A step-by-step guide for business owners keen to get content creation off their to-do lists.
Are you doing $10 tasks when you could be earning $1000?
Knowing the opportunity cost of DIY content vs. income-generating activities can help you decide whether outsourcing is right for your business.
Many business owners feel exhausted from constantly coming up with ideas, writing copy, creating graphics, and uploading them online.
As a small business owner, I’ve experienced it first-hand and seen my clients go through it.
Creating content can often become rushed, or fall by the wayside when things are busy, only to be revived haphazardly when leads dry up.
Outsourcing content creation can be a game-changer for businesses looking to increase brand visibility, reach new audiences, and nurture client relationships at every touchpoint. Knowing how to do it well is key to success, as simply hiring a freelancer or agency and handing it over isn’t enough.
I’ve put together an in-depth guide on how to outsource content creation successfully so you can focus on income-generating activities.
Step 1: Define your content goals and objectives
Before hiring a freelance content writer, set your content goals. Do you want to drive traffic, increase conversions, educate your audience, or become a thought leader? Be specific, as these objectives will guide the type of content you need and help you measure success.
Examples of some goals:
- Increase organic traffic to your website by 30% within six months.
- Establish your brand as a thought leader in your industry by producing high-quality blog content.
- Educate potential clients through an email newsletter to move them down the sales funnel.
Clear and defined objectives help you communicate your vision effectively to content creators, helping them understand the role their work plays in your larger business goals.
💡It also prevents ‘content wastage’ or content that doesn’t do anything to move your business forward.
Step 2: Identify the types of content you need
Different content types serve different purposes.
While blog posts and articles drive organic traffic, case studies, white papers, and guides show expertise to potential clients. Make a list of the types of content most likely to support your business goals.
Create a mix such as:
- Blog posts for SEO and regular engagement
- Case studies to showcase client success stories
- White papers and eBooks to provide in-depth industry insights
- Email newsletters for nurturing leads
- Social media posts for audience engagement and brand awareness
Once you’re clear on the types of content you need, think about whether they need specialised knowledge. It’ll help narrow down on choosing the right content creator for your project.
Step 3: Vet and hire skilled content creators
Choosing the right person to create your content can make or break your strategy. Go beyond just reading through content portfolios; ask for specific samples or case studies related to your industry, target audience, or content type.
Tips for vetting content creators:
- Interviews: Test their understanding of your industry and target audience.
- Test project: If possible, start with a small project to assess their quality, timeliness, and communication. Please don’t ask for free content or an unpaid test. Their portfolios and testimonials are proof of their experience.
- Seek referrals: Trusted referrals from industry contacts or professional networks can lead to valuable partnerships.
- Examine writing style and tone: Make sure the creator’s style aligns with your brand’s voice. Tone consistency is key, especially to maintain audience trust.
- Ask about their process: It includes revisions, budgets, timelines and the way they work with clients including feedback. 💡Good content involves refining and optimising the work to ensure it meets business needs.
Step 4: Build a detailed content briefing process
Don’t be tempted to skip this step! A well-prepared brief saves time, reduces revisions, and gives content creators a clear roadmap and expectations.
Key elements to include in your brief:
- Audience avatars: Details about your target audience, including demographics, interests, and pain points.
- Objectives: Be specific about what each piece of content should achieve.
- Brand voice and tone: Describe your brand voice. Is it conversational, formal, or funny?
- Style guide: If you have a style guide, share it with them. Otherwise, mention things like headline styles, tone, or language.
- SEO needs: Specify keywords, headers, and any other SEO preferences for web content.
- Examples of success: Share a few examples of content that reflect the quality, style, or tone you’re looking for.
When you provide a clear roadmap, content creators can focus on producing high-quality work that aligns with your brand’s vision, minimising the need for extensive revisions or frustration.
If you don’t have any of this information ready, be prepared to invest some time and money with the copywriter for them to do this work.
💡No content creator who produces results-driven content will do the work without this information to help guide them.
Step 5: Develop a workflow and feedback loop
Effective outsourcing of your content needs a seamless workflow and a clear feedback process. Establish a content management system or platform to manage the workflow from creation to approval. Consider platforms like Trello, Asana, or Monday for project tracking, and a centralised feedback tool like Google Docs or Markup.io for collaborative review.
💡Experienced content creators will have this workflow and processes already set up for clients to ensure everything goes smoothly.
Guidelines for a smooth workflow:
- Set deadlines and milestones: Outline due dates for drafts, reviews, and final approvals to keep everyone on track. Your copywriter can collaborate with you to do this.
- Establish feedback timelines: Decide in advance how long you’ll take to review and provide feedback on content.
- Assign clear roles: Define who will be responsible for reviewing, editing, and approving content.
It’s also important to give feedback that’s both constructive and actionable.
💡Be specific about what works and what doesn’t, and highlight areas for improvement. Vague feedback or ghosting will harm the working relationship.
Over time, content creators will become more attuned to your brand, reducing the need for extensive feedback.
Step 6: Prioritise quality control and analytics
Once your content is live, prioritise quality control and measure the results. Check for SEO optimisation, correct brand voice, and brand guidelines. You may need an editor or a content strategist to ensure consistency across multiple content pieces, especially if you’re working with a team of freelancers.
Track the performance of outsourced content:
- Analytics: Use tools like Google Analytics, HubSpot, or SEMrush to track page views, bounce rates, and conversions for web content.
- Engagement metrics: Track comments, likes, and shares for social media posts to gauge audience engagement.
- Email metrics: Use your email marketing tool to track open rates, click-through rates, and conversions.
Analysing these metrics allows you to measure the effectiveness of your content and identify areas for improvement. For example, if you notice high bounce rates on certain blog posts, you may want to revisit the content or adjust the targeting.
💡Many content creators will track these metrics (before and after results) as part of the project.
Step 7: Nurture long-term relationships with content creators
Building a long-term relationship with skilled content creators leads to a more streamlined process and higher-quality content. When creators understand your brand, they’ll produce content that requires fewer revisions and better aligns with your goals.
Ways to build lasting relationships:
- Communicate regularly: Regular check-ins or feedback sessions can help align goals and keep creators informed of any shifts in brand strategy.
- Provide constructive feedback: Give praise where it’s due, and offer feedback on areas of improvement in a collaborative way.
- Respect their expertise: Trust the insights and expertise of content creators, especially if they bring unique perspectives to the table.
Over time, a reliable team of content creators becomes an extension of your brand, delivering consistent and high-quality content that resonates with your audience.
Scale your business by outsourcing
Outsourcing your content creation doesn’t just free up your time; it allows your business to scale. By establishing clear goals, vetting the right writer, and creating structured workflows, you’ll maximise the value of the outsourced content.
It just takes a bit of planning and a strong collaborative approach!
Having someone skilled to hand over your content comes with a huge sense of relief and more time to focus on higher-value activities.
