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Content marketing is a cornerstone of digital success. Many turn to business process outsourcing (BPO) to harness its power without exhausting resources.
BPO is a viable strategy for improving capabilities, scaling operations, and achieving marketing goals. This is why 50% of brands outsource a portion of their content marketing efforts, and 54% succeed.
But with countless service providers on the market, how do you select the right firm? This guide will walk you through the key steps for choosing the perfect partner for content marketing outsourcing services.
1. Understand outsourcing and its benefits
Before diving into the selection process, it’s essential to understand: What is BPO?
Outsourcing involves contracting a third-party provider to manage specific business functions, allowing you to focus on core competencies. Businesses of all sizes and industries use BPO for their content marketing efforts.
According to a study conducted by the Content Marketing Institute, 50% of respondents outsource this task. About 75% are from large companies, and 54% report success in their endeavor.
But why are businesses choosing to leverage content marketing outsourcing services? Here are compelling BPO advantages:
- Access to expertise. Deloitte’s 2023 Global Outsourcing Survey shows that 48% of businesses that outsource gain access to larger talent pools. You can work with professionals skilled in various content formats, marketing campaigns, search engine optimization (SEO), analytics, and digital marketing strategies.
- Advanced technology. Reputable BPO providers invest in the latest software. For content marketing, they use artificial intelligence (AI) writing assistants, content management systems (CMS), and SEO and analytics tools. You can leverage these for your processes. That’s how outsourcing works.
- Cost savings. Hiring a BPO provider eliminates the need to recruit, onboard, and train an in-house team. Additionally, most service vendors actively recruit agents from areas with lower living expenses, leading to more affordable labor costs. For example, outsourcing to the Philippines can help you save up to 70% on labor costs.
- Scalability. Seasonal fluctuations, unexpected opportunities, budget constraints, and changing priorities can influence campaigns. Many businesses are choosing content marketing outsourcing services to gain the flexibility to adjust operations based on their digital marketing needs.
- Faster time to market. With a dedicated content marketing team, you can accelerate campaign launches and maintain consistent content production. Being among the first to address a trend, respond to a news event, or capitalize on a seasonal opportunity can give you a significant edge over competitors.
These benefits can guide you in choosing a provider for content marketing outsourcing services. For example, if cost savings are a primary goal, you can prioritize providers with competitive pricing models. If access to specialized skills is key, you can look for agencies with the necessary expertise.
2. Define your goals and needs
Every business has unique objectives, and your outsourcing initiative should align with your goals. You can determine them by answering the following questions:
- Are you looking to improve brand visibility?
- Do you need to generate more leads or boost website traffic?
- Is the goal to establish thought leadership in your industry?
- Are you focusing on specific types of content such as blog posts, social media, or email marketing?
Once you’ve clarified your goals, identify the specific services you require. Do you need blog writing and management, social media content creation, video production and editing, or content strategy and planning?
Clearly understanding your goals and needs is crucial in choosing the right content marketing outsourcing provider and services. It can help you effectively communicate with potential providers and evaluate their suitability.
3. Research potential providers
The next step is to create a shortlist of potential BPO providers. Start by conducting thorough research to identify reputable companies specializing in content marketing.
Here are research best practices:
- Online searches. Use keywords such as “content marketing outsourcing services” to find providers with a strong online presence.
- Industry directories. Explore BPO directories or platforms such as Clutch, LinkedIn, and Upwork to find detailed reviews and rankings.
- Referrals. Ask for recommendations from colleagues or industry peers who have successfully outsourced content marketing.
- Case studies and testimonials. Review client feedback and case studies on the provider’s website to assess their capabilities and track record.
4. Evaluate their expertise and portfolio
Content marketing expertise and experience are critical factors in vendor selection. Carefully assess their portfolio to determine if they’ve successfully worked on projects similar to yours.
Here are some criteria to look for when choosing between providers for content marketing outsourcing services:
- Industry experience. Does the provider have industry experience? Familiarity with your niche ensures they understand your audience and market trends.
- Diverse skill sets. Check if the team has a range of skills, from content writing and SEO to video production and graphic design.
- Quality of work. Review samples of their past projects. Are they engaging, professional, and aligned with your brand standards?
- Success metrics. Ask for case studies demonstrating measurable results, such as increased website traffic, higher conversion rates, or improved SEO rankings.
5. Assess their technology and tools
Effective content marketing requires advanced tools and technologies for content creation, management, and analytics. Choose a BPO provider with the right resources to deliver high-quality services.
Some essential factors to consider include:
- CMS. Do they use industry-standard CMS platforms, such as WordPress, HubSpot, or Drupal?
- Analytics tools. Are they proficient in tools such as Google Analytics, Semrush, or Ahrefs for tracking performance?
- Collaboration software. Check if they use project management tools such as Trello, Asana, or Slack for seamless communication.
- Design and editing tools. Determine whether they can access tools such as Adobe Creative Suite or Canva to produce visually appealing content.
