In this article you'll learn that...
- Your can outsource content that is high-quality and cost-efficient and delivers results.
- A true team effort is needed, including efficient systems, management time on your end, and client engagement, to make the process work.
- You can achieve growth and success when you view your freelance writers as long-term partners and an extension of your in-house team.
Editor's note: Although this article specifically addresses agencies' efforts at content creation for clients, much of the guidance it provides can apply to client-side marketers as well.
Marketers far and wide, including those on the agency side, know the value of content marketing—as its own service offering and as the foundation for integrated campaigns.
Agencies confront clear operational challenges, however, in delivering a high volume of quality content that is also profitable and efficient for the business and serves the full range of clients' niche business areas.
Agencies therefore need to ask themselves:
- Do we have the ability to hire professional copywriters in-house?
- Should we task our account team members with producing content on behalf of their clients?
- How do we price content to be reasonable and within client budgets and also profitable for the agency?
Often, to address these issues, agencies turn to freelance networks and specialized writing partners to either supplement internal resources or serve as a fully functioning content team.
Results begin and end with relationships
As a writer, and having seen content marketing from all corners of the business, I've learned that results start with solid relationships behind the content.
When outsourcing, you can employ the best technologies, platforms, and channels, but as an agency leader you need to approach content as a true team effort, engaging your account leaders, clients, and partner writers.