Last month, I discussed how to successfully bring your SEO copywriting in-house. However, what about businesses sitting on the other side of the in-house versus outsourcing fence? Yes, outsourcing means “relinquishing control” of your copywriting. However, getting outside help can make a huge impact on your campaign—plus it allows your in-house team to focus on your core competencies rather than SEO copywriting.
If you’ve been wondering what to do, consider these five “You should outsource if …” scenarios.
… You need new marketing content—fast!
Strategic outsourcing can help you reach your content marketing goals faster, even if you have an in-house SEO copywriting team. Consider what writing makes sense to keep in-house (such as important branding pages,) and outsource the rest. For instance, writers can quickly add keyphrases to existing copy and make your pages more “search-engine friendly.” Finding freelancers for a short-term writing fix is a smart, strategic move.
… Your team has no idea how to write optimized content—and doesn’t want to know.
Some marketing departments eat up SEO copywriting theory like candy and relish every training moment. Some prefer to stay far, far away from it, keeping within their copywriting comfort zone. And that’s OK. Just because you can DIY doesn’t mean that it’s a smart move. You’ll make faster progress if you let a professional make your optimization dreams come true. Besides, if you don’t want to write something, it’s easy to let it fall off your desk … and your site’s search engine rankings suffer as a result.
… Your team tried writing the content—but something isn’t working.
Maybe your conversions are tanking and you can’t tell why. Or your rankings dropped after Google’s May Day update, and you’re not sure of a safe next step. In this situation, outsourcing your content marketing provides you two huge advantages. From a SEO standpoint, an expert copywriter can “see” opportunities (and yes, challenges) that your team doesn’t. Rewriting the content will allow them to revisit your keyphrases, check your strategy and tighten up your SEO. Secondly, a fresh perspective can lead to some amazing discoveries. You may have thought that your site copy was just fine—but your copywriter can show how to make it even better. I’ve seen some amazing transformations (and conversions) when a company lets an outside copywriting take the reins.
… Your content screams for a strategy—and you need an expert to help.
Too many companies launch their content initiatives willy-nilly without asking themselves a simple question: “Why?” Rather than launching everything content marketing-related, a strategist can help you decide what to focus on now and oversee the process. Your in-house team would still be doing all the work. But you’d be focusing on the right work for right now—and your strategist would be helping you every step of the way.
… You need a fresh start.
I hear, “I hate the content, but we don’t know how to fix it” way more than I’d like. It’s sad how companies wear their site content like a bad haircut: They know it doesn’t flatter them, but it’s what they’re stuck with. Just like you’d (hopefully) visit a new hairstylist if the old one continued to give you a “bowl cut,” a new-to-you SEO content writer can take your existing writing and make it better, snazzier and more SEO-friendly. Imagine: You can actually start to like your content again, rather than apologizing to prospects. How would that feel?
Outsourcing your SEO content marketing will cost you more money as compared to keeping everything in-house, true. But at the end of the day, “relinquishing control” and letting someone else master your messaging can drive some impressive revenues—and create content that you finally enjoy. It’s well worth it.