Creating a newsworthy press release that the reader wants to read

You’ve been tasked with creating a big announcement or press release for your company. And now you’re wondering: how exactly do I create a press release? What is needed in order to execute the press release from start to finish? We have your answers.
Before you even get to drafting your press release, it is essential to understand what announcement should be conveyed and its proper format.

Newsworthiness that people actually care about

A press release needs to cover an event that is truly newsworthy. It is important to be able to distinguish the difference between internal company interest and public interest. The subject of the press release must elicit curiosity among publications and their readership. Ask yourself, if I wasn’t working at XYZ company, would I care about this story?
Here are some questions you can ask yourself to determine if the topic is newsworthy:

  • Ask yourself, if I wasn’t working at XYZ company, would I care about this story?
  • Is there a clear benefit or impact that comes from this news?
  • Why would this news be valuable to the reader?
  • What is the angle of the actual press release itself?
  • What is the key piece of information within the news release that is timely and relevant?

For example, if your company just rolled out a new version of your product, that has the potential to be newsworthy. It is newsworthy if the benefits are important to the audience. However, if the feature is simply adding a new help area or new UI improvements – it is unlikely to be considered newsworthy.
However, if your new feature has the potential to transform an industry, that is considered newsworthy.

Title and subheading to hook the reader

The title and subheading of the press release are key to capturing the attention of publications and their readership. If these first two lines are not engaging and concise, your audience will stop reading. A compelling title will elicit greater interest among publications, allowing your company amplify the reach of its messaging.

Format your paragraphs with relevant context

An effective press release is structured in three parts: title/sub-heading, introduction paragraph, and body paragraph. Remember, the point of your press release is to convey an internal story and each section should build upon the other.
There is a quote, typically around 2/3 of the way through the news release that is from an executive at your company. The quote should illustrate the impact of the news.

Word length to keep the readers attention

An effective press release is around 300 to 500 words in length. This standard word length will allow your company to hit the sweet spot in terms of SEO-optimization and reader engagement. No one has time to read a three-paragraph essay anymore.
Many of the wire services charge by the length of the press release and the distribution that’s associated with it. Shorter news releases are less expensive and are often time more interesting.

The background information about your company

The end of the press release includes an about section, which provides an overview about your company. There should be an about section that clearly describes who you are and what you do. Someone should be able to easily find your website so they can learn more.
Specific contact information should be at the very end. The contact information makes it easy for a journalist, prospective customer, or other media outlet to reach out in case they want to learn more.
Keep in mind, the word count for the About Us section should not be included in your overall word count for the press release. Keep the About Us section at no more than 100 words long.
Many of the wire services charge by the length of the press release and the distribution that’s associated with it. So if you put together an especially long press release inclusive of a very lengthy About Us portion you’re likely to incur surcharges and no one wants to spend more money for the same amount of content.

How to promote FAQ articles and why they'll improve your website

Last month we received such great feedback about our article “Why FAQs are a good idea for your content strategy” that we’ve created more content to aid in your development of FAQ articles.

How to promote and share FAQ articles

Build an FAQ section on your website with dedicated pages for each Q&A. By structuring your FAQ section so that each query is hyperlinked to a separate page, each answer becomes searchable in both your site and Google.
Incorporate your FAQ articles into your site’s knowledge base. Some marketing tools have great knowledge bases, for example, HubSpot’s service hubCustomers and prospects should also be able to easily spot it on the Home page and the navigation menu. 

FAQ articles will also be useful in areas where visitors go when they need assistance, such as the Contact Us page.
Chatbots have become much more advanced thanks to artificial intelligence. The chatbot can open with a helpful Q/A based on a users action on your website. Or you can trigger the chatbot to respond to specific questions with helpful articles. This helps the customer by providing a quick and prompt answer. It also saves your team time by not having to answer each question individually. 

New features and platform updates are best accompanied with helpful articles to ensure that users will be able to help themselves.

Why is FAQ content a great strategy to incorporate?

When done right, FAQ articles can provide real value to both your business and your readers. 

Visitors will see it as a demonstration of your expertise as it relates to your product or service and business model.

By directly addressing their concerns and removing any purchase obstacles, you also show more value to your customers and prospects.
As an SEO strategy, FAQ articles increase the frequency you publish new content as these pieces are typically easier to create and there are many opportunities to add new responses. FAQs improve your website performance as they typically increase the number of pages visited per session and improve bounce rates. 