6. Verify communication and collaboration processes
Clear and consistent communication is vital in outsourcing operations. A solid collaboration process ensures your campaigns align with your brand voice and goals. When choosing a provider for content marketing outsourcing services, consider the following:
- Communication channels. Does the provider offer multiple channels, such as email, video calls, and instant messaging? They should offer a variety of these to suit your preferences and the nature of the project.
- Point of contact. Will you have a dedicated account manager or point of contact? Having one keeps communication open, fosters accountability, streamlines processes, and improves efficiency.
- Reporting frequency. How often will they provide updates and performance reports? Weekly, bi-weekly, or monthly? Regular reporting is crucial for monitoring progress, identifying areas for improvement, and meeting expectations.
- Feedback mechanisms. Is there a structured process for reviewing and revising content? This is essential for producing high-quality, accurate, consistent, and effective content. It helps meet audience needs and protects brand reputation. Examples include draft reviews, feedback sessions, and version control.
Choose a provider that values open and honest communication and actively seeks feedback. They must be transparent about their processes, timelines, and pricing. Additionally, look for a provider that prioritizes client satisfaction and demonstrates a commitment to building strong, long-term relationships.
7. Evaluate cost and pricing models
Although cost should not be the sole factor when choosing content marketing outsourcing services, it’s essential that pricing aligns with your budget. Evaluate their pricing structure and determine if it offers value for money.
Here are some of the most common BPO pricing models:
- Project-based: suitable for short-term or one-off projects, such as launching a website or creating an e-book
- Retainer: ideal for ongoing services such as blog writing or social media management
- Performance-based: costs based on specific key performance indicators (KPIs), such as lead generation or website traffic
Compare quotes from multiple providers. However, avoid choosing solely based on the lowest price. Although a lower initial cost might seem attractive, it could lead to higher long-term costs.
The cheapest option might not consistently deliver the highest-quality work. Poorly written, unoriginal, or irrelevant content can harm your brand reputation and hinder your digital marketing goals.
8. Test with a pilot project
Before committing to a long-term contract, consider running a pilot project or trial period with your top choice. This allows you to assess their capabilities and working style without significant risk.
To run a successful pilot project with your chosen content marketing outsourcing service providers, consider the following steps:
- Set clear objectives. Set realistic and measurable goals, such as producing a specific number of blog posts, creating a series of social media posts, or conducting a competitive analysis.
- Choose a representative project. Select a project that speaks to your content marketing needs and allows you to evaluate the outsourcing team’s capabilities across different areas.
- Establish clear communication protocols. Select appropriate communication tools, setting clear expectations for response times and fostering an open and collaborative environment.
- Evaluate performance. Pay close attention to the quality and timeliness of deliverables, the BPO team’s responsiveness to feedback, adherence to deadlines and budget, and ability to meet expectations and achieve goals.
- Gather and analyze feedback. Seek input from your team on their experience working with the BPO provider. Analyze the pilot project results to determine whether they meet your standards and are a good fit for your long-term needs.
9. Thoroughly review contracts and agreements
Before choosing a final content marketing outsourcing service provider, evaluate their proposed contract and service agreements carefully. This step helps determine whether they can meet your expectations and operate within agreed-upon terms.
Some elements to evaluate include:
- Scope of work. Review how thoroughly the provider defines their services. Does the scope align with your content plans?
- Deliverables and timelines. Check whether they outline clear deadlines and milestones for content creation.
- Performance metrics. Look for specified KPIs or benchmarks to track their effectiveness and hold them accountable.
- Payment terms. Assess their pricing structure, payment schedule, and refund policies. Ensure clarity and fairness in their financial terms.
- Confidentiality and data security. Verify that their policies protect your intellectual property and sensitive business information.
- Termination clauses. Include reasonable terms for termination such as notice periods and conditions in case the partnership doesn’t work out.
Before proceeding, you might seek legal advice to clarify any ambiguous terms or conditions.
10. Make the final decision based on fit
When choosing a provider for content marketing outsourcing services, you must go beyond their capabilities on paper. Evaluate how well they align with your company’s culture, values, and long-term vision.
The last step before making the ultimate decision should include the following considerations:
- Cultural fit. Does the provider’s approach to work and communication match your company culture?
- Vision alignment. Are they invested in your long-term success, and do they understand your goals beyond immediate deliverables?
- Feedback from the team. Involve your internal stakeholders in the final decision to drive consensus and confidence in the provider.
Taking time to assess these intangible factors can help you select a partner who’s competent but also an excellent fit for your business.
The bottom line
Choosing a provider for content marketing outsourcing services is a strategic decision that can significantly affect your business’s growth and success. It’s the key to maximizing the benefits of outsourcing while minimizing associated risks.
By following these steps, you can find a partner that aligns with your goals, delivers exceptional quality, and becomes a valuable extension of your team. Remember, the right partner is not just a vendor but a collaborator invested in your success.
Let’s connect if you’re looking for a reliable BPO partner to handle your content marketing processes!
