OUTSOURCED CONTENT MARKETING
BY BEN M ROBERTS

A bit about content

The content marketing institute summarise is as “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

In essence, content is what drives people into a business, not because of pricing, or through click-bait, but by providing knowledge and value that potential customers won’t be able to get elsewhere. Ultimately, this content builds trust, and will end in positive outcomes, such as sales.

Content Marketing is incredibly important for all businesses, from one-man bands to multi-nationals. The reason for its importance is that it helps businesses to share their ideas, thoughts and knowledge in a way that’s “non-salesy”. It is a way of conveying messages in a way that adds value, over-time and drives new, qualified leads into the business.

Because of the democratisation of the media and publishing, and the lower barriers to entry, anyone can produce content. This means businesses without large budgets can now compete with larger businesses based upon quality content, and have the ability to distribute it to potential customers.

The term “good” is a loose one, and one that is highly dependent upon the target audience, and the action you wish for them to take, or the goals you have in mind.

Ultimately, good content is in the eye of the beholder. If it adds value, offers unique insights, and inspires them to take an action you desire, then it is good content.

On the other side of the coin, it is much clearer to describe “bad” content. This is content, which is very “salesy”, is generic (not unique in any way) offers no tangible value, and doesn’t drive an action.

Creating content is time consuming, and a specialist task. Especially when you want to create content that inspires, engages and encourages people and businesses to take action. That’s why you should consider outsourcing your content.

By bringing in an external person or business to help with your content marketing efforts, you are bringing in a specialist who can efficiently create content, in a style that is keeping with your branding, but also stands out from the masses of generic content put out by your competitors.

The other reason for outsourcing your content marketing efforts is consistency of production. This is something that is extremely tough to do, when you constantly have urgent work that needs doing within your business. By outsourcing, you are guaranteeing consistency, this greatly improves the likelihood that the content produced will actually yield your desired outcomes.

What are the different types of

CONTENT MARKETING

What are the potential outcomes of content marketing?

SEO

Content helps your business get found, organically, through search engines. Search engines show the most relevant websites to people searching online. Your content, helps search engine algorithms choose yours to show.

LEAD GENERATION

Content generates leads. It shows that you know and understand the market, and that you have goods or services that satisfies needs, wants or desires.

THOUGHT LEADERSHIP

Content can help you be seen as a progressive person or individual. Content that is genuinely of thought-leadership quality and standing will help you and your business become known and respected within your given industry.

AWARENESS & POSITIONING

Content allows you to position your business in a particular way, that will resonate with your current or potential customers. This in turn will help increase the awareness of your brand, and help you generate more leads.

CUSTOMER RETENTION

Content isn’t just about customer acquisition, it’s also vital for retention. Content helps your current customers to maximise product/service use, maintain loyalty and helps reassure them that they’ve made the right purchasing decision.

COMMUNITY

Content can help build a community., through social media platforms, forums and reviews. Content that is community driven can have an even more powerful impact on potential customers than company driven content.

Ben's content creation guarantee

When outsourcing your content marketing efforts to Ben you are getting a guarantee, a guarantee that what he produces will be perfectly suited to your company. There are four elements to this guarantee:

01.

Relevancy

Ben will always produce highly relevant content for your business, your market and your ideal customers. Relevancy is key for a number of reasons.

Firstly, so that your website and business is seem by both customers and search engines as an expert in your field. And secondly, so that all your content and messaging can be connected. This ensures a unified front for all brand-led messaging.

02.

Accuracy

The accuracy of content is essential to its success. If content isn’t accurate, it cannot be trusted, therefore, the company or person producing it also cannot be trusted. This is something that both Ben and yourself will not want.

Ben will guarantee the accuracy of all content, both that he produces himself, and that he oversees. This of vital importance.

03.

Quality

Not just in terms of the words, but also the design, planning and execution. Quality must be maintained throughout the content process. It must be at the heart of everything, because content is the bridge between businesses and their customers.

If the quality of content is poor, be it in the form of web pages, literature, videos or podcasts, it reflects on the business. Therefore, if the content that’s created is to be successful, it must be of sufficient quality in order to build trust. It is this trust that will ultimately lead to the company’s goals being achieved.

04.

Recyclability

Creating content shouldn’t be a one-time thing. The creation of quality content takes an incredible amount of time, therefore maximising its potential is essential.

When Ben produces content, he looks to ensure it’s recyclability, this means giving it the ability to be transformed into other forms of content in order to appeal to different potential customers.

This could include the turning of audio content into written content, video content into audio and written content, or written content into visual content.

Recycling content means you can get more for your money, and reach a wider audience.

What types of businesses does Ben usually produce content for?

Marketing

Ben regularly produces content for marketing companies looking at the changing market, new ideas, process, tools and strategies.

ECommerce

Ben produces content for ECommerce companies in various guises and forms including but not limited to blogs, podcasts, web pages and emails.

SaaS

Ben has worked on a number of SaaS projects, which have included the creation of blogs, sales literature, PDFs, web pages and videos.
Get in touch with Ben today about your content marketing

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