback to nurture the writer and get them aligned with your branding.
If a time-investment isn’t something you can afford to do, then consider searching for a higher-rated writer and know that instead of investing time in revisions and feedback, you’ll be investing more money in “publish-ready” work.
Secret #4: Building Long-Term Relationships with Writers Is In Your Best Interest
When it comes to content development, people are at the heart of it all. You know that content marketing is a marathon, so investing time and money in the long run is the key to its success.
[tweetthis url=”http://wp.me/p6R74a-6N”]People are at the heart of #contentmarketing so nurturing relationships with creators is key to your success.[/tweetthis]
The same logic applies to successfully outsourcing blog content – investing time and effort in nurturing solid relationships with good writers can ultimately make or break your content marketing strategy.
Once you identify writers who can give you the quality you’re looking for at the price point you can afford, be sure to offer feedback, specific to assignments and general feedback as well.
Maybe a writer always formats their posts nicely and it saves you time when you go to upload the posts – let the writer know that you appreciate it and other reasons why you enjoy working with them, and over time, they’ll improve their writing and process to give you exactly what you want, every single time.
Outsourcing your content creation isn’t a cop-out, it’s the smart thing to do when you realize you can’t manage blogging on your own. You don’t lose control over the creation process, especially if you follow the 4 pieces of advice mentioned above.
If anything, outsourcing blog content can strengthen your content marketing efforts because you’ll have access to more creators and consistent quality content that your audience will want to read and share.
Are you considering outsourcing your blog content? If so, what apprehensions do you have about doing it? Let me know in a comment below!
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