Why outsourcing your content might be the best thing for your business
When you’re running your own business, time is a tough commodity to come by. Sometimes it can feel like the rarest thing on the planet.
Your clients are ringing. Your business is delivering. But you know what’s always there, nagging away at the back of your mind?
That 1500-word article that needs writing!
It can feel just like being back at college again, when you used to wake up in a cold sweat realising you’ve got assignments due. This time you’re not just going to get a bad grade though, you could actually be losing customer leads. And leads mean profit!
According to Tech Client, you have a 434% higher chance of being ranked highly on search engines if you feature a blog as part of your website (TechClient, 2020), so this isn’t something you can afford to ignore, even if you don’t have the time to do the writing yourself.
It’s no wonder, then, that you might turn to outsourced content. It’s a simple solution that will take the writing burden away from you and will gift you back your precious time.
Is outsourcing your content the right move?
On the face of it, it’s a no brainer. You’ll have more time to lead, to manage, to innovate, to do the value-adds for your business.
Except…there are some pitfalls along the way. That new writer that you’ve got hold of? They’re basing all the content that they write purely on a quick scan of your website.
This isn’t the valuable content you were hoping for!
Your content is the first interaction most potential customers have with your business, and so it has to make them want to spend time with you. In a world where 70% of consumers learn about a company through articles rather than ads (TechClient, Blogging Statistics, 2020), you can’t afford for your content not to sing.
So you need to choose your writers carefully, and make sure that they speak to your audience with the right voice and style. You need to share your values and goals with the writing team, and trust the writers to articulate those values to your customers.
It’s a tough ask, but is it worth it?
In a word, yes!
Outsourcing your content can be a real win
Outsourcing your content is about more than just lessening your workload. When done well, it gives you the ability to drive forward with your business safe in the knowledge that you’ve got a robust, reliable marketing stream happening ‘passively’, without any daily effort from you.
You’re making automatic business gains without even having to think about it!
Reclaim your time
Ever heard the phrase time is money? Well, it’s never truer than in business.
Think about the last time that you sat down and created a piece of content. How long do you think it took you to write? Now, how long do you honestly think it took you to write?? We’re including all the research time, the additional reading you did, the proofreading, the editing, the image sourcing, the upload time…
Content, great content that is, takes time. It deserves time. After all, your potential customers are going to give up their time to read it! Want to write a 1000-word article? Orbit Media say that will take you 4 hours or more (OrbitMedia, 2019), and that’s a significant chunk of your day.
Those hours are time that you could be spending on the bigger picture, getting through the to-do list, developing your staff, generating leads instead. When you reclaim all the time that content writing took from you, you’ll wonder why you didn’t outsource your content sooner!
Keep your focus on the day job
Even if you’re an avid author who loves putting pen to paper, it’s likely that writing an article might take up quite a bit of brain power. Maybe you like to write a section, go do something else, think things over and come back to write some more later?
Well you wouldn’t be alone in using this approach, but the bad news is that you might be losing productivity if you operate in this way.
Kayla Sloan of calendar.com gives a good explanation of the seven ways that multitasking can slow us down, including increasing mistakes and raising stress levels (Sloan, 2018). If you’re not focussing fully on one task at a time then you’re not focussing on any of them properly. That can lead to errors, missed deadlines and a whole lot of unnecessary trouble.
It’s far better for you to focus down on your core business than it is to keep flitting between tasks throughout the working day. This is especially important if one of those tasks is as mentally intensive as writing a well-planned and comprehensively researched blog!
Let someone else do the weekly grind
Sticking to a content plan takes commitment and perseverance. Once you become the content creator for your business, you have to stick it out.
That means that you have to write a new article every time one is required, regardless of how busy you might be. With content marketing things have to stay fresh, and you don’t want to miss out on opportunities to promote new products or new developments in your industry.
Sure you might be able to skip a week, and that’s not going to drive people away. But a site that goes silent for weeks on end, or months? That’s going to make people think that you’ve given up. And even worse than that, Google might think you’ve given up! (Patel, 2012) A disaster for your page rankings.
Letting someone else take the strain of delivering your awesome content plan? Yep, that makes sense.
Outsourcing your content is part of your growth strategy
So is it true that bad content, or no content at all, can affect the growth of your business? Well for all the reasons we’ve looked at in this article, yes it can. Publishing no content means you’ll be missing out on potential customers and profits, and choosing to write the content yourself is a fast track to a packed diary and a headache!
Part of the day-to-day running of your business is making sure that you have the right people in the right jobs, and the execution of your content strategy is no different.
Outsourcing your content is the same as calling in a consultant, or paying for a manufacturing specialist elsewhere in the business. It means that you’ve got experts delivering for you in a critical area, leaving you free to get on with the day job elsewhere.
Have you made some major business wins by outsourcing your content? We’d love to hear all about it!