So you've outsourced your content marketing (or you're considering doing it). Outsourcing can be an effective way to achieve your content marketing potential without hiring a full team in-house.
In fact, half of B2B marketers outsource at least one component of their content marketing, and 84% of those outsource content creation.
But whether you outsource content creation to a team of freelancers or to an agency, relinquishing control can be daunting. How can you let go of the reins and let your content partner take the lead in creating your content without diminishing its quality and effectiveness?
Whether you're worried about voice, industry knowledge, or strategy, there are ways you can ensure your content meets your expectations of quality when you're working with your outsourced content creation partner.
We all have a voice that is uniquely ours. The phrasings we use, the words we choose, and the personality that ties it all together help us communicate who we are.
If a content marketing provider asks you to decide what topics you want blog posts written on and then comes back with 10 completed blog posts the next week, run in the opposite direction. That's how you end up with low-quality content that in no way sounds like you or your company.
So how can the members of an outsourced team possibly understand the unique voice of your company's subject matter experts?
The short answer? They probably won't get it exactly right 100% of the time, but your relationship with your content partner is exactly that—a relationship—and it takes some collaboration to get what you want and need out of it.
The best content marketing partners want to collaborate with you because that's the only way to truly nail down your unique voice. And they want your input during content creation to make sure your voice and expertise shine through.
Here are a few ways you can make the most of that collaboration:
Content marketing is all about sharing your expertise with the world, so it's imperative that your content be accurate. No wonder a lot of marketers who outsource content creation (and subject-matter experts who write bylined content) are worried that their content partner won't be able to fully grasp their industry.
When you're working with your outsourced content creation partner, it's important to understand what each party is bringing to the table.
Here's how you can share your knowledge and expertise:
Content marketing is only as effective as the underlying strategy, which determines the direction of your efforts. After all, if you don't have a destination in mind, it's pretty hard to take the right steps to get there.
Your content partner is the expert on content strategy. Here's how you can empower your outsourced-content team to take ownership of your content strategy:
Outsourcing content creation and relinquishing some control over your content can be stressful. But if you put the above strategies into practice, you can maintain a collaborative relationship with your content partner to execute a content strategy that will help you achieve your content marketing goals.
This article was originally published on MarketingProfs.