How to Outsource Content Marketing the Right Way: A Step-by-Step Guide

Content marketing is one of the most powerful growth drivers in today’s digital landscape. However, not every business has the time, team, or tools to do it in-house. That’s why more companies are turning to outsourcing.

According to the Content Marketing Institute, 50% of businesses outsourced their content marketing in 2022, and 57% of those saw measurable success. But success isn’t guaranteed. Without the right strategy and preparation, outsourcing can lead to inconsistent messaging, missed deadlines, and wasted investment.

If you’re wondering how to outsource content marketing the right way, this is for you. This guide walks you through how to outsource content marketing effectively, from setting goals and selecting a partner to managing the process and maximizing return on investment.

The role, benefits, and setbacks of content outsourcing

Before we dive into the secrets of how to outsource content marketing effectively, let’s first define what business process outsourcing (BPO) means, especially in the context of content marketing.  

Outsourcing is the practice of subcontracting non-core processes to specialized experts who act as an extension of your internal team. In content marketing, outsourcing involves delegating some or all your content creation and management activities to third-party teams.  

Here are common tasks businesses outsource: 

• Content creation. Writing blog posts, articles, website copy, email newsletters, social media updates, and more. Whether it’s crafting engaging blog posts or writing compelling copy, a skilled outsourced team can handle all your content needs.
• Content design. Developing eye-catching graphics, infographics, video scripts, and other visual assets. A design team can ensure your content is as visually appealing as it is informative, enhancing engagement and impact.
• Content distribution. Promoting your content through channels like SEO, email marketing, social media, and influencer partnerships. An outsourced team can execute your distribution strategy, ensuring your content reaches the right audience at the right time.
• Content strategy. Developing and executing a content marketing strategy that aligns with your business objectives. Outsourcing allows you to tap into specialized expertise, ensuring your content supports broader marketing goals. 

How outsourcing content marketing benefits businesses

Outsourcing content marketing has become a widespread practice across enterprises of all sizes and industries. According to CMI’s 12th Annual B2B Content Marketing Insights, 50% of companies outsourced content marketing in 2022, with 75% of them being large enterprises. Notably, 57% of these businesses reported success with their outsourcing efforts. 

Statista reports that the global outsourcing market could reach $415 billion by 2025, growing at a compound annual growth rate (CAGR) of 4.33%. By 2029, this market could accumulate a value of $491 billion. 

Why is outsourcing content marketing so appealing? Here’s a quick breakdown: 

• Cost reduction. Most BPO providers actively recruit in areas with lower costs of living, such as the Philippines, Mexico, and India, which leads to lower wage ranges. For instance, outsourcing to the Philippines can help reduce labor costs by 70%. Additionally, the remote nature of outsourcing lets you save on overhead expenses.
• Access to specialized skills. Outsourcing lets you tap into a global talent pool of content creators, bringing unbiased insights and fresh perspectives. According to Deloitte, 48% of businesses access broader talent networks after outsourcing. This is significantly advantageous considering the labor shortage in digital marketing.
• Leverage of advanced technology. Reputable BPO providers specializing in content marketing carry the latest tools and software, such as artificial intelligence (AI) and cloud platforms. You can then leverage these technologies to avoid investing on your own. That’s how outsourcing works.
• Increased scalability and flexibility. Outsourcing lets you quickly adjust your content marketing operations, whether due to seasonal fluctuations, dynamic consumer demands, surge of opportunities, or changes in business goals. BPO firms can make such changes through flexible staffing, advanced technologies, and economies of scale. 

Possible setbacks of outsourcing content marketing
As with any business practice, outsourcing comes with challenges. That is why learning how to properly outsource content marketing is crucial.  

Without proper planning, businesses may face setbacks such as: 

• Communication challenges. Outsourcing often entails working with a geographically dispersed team. The difference in time zones can lead to communication delays and misunderstandings. Cultural differences in communication, writing styles, and work ethics can lead to misunderstandings.
• Loss of oversight. By outsourcing, you relinquish some control over creative processes. This may result in inconsistencies in your brand’s voice and messaging. Adapting to changing market conditions can also prove challenging, affecting your ROI.
• Data security concerns. Sharing sensitive information such as customer data, marketing budgets, or competitive intelligence with your BPO team can introduce significant security risks. These risks may lead to reputational damage, financial losses, or legal liabilities.

Seven steps you shouldn’t skip when outsourcing content marketing

Learning how to effectively outsource content marketing is the key to maximizing its benefits and minimizing the risks that come with it. Here’s a quick guide to help you succeed in your BPO initiative: 

1. Assess your content marketing goals and needs

Before outsourcing, evaluate your current strategy. Ask yourself: 

• What are your content marketing goals? Are you looking to increase website traffic, improve search engine rankings, generate leads, or establish thought leadership?
• What types of content do you need? Do you require blog posts, whitepapers, case studies, videos, infographics, or social media content?
• What skills does your in-house team lack? Do you need SEO, copywriting, graphic design, or video production expertise? 

These will help you identify your needs and define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your content marketing campaign. As such, you can communicate your expectations to potential outsourcing partners. 

2. Set a clear and realistic budget

Treat outsourcing as a strategic investment. If you’re not sure how to set a financial plan for outsourcing content marketing, set a realistic budget by considering: 

• Business size and industry. Larger businesses with higher budgets can afford more comprehensive outsourcing solutions, while smaller companies might need to prioritize specific areas.
• Content marketing goals. Let’s say your goal is to increase website traffic by 20% in six months. To achieve this, you can allocate a sufficient budget for content creation.
• Content types and volume. If you plan to publish multiple blog posts per month, your budget will differ significantly from a strategy requiring daily social media updates and weekly video production.
• Scope of work. Define the scope of work for your outsourcing partner. Will they only be responsible for content creation or handle content distribution, SEO, and social media management?
• Pricing models. Research different BPO pricing models. Examples include project-based pricing, hourly rates, retainer fees, and performance-based pricing.

