Mastering the Art of Managing Outsourced Content Teams

Compelling content is the backbone of any successful marketing campaign. It drives engagement, builds trust, and fosters growth. However, content creation can be time-consuming and resource-intensive, requiring expertise and consistent effort to meet high-quality standards.

Managing outsourced content marketing teams has become a viable content strategy for many organizations. Business process outsourcing (BPO) can streamline content operations and maintain high-quality output without exhausting internal resources.

If you’re interested in maximizing this strategy, keep reading! This article explores strategies to manage outsourced content teams more effectively, ensuring collaboration, quality, and success.

The role of BPO in content marketing

What is BPO, and how can businesses leverage it for effective content marketing? BPO involves delegating non-core processes to external experts, allowing companies to focus on strategic business growth. 

In BPO for content marketing, specialized teams manage time-intensive tasks to ensure efficiency. The functions of BPO teams include:

• Content creation: creating content such as blogs, articles, social media posts, and web copy
• Graphic design: crafting visuals for digital marketing and print campaigns
• Search engine optimization (SEO): researching keywords, optimizing content, and monitoring performance
• Content scheduling: managing editorial calendars and publishing schedules
• Analytics reporting: tracking content performance and providing actionable insights
• Translation and localization: adapting content for global audiences
• Content moderation: maintaining quality and adherence to guidelines

With content agencies, businesses can streamline content marketing efforts while sustaining a competitive edge.

Defining objectives for outsourced content marketing teams

Content helps marketers achieve their goals. According to 87% of marketers, content marketing drives awareness, while 74% say it supports lead generation. 

Clear objectives are crucial to maximizing this potential, especially when managing outsourced content marketing teams. They align everyone toward a shared vision, promote consistency, and set measurable success benchmarks.

Without well-defined goals, BPO teams might struggle with ambiguity, leading to misaligned efforts and subpar results. 

Here are ways to define goals for outsourced content marketing:

• Identify key business goals. Align content marketing objectives with broader company priorities.
• Define target audience personas. Understand who the content is for and tailor objectives accordingly.
• Set measurable key performance indicators (KPIs). Track progress using metrics such as engagement, traffic, or conversions.
• Specify deliverables and timelines. Outline expected outputs and deadlines clearly.
• Incorporate feedback loops. Schedule regular reviews to assess performance and adjust objectives as needed.
• Communicate expectations. Ensure all team members understand their roles and the goals they’re working toward.

Establishing objectives provides a roadmap that streamlines communication and enhances productivity. Clear objectives also empower BPO teams to deliver meaningful and impactful content.

Criteria for selecting the right outsourcing partner

The BPO team plays a critical role in the success of outsourced content marketing strategies, which can directly influence quality, efficiency, and alignment with brand values. The right outsourcing partner must bring expertise, reliability, and scalability.

Here are ways to select a capable firm:

• Assess expertise. Look for proven experience in content marketing within the industry.
• Evaluate portfolio. Review past projects to determine whether their style and quality align with the brand.
• Check client references. Seek feedback from previous or current clients about their reliability and performance.
• Verify communication processes. Ensure they have clear protocols for updates, feedback, and collaboration.
• Consider scalability. Choose a partner that can grow with business needs.
• Confirm data security standards. Verify whether they comply with regulations to protect sensitive information.
• Compare pricing and value. Balance cost-effectiveness with service quality.

Selecting the right BPO partner sets the foundation for a successful and productive collaboration. For example, careful evaluation helps businesses work with email marketers who understand their goals and can deliver exceptional results.

Establishing effective communication practices

Effective communication builds productive relationships when managing outsourced content marketing teams. It fosters alignment, minimizes misunderstandings, and encourages collaboration.

Here are ways to help businesses establish effective communication practices:

• Set regular check-ins. Schedule weekly or bi-weekly meetings to discuss progress and address challenges.
• Use collaborative tools. Leverage Slack, Trello, or Asana platforms for seamless project management.
• Define communication protocols. Establish who communicates what, when, and through which channels.
• Provide detailed briefs. Share clear instructions, brand guidelines, and examples to guide content creation.
• Encourage feedback. Create an open environment for two-way feedback to improve processes and outcomes.
• Account for time zones. Schedule meetings and deadlines that accommodate differing working hours.
• Document decisions. Record key takeaways and agreements from discussions to avoid confusion later.

Clear and consistent communication helps bridge geographical and cultural gaps between your internal staff and BPO team. It helps create content that aligns with the brand vision. 

Ensuring brand consistency in outsourced content

Maintaining consistent branding can boost revenue by as much as 20%. Uniform messaging, tone, visuals, and values across all content types reinforces a recognizable and trustworthy identity.

In managing outsourced content marketing teams, businesses must ensure consistency to build audience trust and deliver a seamless experience across platforms. Otherwise, companies risk diluting their message and confusing their audience, hindering long-term growth.

Companies can employ the following techniques to achieve this goal:

• Develop detailed brand guidelines. Include tone of voice, visual elements, and messaging frameworks.
• Provide sample content. Share examples of on-brand content to guide BPO teams.
• Train the BPO team. Conduct onboarding sessions focused on the brand’s ethos and expectations.
• Conduct regular reviews. Periodically assess content to align it with brand standards.
• Use approval workflows. Implement a review process before publishing any outsourced content.
• Foster open communication. Encourage questions and clarifications to avoid misinterpretation of brand values.
• Leverage brand management tools. Utilize platforms such as Frontify or Brandfolder to centralize brand assets.

Businesses prioritizing brand consistency can produce outsourced content that reinforces their identity and resonates with their audience.

