Are you unsure if your business should work with freelancers to build a content marketing program? Don’t worry – it’s a question many businesses ask.
The truth is, if you don’t have the resources to dedicate to your content marketing in-house, then you’re going to miss out on all of the benefits of having high-quality on-site and off-site content.
We’ll revisit this post later, with a ‘part 2’ that dives into the opposite side of the debate.
Content Marketing & Outsourcing– The Statistics
So let’s start with some numbers. Here are some exciting statistics that will show you need to get into the content marketing game, whether you use in-house or outsourced resources.
1. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Demand Metric)
Whether you are getting your employees, guest writers, or freelance writers to create your content, you are still spending less than traditional marketing and advertising strategies. Not only that, but you’re going to get more leads, meaning that there is a higher ROI in content marketing.
2. 62% of companies outsource content marketing. (Mashable & Inbound Writer)
That’s right – over half of companies are outsourcing their content marketing. This can include outsourcing of the development and promotion of blog content, infographics, videos, and much more.
3. 72% of large companies and 33% of small companies use a combination of in-house and outsourced resources for content creation. (Content Marketing Institute)
Just because you outsource doesn’t mean all of your content will come from outsourcing. As a matter of fact, but outsourcing, you’ll be able to focus your in-house staff on more in-depth content like case studies and whitepapers that needs the exclusive knowledge that only your staff has.
4. When B2B marketers outsource, 64% outsource writing, 54% outsource design, 30% outsource distribution, and 22% outsource editing, (Content Marketing Institute)
As you can see, there’s nothing wrong with having people who are experts at what they do, but not at writing. You can always have your outsourced writers collaborate with your in-house experts to come up with great topics and outlines that the writers can flesh out.
How Outsourced Writers Benefit Your Blog (and Business)
Now that you have an idea of how other companies are using outsourced resources to develop their content marketing strategy, let’s look at the benefits they are receiving.
5. Freelance writers can increase your business’s quality content output.
If your in-house marketing team can only put out one post a week, then adding on experienced freelance writers can help you boost that to as much as you want (and can afford). This will help your business have more content to attract potential customers from search engine and social media traffic.
6. Freelance writers can help you reach a larger audience.
When you find freelancers who have a large audience, you can ask them to promote the content they create to that audience. So be on the lookout for freelancers who write about your niche – their followers will likely be interested in the content the freelancer creates for your business.
7. Freelance writers can help your employees build industry authority.
If you want to build the authority of your CEO or employees online, you can use freelance writers as ghostwriters. Your CEO and employees could give them details about posts they would like to write (if they had the time), and the ghostwriter could write it for them, to be published under their name. This can help your CEO and employees build an authoritative reputation in your industry.