How to Create Effective Content Without Adding More to Your To-Do List written by John Jantsch read more at Duct Tape Marketing
Content influences not only all aspects of our marketing but of our entire business as well.
Content is not something you can take lightly. It needs to be front and center of your strategy and it needs to be done well. The only issue is, it’s time-consuming.
For small business owners, finding the time to create high-quality content on a regular basis can seem impossible. With the ever-growing to-do list that so many business owners face, how can the content giant get taken care of without adding more to their plates?
The answer? Outsourcing.
Outsourcing your content creation efforts is far more common than you probably think, and in my opinion, it’s a necessary tactic if you want to do content marketing well. In today’s virtual world, the sky’s the limit for the talent that you can use to create the content for you.
Not only will it benefit your business, but it will likely save you money by giving you the time back needed to focus on other lucrative areas of your business.
Below are a few tips for outsourcing that will get you on your way to being a successful content creation machine.
So here’s the thing. You can, and should, absolutely outsource the creation of your content, but you must still own your process and strategy (it is your business after all).
The only way to outsource effectively is to put systems in place that ensure successful collaboration between you and your outsourced team.
I’d recommend using a project management tool to manage deadlines and provide feedback efficiently. Things can get lost in email and has the potential to get messy. I use Asana, but there are a lot of tools out there that can help you get the job done.
Getting a routine going between you and your outsourced partners can also be extremely beneficial. For example, have blog posts due to you for review every Thursday and podcast show notes due every Wednesday. That way, you know what to expect and when to expect it, and the person creating the content will also know what they need to be doing and when without a lot of back and forth communication.
Develop an editorial calendar that lays out a strategy that your outsourced team can refer to. Planning ahead makes month-to-month operations easier for you, and lets your content creators know what’s to come.
Anybody can really claim to be a writer, but claiming to be a writer and actually being one are two different things. When searching for somebody to outsource this work to, seek out references and testimonials, and ask them to write a blog post for a title you give them to see how they approach your topics and writing style.
There are numerous sites out there that you can use to find writers, including:
In the beginning, take the time to review the work for specifics, style, tone, and voice. Edit each post to make sure it still represents the brand well, and feel free to tweak a bit to add a personal touch. Provide your content creators with feedback from the beginning, otherwise, they’ll never be able to learn what you’re truly looking for. If they don’t apply the feedback to future posts, you should consider this a red flag.
If you find they are consistently living up to your expectations, bring them on board. The review process will take less time the more they get used to writing for you. In fact, you’ll hopefully get to the point where you don’t have to review their work at all.
It’s important that you do what you can to prevent bottlenecks. There may be times that your content isn’t 100% perfect but, don’t let an endless editing phase prevent you from getting your content out into the world.
Your audience cares more about receiving helpful information than they do about whether or not your author’s tone perfectly aligns with the brand.
You must be clear about the instructions you give your writers in terms of tone, style, and formatting. Create a document that outlines these areas for each of your writing needs as well as any background information that is necessary for them to get the job done.
It can be easy to blame remote writers for creating less-than-ideal content, but if you haven’t taken the time to provide the information they need to get the job done, then the blame is on you.
When it comes to your content efforts, you must always be paying attention to the results you’re seeing. Even if the content appears to check all the boxes on your list, it doesn’t mean it will perform well once it’s published.
Keep an eye on the metrics to see what resonates with your audience and what does not.
Keep in mind that one piece of content shouldn’t dictate strategy moving forward. You need to look for trends to help you decide what to stick with and what to revise moving forward.
Your outsourced team may be remote, but they’re still a part of your team now and should be treated as such. Don’t forget to give positive feedback when it’s deserved. People want to work for those that appreciate them. The more valued and appreciated they feel, the better the work they produce will be.
By outsourcing content, you are able to focus on areas business of your business that require your attention. If you feel inclined, you can still create one thorough piece of content on your own each week to help keep you on your toes and current with marketing trends, but that’s entirely up to you.
Outsourcing can be extremely valuable for your business, provided you do it the right way and pay special attention to the process.
Remember, although another person is doing the work, it’s your or your brand and reputation that stand behind it, so don’t take the process and development lightly.
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