While most businesses today realize the importance of producing regular blog content, not all of them have the resources, time or expertise to dedicate to creating, publishing and promoting consistent, compelling content. To address this issue, more and more brands have begun outsourcing blog management to an external partner.
These companies realize the importance of maintaining an active online presence and using editorial content to connect with their audience, share their brand story and drive brand growth. Yet, rather than dedicate internal resources and manpower to this work — i.e., hiring a team of full-time writers and editors — many companies are turning to third-party providers, or specialists, to manage their blog.
One reason for this shift is the ever-increasing demand for content. Maintaining a consistent — and effective — blog presence requires a significant investment of time, resources and expertise. Many businesses simply do not have the necessary in-house capabilities to produce quality content at scale. Moreover, maintaining a blog requires more than just writing; it also involves strategy development, audience insights, promotion and quality control. These are all areas where an external partner can bring added value to help businesses tell their story and achieve their content goals. It’s also worth noting — perhaps to some readers’ dismay — that not everyone is a good writer or storyteller.
Another reason for outsourcing blog management is the need for fresh perspectives and expertise. External partners bring a wealth of experience and can offer unique perspectives that can help a brand stand out from its competitors. They also bring a broader range of skills and knowledge — from audience engagement and SEO to interviewing and brand storytelling — which can help address specific areas of need. At Anecdote, for example, our journalism background informs our approach to content strategy and creation, as we focus on building relationships and capturing the human stories behind brands.
Not only does outsourcing blog management free up a company’s marketing and communications teams to focus on what they do best, but it also contributes to their efforts. By having a consistent, steady flow of content, businesses have a wellspring of well-crafted content to pull from to use on other marketing- and PR-related projects.
Working with an external partner can also help businesses stay on top of the latest trends and best practices in content marketing. In an industry that is constantly evolving, it can be challenging for businesses to keep up with the latest changes and innovations. With an external partner, however, brands benefit from their always-expanding knowledge and insights on the industry, its trends and mainstays, and as such, are able to quickly adapt their content strategy accordingly.
Last but not least, outsourcing blog management can be a cost-effective solution for many businesses. By working with an external partner, companies can save on overhead costs associated with hiring, onboarding and training in-house staff. They can also benefit from the economies of scale that come from working with an established content or editorial management agency, which can often produce high-quality content more efficiently than an in-house team.
The growing number of brands that are choosing to work with an external partner to manage their blog is a testament to the value of consistent, quality content in today’s business landscape. Outsourcing blog management can help businesses overcome the challenges of producing quality content at scale, connect with their audience, bolster their marketing efforts, stay on top of the latest trends and best practices — not to mention, save some green.
So, for brands looking to take their content to the next level, perhaps you should consider looking beyond your four walls.
