Download Why The Smartest Marketers Have External Writing Teams

Why The Smartest
Marketers Have External
Writing Teams
The new way to create original content |
Spend Time on What Counts
At the core of every content strategy is creation
– and for written content, that’s writing.
A successful content strategy includes many moving parts: content planning,
content creation, content promotion, measuring your content’s performance and
optimizing for success. Each component is equally as important to your content
strategy.
At Scripted.com, we see many businesses outsource content because they’re
stretched for time. In fact, according to the Content Marketing Institute’s 2014
benchmark report, 69 percent of B2B marketers said a “lack of time” was the
biggest challenge they face to date. But time isn’t the only reason why nearly 47
percent of marketers have turned to outsourcing. Here’s why the savvy ones in
the business are outsourcing their content right now (and why you should be,
too).
Marketers are creating more content, but have less time
69%
of B2B marketers say that
lack of time is the biggest
content marketing challenge
The new way to create original content |
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1
Outsourcing Allows Marketers to Focus on Strategy
When content creation is
outsourced, you can spend your
time focusing on high-level goals.
Finding your audience is no small
task, nor is the direction you
want your content marketing to
take. By eliminating the stress of
finding exactly what to say in
your content, and writing/
editing it yourself, the job
becomes much easier to focus on
long-term goals. This leaves more
time for the big picture, with the
finer details to the writers.
44%
of B2B marketers say they
have a document content
marketing strategy
The new way to create original content |
Zack Onisko, Chief Growth Officer
“
Since focusing on our content
strategy we’ve grown traffic to
our blog over 10x, within the
past 12 months. We aim to post
high quality content.”
”
2
Outsourcing Allows Marketers to Scale Content Initiatives
Rather than wearing a small
“
Using Scripted allows us to
increase the frequency of our
posts, and it's also a great
forcing mechanism to plan in
advance and pull together the
topics and assignments for the
upcoming month as well.
”
group of writers down,
outsourcing content allows
marketers to reach a wider and
more diverse group to
contribute to big content
projects. Marketers at large
enterprise companies aren’t
getting stressed when they
have large content projects to
Diana Adair
Director of Communications
execute because they can now
scale content reliably with
multiple writers outside of
their team.
78%
of marketers are
creating more content
than a year ago
The new way to create original content |
3
Outsourcing Keeps a Marketing Team Small
Hiring in-house writers means
adding to your marketing team.
Bernard Huang, Growth Hacker
Expanding a team is great and
can lead to overall business
success, but it also can take up a
lot of a manager’s time. Many
marketers have noted that
outsourcing their content allows
them to keep a small and flexible
team. These savvy marketers
sharpen their daily operations to
“
Outsourcing content can keep
the core team small and
nimble, and keep our company
culture closer as opposed to
hiring full-time content
creators.
”
drive leads and focus on larger
scale items, while leaving the
stress of vetting, hiring and
managing writers to
outsourcing.
The new way to create original content |
73%
of B2B organizations have
someone in place to oversee
content marketing strategy.
4
Outsourcing Keeps Content Fresh & On Trend
One of the challenges
companies face today is the
need to keep their content
fresh and compelling.
Rather than hiring a staff
writer, or ask a current
employee to write content for
the company, you can hire
someone who will be excited to
learn more about your
business and help you succeed.
The same is true for marketers
working on big content
projects. Nobody is going to
churn out great content after
writing 500 product
descriptions or 100 blog posts
“
We liked the Scripted process,
”
which allowed us to put our
general ideas out to a group of
writers and get thoughts and
ideas back. It helps to have
more brain power and creative
thinking on a topic rather than
just a single in-house writer.
”
in a short amount of time.
Outsourcing content allows
marketers to work with
writers who aren’t burned out.
The new way to create original content |
Brian Kelly, Chief Marketing Officer
5
4
Outsourcing
Time& On Trend
Outsourcing Saves
KeepsMarketers
Content Fresh
We can’t emphasize this one
Ryan Siegl, Director of SEO
enough. Writing meaningful
content takes thought and time .
There’s a reason why publications have
writers who only focus on writing,
reporters who focus on gathering the
facts and editors who are in charge of
cutting down the copy. Each task in the
editorial process takes time, and time
is a premium for owners and managers
in the marketing world. This is exactly
why outsourcing written content can
“
It’s not just about actual
content generation, its the
time saved having
someone on Scripted’s end
managing the authors –
that saved a lot of
headache.
lift a huge burden for marketers — and
why many smart marketers are
depending on outside help.
How are you creating original content?
The new way to create original content |
”