ICT Clinic (Sunday Punch)

Content marketing outsourcing tips [ICT Clinic]

The Internet thrives on content, be it text, images, podcasts, videos, info-graphics, animation and many other types of content available today.
What this simply means is that if you want to be successful on the Internet, then it is important to have an effective content marketing strategy.
According to AML, a content, talent and resource organisation; content is often misunderstood. The firm defines content as the “skilful capture of the brand essence of anything.”
This in itself suggests that approach to content must be deliberate, strategic and painstakingly professional.
A great deal of content development, dissemination, and marketing for clear results lies in a sound grasp of strategy and clear mapping of stakeholders at every point in time.
Content marketing can make a whole lot of difference in your online marketing efforts if done correctly. One question I often get asked is whether it is better to outsource content marketing or develop resources in-house.
Reality is that there is no right or wrong answer; it all depends on organisational preferences. However, lack of in-house capacity, poor communication skills, weak execution, lack of experience are some of the reasons experts recommend outsourcing.
That said; below are four reasons why you may want to consider outsourcing your content marketing.
1. Understand what content marketing entails
Many businesses, after having chosen to outsource their content marketing, reflexively make a quick turn towards freelance editors and writers. Freelance editors and writers on their part do exactly that; they simply edit and write.
From the ideas shared above, it is obvious that content creation is not about nice videos, fluffy copy or nice photos. Rather, it is built around key messaging, expected response, audience sentiments and engagement outcomes and clear indices to evaluate impact.
It all begins with a strategy, implementation plan, production checklist even before a calendar is designed. When all these have been sorted, a campaign is set to be launched.
If done right, content marketing engrosses content creation in addition to vital steps that take place prior to and after the process including planning of the content, its optimisation, distribution, analysis, and reporting, as well as a component of social media.
With an intention to fully capitalise on your investment in content marketing, you will need to have these stages effectively covered by the company you select for your outsourcing needs unless of course, you are planning on carrying out this exercise through your own in-house staff.
2. Define what should be outsourced
Before jumping into a relationship, spend some time to work out who or what team precisely will be taking care of — Finish Reading on the Punch

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