3 Answers To Your CMO's Most Common Content Outsourcing Objections

November 28, 2017

by Caleigh Gran

Thinking about outsourcing your company’s content? If you still have some reservations about switching over, this post should help clear things up. According to the LinkedIn Technology Marketing Community, “Only 25% of marketers don’t outsource any content creation” (Fronetics). If you’re part of that statistic and are still on the fence, here are three of the top concerns that decision makers have about outsourced content, and responses to those concerns.

Top 3 Objections to Content Outsourcing

1. But our in-house team already takes care of our writing – why outsource content?

While it’s great if you can utilize the assets you already have, establishing an effective online strategy requires more than just part-time attention. If you want your brand to stand out on the web, your content has to stand out, too, and doing so might be difficult if you have limited resources.

Usually, in-house content creators are not content creators first. They are administrators, interns, assistants or even the lawyers, doctors and business owners themselves. And even though they might be able to write well, trying to wear too many hats at once can put a strain on your team.

Another common problem with in-house writing is the lack of frequency. This is because in-between everything else you’re doing, you’re also trying to find time to squeeze in the occasional blog or social media post. But it’s important to maintain an active online presence, and by creating a designated team just for content, everyone is able to focus on their strengths.

Remember, a successful content strategy includes:

  • A comprehensive editorial calendar
  • Consistent blog and social media posting
  • SEO optimization
  • Professional writers and editors
  • Regular performance checks on the content’s analytics
  • And more

If you can allocate resources toward this initiative – or have the means to expand – then keeping your content in-house might be the best option for you. If not, consider exploring outsourced options.

2. But how would outsourced content writers know enough about my brand, customers and industry? 

Trusting outsiders with your content – which is, essentially, the face and voice of your brand – is a challenging leap for many companies to make. How could they possibly know the ins and outs of your products? The answer is simple: professional writers know how to write for a variety of audiences and subjects, and they know how to do it well.

When you decide to work with a content outsourcing agency, they’ll sit down with you to establish your target audience, goals, requirements, standardization needs and brand identity. From there, the writers will be able to research and create compelling content that’s adapted for your company’s buyer persona(s). They’ll get to know your brand so well, in fact, that they should be able to suggest content topics and provide other online marketing tools, including image processing, landing pages, taxonomy services and SEO tracking.

And, as your brand and content needs inevitably evolve over time, a content firm can, too. Do you need content for both B2B and B2C buyers? Have you decided to overhaul the look and tone of your website? Just let your agency know, and they’ll change your content accordingly.

3. But I can just hire some freelance bloggers to do it. 

Instead of committing to an agency, you might be considering hiring a few freelancers to handle your content. If you just need someone to update your website every now and then or to write a few articles on an as-needed basis, then freelancing might be the most appropriate choice.

But if your company requires more than that, it’ll likely become difficult to juggle your freelancers. As your need for content grows, you’ll also need someone to manage the freelancers and to delegate tasks. And it’ll be up to you to provide the tools and technology to move this content through your company’s workflow, whereas an agency would take care of that for you.

Some other benefits that content creation firms have over freelancers include:

  • The ability to scale up and down. No matter what industry you’re in, your company probably experiences a type of seasonal rush. Whether you’re a doctor’s office or a retail store, certain times of the year necessitate more production than others – and sometimes these ramp-ups come without notice. Instead of having to add more freelancers to your payroll every time, outsource your content to an agency to do the scaling for you.
  • Standardization. A content firm will have a rigid standardization process in place, whereas individual freelancers might write with distinct nuances that make your content look inconsistent.
  • Single point of contact. When you work with a content agency, you’ll typically have a single point of contact to relay any changes and new requirements to. If you use freelancers or have an in-house team, it’s up to you to communicate these changes to each writer.
  • Quantity and quality. Many companies that decide to outsource their content do so because they want both quantity and quality. Once your page or blog has great, consistent content, your company will be able to climb the SEO ranks and increase its website traffic.

For more information about the benefits of outsourcing your content and what’s it like to work with a content creation firm, download our ebook, Outsourcing Content Creation: 6 Essential Questions for Choosing the Right Partner.

Outsourcing Content Creation


About Virtucom Group

Consistent business blogging yields results – more clicks, more subscribers and – ultimately – more conversions. Whether you’re writing an automotive blog, an accounting blog, a healthcare blog or a home renovation blogblogging for business and content development are useful for any industry. Follow the content writers at the Virtucom Group blog as they share digital marketing tips and discuss website content writing services that can optimize your business blog.

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