3 Ways to Outsource High Quality Content Creation


This is a post on ways in which you can outsource high quality content creation. Are you looking for a quote on outsourced content creation? Get a custom quote from my company today.

We hear all the time that the key to any successful SEO campaign is content, content, and more content.  And it works!  Great content can make link building infinitely easier.  The recipe is simple enough: instead of having to build links the manual way (sending out e-mails, scouring Google and Open Site Explorer for opportunities, directory submissions, etc.), you can create great content and merely give it a nudge in the right direction via social networks, social bookmarking services, and your established relationships with bloggers and niche web masters.  If your content really was up to par, the work is done, and links should start rolling in on their own.  Once you have an established community around your website and you’ve made a name in your niche, you can practically build links on autopilot just by publishing more great content.

So what’s stopping everybody from doing this?  It seems easy enough, right?  There are two real constraints:

  • Not everybody can write well.  Pessimistic though it sounds, not everybody is cut out for writing interesting content.  Everyone has their own strengths and a dynamic skill set, and writing skills are not always a part of that.  You might have an idea for the world’s best link bait, but if you can’t execute on that idea and produce an interesting, engaging article, your content isn’t going to be nearly as successful as it could have been had it been written by an expert copywriter.
  • Not everybody has time.  If you’re a small business owner or even someone working in-house, you certainly have a million things to think about that might seem to be more important than content creation.  If you’re a consultant working on client projects, your time is being splintered across multiple projects in the first place, and further divided by other important tasks for each client, such as on-site optimization, other means of link building, reporting, and so on.


The solution to both of these problems is to outsource your content development.  There are two main problems with outsourcing:

  • Controlling Cost.  Price is a factor in any marketing tactic or strategy, so it is obviously a consideration here.  Outsourcing high quality content development can be an expensive proposition.  Irrespective of cost considerations, however, developing great, best-on-the-web content is the absolute best investment you can make in terms of your digital marketing strategy.  Yes, more so than any fancy link building service or PPC campaign.  Top notch content pays dividends: links, buzz, trust, branding.
  • Controlling Quality.  Plain and simple, it’s hard to get good quality content.  It seems as though anybody capable of creating it is already publishing it on their own blog, and any services that offer it aren’t all that they’re cracked up to be.  I’ve experimented with buying content from places like TextBroker and Fiverr, and while you can procure some decent quality content at cheap prices, this isn’t exactly what we’re looking for.  We want best-on-the web content, the kind of content that has the potential to go viral and earn links from the most authoritative websites in your industry.  Low quality content brokers aren’t going to cut it.


So how, then, you ask, can you outsource your content and still be able to produce slam dunk content?  There are three ways:

1.) Develop a Freelance Writer Network

Most articles about outsourcing content development mention Craigslist, oDesk, and Elance, and Guru.  These websites can absolutely be a way to develop high quality content, but caveat emptor: not every provider you meet will be able to truly deliver.  To effectively use these networks, you need to really screen the writers that you hire.  Ask for multiple samples of their work.  Ask them about their experience with writing in your niche.  Don’t just look at their reviews, but contact their previous clients and ask them about the writer.  Were they punctual and good about meeting deadlines?  Are they creative enough to come up with great ideas on their own, or will you need to assign them projects with very specific details?  With enough due diligence, you can easily locate a number of high quality writers.  I’ve had luck on websites like oDesk and Elance with US workers.  You’re going to need to pay them more than writers in India or the Philippines, but if you can find the right people, they’ll be the real deal.

The idea here is not to find one writer, but to put together a network of writers that you can rely on, particularly if you’re an SEO agency or consultant, as having access to writers with a wide array of experience will allow you to have a qualified candidate for the job regardless of which of your clients the work is for.  Some writers will be a lot more experienced with creating short, engaging blog posts, while other writers might be more research-oriented workers that are comfortable with working on a big, time-intensive project that can be a link bait home run.  The key is to find a multitude of writers with different strengths and backgrounds, this way you’ll always have someone ready for the job when you need it.

Bonus Tip: Keep all of your writers and writing projects organized with a project management system like Basecamp.  It can make a huge difference in terms of both organization, planning, and productivity.

2.) Hire Niche Bloggers

Full-time bloggers in your niche write for a living.  Although they typically make their money off of advertisements and affiliate links, at the end of the day, they’re trying to put food on their table by writing about what they love.  Why not approach a few bloggers in your niche and let them know that you’re willing to pay for great content?  Not every blogger is willing to work for pay, and you’re going to need to be smooth with your approach, but it can be a great way to find a writer for your website that is experienced and familiar with your niche.

Don’t merely proposition these bloggers as if they’re writers for hire.  You’re going to need to turn on the charm a bit.  Compliment them on their writing.  Comment on articles that you like with insightful, original, useful commentary.  Hit them up on Twitter and let them know your favorite article of theirs.  Try to establish a relationship with the blogger, and then let them know about your need for content, and ask them if they’d be willing to create a few articles for your website in exchange for a reasonable fee.

3.) Hire an Expert

There are a multitude of SEO companies that offer content creation and link bait services, including Outspoken Media, Internet Marketing Ninjas, Todd Malicoat, and of course my company, Mangia Marketing.  While you can expect to pay a pretty penny for these services, you can trust that you’re going to get the sort of quality that you’re looking for.  SEO experts understand the ins and outs of link baiting.  They know what works and what doesn’t, and they likely have experience in dealing with your industry.  They’ve been through the link baiting process before – they’ve tried, failed, succeeded, and learned.

Their experience can be worth its weight in gold.  Not only do they have expert writers on staff that can pump out amazing articles with remarkable consistency, but they also have SEO experts to make sure that the content is best positioned to attract links and build buzz.  This combination of expertise is oftentimes a winning solution.

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