Ensure consistent quality content through outsourcing
22/03/2024
60% of marketers say producing quality content consistently is their biggest content marketing challenge.
Producing and maintaining a cadence of quality content is a dream for most marketers. It’s not easy. And for many, it’s not even achievable with their very tight resources.
If you’ve attempted to handle this internally, you’re likely familiar with the resource drain that content creation can bring. It’s not just about producing words on a page—it’s about combining research, planning, editing, publishing, and distribution, all of which consume time and energy.
Moreover, maintaining content quality consistency becomes exceedingly challenging as the need for new content rises. Pressure mounts to deliver more articles, social media posts, and email campaigns—invariably, something has to give.
Often, that something is content quality, consistency, or both. A lack of expertise and a clear strategy can make maintaining high standards feel like trying to control an untamed beast.
So, how do you navigate these challenges? How do you ensure consistent quality content for your marketing initiatives?
Outsourcing your content creation could be the lifeline you need. But first, let’s talk about why quality content is important for your business.
How quality content can help your business
Producing and publishing quality content is indispensable if you want to create a unique brand identity. It can also help establish trust with your audience.
When your content shows quality, regardless of the material, channel, or format, it communicates to your audience that you value their time and engagement. It also signals that your organisation is reliable, authoritative, and knowledgeable in its field.
The impact of consistent quality content is not only confined to brand perception. It also carries significant weight in strengthening your SEO game. Search engines have sophisticated algorithms designed to reward quality content with increased visibility, which drives organic traffic. Continually churning out well-researched, engaging, and useful content tells search engines that your website is a rich resource worth promoting.
Moreover, maintaining consistency in quality reduces the chance of errors, misinformation, or low-value content that could harm your brand’s reputation. It ensures that every piece of information released carries the same weight, dedication, and integrity that your business stands for.
Outsourcing: the secret to quality content
Outsourcing content creation is a strategic solution for businesses looking to improve their content game without overburdening their internal teams. By tapping into the expertise of external professionals, companies can access a wealth of talent and resources that may otherwise be out of reach.
Research by Ziflow reported that, in 2020, 86% of B2B companies outsourced content creation.
It makes perfect sense when almost 95% of B2B customers view content as a marker of trust when evaluating a business. They rely on content to educate themselves, evaluate potential solutions, and ultimately make informed purchasing decisions.
The unseen benefits of outsourcing your content
Outsourcing content creation can transform your marketing strategy and contribute to business success. Here’s why entrusting your content creation to external partners is a game-changer:
- Cost savings: Outsourcing content creation can significantly reduce overhead costs associated with hiring and maintaining an in-house content team. By leveraging external expertise, you can access top-tier talent without the long-term financial commitment of full-time employees.
- Increased scalability: External content partners provide the flexibility to scale content production up or down according to fluctuating demand. Whether you need a single blog post, a website revamp, or a newsletter campaign, outsourcing allows you to adapt quickly to changing business needs without the constraints of internal resource limitations.
- Improved workflow efficiency: By delegating content creation to a specialised content agency or freelancer, you can streamline your workflow and expedite project turnaround times. External partners often have processes and workflows in place, resulting in faster delivery of quality content that meets your deadlines.
- Resource optimisation: Outsourcing content creation frees internal resources, allowing you to reallocate time and manpower to core business activities. Instead of dedicating valuable internal resources to content creation tasks, your teams can focus on strategic initiatives, business development, and customer engagement.
But is outsourcing content creation for everyone?
If you’re considering outsourcing your content, you’re not alone. In 2021, 37% of small businesses, 54% of medium-sized businesses, and 75% of large businesses outsourced some of their content marketing.
Outsourcing content creation can be a feasible and valuable strategy for businesses of all sizes, from start-ups to scale-ups and even established enterprises.
This approach isn’t only for large organisations with abundant resources. It’s a solution for any business challenged with consistently producing quality content.
Outsourcing content for start-ups
For start-ups, outsourcing offers a lifeline in the early stages of business development. With limited internal resources and a pressing need to establish a strong online presence, outsourcing content creation allows start-ups to access professional expertise without the overhead costs of hiring full-time employees.
By partnering with specialised content agencies, start-ups can leverage industry insights, creative talent, and strategic guidance to craft quality content that resonates with their target audience.
Outsourcing content for scale-ups
On the other hand, scale-ups often find themselves at a critical juncture where rapid growth brings opportunities and challenges. As scale-ups expand their operations and reach, maintaining consistency and quality in content creation becomes increasingly challenging.
Outsourcing allows scale-ups to amplify their content efforts in line with business growth without the constraints of hiring and training new team members. By outsourcing content creation to experienced professionals, scale-ups can ensure a seamless transition from small-scale operations to industry leaders, with content that reflects their evolving brand identity and vision.
Outsourcing content for established enterprises
Even large enterprises, with their extensive internal resources and established marketing departments, can benefit from outsourcing content creation. Despite having dedicated teams, large enterprises often face bottlenecks in content production due to competing priorities, resource constraints, and internal bureaucracy.
Outsourcing allows large enterprises to supplement their in-house capabilities with external expertise, enabling them to meet the demands of a dynamic market (with agility and efficiency). Large businesses can outsource specialised tasks such as content creation to maximise productivity and effectiveness while focusing their internal resources on core business initiatives.
So, whether you’re a start-up still establishing your brand identity, a growing scale-up striving to maintain momentum, or a well-established enterprise seeking innovative ways to streamline operations, outsourcing can enhance and streamline your content creation process.
Getting started with outsourcing quality content creation
Choosing to outsource your content creation can initially feel overwhelming. The market is brimming with content agencies and freelancers, each offering their own unique approach. To get started, here are four simple steps you can take to select the right partner:
1. Identify your strategic goals
Define what you need from your content—whether it’s building brand recognition, boosting SEO, or nurturing customer relationships. This will help you identify service providers who can deliver in these key areas.
2. Consider your budget
While the saying goes, ‘you get what you pay for,’ there is a wide range of pricing options in content creation. And all too often, businesses pay for unnecessary bells and whistles. Defining your budget upfront can help avoid this pitfall, guiding your search towards providers who can meet your needs without blowing your budget.
3. Research content providers
Once you’ve defined your needs and budget, it’s time to do your due diligence. Research potential providers, look at their past work and consider their industry specialisations. Reach out to them, discuss your needs, and gauge their response. Do they understand your unique requirements? Are they proposing tailored solutions? This can help you understand their working style and whether they could be a good fit for your business.
4. Negotiate a deal
Finally, do not shy away from negotiations. Contract terms, scopes of work, and pricing models can often be adapted to suit your needs. Engage openly with potential providers about your expectations, and remember, the best partnerships are built on common ground and mutual respect.
Conclusion
Consistently producing quality content through outsourcing is not just a viable option but a strategic move for businesses of all sizes. From start-ups navigating the challenges of establishing their brand identity to scale-ups seeking to maintain momentum during growth and established enterprises striving to streamline operations, outsourcing content creation offers a pathway to success.
At ONO Comms, we understand how quality content drives business growth and fosters meaningful connections with your audience. With our team of experienced content strategists, writers, and editors, we offer comprehensive content creation services tailored to your specific needs and objectives.
By partnering with us, you can unlock many benefits, including cost savings, increased scalability, improved workflow efficiency, and resource optimisation. Our collaborative approach ensures that we align with your brand ethos, understand your target audience, and deliver content that resonates with your customers.
Contact us today to discuss how we can help you create consistent quality content.
