Outsourced Content Creation: The Myths vs. the Facts

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Businesses communicate with their customers in a variety of ways, the most popular of which is content marketing. But creating enough content to feed the growing desire for online content consumption can be difficult. That’s where outsourced content creation comes in.

By outsourcing your content creation to a content marketing agency or other third-party vendor, you can free up your time to focus on truly understanding your customer’s needs, wants and problems. But outsourced content creation isn’t without its problems. Choose the wrong person or company – one that doesn’t understand your company values or culture – and you risk failure.

It’s takes highly skilled individuals to create compelling blog posts, white papers and other digital content pieces. A tough job for in-house content marketers who are already have their hands full.

Outsourced content needs to integrate seamlessly with content produced in house. A content marketing agency worth its salt will ensure skilled storytellers that can communicate with your audience effectively while maintaining your brand create your content.

Outsourced content creation: The myths

There are plenty of myths surrounding outsourced content creation. A couple of the more common myths are:

  • Outsourcing content sacrifices brand voice and style
  • Outsourced content creators lack subject matter experts (SME)
  • It costs too much money to outsource content creation

While these myths are all real concerns, with the right agency, they’re just that: myths.

Myth #1: Loss of brand voice

Let’s start with the sacrifice of brand voice. Many companies take the line of thought that it’s impossible for someone who’s not on staff full-time to fully understand their brand voice or style. Blanket assumptions like that can be detrimental to business. Copywriting is a profession as old as marketing itself. These professionals are fully capable of not only adhering to brand voice but enhancing it as well.

Professionals writers and content creators know when to flex their creative muscles and when not to. Brands that focus too much on brand voice and style can end up missing an opportunity to create authentic content or memorable content.

Myth #2: Lack of SME

In business, especially in B2B business, subject matter experts are important when it comes to content creation of any kind. Content that lacks credibility can poison your marketing efforts and your entire brand or image.

Honest content marketing agencies understand this and have a plan. A writer worth his salt understands how to research and interview SMEs. If they don’t, they won’t last long at a content marketing agency. Also, good storytellers don’t need advanced degrees in engineering, finance or law to create comprehensive, relatable content.  

Professional scribes know the right questions to ask to weave the right message and build the right narrative into the content they create. At the Lorem Ipsum Company, we assign writers based on subject matter and employ writers with a variety of educational backgrounds.

Myth #3: It costs too much

We’ve all heard the old saying, you get what you pay for. Unfortunately, that’s not always true. We’ve talked to companies that have been burned big time by high-priced content marketing agency with little to no vision.

However, this day and age, there are really no ways to avoid content marketing. If you have a website and a sales process, you’re using content marketing of some kind. When you consider the fact that 91 percent of all web content get no organic search engine traffic, it’s important to make sure you’re creating content deliberately.

Keyword research and search engine optimization are suddenly extremely important. Backlinks and domain authority are the secret sauce of content marketing.

Basing your outsourced content creation solely on cost can be detrimental when you consider all these factors. “If you have to make a choice between bad content marketing and no content marketing, pick the latter,” says Jeramy Gordon, chief content officer at the Lorem Ipsum Company, an Orange County content marketing firm.

Different ways to outsource your content marketing

There’s more than one way to skin a cat and there’s more than one way to outsource content creation. Here are two main outsourced content creation methods:

  • Freelancers
  • Content marketing agencies

Using freelancers to manage your content marketing efforts can be challenging. The benefit of using freelancers is that they can be more affordable and you’re not paying agency fees. However, freelancers can be highly unreliable. If you expect a freelancer to be available or respond to calls or emails quickly, you may have to pay them and hourly rate, versus per word or article.

Freelancers also need to be managed, and that means dedicating in-house resources to ensuring the content being creating is accurate and meets branding, style and publishing guidelines. While you might get content at an affordable rate, the question you need to ask yourself is, ‘are you getting results?’

The second option is using a content marketing agency, such as the Lorem Ipsum Company. With an agency, you get predictable quality at a predictable price. Using a reliable agency with lots or high-end products and services, ensures your business isn’t wasting time and resources on subpar content.

Of course, picking the right agency is key. Unless you’re new to the field of content marketing, you’ve probably heard horror stories about “content mills” or “content farms.” These self-service business models can be a great way to save money, but usually at the sacrifice of quality and consistency.

The Lorem Ipsum Company has writers, designers and developers on staff, who can make themselves available to the client at any time, including by phone, email or in-person visits. The teams members work in synchrony with each other to ensure your outsourced content creation performs well and relates to your audience. Depending on the size of the account, you could be assigned a content strategist to ensure your content spend is efficient and fully maximized.

A good agency will also take the time to get to know you, your business, and you customers. By the time the first piece of outsourced content is created, the agency should have a fundamental understanding of your brand, audience and overall marketing strategy.

The benefits of outsourced content creation

Content marketing is ever evolving. Content marketing agencies understand the intricacies associated when this particular style of marketing and stay on top of trends and industry best practices. With Google and other search engines constantly re-jiggering algorithms to favor high quality and consistent content, using a content marketing agency may be the only way to compete affordably with bigger brands.

It’s true, outsourcing your content creation may not always been in your best interest. And we’ll tell you if we don’t think we can help improve your content marketing efforts. At the Lorem Ipsum Company, we have no interest in wasting your time or money. Results are what matters and sometimes outsourcing works and sometimes it doesn’t.

But if you’re in the marketing for original, effective, staff-written content with real subject matter expertise, we would love to speak with you. Contact us today for a free consultation.

    Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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