Keep Your Marketing Team Nimble While Creating Engaging Content

Transcription

1 Keep Your Marketing Team Nimble While Creating Engaging Content

2 Spend Time on What Counts At the core of every content strategy is creation and for written content, that s writing. A successful content strategy includes many moving parts: content planning, content creation, content promotion, measuring your content s performance and optimizing for success. Each component is equally as important to your content strategy. At Scripted.com, we see many businesses outsource content because they re stretched for time. In fact, according to the Content Marketing Institute s 2014 benchmark report, 69 percent of B2B marketers said a lack of time was the biggest challenge they face to date. But time isn t the only reason why nearly 47 percent of marketers have turned to outsourcing. Here s why the savvy ones in the business are outsourcing their content right now (and why you should be, too). Marketers are creating more content, but have less time 69% of B2B marketers say that lack of time is the biggest content marketing challenge

3 Outsourcing Allows Marketers to Focus on Strategy When content creation is outsourced, you can spend your time focusing on high-level goals. Finding your audience is no small task, nor is the direction you want your content marketing to take. By eliminating the stress of finding exactly what to say in your content, and writing/editing it yourself, the job becomes much easier to focus on long-term goals. This leaves more time for the big picture, with the finer details to the writers. Zack Onisko, Chief Growth Officer Since focusing on our content strategy we ve grown traffic to our blog over 10x, within the past 12 months. We aim to post high quality content. 44% of B2B marketers say they have a document content marketing strategy

4 Outsourcing Allows Marketers to Scale Content Initiatives Using Scripted allows us to increase the frequency of our posts, and it's also a great forcing mechanism to plan in advance and pull together the topics and assignments for the upcoming month as well. Diana Adair Director of Communications Rather than wearing a small group of writers down, outsourcing content allows marketers to reach a wider and more diverse group to contribute to big content projects. Marketers at large enterprise companies aren t getting stressed when they have large content projects to execute because they can now scale content reliably with multiple writers outside of their team. 78% of marketers are creating more content than a year ago

5 Outsourcing Keeps a Marketing Team Small Hiring in-house writers means adding to your marketing team. Expanding a team is great and can lead to overall business success, but it also can take up a lot of a manager s time. Many marketers have noted that outsourcing their content allows them to keep a small and flexible team. These savvy marketers sharpen their daily operations to drive leads and focus on larger scale items, while leaving the stress of vetting, hiring and managing writers to outsourcing. Bernard Huang, Growth Hacker Outsourcing content can keep the core team small and nimble, and keep our company culture closer as opposed to hiring fulltime content creators. 73% of B2B organizations have someone in place to oversee content marketing strategy.

6 Outsourcing Keeps Content Fresh & On Trend One of the challenges companies face today is the need to keep their content fresh and compelling. Rather than hiring a staff writer, or ask a current employee to write content for the company, you can hire someone who will be excited to learn more about your business and help you succeed. The same is true for marketers working on big content projects. Nobody is going to churn out great content after writing 500 product descriptions or 100 blog posts in a short amount of time. Outsourcing content allows marketers to work with writers who aren t burned out. We liked the Scripted process, which allowed us to put our general ideas out to a group of writers and get thoughts and ideas back. It helps to have more brain power and creative thinking on a topic rather than just a single in-house writer. Brian Kelly, Chief Marketing Officer

7 Outsourcing Saves Keeps Marketers Content Fresh Time& On Trend We can t emphasize this one enough. Writing meaningful content takes thought and time. There s a reason why publications have writers who only focus on writing, reporters who focus on gathering the facts and editors who are in charge of cutting down the copy. Each task in the editorial process takes time, and time is a premium for owners and managers in the marketing world. This is exactly why outsourcing written content can lift a huge burden for marketers and why many smart marketers are depending on outside help. Ryan Siegl, Director of SEO It s not just about actual content generation, its the time saved having someone on Scripted s end managing the authors that saved a lot of headache. How are you creating original content?