Blog, Content Marketing

Struggling to Create Attractive Content? Benefits of Outsourcing Content Marketing 

April 21, 2020 | 3 minutes to read
Summary: It can be hard for a business to put substantial effort into creating attractive marketing content while workload from day-to-day operations is high enough. Given that a quick Google search returns so many similar results, standing out with better content has become difficult. According to Marketing Insider Group, 70% of the businesses seek help externally …

It can be hard for a business to put substantial effort into creating attractive marketing content while workload from day-to-day operations is high enough. Given that a quick Google search returns so many similar results, standing out with better content has become difficult. According to Marketing Insider Group, 70% of the businesses seek help externally in creating content and adopt outsourcing strategy.

The latest report of the Content Marketing Institute (CMI, 2019) suggests that businesses went to a 20% expansion in their content outsourcing budget compared their previous year in North America. The trend is expected to continue in the following years with a similar budget hike worldwide for content strategy in 2020. While so many businesses seek external expert help for content and allocate more resources, understanding the logic behind the need for outsourcing the digital content strategy and benefits is crucial.

The Battle of Content Marketing 

Content marketing is getting more and more sophisticated every day to ensure the engagement of the right audience. Marketers are continually looking for innovative ways to attract the audience where high-quality content has become critical, replacing old fashioned descriptive style of marketing. Easy to digest, entertaining, and engaging content like videos keep on rising its popularity. Another vital marketing content that has gained importance rapidly is long-forms, such as articles and guidelines for the sector and services that the business operates. 74% of B2B content marketers used long-form contents in the past 12-months (CMI), which required pre-planning and in-depth research as well as the immense dedication of time for quality results.

B2B Content Marketer’s Selected Types of Content in the Last 12 Months

Source: CMI, B2B Content Marketing Report, 2019

An effortless, generic content has a high possibility that will not only attract low attention but, even worse, may affect your brand image and the credibility of the business negatively.

Increase the Quality of Content by Outsourcing

Giving away control over a marketing piece may look scary for some businesses. On the other hand, outsourcing enables an expert point of view and also an external vision to increase the effectiveness of the digital marketing content strategy. Outsourced content will deliver tailored marketing based on the needs of the business by combining technologies for data-driven content. Well-designed content will ease the visibility of the businesses to widen the customer base while letting potential customers find what they need quickly. Well delivered content will act as a magnet and will give an edge in a competitive advantage to the business.

Outsourcing Enables Expert Help for Higher ROI

Creating compelling content may take more time and effort than you think. The content professional would work in line with the needs and determined personas of the business while combining technology and design skills to optimise the marketing performance. Every marketing channel, either social media, long-forms or emails, need different length and language as well as posting frequencies. By outsourcing content, each post can be customised, and the effectiveness can be increased for each channel. Outsourcing content will save businesses time and secure hot leads at the end while developing the brand image as needed.

Irresistible Beauty of Outsourcing: Flexibility  

Busy times of a company are not always predicted besides sectorial demand cycles. A need for a marketing push can happen anytime, squeezing other top priorities on the business agenda. Finding time for content creation may lead to stress. What’s more, the need of content rises when the business shifts to corporate structure. The more mature the company gets; the more content will be needed.

Business Lifecycle & The Need of Content Strategy
Source: Eleven Content, WeWork Webinar

Going for an outsource to create content will provide the business greater flexibility, given that it is a service on demand. Compared to an ongoing in-house position would cost you more if the business does not always require building content. Although it is perceived as a costly marketing strategy, outsourcing can be a cheaper alternative in the long run.


Needless to say, content is the King, and will remain as the king for the future. To rule at best, external knowledge would come with many benefits. Outsourced content will help businesses to save time, build useful contents for a higher return on investment and flexibility.

One should never neglect the furious content competition going on, where outsourcing offers many benefits, enabling greater visibility, effective leads hence better results.

About the Author

Hande is a multi-award-winning entrepreneur, Principal of WSI London, founder of Quattro Business Consulting, co-founder of Think Neuro and Buddy Performance. She is independent Board Member in verous companies and institutions. She has studied Industrial Engineering, has worked with 200 clients from different parts of the world and she has 20 years of consulting experience.

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