For up-and-coming ecommerce enterprises, it’s a challenge to grow and retain full control over all aspects of your business in a highly competitive marketplace, which is where outsourcing certain aspects of operations like content creation could actually be the key to achieving significant growth while also keeping healthy profit margins.
Content plays a key role in online visibility and user experience on a site, so getting it just right is fundamental to any online enterprises’ overall success. Join us as we discuss the benefits that come with choosing to outsource content creation – as well as actionable advice on how to effectively outsource content.
Let’s start with the benefits of outsourcing content
- Free up time: this means you can pour your energy into other areas of the business, which is incredibly important in the early days. As you find your feet with all aspects of managing an ecommerce business, if you can safely hand this responsibility off to someone else, it’s one less thing for you to have to worry about. Although someone will need to oversee the execution of this process still, so it’s worth thinking about who’s best to do this in house
- Utilise someone else’s expertise: ask yourself: are you best placed to be creating content for your ecommerce site? Or, would you be better off optimising the full power of skilfully written, SEO-focused content to drive traffic and sales conversions? If you know in your heart of hearts that your writing skills aren’t exactly up to scratch, it’s time to draft in the experts
- Improve efficiency and professionalism: the temptation with writing content for your own website is that you don’t prioritise it – often placing more importance on other tasks. This can mean this important aspect of your marketing strategy is neglected. By hiring an external writer, you’ll be getting a professional job done in a respectable amount of time, every time
- Enjoy fully optimised SEO for better online visibility: whether they’re experts in your particular industry or veteran content writers who can carry out research and turn their hand to any topic, you’ll be hiring them because they understand all about search for ecommerce – and this means you’ll be getting optimised, relevant content that’s designed to help your site rank
- Receive work on your content schedule and budget: keeping your writing in house means you’re more likely to keep going until you’re completely satisfied with the end product – which can haemorrhage money. By outsourcing, you pay for what you get, so you can set deadlines that work for you and rest assured that they’ll be adhered to
Okay, so let’s look at how you actually do this
- Calculate your needs and budget: your starting point has to be the volume of content you need, its regularity and then the budget you have available for this. If you’re simply handing over initial landing page content, this will be a very different workload to asking someone to provide step-by-step guides, product descriptions and blog posts on a weekly basis. Have a look around at what people charge for their services, but beware that the lower the asking price, the lower quality output you can generally expect
- Test writing work first: any content creator worth their salt will understand that you’re keen to see some examples of their work before you agree to any sort of retainer with them. To ensure you have all bases covered, it’s worth asking to see a couple of previously published articles, and then ask them to write a test piece specifically for your business – although be prepared that they might ask a small fee for this
- Create a timeline of your priorities: the more insight you can give an external writer into your business, the better. If this means jumping on a call to explain what you need before your new website goes live and what can wait until a few weeks after launch, do it. With a timeline of immediate needs and less urgent wants, you can ensure the right jobs get done at the right time
- Fully brief your outsourcer: unless you provide your writers with all the knowledge and expertise they need to do a good job, your content will be doomed to fail from the get-go. So, if there are products that are niche to your company or there’s specific lingo you’re known for, if you want the content to sound like it comes from your brand, your writers need to be briefed in
- Choose a writer who actually understands your brand: this final point is perhaps the most important of all. When it comes to content creation, any decent writer can churn out some well-structured words – but to ensure it’s bespoke and optimised in a way that reflects your business, they’ll need to understand what you’re about. So, encourage questions, keep lines of communication open and use your test article to really provide open and honest feedback, explaining what works for you and what doesn’t. This will set the baseline for future work and ensure they can nail that all-important tone of voice
- If you’ve been considering bringing in an expert to ensure your website gets the quality content it deserves, hopefully, we’ve given you plenty to consider before you take the plunge.
Tori Atkinson is the lead content creator for Paragraft, providing bespoke content writing services for ambitious brands looking to find and nurture their brand voice.