How to Avoid the Pitfalls of Outsourcing Content Creation

One of the recent trends in online marketing that garnered a lot of attention is content creation. In the old days, many website owners are content with freelance writers spinning articles to fill their web pages.

Everything was fine until Google decided to release updates to stop articles that merely cater to their website crawlers. Website owners now have to create value-based content, instead of articles that just satisfy the right number of keywords.

Should you stop offshoring and outsourcing content with this campaign against web content fodder?

No, because you don't have to settle for one. If you are an SME that doesn't have the time to sit down to write content, or can't afford to employ a full-time web content writer, here's a guide to offshoring or outsourcing content creation.

Co-outsourcing Content Creation

The website is an extension of your brick and mortar business. With today's internet-dependent consumers, it's important for the website to have relevant content that best represents the business, more so for online entrepreneurs who prefer to have an e-commerce store.

So it's understandable that SMEs are hesitant in outsourcing content creation. There are a number of risks involved in this venture. The quality may suffer, leaving inconsistencies, inaccuracies, and false assumptions.

Some entrepreneurs also prefer the DIY approach. They can avoid the headache of communicating with an outsourced writer who can't get the voice or tone that they want for the website. 

Commit to outsourcing.

If you are convinced that no one can write the right content for your website except you, or your writer of choice, then don't outsource. When it comes to creative work, may it be web design or content creation, it will always be subjected to the standard of the client.

Find an outsourcing partner.

Find a partner, not just someone to hand over a task. This fosters collaboration in an otherwise transaction-based engagement that doesn't bring any other value besides cost savings. Do a background check and make sure that the service provider doesn't outsource or subcontract work.

Invest in the right skills.

Determine what kind of writing skills you need. Keep in mind that writing for print is different from producing web content. Seek an outsourced content writer who has experience in writing for your kind of business, industry, and target audience. Knowledge in SEO, basic HTML, content management systems, and word processors are essential.

Implement realistic metrics and goals.

Quantity does not mean quality. Your content should speak to a human audience, not a machine. A high number of words and keywords does not always equal to relevance. When you force a keyword into a sentence, it sticks out like a sore thumb.

Website content should be consistent, concise, and reader-friendly for online visitors. Give your writers time to research. The keyword should be placed in a way that the sentence reads as natural as possible. Stick to the right principles of SEO writing. 

Collaborate with your outsourced content writer.

Offshoring or outsourcing doesn't always have to be a lift and shift model.  Collaborate with your outsourcing partner to add more value in the content. Assign one of your internal staff to provide samples and style guides, give suggestions, review work, and monitor output. Allow the outsourced content writer to come up with their own ideas.

Outsourcing content creation is a viable option for SMEs. By working together with an offshoring or outsourcing partner, they can get other compelling benefits other than low-cost efficiency. BPO clients should leverage their service provider's capabilities other than focusing on the bottom line.