An eCommerce business is made up of many different ingredients, from sales and marketing to content management. In today’s inbound marketing world, it’s necessary to have strong content that engages with customers. But writing posts can take up a lot of time that could be spent elsewhere like internal operations or marketing campaigns. This is why so many online businesses outsource their content.
Why Should I Outsource?
The whole purpose of outsourcing is to make your money make you more money. As a business, part of your foundation is making money. When considering if you should outsource, you need to think: will it result in making more money? Having a solid SEO strategy will result in more traffic and sales.
Outsourcing content has many benefits. It can make you money and save you time. If you find the right people, it can lead to high-quality content that’s easily shareable and even persuasive. Here are some other advantages your business has by outsourcing content:
Time is money. Probably the most obvious benefit of outsourcing your content is the time it will save you and your staff. No matter if your team is large or small, anytime a full-time staff member spends creating blog posts and pages are the time they could spend elsewhere like on the website or development
Content creation isn’t something you can become good at overnight. It will take you or your team time to learn how to make meaningful articles. You’ll make a lot of mistakes in the beginning, potentially wasting even more time. And as your company grows and you hire more employees, you’ll have to spend time teaching them those techniques or explaining your strategy.
Opting in for outsourcing takes all that hassle away by giving you a team or individual who already know how to do what you need to be done.
Outsourcing also lets you avoid hiring and onboarding costs associated with having your SEO content done in-house. According to Glassdoor, the average pay for an SEO & Content Manager is $66,094/year, with a low end of around $45,000. Add on top of that taxes, benefits, utilities, and other employee-related costs and you could be paying a significant chunk of money. Saving space at your office and having a consolidated staff can help narrow your staff’s attention.
A freelancer or content creation group might already have access to tools like a subscription to an SEO service. Paying them lets you avoid paying those monthly or annual fees. And since they use these tools on a regular basis, they’ll be more time efficient as well.
It might seem strange to say you have to pay to save but think of outsourcing SEO content as an investment. Businesses that create content for inbound marketing see 54% more leads in their conversion funnel than those who don’t.
Access to Expertise
If you find the right people, you’ll be able to receive high-quality content that’s easily shareable and even persuasive. Search Marketing Companies can help you develop a strategy by asking questions related to your brand, target audience, etc. If you’re hiring a freelancer or group of freelancers, they will have experience with content creation and knowledge of how to influencing readers.
Bursting out of a bubble exposes you to fresh air. Just as some tech companies hire liberal arts majors for tech jobs to tap into a mindset computer science people might not have, outsourcing your content can get a different set of eyes and opinions on your project. Not to mention, these organizations or individuals you outsource to only have to worry about the SEO; they specialize in it.
Part of having this outside perspective also means having an experienced perspective. The writers might also have created content similar to what your business is needing right now. They’ll be able to produce blog posts for you rapidly and with knowledge, they’ve gained from past work.
If you’re working with a company, having someone looking in from the outside proves to be even better. They might not know your field as you do, but your knowledge combined with their problem-solving capabilities could lead to a revolutionary marketing strategy for your industry.
Source: Content Marketing Institute
Ongoing SEO Management
Search marketing is not a one-time thing. You won’t be able to sit down, “do it,” and then be done. If you don’t outsource, your staff will constantly have to manage, update, and create content. This is all time that could be spent on new projects, new updates, new campaigns. Hiring outside experts whose sole purpose is to focus on SEO content means they’ll take care of the ongoing problems and projects needed.
There are so many factors involved in content management, such as link building and meta tags. Having someone else worry about this means you don’t have to. And with their total focus directed at creation and management, you can expect to have a higher frequency of new content. Make a plan as a company to decide what kind of schedule you want for content, and pay the price to have it.
How Can I Outsource?
There are a few different and easy ways to outsource your content. Several websites exist to help employers find suitable employees.
Upwork allows you to hire freelancers for projects whether they’re one-time only or long-term. You set a budget for what you’re willing to pay, and different applicants can place a bid to negotiate with you. Some applicants will even offer to do the job for lesser money because they’re trying to get a job – usually, they’re newer to the site. But if you want people with a proven track record, you can select the option to only let people who have a certain job success rate apply.
A similar site is Fiverr. One key difference is Fiverr focuses on having you as the employer look at freelancer profiles rather than having you just post a job and see who applies. The freelancers already have a section on their profile that says how much you have to pay them and for what kind of service.
Another site is TextBroker, which treats your job posting like an actual product which they call an order. You’ll select what kind of “order” you want – a blog post, product description, etc. – and then add information like word count and processing time. You will then pay for it like you would a product on an eCommerce site, and they’ll deliver your “order” once it’s ready.
Tips For Hiring A Freelancer
There are a few things you’ll want to keep in mind as you look for a freelancer. Don’t
Hire For the Long Haul
Find a freelancer who’s able to commit to working long-term with your company. Having to hire a new one every time you need new content is an absolute waste of time. Consider hiring more than one freelance content creators to get multiple voices, perspectives, and expertise.
Have a Detailed Plan
Chances are the people you’re outsourcing to have multiple clients, and the types of clients may vary. You’ll want to develop a detailed outline that you can give to a new freelancer so they understand the voice, purpose, and vision. This will make it easier for them to adapt to what you need. Taking the time to develop a thorough plan can save you time in the future if you hire more freelancers.
The key to the plan is to identify a specific goal and write it out clearly so the outsourced worker can understand it. Your goal should answer the question:
- what are you wanting to accomplish with your SEO content strategy?
- Are you wanting to increase traffic? Sales? Brand awareness?
- Or does each blog series have an individual objective?
Find Someone Who Fits
If you’re a new business with little money to spend on freelancers, you might not be able to afford some of the more experienced ones. Even companies that can shed out more money and have access to experienced bloggers can struggle to find the right one. There a few different things to consider.
First, what is the nature of content this person has experience in? A writer with 15 years of experience creating blog posts about real estate is probably going to be able to adjust well to topics like finance or marketing. But they might not be suited for content on technology or entertainment.
Find those who already have knowledge of yours or similar industries, even if it’s basic knowledge. Experience is good but the right experience is better.
Second, how much experience do they have writing. You might find someone who has experience in the industry you’re a part of, but that doesn’t mean they know how to write. It’s like that boring college professor you had who understood the material but wasn’t good at teaching it.
Having expertise doesn’t equate to knowing how to transmit the information you know to others, especially in a writing format.
Don’t miss out on outsourcing your content as part of your SEO strategy. It might seem like hiring an in-house team is a better option, but there are several benefits to having it done elsewhere. The bottom line is asking yourself which will lead to more sales and more profit. Be specific about what you want, and be honest with the best way to get it.
When is it good and when is it not good to outsource your content? Let us know in the comments!