One of the most comical aspects of watching a Little League game is when a team runs out of pitchers. Some teams don’t even have one kid who can throw a strike, which makes watching a coach scratch his head while searching for someone—anyone—who can get the job done, even funnier.
Major League teams, however, don’t have this problem. There are rotations, and bullpens to relieve starters. You will rarely, if ever, see a position player run in from left field to pitch. While most Major Leaguers know how to pitch, it’s just not their job. An All Star, Triple Crown winner like third baseman Miguel Cabrera probably could take the mound if needed; but he shouldn’t ever have to. And even though he probably has done his share of pitching, it doesn’t mean he is good at it.
Likewise, your CIO could probably write several blog posts on how to apply his or her advanced theories of bioeconomic development, but chances are, it would not make for sustainable content that will keep customers coming back to your website.
If you want to compete in your field, your organization needs someone who knows how to produce and deliver. So when it’s time to assign a starter to take the hill, it pays to think about who you are assigning to do the work. Are you taking the Little League approach, and asking your overworked team to produce content for your blog and social networking sites? Or, are you taking the Big League approach and outsourcing to a team of trained professionals?
Below we debunk some myths surrounding the concept of outsourcing content creation:
Someone from the outside doesn’t understand your core competencies.
Chances are, your organization is loaded with experts. You might even be a world renowned virtuoso, whose opinion is respected from New York to Vietnam. But can you write to the tune of what your audience needs to see? Producing your own content, rather than consulting with a trained professional is risky. Your words, after all, will reflect the image of the entire company. And if your name is attached, a negative response will not be easily forgotten.
Content producers aren’t typically experts in just one field alone; they come from all walks of life, and bring with them a multitude of different experiences. They have the ability to see a project from a different perspective, and to offer fresh insight that you and your team might not be able to see. And, most importantly, they are a writer at the core of who they are—capable of telling your story and asking the right questions to get your messaging just right.
There is no room for “creative” content in my industry. It would be a distraction.
The great part about content marketing is that each article is personally tailored to fit the needs of your business. So whether your image is as bland as unbuttered toast or spicy like jambalaya, you are in charge of what appears on your website. You, in other words, tell the chef what it is you want. And you get to decide where and how—or if you want to use it.
Customers, for that matter, don’t consider content to be a distraction. In fact, 61 percent claim to feel better about a company when they see custom copy on their website.
It’s cheaper to produce content myself.
If the cost of outsourcing is holding you back, consider the implications associated with producing your own work. Hiring a Copy Editor is expensive. There’s the salary alone and then tack on health insurance, a 401K plan, hardware costs and training alone and you are looking at a steep monetary battle.
You are also paying for the amount of time it takes to write content. And with everyone having to produce content daily, or weekly—to comply with Google’s new search rules and stay relevant—then the costs will really start to add up.
It is much more affordable to outsource than it is to hire a team of writers and editors. And while hiring freelancers is an option, you will not get the same amount of dedication that a staff of content producers will bring to the table. Ideally, a content producer functions just like another member of your staff.