As companies begin to scale their content marketing programs, they realize that they need additional assistance above and beyond what is available within their company.
Since the pandemic arrived, many companies have been forced to move their offline marketing budgets online. One of the areas companies are aggressively increasing is their budget for content marketing.
What is an article writing service?
Everything you need to know about using an article writing service is that these companies have writers on staff or within their network that can create content based on your company’s specific requirements. This is an excellent way to increase the output of quality content without requiring additional overhead in your company.
When is it appropriate to use an article writing service?
For most companies, there are three different models that you can use for creating content:
- Purely internal resources.
- Internal resources as well as external resources (like article writing services).
- Completely outsourced content creation.
In our experience, the optimal model for most companies, especially those between $2M and $100M in revenue that focus exclusively on the B2B marketplace, is a hybrid environment or hybrid model.
This is because some content is more appropriate to be outsourced, while other content is more appropriate for remaining in-house.
Examples of content that should stay in-house are:
- Technical writing that describes your company’s software.
- The manual that helps explain how your solution works.
Examples of content that can be outsourced are:
- Blog-based content.
- Case studies.
- Press releases.
- Other forms of content that are focused on customer acquisition as well as nurturing.
What are the types of article writing services?
There are three general models in which the content marketing industry operates.
In a marketplace model, freelance writers sign up for the marketplace and companies place their orders for the types of content they need.
You have advantages in that many freelance writers are available. The drawback is quality and consistency of voice because when you place an assignment on a marketplace, it’s going to be taken by whoever is available to produce content at that time. Oftentimes with marketplace models, the turnaround times are not met and a significant amount of work is required to manage everything by the company itself.
In this model, companies purchase software in a SaaS-based model, and use that to manage freelance writers as well as internal staff.
While this is a great approach, the challenge lies in finding those deep subject matter experts and bringing them onto your specific software. You also have to manage payments, turnaround times, and the overall workflow of your content marketing program. So there are significant internal costs relating to management that have to be met.
Managed service model
In this model, the software is available on a SaaS basis, and on top of that, there is a managed service layer. This means that there is a customer success person or project manager that manages the workflow and can bring and vet the writers so that you don’t have to do that. They are the ones who coordinate everything on your behalf.
In the managed service model, companies achieve return on investment as well as return on time because they don’t need a major internal infrastructure to support the program. For most small and midsize businesses, the managed services model is the ideal solution.
There are many ways to scale up your content marketing program with an article writing service. Make sure that you match the right service and model to your company’s internal needs.
If you’re a B2B company with $2M to $100M in revenue, the managed service model is the best approach. Companies like Tempesta Media, which operates as a managed services provider, can meet or exceed your needs.
If you have a content marketing program or are planning one, download our eBook 100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.
This eBook will walk you through the mistakes of hundreds of other companies and the challenges they faced in implementing their content marketing programs. To learn more about how Tempesta Media can help you streamline your content creation process and deliver quality content at scale, contact us today.