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Content marketing boosts search engine optimization (SEO), enhances ranking and visibility, and leverages writing to create a loyal following.
Unfortunately, developing quality content that resonates with your target audience requires considerable time and effort. Add to this the expenses of digital marketing and marketing automation, and you can see why many companies outsource this vital function.
Business process outsourcing (BPO) helps your business save money while increasing sales. Read on to understand the role of BPO solutions in content marketing and why companies utilize this approach to access effective content marketing strategies.
The Role of BPO in Content Marketing and SEO
Content marketing and SEO leverage the power of the internet to sell services and products to a larger target audience. It involves creating, publishing, and distributing different types of content using the company website or social media platforms to reach a broader audience. This type of marketing aims to:
- Improve brand awareness
- Expand the consumer base
- Generate leads
- Increase sales
- Engage the target consumer community for the offered services or products.
To achieve these goals effectively, many businesses opt for comprehensive content marketing packages that provide a structured approach to content creation and distribution, ensuring consistency and maximizing impact.
The objective of SEO is to achieve optimal rankings in search results, leading to increased website traffic. SEO is crucial as it enhances the visibility of your website, resulting in higher traffic and increased chances of transforming potential leads into customers.
So, what is BPO’s role in content marketing and SEO?
BPO solutions for content marketing packages help businesses create valuable content and share it with their prospective and existing customers. Third-party providers leverage their deep understanding of customer needs to develop content such as blog articles, white papers, and email newsletters.
Content Marketing and SEO Tasks to Outsource
BPO solutions for content marketing play a significant role in supporting various aspects of SEO, including:
- Content creation and optimization. BPO firms often assist in creating and optimizing content for websites. This function includes writing SEO-friendly articles, blog posts, and website content incorporating relevant keywords.
- Link building. BPO specialists may be involved in link-building activities to acquire high-quality and relevant backlinks. This process helps improve a website’s authority and search engine rankings.
- Keyword research. BPO teams can conduct comprehensive keyword research to identify relevant terms and phrases that can be strategically incorporated into website content. Keyword research contributes to better search engine visibility.
- Data analysis and reporting. BPO firms often analyze data using tools such as Google Analytics to generate reports on website performance. This information is valuable for assessing the effectiveness of SEO strategies and making data-driven decisions.
- Local SEO management. For businesses targeting local markets, BPO specialists may manage local SEO efforts. These initiatives include optimizing Google My Business profiles, ensuring consistent business information across online platforms, and managing local citations.
- Social media management. BPO teams can manage social media accounts, contributing to SEO through social signals and increased online visibility. Social media presence is often integrated into broader SEO strategies.
- Website maintenance and technical SEO. BPO services can encompass website maintenance tasks, ensuring technical aspects of SEO are addressed. They can optimize site speed, ensure mobile responsiveness, and implement proper URL structures.
- E-commerce SEO. For e-commerce businesses, BPO specialists may assist in optimizing product pages, managing product descriptions, and implementing SEO strategies specific to online retail.
- Competitor analysis. BPO firms may conduct competitor analysis to identify SEO strategies that competitors are employing. This information helps in refining and enhancing the client’s SEO approach.
Benefits of Using BPO Solutions for Content Marketing and SEO
Understanding BPO roles and responsibilities in effective content marketing and SEO is the first step to maximizing the benefits. Business leaders must determine the particular pain points that third-party providers can solve.
Different factors, such as budget, size, and marketing needs, determine whether outsourced content marketing and SEO are right for your business.
Here are a few reasons to outsource these functions.
Improve Your Brand Messaging, Consistency, and Voice
Entrepreneurs are business experts, but they are likely not writers. BPO solutions can help improve brand consistency and messaging by supplying content marketing experts and professional writers.
Ensuring brand consistency involves maintaining uniformity in your brand values, image, and messaging across all communication channels. Customers appreciate consistent branding, which helps establish a clear business identity and facilitates easy recall and association. Incorporating strategies like embed LinkedIn profile into your brand’s online presence can further enhance brand consistency by showcasing professional achievements and updates directly on your website.
Expert content creators and writers specialize in adopting or style-flexing your brand’s voice and tone when creating content to give you a competitive edge against rivals. Your company can benefit from partnering with a BPO agency that understands the importance of developing unique and consistent content.
Gain Access to Professional Content Writers
Professional content writers working outside your business does not mean they are not industry experts. Plenty of writers who are experienced in developing niche content for high-level audiences—whether you are in B2B business, law, real estate, carpentry, medicine, or baking—are available.
Through BPO solutions for content marketing, finding a subject-matter expert who is also talented in writing is possible. You can outsource your content creation work to a service provider that understands your niche and industry. It will help you look for writers who can write about your services or products in a way that builds loyal customers and attracts new ones.
