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The Truth About Outsourcing Content Marketing

Outsourcing content marketing – blogging, email marketing, social media marketing, etc. – is one of the smartest things a small business can do.  You can focus on what you’re good at while content marketers do their thing to help you reach your business goals.

Sounds like the perfect scenario, right? It can be – but there’s a catch.

And that catch is something no one really talks about.

The truth about outsourcing content marketing

When you outsource content marketing to a consultant, freelancer or agency, you don’t just chuck it at them, shut the door and go back to what you were doing.

For outsourcing to work, you still need to be involved.

That’s right. Outsourcing requires your time and effort for it to be effective.

But it doesn’t require much time! Maybe we need an hour of your time, but maybe we only need 10 minutes.

And yes, the lack of 10 minutes can completely derail a project. We have been waiting on final approval for an ebook from one client for three months now. We wrote it five months ago. They already paid for the ebook. It could be a fantastic marketing tool, but it’s just sitting there, useless and unfinished, because no one will take 10 minutes to read through it one more time.

What a waste.

Here’s what successful outsourcing looks like in real life for three different projects.

Email marketing

Ceres Talent is a client I’ve written about before. I love them, so I’m writing about them again. We’ve had great success with their monthly blog post and email marketing, and part of that success is due to their sense of humor.

Every month, our task is to find a few fun marketing stories. We share the stories with the Ceres Talent team, they choose their favorite, and we write up a blog post based on it. The blog post is then shared in an email.

Ceres Talent spends maybe an hour each month reading the stories and approving the blog post. It’s not a lot of time, but their feedback is critical to the success of their email marketing.

Social media marketing

Lori Gottlieb of LoriMeg Designs creates handmade, one-of-a-kind jewelry, much of it inspired by nature. She has a loyal fan base of people she has made at various fine art shows around the country. Our job is to reach new customers and share new products via Facebook.

Every four week or so, we send Lori an editorial calendar for the following month. Sometimes she approves it, but sometimes it will prompt a conversation, which is fabulous. She’ll let us know about upcoming events or a new product line we can start promoting, thus keeping us on the same page.

We need that feedback! It is invaluable, and it doesn’t take more than a few minutes of Lori’s time.


ZeroedIn is a software company that developed a cloud-based workforce analytics platform. Sounds boring, but it’s not. It helps large companies understand what’s going on with their employees. Are they engaged? Productive? Goofing off?

Because this is a rather technical product with a technical audience, we look to ZeroedIn for direction. During a recurring monthly call, we discuss that month’s blog posts. What are the topics? What is the angle? What are the bullet points and supporting arguments we need to include? What’s the call-to-action?

In this case, we rely more heavily on the client for their input. Every month, the ZeroedIn team spends an hour, maybe a little more, to ensure that outsourcing content marketing is effective for them.

Thinking about outsourcing content marketing?

Depending on what you need and what your goals are, we’ll let you know what to expect and how much time you’ll need to set aside for it every month. Drop us a line today. 

Photo by from Pexels

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