Content Creation: Insourcing vs. Outsourcing or Both?
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Transcript of Content Creation: Insourcing vs. Outsourcing or Both?
Drew EastmeadDirector of Content Marketing Education
● Content Coach● 12+ years of digital experience● NYC & Phoenix
About Your Presenter
1. Goals of Content Marketing2. Challenges with DIY Content Creation3. Outsourcing4. Insourcing5. Solutions
Agenda
1. Goals of Content Marketing
● Generate leads● Increase revenue● Increase traffic● Drive engagement● Retain customers● Establish thought leadership● Open new markets● Lower customer service costs
Business Goals
● Be helpful● Focus on education● Be transparent● Build trust, loyalty● Provide a world-class customer
experience
Philosophical Goals
● Create content!● “SEO” it● Promote it● Nurture leads● Measure & improve
Tactics
● Executive buy-in● Multiple departments energized● Content ideas generated
Culture
2. Challenges withDIY Content Creation
“Our competitors are too far ahead of us with their content.
“Our website isn’t set up for blogging or adding content.
“Some of us ‘get’ content marketing, but we don’t have executive buy-in.
“We don’t have time or resources to create all the content.
“We haven’t set up efficient processes.
“We tried content marketing for 6 months, but it didn’t work.
“The Slog”
Investment Required
ROI
3. Outsourcing
Time & Budget● Time to understand your business, target
audiences● Time to get the content “right” (rounds of
revisions)● Match your tone, voice● Markups in cost
Outsourcing: Cons
Processes● Technology systems in place● Content management workflow● Topic research, keyword research● Outside perspective
Outsourcing: Pros
Culture● Departments won’t share learnings● Content creators won’t collaborate
to create optimal user experience● Organization continues with status
quo, silos
Outsourcing: Cons
Communication● At the whim of writer or
agency’s schedules, priorities● Brief conversations; unlikely
to be face-to-face● Being off-site limits photos,
videos
Outsourcing: Cons
Quality● Authoritative? Genuine? Expertise?● Potential for content to rank well?● Don’t understand company nuances● Mediocre content = mediocre results
Outsourcing: Cons
http://bit.ly/1WXQcC7
4. Insourcing
Time & BudgetInternal resources:● must commit long-term● make content creation part of routine● may have to hire more
Insourcing: Cons
Processes● Speed: Workflow, governance, approvals● Web team is aware of content timelines,
equipped to publish● Publishing volume significantly increased
Insourcing: Pros
Culture● Culture of learning, sharing● Breaks down silos● Builds purpose● Teammates contribute in many ways
Insourcing: Pros
Communication● Recurring group meetings● Content collaborates with IT● Fosters friendly competition
Insourcing: Pros
Quality● Expertise, personality is evident● Variety of resources, knowledge levels● Thought leadership● Content is more timely and relevant● Case studies/customer examples are genuine
Insourcing: Pros
Insourcing vs. Outsourcing
Outsourcing Insourcing
Time & Budget x x
Processes ✓ ✓
Culture x ✓
Communication x ✓
Quality x ✓
5. Solutions
● Each department should have a “content champion”
● Monthly or bi-monthly meetings● Assign homework with deadlines● Short-term and long-term plans
Communication: Editorial Board
Process: Create a Content Flow
Content Leader Writers Editors Designers Publishers
Content marketing manager or CCO● Owns strategy● Energizes, encourages, educates team● Determines resources● Manages content calendar, milestones
Process: Content Leader
Unlock their expertise● Offer incentive$● Representatives from each department● SMEs can:
○ Perform research○ Create outlines○ Be interviewed
Process: Writers
● Quality Control● Alignment with strategy, tone● Basic understanding of SEO
Process: Editors
● Virtual necessity● Headers, banners, images● Give plenty of lead time● Finalize text before designing
Process: Designers
● Webmasters, web developers● Understand CMS, HTML, SEO● Analytical by nature
Process: Publishers
“Companies that blog 15 or more times per month get5x more traffic than companiesthat don’t blog.
Source: Hubspot
● Users read 20% of the text on the average page● Focus on headline and overall quality● Don’t get bogged down in the weeds● Don’t suffer from the curse of knowledge● You can always edit after it’s live
Time: Publish over Perfection
“You don’t have to be original. You just have to be unique.
● Interviews● Lists & Curation● Videos● Repurposing
Time: Easy Content Creation
Time: Hub & Spoke
Promotional Email
Staff Promotional Email
Landing Page
Blog Posts
Twitter Post
Linked in Post
Press Release
Facebook Posts
● Align content with stages in customer journey○ Higher funnel: spokes○ Lower funnel: hub
Time: Hub & Spoke
Culture & Quality: Training
Training Option 1: Generic
Examples Conferences, webinars
Reason “101” foundation setting
Purpose Motivational, strategic
Outcome Scattered ideas
Training Option 2: Customized
In-person workshops
Address specific challenges
Strategic, tactical
Actionable plan
● Partner teaching you “to fish”● Weekly education, motivation,
and accountability● Avoid common roadblocks● After 6-12 months, you run your
CM program entirely
Culture & Quality: Coaching
The Sweet Spot● Cheaper to hire an
agency for “lower volumes of work”
● Cheaper to manage in-house for “more ambitious content marketing strategies”
Conclusion
Sources: The Creative Group, Fractl, Moz
“For high-volume content marketing, your best option is to manage it in-house.
The “Hybrid” ApproachCombine your expertise about your business with an agency’s expertise in digital marketing:
Conclusion
Outsource Insource
Content strategy ✓ x
Content ideation ✓ ✓
Content creation (simplest; top of funnel) ✓ x
Content creation (average to above average effort; middle to lower funnel) x ✓
Content creation (complex; lower funnel) ✓ ✓
Q&A
Thank you!