Content creation is becoming more crucial in a business. However, limited resources, lack of industry knowledge, and the need to manage client expectations could present some difficulties in this service.
The solution? Content outsourcing.
In a survey of more than 400 content marketers across agencies, Content creation agency Verblio revealed that 71% of in-house marketers and 68% of agencies are outsourcing their content needs to freelancers.
As the study notes, marketers are increasingly seeking the help of freelancers and content marketplaces to produce content in their respective fields.
At the same time, content can serve as a way to provide measurable outcomes to clients. Andy Crestodina, co-founder and CMO of Orbit Media Studies, said that it is the very reason people visit various websites.
Exverus Media MD Bill Durrant added that affiliate-type content — or one that promotes a business — is what makes agencies a “true business partner” with a publisher or influencer.
“Critically, it means a direct line of sight to trackable sales, which keeps the CFO and CEO happy,” Durrant stated.
The paper also highlighted that frequency of posts does not always guarantee high turnouts.
About 41% of agencies are producing five to 14 pieces of content per month, while 39% are producing one to four pieces per month.
However, Crestodina noted that most clients are experiencing flat results despite producing more,
“Unless you have data to support the more-is-better case, you’re probably better off publishing fewer, better pieces…” he added.
They also reported that the most effective type of content for driving results seems to be blog posts. Meanwhile, social media and email newsletters were the most effective channels for distributing content.
“Clients eventually figure this out and moments later, discover the limits of an all in-house team. This research shows that all but the biggest companies need help. And the best agencies are there for them.”