content creation: insourcing vs. outsourcing or both?
TRANSCRIPT
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Drew EastmeadDirector of Content Marketing Education
● Content Coach● 12+ years of digital experience● NYC & Phoenix
About Your Presenter
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1. Goals of Content Marketing2. Challenges with DIY Content Creation3. Outsourcing4. Insourcing5. Solutions
Agenda
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1. Goals of Content Marketing
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● Generate leads● Increase revenue● Increase traffic● Drive engagement● Retain customers● Establish thought leadership● Open new markets● Lower customer service costs
Business Goals
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● Be helpful● Focus on education● Be transparent● Build trust, loyalty● Provide a world-class customer
experience
Philosophical Goals
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● Create content!● “SEO” it● Promote it● Nurture leads● Measure & improve
Tactics
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● Executive buy-in● Multiple departments energized● Content ideas generated
Culture
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2. Challenges withDIY Content Creation
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“Our competitors are too far ahead of us with their content.
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“Our website isn’t set up for blogging or adding content.
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“Some of us ‘get’ content marketing, but we don’t have executive buy-in.
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“We don’t have time or resources to create all the content.
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“We haven’t set up efficient processes.
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“We tried content marketing for 6 months, but it didn’t work.
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“The Slog”
Investment Required
ROI
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3. Outsourcing
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Time & Budget● Time to understand your business, target
audiences● Time to get the content “right” (rounds of
revisions)● Match your tone, voice● Markups in cost
Outsourcing: Cons
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Processes● Technology systems in place● Content management workflow● Topic research, keyword research● Outside perspective
Outsourcing: Pros
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Culture● Departments won’t share learnings● Content creators won’t collaborate
to create optimal user experience● Organization continues with status
quo, silos
Outsourcing: Cons
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Communication● At the whim of writer or
agency’s schedules, priorities● Brief conversations; unlikely
to be face-to-face● Being off-site limits photos,
videos
Outsourcing: Cons
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Quality● Authoritative? Genuine? Expertise?● Potential for content to rank well?● Don’t understand company nuances● Mediocre content = mediocre results
Outsourcing: Cons
http://bit.ly/1WXQcC7
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4. Insourcing
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Time & BudgetInternal resources:● must commit long-term● make content creation part of routine● may have to hire more
Insourcing: Cons
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Processes● Speed: Workflow, governance, approvals● Web team is aware of content timelines,
equipped to publish● Publishing volume significantly increased
Insourcing: Pros
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Culture● Culture of learning, sharing● Breaks down silos● Builds purpose● Teammates contribute in many ways
Insourcing: Pros
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Communication● Recurring group meetings● Content collaborates with IT● Fosters friendly competition
Insourcing: Pros
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Quality● Expertise, personality is evident● Variety of resources, knowledge levels● Thought leadership● Content is more timely and relevant● Case studies/customer examples are genuine
Insourcing: Pros
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Insourcing vs. Outsourcing
Outsourcing Insourcing
Time & Budget x x
Processes ✓ ✓
Culture x ✓
Communication x ✓
Quality x ✓
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5. Solutions
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● Each department should have a “content champion”
● Monthly or bi-monthly meetings● Assign homework with deadlines● Short-term and long-term plans
Communication: Editorial Board
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Process: Create a Content Flow
Content Leader Writers Editors Designers Publishers
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Content marketing manager or CCO● Owns strategy● Energizes, encourages, educates team● Determines resources● Manages content calendar, milestones
Process: Content Leader
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Unlock their expertise● Offer incentive$● Representatives from each department● SMEs can:
○ Perform research○ Create outlines○ Be interviewed
Process: Writers
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● Quality Control● Alignment with strategy, tone● Basic understanding of SEO
Process: Editors
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● Virtual necessity● Headers, banners, images● Give plenty of lead time● Finalize text before designing
Process: Designers
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● Webmasters, web developers● Understand CMS, HTML, SEO● Analytical by nature
Process: Publishers
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“Companies that blog 15 or more times per month get5x more traffic than companiesthat don’t blog.
Source: Hubspot
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● Users read 20% of the text on the average page● Focus on headline and overall quality● Don’t get bogged down in the weeds● Don’t suffer from the curse of knowledge● You can always edit after it’s live
Time: Publish over Perfection
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“You don’t have to be original. You just have to be unique.
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● Interviews● Lists & Curation● Videos● Repurposing
Time: Easy Content Creation
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Time: Hub & Spoke
Promotional Email
Staff Promotional Email
Landing Page
Blog Posts
Twitter Post
Linked in Post
Press Release
Facebook Posts
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● Align content with stages in customer journey○ Higher funnel: spokes○ Lower funnel: hub
Time: Hub & Spoke
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Culture & Quality: Training
Training Option 1: Generic
Examples Conferences, webinars
Reason “101” foundation setting
Purpose Motivational, strategic
Outcome Scattered ideas
Training Option 2: Customized
In-person workshops
Address specific challenges
Strategic, tactical
Actionable plan
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● Partner teaching you “to fish”● Weekly education, motivation,
and accountability● Avoid common roadblocks● After 6-12 months, you run your
CM program entirely
Culture & Quality: Coaching
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The Sweet Spot● Cheaper to hire an
agency for “lower volumes of work”
● Cheaper to manage in-house for “more ambitious content marketing strategies”
Conclusion
Sources: The Creative Group, Fractl, Moz
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“For high-volume content marketing, your best option is to manage it in-house.
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The “Hybrid” ApproachCombine your expertise about your business with an agency’s expertise in digital marketing:
Conclusion
Outsource Insource
Content strategy ✓ x
Content ideation ✓ ✓
Content creation (simplest; top of funnel) ✓ x
Content creation (average to above average effort; middle to lower funnel) x ✓
Content creation (complex; lower funnel) ✓ ✓
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Q&A
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Thank you!