Having a budget can narrow down your options and ensure you get value for your investment. 

3. Thoroughly research potential BPO partners

Finding the right BPO partner is critical to the success of your content marketing strategy. But how will you know the best outsourcing provider for your content marketing needs?  

The first step is to identify and short-list service vendors. You can research online and use industry directories and platforms such as Clutch, Upwork, and LinkedIn. You can also attend industry events and conferences to network with BPO providers. Seeking referrals from other businesses, industry colleagues, and professional organizations is also a good way to scout a potential partner. 

Once you have your list, narrow them down by using the following criteria: 

• Portfolios. Carefully review the portfolios of potential partners to assess the quality of their work and industry experience.
• Client testimonials. Read client testimonials and case studies to gain insights into past performance and client satisfaction.
• Expertise and experience. Evaluate the knowledge and experience of the BPO team, including their skills, qualifications, and industry knowledge.
• Technology and tools. Inquire about the technology and tools used by the BPO, such as project management software, content creation platforms, and data analytics tools.
• Pricing and contracts. Compare pricing models, contract terms, and service-level agreements (SLAs) offered by different providers. 

These factors indicate trustworthiness, cost-effectiveness, and preparedness, helping you vet qualified vendors. 

4. Develop a clear scope of work (SOW)

Once you’ve identified potential partners, create a detailed SOW to outline your expectations. How you define your scope of work will be crucial to the success of your outsourcing initiative for content marketing. Include the following: 

• Project objectives. Clearly state your goals and how the BPO team will contribute.
• Deliverables. Specify the type and volume of content you need.
• Timelines. Set realistic deadlines for each phase of the project.
• Performance metrics. Define to measure success (e.g., traffic growth, lead generation, or social media engagement). 

A well-defined SOW helps set clear expectations and minimizes misunderstandings. It also aligns you and your outsourcing partner with the project scope, deliverables, and success metrics. This lays the foundation for a successful and productive outsourcing partnership. 

5. Conduct interviews and request proposals

Now that you’ve short-listed potential partners, it’s time to evaluate them further. Here’s how to conduct a thorough trial period to find a compatible outsourcing partner for your content marketing needs. 

• Conduct interviews. Ask about their process, tools, and experience and assess their understanding of your business and industry. Pay attention to their communication style, responsiveness, and professionalism.
• Request proposals. Provide candidates with a clear and concise request for proposal (RFP) that outlines your specific needs and requirements. Compare proposals based on their recommended approach, deliverables, timelines, pricing, and value proposition.
• Assess compatibility. Consider factors such as cultural alignment, communication style, and overall compatibility. Choose a partner you feel comfortable working with and believe will be an asset to your team. 

The goal is to find a partner with the skills and expertise that align with your brand values and vision. By conducting thorough interviews and carefully evaluating proposals, you can select a vendor to help you achieve your content marketing goals and drive significant business growth. 

6. Develop a comprehensive service level agreement (SLA)

Once you’ve chosen an outsourcing provider, formalize the deal with a contract. The role of an SLA in effective outsourcing is significant as it outlines the terms and conditions of your BPO partnership.  

 Here are some key components of a BPO SLA: 

• Scope of work. This is a detailed description of BPO services, including specific deliverables, timelines, and performance expectations. Clearly define the responsibilities of both parties.
• Service levels. This defines specific objectives such as response times, turnaround times, availability, and accuracy.
• Performance metrics. It identifies key performance indicators (KPIs) to measure the success of your BPO teams. Examples include website traffic, lead generation, social media engagement, conversion rates, and customer satisfaction.
• Communication protocols. This establishes clear communication channels and procedures for reporting, feedback, and issue resolution.
• Payment terms. It outlines invoicing procedures, payment schedules, and late payment penalties.
• Termination and dispute resolution. This includes provisions for contract termination, dispute resolution, and remedies for breaches of contract.
• Review and revisions. Include provisions for regular reviews of the SLA to keep it relevant and effective. 

A well-drafted contract promotes clarity and minimizes the risk of misunderstandings, establishing the framework of a productive relationship. 

7. Regularly monitor BPO processes

How you manage outsourced content marketing operations is vital to success. Thus, it’s critical to track the performance of your outsourced content and marketing efforts to evaluate its impact and identify areas for improvement.  

To do that, you must measure the KPIs mentioned in your SLA and request regular reports from your BPO partner. Then, analyze this data to identify trends and areas for improvement and measure the ROI of your content marketing efforts. 

With the data and insights from your analysis, adjust your content strategy to improve content quality and optimize campaigns for better results. Regularly review and refine your KPIs and reporting processes to align them with your evolving business goals.  

Performing this step maximizes the benefits of outsourcing and ensures your partnership’s success. 

The bottom line

Outsourcing content marketing can be a strategic move to enhance your brand’s digital presence, drive engagement, and achieve your business goals. Learning how to outsource content marketing effectively is the key to maximizing these advantages. 

By following these steps, you enjoy the benefits of outsourcing content marketing and minimize the risks that come with it. 

Are you ready to explore your options? Let’s connect and discuss how a trusted BPO partner can help scale your content marketing success.