Outsourcing content, whether to a team of writers that you manage or to a service that manages the process for you, can be a good strategy if you simply aren’t a writer, or if you find yourself in one of the scenarios outlined below.
Your Budget is Fixed
For small business or new companies just getting started, outsourcing content to a service is a good way to get decent writing for a reasonable cost. This goes double for small agencies, who have to keep costs low to hang on to customers in what has become a very competitive industry. Handing the process of content creation and management over to a professional service eliminates the need for one of your team to spend hours recruiting, managing and paying writers, which can easily spiral out of control.
You Know Little to Nothing About a Subject
Some industries are easy enough to google and understand without much insider knowledge. This is typically the case with B2C businesses, who target an audience that doesn’t have a high level of knowledge either. For example, the man hiring a local plumber to unclog his drain does not need extensive knowledge of how the task will get done. He simply needs a high level understanding of the plumber’s methods, reputation and costs. B2B content is harder to fake because it targets an audience with a deep understanding of the industry. A company that sells tools to working plumbers, for example, has to offer content that details the intricate details and advantages of each tool. If you are going to have to conduct multiple hours of research to understand the concepts you’ll be trying to explain, outsourcing the piece to a writer who has some knowledge in the industry can end up being much cheaper in the long run.
You’re Willing to Do The Editing
While most working freelance writers and content services will provide you with a final product that is free of spelling and grammatical errors, you may still have to edit the piece to fit the voice and tone of the company. You can expect to spend a lot more for content that considers the way your brand represents itself versus a piece that simply conveys the information you specified.
You Have a Competent Content Coordinator
Content coordinator is one of those jobs that requires a hybrid set of skills. A good content coordinator is hyper organized, deadline oriented and possesses the patience of a kindergarten teacher. Freelance writers can be a sensitive, compulsively late bunch, prone to temper tantrums and last minute emergencies. If you have a content coordinator in place who has a well established system and is up to the challenge, managing a team of freelance writers can be the right decision.