Five reasons why you should outsource your content marketing | Isoline Communications

October 8, 2018

Content Strategy

By Anu Ramani

Anu Ramani is a specialist in international B2B communications.

More articles from Anu Ramani

B2B content marketing is seeing significant increases in uptake this year, with 93% of B2B brands entering the fray – but why? A recent Cision report found that an impressive 70% of internet users want to learn about new products through content, versus traditional advertising methods. So, more than ever, businesses want to use content marketing to reach multiple audiences across a wide variety of formats, but this is easier said than done.

We’ve come across numerous clients who started their content marketing journey by doing it in-house, but have decided to outsource to a content marketing agency, and here’s why:

We are content experts.

You know your business inside out, you know what every product and solution does like the back of your hand, and we know content. A specialist can understand how your audiences consume content, what works, what’s appropriate for that stage in the sales cycle or for specific buyer personas. And conversely, we also know what doesn’t work! As content marketers, it’s our job to understand on top of the latest content marketing trends and evaluate what is and isn’t working for you, your business and your customers. Leaving you to carry on making the magic happen whilst we ensure your content marketing campaign is firing on all cylinders. Find an agency that specialises in your sector for best results. Tech B2B content marketing? There’s a partner you can find for that!

We capture your story.

Over the years, we’ve heard a lot of concerns from businesses regarding the retelling of their story and how an outsider couldn’t possibly get it right. It is possible, we promise! Whether you’re a fresh-faced start-up, an expert SME or a large enterprise, a good content marketing agency knows how to tailor your content to your messaging, your voice and most importantly, what your audiences want to know. You’ll be pleasantly surprised at the concepts that you may not have even thought of before.

We understand how audiences consume content.

Not everyone is born with the gift to write top quality content, especially for the B2B tech industry. Tech content marketing creation is not as easy as it looks, and it’s often described as the hardest part of inbound marketing. For example, entrusting the writing to engineers and product managers can result in content that’s technically accurate but sometimes more suited to a service description or datasheet than marketing. Another common error is in assuming that tech B2B audiences are completely rational, resulting in dry data dump content that simply doesn’t work. A recent Gartner study found today’s B2B customers spend around two-thirds of any buying journey gathering, processing and de-conflicting information, before even liaising with a sales rep. The B2B sales environment is growing more complex, with customers truly valuing suppliers that offer the right information upfront, through the right channels and formats. A good content marketing agency will approach it from the audience’s perspective, creating content that is more likely to work.

This is our day job.

Does this scenario sound familiar? You have a blog to write and somehow it never gets written because you keep pushing it to the bottom of your to-do list. You’re not alone! Allowing you and your colleagues to concentrate on making the products your target audience wants, an agency can increase your bandwidth by creating and developing the content to promote seamlessly alongside. And by outsourcing content marketing, you’re freeing up time to reallocate elsewhere.

We save you money.

It may sound controversial to think that hiring an external agency can save you money, but it can! An agency knows the content format that delivers real value to you and your customers, enabling further sales enablement, including ROI, leading to tangible sales leads. All of this happens in the background, whilst saving internal experts’ time to focus on product developments and sales. If you outsource your content marketing, you could save yourself significant funding that can be redistributed to other parts of the business.

Agree? Disagree? Have a point to discuss? Terrific: we love a good debate. Why not contact us and we can chat over coffee.

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