November 12, 2013

ID-100113617It can be difficult to give up control. You want your content to be factually correct, knowledgeable, and interesting to a number of individuals, from potential customers to other industry pros. So why choose to outsource? It is true that in most cases, the person writing your content will by and large not have the same experience as you do in your field, and that can be an intimidating prospect. However, just because someone is not an expert in their field does not mean they cannot create quality, inviting content for your marketing needs. In fact, it is often the content team’s lack of expertise that makes them capable of producing quality content. Unlike industry professionals, who may have a difficult time getting out of the “expert” mindset to break a topic down into layman’s terms, content writers are capable of bridging the gap between expert and interested reader. That in turn makes for more interesting, and ultimately more accessible, content for your marketing needs.

Bridging The Gap Between Expert & Audience

When choosing to outsource your content, it is important to decide early on just how technical your approach will be. Part of this process is identifying your target audience. Ask yourself what your audience is already likely to know, and what they may be interested in learning about. Determine where your knowledge can meet the needs of your target audience. From there, you can work with your content writer or team to come up with the approach that will work best for your – and your audience’s – needs.

The team in charge of producing your content will ensure that what you know is delivered in a way that is accessible to the audience.  One of the big benefits of outsourcing when taking this approach is that someone else is in charge of determining how that message is delivered, leaving you to focus your energies on the message itself.

Let Your Content Creation Team Utilise Your Skills

While the talent in charge of your content are not experts, you are. By making yourself and your knowledge accessible to them, you can come up with a winning content marketing approach. One of the most rewarding things about this give-and-take, as many who choose to outsource find, is that the content creation team often acts as the audience surrogate. They can see things that you can’t when it comes to your marketing approach,  which can make them an even more valuable asset beyond the creation of your content.

By letting them ask questions and make use of your knowledge, you may be able to uncover new areas where your expertise may be of use.  This can lead to even more engaging and innovative content.




Sean McPheat

Managing Director

The Internet Marketing Academy

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