Implementing project management tools for collaboration

Project management tools streamline planning, collaboration, and execution of marketing tasks so teams stay aligned and productive. A McKinsey report says online collaboration tools enhance productivity by up to 30%. 

In outsourced content marketing, these tools allow real-time updates, instant task tracking, and seamless communication. They eliminate bottlenecks, maintain deadlines, and help everyone work toward shared objectives. 

Here are project management tools critical for strategic outsourcing of content marketing:

• Task management platforms. Tools such as Trello, Asana, or Monday.com organize workflows.
• Content calendars. Solutions such as CoSchedule or Airtable help plan and schedule content delivery.
• File-sharing systems. Platforms such as Google Drive or Dropbox centralized document access.
• Communication tools. Apps such as Slack or Microsoft Teams are valuable for real-time messaging and updates.
• Time-tracking software. Options such as Toggl or Hubstaff monitor productivity and manage deadlines.
• Approval and feedback tools. Tools such as Ziflow or Filestage streamline content reviews.
• Analytics dashboards. Platforms such as Google Analytics or HubSpot measure content performance.

The right project management tools foster efficient and transparent collaboration between businesses and their BPO content teams.

Setting performance metrics and goals

Performance metrics and goals are measurable benchmarks that track the success of content marketing efforts. They promote accountability and alignment between businesses and their outsourced teams.

These metrics are crucial for evaluating return on investment (ROI), optimizing strategies, and meeting objectives. Goals include increasing website traffic, boosting engagement, and achieving higher conversion rates.

These are ways companies can set performance metrics and goals while managing outsourced content marketing teams. Examples include the following:

• Align with business objectives. Ensure goals support broader company priorities, such as lead generation or brand awareness.
• Define SMART goals. Make goals specific, measurable, achievable, relevant, and time-bound.
• Focus on key metrics. Email campaigns typically achieve an average click-through rate (CTR) of 1.5%. However, aside from CTR, key metrics such as open rates and page views should be monitored when tracking email campaigns.
• Collaborate with the BPO team. Involve them in goal-setting to enhance buy-in.
• Set benchmarks. Use historical data or industry standards to establish realistic targets.
• Review and adjust regularly. Reassess goals based on performance data and evolving priorities.

Performance metrics and goals keep content marketing partnerships focused and results-oriented. By defining clear metrics and goals, businesses can create a shared vision and set expectations for success.

Providing constructive feedback to improve quality

Constructive feedback is specific, actionable input that helps individuals or teams improve their work while fostering a positive and collaborative environment. In outsourced content marketing, constructive feedback is essential for refining quality, aligning with brand expectations, and building a productive partnership.

Businesses can provide constructive feedback through these best practices:

• Be specific. Highlight exact areas for improvement rather than giving vague comments.
• Focus on the work, not the person. Maintain a professional tone and avoid making feedback personal.
• Balance positives and negatives. Acknowledge what was done well before addressing areas for improvement.
• Use examples. Provide clear illustrations of the desired tone, style, or structure.
• Offer actionable suggestions. Recommend steps or solutions to address the issues identified.
• Encourage dialogue. Allow the team to ask questions and clarify points for better understanding.
• Follow up on changes. Review revised work to determine whether the feedback has been effectively implemented.

Without constructive feedback, misunderstandings can persist, leading to inconsistent content and missed growth opportunities. Feedback supports continuous improvement and strengthens the collaboration between businesses and their BPO content teams.

Managing deadlines for timely delivery

Managing deadlines maintains consistency, audience trust, and alignment with broader campaign goals. Missed deadlines can disrupt workflows, delay launches, and hurt business performance. 

By implementing these effective strategies, businesses can help their outsourced content teams deliver high-quality work on time:

• Set clear timelines. Define specific due dates for each task and communicate them clearly to the team.
• Use project management tools. Leverage platforms to track progress and deadlines.
• Prioritize tasks. Organize marketing activity by urgency and importance to prevent bottlenecks.
• Establish accountability. Assign specific responsibilities to team members for each deliverable.
• Monitor progress regularly. Conduct frequent check-ins to identify and resolve any delays early.
• Provide buffer time. Build extra time into schedules for revisions or unexpected challenges.
• Streamline approvals. Simplify the review process to avoid delays in publishing.

Proactively managing deadlines helps businesses ensure timely delivery and maintain the momentum of their content marketing efforts.

Evaluating the ROI of outsourced content marketing efforts

ROI measures the financial gains from an investment relative to its cost. It effectively measures the success of outsourced content marketing. 

Here’s how to properly assess ROI to optimize spending, refine strategies, and inform decisions about future content investments:

• Track conversions. Measure how many leads, sales, or other desired actions result from the content.
• Analyze traffic growth. Monitor website traffic increases that can be attributed to content marketing campaigns.
• Measure engagement. Assess metrics such as social shares, comments, likes, and time spent on pages.
• Compare costs to outcomes. Calculate the price of outsourcing versus the revenue or value generated from the content.
• Use attribution models. Identify which content pieces are directly influencing conversions and revenue.
• Evaluate brand awareness. Track metrics such as media mentions, brand searches, or audience sentiment.
• Consider long-term value. Factor in the ongoing impact of content, such as SEO ranking improvements or sustained traffic.

By regularly evaluating ROI, businesses can ensure their outsourced content marketing efforts drive value and meet their strategic goals.

The bottom line

Managing outsourced content marketing teams involves clear communication, setting defined objectives, and using the right tools for alignment with business goals. By selecting the right outsourcing partner, providing consistent feedback, and tracking performance, businesses can maximize the effectiveness of their content marketing efforts.

BPO teams can become an invaluable extension of your brand’s content creation process. Learn more about how to outsource your content, effectively manage BPO teams, and achieve your business objectives today. Let’s connect!