Janet Peischel

Janet Peischel

Outsourcing is a growing trend across industries, for companies of all sizes. It makes sense on a number of levels.

A cyclical economy.

Regardless of industry, there are always going to be dips when staff layoffs become necessary. Severing a relationship is easier when there isn’t the long-term investment that accompanies full-time employment.

A cost-effective solution.

A $50,000 employee could actually cost the company almost $78,500 per year. A contractor can often provide a higher level of expertise at a lower cost — an estimated $36,000 per year.

Access to skilled resources.

Recruiting and training are significant workforce investments. With contractors, you get skilled workers performing at a high level, but the training is on someone else’s dime.

Business owners may be the experts, but that doesn’t mean they can write about it

Many business owners are reluctant to outsource their content marketing programs because they believe they’re the experts.

And they’re absolutely right. No one is going to know their business like they do — but that doesn’t mean they can write about it.

As a writer and content marketing expert, I frequently run into this problem on website projects. Business owners can be adamant about writing their own content.

The problem? They’re often poor writers who already have demanding day jobs. Writing content for websites is a skill and a full-time job.

It requires being able to organize and group information, a focused writing technique and knowledge of SEO principles.

Those projects where companies insist on providing content often stall completely. When they work with a writer, the projects stay on track and meet deliverable dates.

Other business owners worry that if they outsource their content, they’ll lose control

Business owners are concerned that a professional writer won’t be able to match their voice and brand. Nonsense.

A professional writer is trained to be able to represent a wide range of brands. We’re intuitive and smart. We work hard to understand the nuances of the businesses about which we’re writing.

We get it right the first time. We save time by coming up with good content that needs just a quick review and approval—not massive edits and rewrites.

Good marketing — and good content — isn’t just about marketing. It tells a story

It captures the audience’s attention, relating with them on some level, and transferring knowledge or compelling action.

We work hard to follow industry news and people, making blogs and other posts relevant for our audiences. We look at the big picture, creating editorial calendars to identify important holidays, dates and events to leverage in blogs and social media posts.

Content marketing, to be effective, needs to be steady and consistent; it should inform and entertain, help people do their jobs.

To keep in mind: Outsourced content providers don’t work in a vacuum

We’re careful about review and approval cycles, keeping our editorial calendars updated, making sure that we’re checking in regularly with our business-unit partners.

Best of all, we prepare reports to show that what we’re doing is working.

Janet Peischel is a writer, Internet marketing expert and the owner of Top of Mind Marketing. Contact Janet at 510-292-1843 or jpeischel@top-mindmarketing.com.