Outsourcing content marketing saves time and money.
According to recent research by The Content Council, spending on content marketing will continue to grow by 42% in 2022.
This would require marketers to up their content game not only with respect to the volume of content but also the quality of content. This is where bringing in an expert content creation agency creates a differentiator to brands. According to another research by CMI 31 percent B2B marketers are outsourcing their content creation & distribution. The question on a lot of marketers’ minds would be: why turn to outside experts for our content needs?
An experienced content agency can help you save time on:
Here are a few reasons why you should outsource content development and the benefits you can reap!
Most organizations have a lean content marketing team. Relying on internal resources means asking the already stretched teams to squeeze extra deliverables onto their full plate!. This would result in either deadline not being met, dip in quality of output among others which can hurt the campaign and in turn the brand.
On the other hand, outsourcing content creation gives you the flexibility to scale up or down your content volumes depending on the business demands without disrupting existing marketing processes.
Considering content agencies specialize in this job, they will have a mix of talent with a wide range of industry experience, content experience, and combining the best of both worlds means high-quality content for you on a real-time basis. Since the quality of the content has a huge impact on your marketing ROI, it's important to have the best people behind your content creation, especially if you want to demonstrate thought leadership. Additionally, If you wanted to hire a single person with multiple content specializations, it could be costly to bring them on board—not to mention, difficult to find someone who ticks all the right boxes. Outsourcing on the other hand eliminates this requirement.
All of these advantages are compelling, but one of the key elements for you to build a business case would be the “cost-saving” you can achieve by outsourcing your content requirements. It is no doubt more cost-effective, particularly when compared to the costs of hiring and maintaining an in-house staff to carry out the same responsibilities. Research shows it is around 30% less to outsource content vis-a-vis doing it in-house.
Additionally, outsourcing content allows you to get competitive rates, evaluate multiple agencies for multiple content requirements or find the one who meets your budget. This will give you access to quality talent at a fraction of the investment you would have otherwise made on a full-time resource.
While the benefits of outsourcing content are multi fold. Most importantly, it will allow your internal team to focus on strategizing for the future and making shifts to achieve already defined marketing goals. It gives them additional bandwidth to explore new marketing opportunities while ensuring the content they are producing through the content agency helps them stay on top of their content marketing game and achieve better ROI.
Karthik is the Co-Founder of Pink Ladder and Founder & Director of ThoughtStarters. He has over a decade of experience in branding, communication strategy, executive communication & thought leadership marketing, human resource and operations management. He has been instrumental in creating many award winning programs for leading brands like MeritTrac-India's largest Skills Assessment Company, Wipro Technologies and Accenture. He has worked closely with leading universities, industry bodies, analysts and research firms globally and acted as a catalyst in providing best practices and insights to customers across sectors. He has authored papers & articles in international journals & has been a guest speaker at many Ivy League Universities globally. He is a serial entrepreneur, always on the look out for the next big idea! Karthik has a Bachelor's Degree in Computer Science from Bangalore University and an MBA in Marketing & Finance from IIPM Bangalore.