In a recent survey from the Marketing Content Institute, about half of both large and small companies outsources a portion of their content creation. Findings that are in the middle of the bell curve are not surprising. It does reflect a need – typically for a new and better perspective of what leads and prosepcts must see as well as a compelling human-to-human style of communicating.
According to Eloqua’s “State of Content Marketing 2014” report, 29 percent of marketers are producing multiple assets per week, while 33 percent are blogging two to five times per month.
But while marketers are putting more effort (and money) into their content marketing initiatives, don’t let them fool you –they aren’t doing it all themselves.
In fact, 47 percent of companies are now outsourcing their content needs to a third-party content strategy resource, according to the aforementioned report.
DO outsource specific skills
Every company has people who excel at certain things, but very few companies, especially those “on the move”, are good at every facet of content marketing. For instance, maybe your team understands how to create content, but it needs help with using paid advertising to expand the reach of your content. As long as you have someone in place to cover the critical skills, it likely will not matter if that person is internal or external.
According to a report conducted by MarketingProfs and the Content Marketing Institute, the majority of companies are keeping administrative tasks, such as measurement and analytics, buyer persona creation, and segmentation on their to-do lists. This should come as no surprise as these obligations are decisions that need to align closely with a company’s goals and objectives, which are not often shared externally. In terms of outsourcing, responsibilities like content creation, design, editing, and distribution are left to the experts.
Are you feeling a little better about what you are doing to leverage your B2B content marketing investment? Or are you at least clearer on what you can do to strengthen your content strategy and tactics? And how do you step up to engage an experienced and talented content resource?
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Come back for upcoming posts on the details of vision, purpose, content and media working together for small and middle-market business leaders and their B2B marketing services teams.
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