As if you don’t have enough things to do as a small business owner, you now have to generate relevant content to keep your online presence afloat. You need to make different types of content, from 140-character witty quips on Twitter to case studies.
Of course, you don’t have to. The Content Marketing Institute has found that 74 per cent of tech companies are outsourcing content writing. It’s convenient to outsource pieces of content as needed, but if left unregulated, it has a big impact on your company’s branding image and marketing message.
Here are five crucial small business tips that you should consider when outsourcing content:
Hire the Right Writer.
Find a writer who can capture the tone you’re looking for. This is common sense but adapting to your style can be challenging because writing is subjective. The writer has to unlearn what he/she knows and start all over again. There are also different kinds of writing for different types of content. You need a specialist because each type of writing (such as business or creative) requires a different mindset.
Look for Essential Ancillary Skills.
Apart from industry and related experience, there are other skills that you will need:
- Language comprehension, not just proficiency – hire an offshore writer who can understand and articulate your ideas better
- Project management skills – the initiative to track, document, and manage workload
- Genuine interest – writing about the same topic everyday eventually becomes boring. You need someone who is interested in your kind of business.
Provide templates, style guides, and samples as needed. When you’re outsourcing pieces of content or hiring offshore writers, there’s a risk of losing your brand’s voice. This ensures that the tone is consistent in all types of content throughout all channels. Establishing this early on will make it easier to curate content.
Establish Control Measures.
You need to set up a system which will allow automatic or manual approval of content. You inevitably have to make different types of content that needs to be carefully vetted and distributed through the right channel.
Use analytics to find out which content resonates with your audience. The creation and distribution of content can be outsourced, but strategy has to come from you. Small businesses need to implement due diligence so that they get the kind of outsourcing success they’re looking for. Keep in mind that with so much content out there, it’s not what you write but how you write it.