Should Your Business Outsource Your Content Creation?

If you’re reading this, then you’ve already decided that your business needs some brilliant online content. And you’re absolutely correct. Authentic, snappy content is one of the most powerful marketing tools out there. 

And if you think about it, that makes sense. When potential customers read your blog post, social media feed or site copy, they get a sense of who you are. There’s lots of competition out there, so putting your best foot forward can make a huge difference in getting – and keeping – the right clients. 

The question is, should you write your own content, or hire an expert agency to do it for you? Here are three reasons why you should seriously consider outsourcing. 

Should Your Business Outsource Your Content Creation?  

You’re an expert … but not in this 

Nobody knows your business better than you. You’re an industry expert, with unbeatable know-how and an in-depth grasp of the facts. But communicating with your potential customers is a different matter. 

Professional content creators are industry experts, too. They know how to put over a message and do it well, all while maximising SEO. Using the right words in the right order is an art in itself. If you need proof of this, just look at some of the truly awful blogs out there. 

The right agency will have experienced writers who are fast and accurate, and know your sector. They’ll take the brief you give them and transform it into clean, compelling content that will draw people in, turning visitors into customers. It’s literally what they do all day. 

Your brief can be as detailed and as specific as you like. If you hate the word “literally” and literally want to set it on fire, just make a note and the writer will avoid it. The same goes for cheesy similes, though no good writer should use those anyway. It’s literally as easy as pie.  

It saves time and money 

 Sure, you could study up and learn how to produce your own professional-level, SEO-friendly content. That’s assuming you’ve got plenty of time to spare and mental energy, too. How many business owners or marketing managers are in that position? 

Or you could hire your own writer(s). That’s a solution that works well for big corporations with big budgets and a predictable need for content. But for many small and medium-sized businesses, staying agile is a matter of survival. It’s better if you can scale costs up or down as needed. 

Working with a content creation agency is a great way to have top-level professional expertise on board as and when you need it. While many agencies offer favourable flat-rate content plans, you’ll also be able to work flexibly. Need to ramp up your content strategy, or cut it back? With expert writers on call, an agency can respond to your changing needs and do it quickly and efficiently. 

You can switch it up 

Because agencies work with different writers, they can supply you with different perspectives. While consistency is key, variety can be an important part of that overall message. This is especially true if your brand is about sharing industry insight and making it accessible to a wider readership. 

Sometimes an outside perspective is just what you need to power up that accessibility. A brilliant professional writer can take complex technical information, break it down, and give it a fresh new angle that makes it instantly relatable. 

Relatability isn’t just a buzzword. Today’s customers care about values and want to know that you understand their needs. That’s why you need content creators who know your industry, but also have a foot in the outside world.  

Is it ever better just to do it yourself?  

Outsourcing is a great strategy for many people, but there are a few situations where you might want to weigh up the DIY approach.  

For example, if your sector requires a very high degree of confidentiality, you and your customers might want to keep content creation in-house. Or perhaps you’re a highly regulated law firm or financial advisor with specifics that need approval by your compliance team.  

Writing your own blogs also allows you to take advantage of the occasional flash of industry-specific inspiration. If you’ve ever woken up at 3:00am with a jaw-droppingly insightful take on why folks aren’t buying enough high-end saddle polish for their trusty steeds, for example, or future trends in the carpet underlay sector, you’ll know the feeling of having to get it down on paper right now. 

Or perhaps you’re well-known within your industry; you have a unique voice and style of expression that industry insiders recognise and appreciate. If so, making time to write regular content can pay dividends. 

Creating your own content is free aside from your time, so if you’re disciplined and can plan ahead then you may be the right person to write it yourself. As well as this, creating your own content keeps you in the loop with industry changes and gives you feedback from your readers when they comment. 

Perhaps your ultimate goal is to have your very own content creation team. In that case, you’ll probably benefit from hiring and training people. But while you’re still growing to the point where you can employ a marketing team, why not outsource to a reliable agency? 

Interested in outsourcing your written content? Have more questions? Just shoot us a message. 

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