Why Outsourcing Content Marketing is a Good Idea


Content Marketing
Content Marketing

Why is it a Good Idea to Outsource Content Marketing?


Although punchy visual ads in the form of banners, sidebars and pop-ups will probably never go away, they have become more of a “spray and pray” method rather than a targeted campaign to build and maintain a customer base. Content marketing is regularly creating and publishing valuable, relevant and consistent content designed to attract and retain a specific audience.


Modern content marketing uses keyword optimization in blog posts, podcasts, and how-to guides, but one of the most successful older examples of this method is the Michelin Star Guide. It is a restaurant guide published by the Michelin Tire company that rates restaurants across the United States in an effort to encourage readers to drive to those restaurants, wearing out their tires and increasing tire sales while building positive associations with the Michelin brand.


The long-term goal of this method is to drive profits through the cultivated audience’s customer action. By making your product the featured or preferred product of a helpful how-to or buying guide, you increase its appeal and explain its utility without the aggressive tone of a sales pitch, which turns off prospective customers. This is applicable in both business to customer (B2C) advertising as well as business to business (B2B) marketing models, although the tone and style of writing would differ depending on your target audience.


Is There Really a Need for Content Marketing?


Content marketing is a great way to build brand awareness and trust. By providing valuable content in the form of how-to’s, recipes and buying guides, your brand becomes associated with positive experiences and reliable knowledge. The more content you share with your target audience, the more they come to view you as an authority in the field. Longer-format blog entries also provide more opportunities to organically use “search engine optimization” keywords (SEO) to feature your site more prominently in the results of a related search engine query.


As with the Michelin Star Guide example, not all content marketing needs to directly reference your products if it results in your product or service being used as an indirect consequence. If you are a salt wholesaler and you publish a cooking blog discussing the virtues of various recipes or products with higher salt content, your sales will go up regardless of whether customers directly purchase your product or if you are not the only salt wholesaler in the region. Michelin Tires did not reap the sole benefits from increased travel as a result of their restaurant guide, but their sales did increase, and over time, a restaurant getting a Michelin Star became a symbol of success and quality entirely apart from the tire marketing scheme.


Producing new, quality content regularly also gives your audience a reason to come back to your website. Repeat visitors will come to trust your site as a resource and on future visits will be exposed to new products and services. As they come to trust your content and products, they will become advocates for you as well as customers.


An additional benefit of creating more content is that it builds “backlinks,” or links to your site from other blogs or sites. Google and other search engines are more likely to list your site higher in search results if it is cited or linked to by outside websites. As more readers reference and link to your content, the authority of your site and your products will only grow.


Why Outsource Content Marketing?