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Blogs are a powerful tool in any marketer’s arsenal. A new blog post has the potential to improve search rankings, create an opportunity for new and existing customers to interact with a brand. Blogs reinforce a company’s position as a reliable source of quality information. It’s little wonder that 79 percent of business-to-business (B2B) companies are regularly using blogs to distribute content. Unfortunately, blogging is time-consuming work. It takes much more effort than simply writing an article whenever you feel like it. Choosing to outsource blog writing is a good way to get around the impracticalities associated with taking on your own content creation.

Reasons to Outsource Blog Writing

There are many great reasons why you would want to create your own blogs. Outsource blog writing establishes your own voice, retains creative control while you build your brand, and keeps down operational costs for a small or startup company. However, as a business grows it often becomes increasingly difficult to continue producing the necessary content. If you outsource blog writing and editing services, it’s possible to maintain a brisk schedule of up-to-date, relevant, and accurate content while freeing more of your time to focus on other important matters.

Freeing Your Time

In the early stages of establishing your business, you may happily take on a number of roles and relish the opportunity to add a personal touch to everything you do. But as your company grows, it’s likely that you’re going to find it more and more difficult to keep crafting content. One of the main concerns is simply finding the time. If you’re meeting with clients, negotiating contracts, scouting business premises, hiring staff, and performing countless other jobs, something’s got to give. Thus content creation is a time-consuming process. 67 percent of B2B marketers cite having a small team as a primary reason why they don’t develop a content marketing strategy at all.

Streamlines the Creative Process

In addition to time constraints, you may discover it becomes more difficult to find the inspiration to create content. What do you write once you’ve given your expert opinion on a range of subjects? How many times do you rehash the same content? Calling in a freelancer makes it possible to get a fresh perspective and inject some much-needed vitality into stories you’ve already told.

Creating Quality Content

There are over 30 million bloggers operating in the United States alone. That makes it exceptionally difficult to stand out. If you’re lucky enough to have excellent writing skills and an engaging voice, it’s possible to make your own way. But if you aren’t confident in your ability to write exceptional content, it’s a better idea to hand it off to someone with the necessary experience. Even a single bad blog entry has the potential to undermine your brand. A bad blog post can make you look less professional and perhaps even costing you sales or subscriptions. Outsourcing blog writing helps to ensure your blog articles are:

Well-written:

Without grammar or spelling mistakes

Engaging:

Fun and interesting, with a tone that speaks to your target demographic

Accurate:

With fact-checked content and citations to back-up any assertion.

Useful:

Answering common questions fully and providing meaningful content rather than click-bait and spam

Up-to-date:

Cutting-edge content, produced rapidly to take advantage of sudden trends or shifts in popular opinion

Creating Regular Content

It isn’t enough to have great content. Great content is necessary all the time. Companies that publish at least 16 blog posts per month get 3.5 times more traffic than companies that publish four or fewer blog posts per month. That level of output is particularly taxing for one person, and small companies often lack the staff and resources to have several people on the task. Having lots of content helps to improve visibility in search rankings. It draws more attention to your brand, but being regular with your content output is almost as important. If you maintain a fixed schedule, fans know exactly when you have new content coming out. Outsourcing blog writing makes it easier to meet deadlines and stick to a rigorous publishing schedule. It’s often far more cost-effective than having a dedicated in-house writing team.

How to Outsource Blog Writing

Choosing to outsource blog writing is a personal decision. It really depends on your own writing credentials, the size of your company, your content marketing strategy, and your marketing budget. This is not a decision to take lightly, and there are several steps to ensure you make the right call:

Identify the need to outsource

You have to take a long look at your company and ask the serious questions. Are you blogging as regularly as you want? Are you struggling to find the time to write new content? Is your content failing to generate sales leads or engagement?

Find quality writers

If you decide it’s time to start outsource blog writing, you need to find some professionals to rely on. It’s possible to run Internet searches and to approach bloggers you already know and admire. However, it’s more efficient to use a content marketing platform or marketplace. These platforms make it easy to search for content creators based on a range of criteria such as price, field of expertise, or influence. Some marketing platforms also provide additional functionality to improve efficiency, such as facilities for settling payments, and advanced analytics to better understand the impact your content creators are having.

Write a content brief

You know the content you want. It is essential to make sure your freelance writers know it too. Writing a content brief ensures everybody is on the same page. It reduces the risk of miscommunications, improving efficiency and often preventing the need for costly rewrites.

Takeaway: Your Blog Has to Work

Competition is fierce. With over two million blogs appearing online every single day, it’s essential to have exceptional content. Recent studies suggest 60 percent of brand-produced content is failing to deliver, and consumers wouldn’t care if 74 percent of brands disappeared completely. To buck that trend, you need a blog that provides content people want. It must be accurate, engaging, and entertaining. Furthermore, it must answer the questions your customers and potential customers are asking. Are you in a position to write content that checks all of those boxes? If not, it’s time to consider finding a way to outsource blog writing to avoid becoming just another statistic.