Do you set up an internal team for the production of materials or outsource your Content Marketing?
This may not be a new question, but it is certainly a matter that must be carefully thought through.
You can find all kinds of opinions on the internet (and we receive several questions and openly address the topic in our discussions), but how do you define whether this investment will bring a good return for your company specifically?
Thinking about this, we decided to address the big question and the difficulties that come along with setting up your own strategy: how to produce high-quality content, in a scalable and strategic way?
Want to solve this issue once and for all? Then keep on reading to find out the answers to the following questions:
Check it out!
What is Content Marketing And What Does it Represent for Your Company?
If you are reading this text, we can imagine that you already know what Content Marketing is and that investing in this strategy is an option for you.
But we decided to explain the concept that we often use here at Rock Content to make it very clear and leave no questions before we delve even deeper into how to generate quality content:
“Content Marketing is a way to engage with your target audience and grow your network of customers and prospects by creating relevant and valuable content, attracting, engaging, and generating value for people to create a positive perception of your brand and thus generate more business.”
As you can see, Content Marketing goes far beyond creating content for the internet.
The brand has to create value and recognition for its strategy to work, otherwise, we can guarantee that your time and money will be wasted.
But how do you create scalable pitches, titles that catch the attention of potential customers, relevant content that makes the brand authority in the market?
Don’t worry, we will explain it to you!
How to Plan Your Content Marketing Strategy?
When planning your Content Marketing strategy, imagine that you will hire an agency’s services to prepare the advertising campaign for a new product.
Of course, this important initiative needs specialized follow-up and professionals capable of accounting for all the variables to ensure that the investment is successful.
For the campaign to run smoothly, it is necessary to, first, brainstorm, create scripts, define the best strategies, choose the communication vehicles, and only then get down to producing the final material.
But is doing this internally the best option?
Maybe the answer is yes, but only those who understand the complexity of these tasks can tell you the huge amount of work required to produce valuable material — and assemble a team of specialists for each stage of production.
The same example also applies to SaaS companies (companies that offer high-quality, high-performance software developed by specialized programmers).
These cases define well how the reality of content production works.
There are several steps to be analyzed during the creation of material capable of attracting leads and converting them into loyal customers.
It is not enough to know everything about your market and write specific texts filled with technical knowledge related to a topic.
A good Content Marketing strategy is prepared by trained professionals who can evaluate your audience, define the buyer persona that your content should target, and assist in SEO and marketing automation.
Another factor that we value here at Rock Content is that the materials don’t just go through a disorganized production. They are built in a structure of top, middle, and bottom-funnel articles.
This planning is variable for each strategy and certainly makes it easier for future readers to follow a linear path towards the final goal: becoming loyal customers to the product/service that your company offers.
Does Outsourcing Lead to Worse Content?
This question comes up whenever the topic is outsourcing the production of content. But does it really apply in any case?
To answer it, we prepared a quick step-by-step on how this process works here at Rock Content.
Initially, teams are prepared to serve each client according to their business model and the size of the company in the market.
The aim is to classify teams according to the various possible buyer persona models, making it easier to develop a unique plan for content production.
This strategy is constantly revised. The clients’ internal marketing team actively participates in each part of the process, evaluating everything produced and reviewing whatever does not fit the company’s reality.
Once the stages of planning, strategy development, and buyer persona building are over, the most awaited moment arrives: the actual content production.
But who does this?
To escape the traditional outsourcing clichés, here at Rock Content, we have one of the largest bases of copywriters, who undergo constant evaluations and training, and are segmented according to specific themes.
Together with the client, the internal team can choose a writer to become the favorite for a strategy.
Thus, favorite writers in each project specialize in the client’s market segment, writing in-depth content, thus generating value and relevance in their field — the key point of any Content Marketing strategy.
We also have a consulting and automation team with extremely qualified professionals who closely follow each client, proposing improvement actions according to the company’s goals.
Thinking of reducing the distance between the client and the company — and closely following each business’ strategy individually — we have an Onboarding Team to support the client during the first steps.
After implementing the client, a Customer Success and Support team to help, explain the next actions and answer any questions that might come up during this process.
Can You Imagine What Your Results Would be Like if You outsourced your Content Marketing?
Just imagine if you had left your Content Marketing strategy in the hands of a totally unprepared team or a single person.
Think of the number of resources — especially time and money — that you would have spent on an ineffective Content Marketing “strategy”.
Hopefully, by now, it has become clear that, when a team is prepared, such as at Rock Content, it becomes possible to:
- Have content written by your favorite copywriters, who know the language of your audience and will be able to feed your site/blog with relevant, rich, and consistent materials targeting the main customer pain points.
- Make strategies — be it automation, acquisition, or conversion — that follow a carefully designed plan, optimizing the investment in these actions.
- Improve/implement lead acquisition and conversion channels.
- Having a team of consultants and specialists within reach to help your company achieve the best possible results.
In the end, the whole analysis comes down to a single question: if you outsource your Content Marketing, are you doing it correctly or incorrectly?
Think about whether the service provider you’re considering can deliver a quality strategy and meet the needs of your business as if it were an in-house team. If so, it’s probably worth the investment!
And, if you want to understand how a company specialized in content production can be a great asset for your business, talk to one of our consultants!