Five benefits of outsourcing your content writing (that don't include time-saving)
Updated: Nov 2
I recently spoke at an online summit about how to find the right person to outsource your content-writing to. One of the questions from the audience was “wouldn’t it take me the same amount of time to tell a writer what I want to blog about, as it would for me to write the blog myself?”
It’s a fair question, especially if you work in a specialised industry with lots of jargon and complex concepts to convey to your audience. A generalist content writer would likely need a lot of direction to make sure they got everything spot on.
But this got me thinking: Yes, outsourcing is a great time saver, but it also brings lots more benefits too.
1: You’ll view your business through fresh eyes
When you run a business by yourself, it’s difficult to see the wood for the trees sometimes.
What is it that makes you truly unique? What are your best qualities? What would be interesting for a member of your audience to learn about you? Being right at the centre of the business can make it tricky to recognise these things.
On the most basic level, working with a content writer means that your business, and the messages you’re sharing with your audience, are being viewed by someone completely objective. They can see exactly what you do really well, what you need to shout about more, and even points you may have missed that your audience should know about.
2: You’ll have a strategic approach to your content
We’ve all got to that point with our content at some stage or another where we simply cannot think of anything more to say! When you work with a content writer, you’re not just hiring them to write the words on the page. They can also help you to decide which topics will be important to include in your blogs and what your audience needs to read about you in order to make the decision to work with you.
These decisions can be made based on best practice, but they can also be based on experience. Content writers who have a lot of experience will be able to tell you what sort of topics will get the results you are looking for, and also what worked for similar businesses.
If this is a particular challenge for you, it’s a good idea to ask them about this element in your discovery call. Understand exactly how they can help you to plan out your content strategy to take the pressure off you to decide the topics every month.
3: You’ll be able to throw off the curse of knowledge
Be honest - can you really remember what it’s like to know absolutely nothing about your area of expertise? Have you ever been in your ideal client’s shoes?
Many of us run a business helping people to solve a problem that we once had, which makes it a little easier to put ourselves in their shoes. But over time, as you learn more and more about your specialism, it will become more difficult to understand exactly which concepts are alien to your ideal clients.
This is even more tricky if you’re running a business in something you’ve never struggled with. For example, if you’re an accountant who has always loved working with numbers, do you know how it feels to be completely clueless about sums?
Working with a generalist content writer (i.e., someone who doesn’t have a specialist subject) means they will be able to tell you when you’ve not explained something in enough detail for a layperson to understand. Then, they can help you create content that is truly accessible even for those who don’t know the first thing about your subject.
In doing this, your audience will begin to really trust that you understand them and that you’re the right person to help them.
4: It’ll improve the readability of your content
Content writers were born with a true love of language. More than that, they have an affinity for creating delicious combinations of words that appeal to readers and make them want to read more.
If you struggle to find the right words to say what you want to say, working with a content writer will mean you can tell them what you want to say in your own words, and they’ll help you to convey that in a way that’s clear, concise, and powerful.
This is not just about making you sound amazing. Messy and confusing sentences will usually mean a reader will stop reading your content before they’ve actually understood your message, and that means you’ve just lost a potential future client.
When you improve the readability of your content, readers will be more likely to stay ‘til the end. That’s how you can make sure they’ll join your audience and take the next step in your buyer’s journey.
Readability isn’t just a nice-to-have. It’s absolutely vital for growing your audience, generating leads, and ultimately signing more clients.
5: You’ll be able to borrow technical expertise
Even though readability is a crucial factor in getting results from your blog, this is just one piece of the puzzle. Content marketing, after all, is about much more than simply publishing a nice piece of writing once a month.
By working with a professional content writer, you’ll have access to a whole heap of knowledge about the more technical aspects of making sure your blog gets the highest possible ROI. Whether that’s the images you include, the links you add, or the tags and meta-data included with your blog, your content writer will be able to add all sorts of bells and whistles that you may never have known were available to you.
Starting to consider outsourcing your content writing?
If this article has started to sway you towards outsourcing, but you’re still not totally sold on the idea, I have a quick quiz that’s made for you!
Even though you’re the best person to make the final decision for your business (after all, you know it better than anyone!), I designed Course or Outsource? to give you a helping hand.
Based on your answers to the questions, I’ll advise you on whether outsourcing would be a good next step for you or whether you might get better results from investing in coaching or a course to help you learn how to solve the challenge yourself.