Did you know that 59% of internet users avoid buying from companies with grammar and spelling errors in their content? Thus, the value of good copy—and, by extension, good writers—cannot be overstated. They help communicate effectively, enhance brand image, drive conversions, optimize for search engines, improve the user experience, and foster creativity.
Help Manage Your Content Calendar
When developing in-house content, you might get caught up in other business activities and forget your social media accounts, blog, and other content marketing platforms.
Outsourcing content marketing and SEO helps you prevent this from happening, as you have a professional project manager who helps you develop and publish high-quality content on time. With the help of a skilled digital marketer, you can effortlessly meet a consistent publishing schedule to get more traffic to your website.
Although an internal writer is likely to get caught up in other areas of your business, an external writer from your BPO firm will not have the same distractions. Moreover, external writers can better manage multiple deadlines, as they often work with different clients.
Save Money and Time
Growing a business incurs big expenses. That’s why 57% of businesses outsource different functions to minimize overall costs.
BPO solutions for content marketing and SEO save companies the cost of hiring a full-time employee to write and publish their blog posts. With outsourcing, businesses can concentrate more on sales. Outsourcing content marketing also minimizes visible and hidden hiring costs, estimated at $60,000 annually.
Conversely, perhaps you have great ideas for compelling content but lack the time to execute them. Maybe you do not want to add managing content to your work week. Working with a BPO agency to oversee your content marketing functions minimizes your workload and frees you up to focus on more important job responsibilities.
Consider outsourcing content marketing to a BPO agency if you lack the resources to hire full-time, lack the time, or feel overwhelmed. The first step is to compare the cost of hiring internal staff with the cost of a third-party content management team. Outsourcing content marketing and SEO is not a decision you should make on a whim.
Add More Value to Your Business
Great content published in your brand’s voice and tone will positively impact your business in the long term. You can become known for your expertise or thought leadership in your industry, which reflects favorably on your business and brand reputation.
Expert content writers are well-versed in best practices and create engaging blog, website, and social media content that adds value to your brand and fuels business growth.
Arguably, businesses engage in content marketing to generate more leads and increase conversions. More effective content means a higher return on investment. Plus, outsourcing content marketing is significantly cheaper than doing it in-house.
Example of Successful Outsourcing for Content Marketing and SEO
ETZ, a leading provider of timesheet solutions to the recruitment industry, offers an example of a successful content marketing outsourcing venture.
They partnered with a third-party content marketing company to build an external team. Their chosen firm helped them establish a dedicated marketing effort. The results not only included an increase in sales lead quality but also:
- A professional-looking website
- A significant increase in relevant web traffic
- Higher visibility and rankings in search engines for relevant keywords
- 600% increase in customers
- 30–40 strong leads, which include booking a demo per month and hundreds of leads downloading content from zero leads in 11 years
- Faster and higher sales conversion rate due to higher quality leads
- An ‘educator’ status through thought leadership content
How to Navigate the Challenges of Outsourced Content Marketing and SEO
Despite the many benefits, BPO solutions for content marketing also pose significant challenges. Consider the five steps below to navigate outsourcing problems with ease.
- Determine responsibilities to outsource. Assess your content marketing needs and identify which projects to outsource. Perhaps all content creation must be delegated to a third-party team, or maybe you have internal writers who can write about specific topics. Pick which responsibility to offload, whether individual tasks or content creation.
- Check the return on investment (ROI). Find which part of your content marketing initiatives costs the most money, resources, and time. This step alone helps evaluate your outsourcing decision. You can delegate any area of your content marketing with the lowest ROI to a third party who can complete the task easily and quickly.
- Provide clear instructions for content creation. Explain to your content team your goals and what you want to achieve with your marketing initiative. Lack of clarity may cause them to create irrelevant content. Prevent confusion by giving clear expectations and instructions from the get-go.
- Offer helpful content-writing resources. Before the content production, give your writing team any information that would be useful in widening their understanding of your brand, audience, and the assignment topic. The less they have to research independently, the less likely they are to deliver inaccurate or irrelevant content.
- Track progress regularly. Monitor the effectiveness of your outsourced content with metrics that show engagement, click-through rates, and how long visitors stay on your site or post to read your content. The numbers will tell you which materials resonate, whether your readers find your content useful, and what areas need improvement.
The Bottom Line
BPO solutions for content marketing and SEO are not universal. Successfully integrating BPO solutions into your workflow and creating effective content requires a strong partnership with your provider. However, you can reap the many benefits once you start the process.
Do you find it hard to design a content strategy? Do you think you might benefit from working with experts? Outsourced content marketing is a step in the right direction.
Let’s connect to see how Unity Communications can help with your content marketing needs.