Why FAQs are a good idea for your content strategy

What is FAQ content and why are content marketers using it as part of their content marketing strategy? FAQ content, as the term implies, is a piece of content that contains a question and answer (Q&A) addressing a common concern about your business.

Company websites usually have an FAQ page to help answer questions for both customers and prospects. The FAQ page is commonly used for prospects that are not simply learning about the issues, but are farther along in the marketing funnel and therefore making a decision about whether or not they’d like to work with you. 

The About Us page, on the other hand, talks about a company’s history and the most impressive information about the culture and team. 

The FAQ page can be considered a customer service tool. It’s where people go if they need specific information about your products, services or business operation. Your FAQ area can also serve as the first point of contact for customers and prospects looking for answers before they contact you directly with their queries.
Good FAQ pages save account managers and sales reps time by answering common questions, and they also improve the overall experience for customers. Customers like quick answers and transparency improves your credibility.

How should FAQ content be formatted?

Today’s successful companies have the most effective FAQ pages. How are these companies formatting their FAQ content in the digital age? Here are a few FAQ tips and tricks that all SEO and content marketing strategists should be paying attention to right now:

Highlight information
Focus on providing information to visitors. Design a unique FAQ interface that also considers the disappearing attention span of customers. It’s important to have an FAQ section that is uncluttered and easy to use. Make the questions and answers stand out. 
Incorporate keywords
Frame your questions so that they contain the main keywords that site visitors would look for when they scan the FAQ page. Keywords help your SEO. In this example, the FAQ article used the keyword phrase “estimated reading times.”
Keep it simple and concise
Ensure that the questions and answers are clear and well-written. Use simple words and short sentences that could have been written by your customers themselves. 

Utilizing a conversational tone will increase the likelihood of your FAQ page being discovered through Google searches. 

Questions should be written from the perspective of your customers. Answer each question directly, from your business’s point of view.
Consider bullet points for information that will take up more than five lines. If your response requires a detailed explanation or context, you can include a link to a blog article that is dedicated to that topic. Not only will your FAQ page look less cluttered, but it will also be SEO friendly. 
Try a multimedia approach to answer complex questions
If you’re struggling to answer a question in written words, feel free to use images, infographics, slides or videos. 

Use category labels, clickable questions
Organize all the questions by putting them in categories. That way, visitors can quickly find the category that contains the information they seek. If your site has over 100 topics, use category labels and a list of clickable questions to increase your visitors’ efficiency. An effective FAQ section reflects well on the company. Lastly, visitors would feel confident about the company’s ability to provide proper support for their products or services. 

Tags that link an answer to another related frequently asked question is another good way to be helpful to the reader, while also increasing the pages viewed and time spent on site.
End the website page with a CTA
Make the most of your FAQ article by adding a call to action at the end of your answer. A CTA that links to other pages on your site helps push visitors back into your funnel and influence conversions. 

You may also link at the bottom of your FAQ to related articles or Q&As that tackle the next steps

Choosing questions for your FAQ page

The first place to start is with your account managers or customer support team. Ask them about the most common questions they receive. Explain that this FAQ page will hopefully reduce questions, making their life a whole lot easier.
The next group of people to address are your sales professionals. Ask your sales team about the common questions that they receive during the sales process? Including links to these answers is easier that writing out the answers over and over again via email.
In order to truly understand what issues, concerns and questions keep propping up in the minds of your target audience,  take these necessary steps: 

  • Review emails and customer support tickets.
  • Check out social media and online forums discussing your brand.
  • Visit competitor websites and read their user feedback.
  • Take a look at competitor FAQ pages to brainstorm fresh ideas.
  • Ask your family members, friends and colleagues what questions about your service or product they would need to be answered before they decide to make a purchase. What information is missing from your website that causes uncertainty?
  • Collaborate internally. Talk to the sales team to hear what prospects ask during the sales process. Account managers, meanwhile, can tell you what questions come up a lot from their customers.

The whole process will help you determine what people care about most before as well as during and after a purchase. It will allow you to come up with an authentic, useful list of frequently asked questions.

The right questions should be raised strategically to educate customers about your offerings and create demand. Use the opportunity to turn complaints into questions and turn those questions into a path to further customer engagement or conversion.
For more information about creating content that will improve the sales cycle and customer experience, contact Tempesta Media.

What are average word lengths for content types that you offer?

Do you have a list of the content types and the average words that are already populated into your system?
Below I’ve provided a general idea of what the typical lengths are for various content types. As a reminder, you can always update the lengths based on your specific assignment. Your account manager can help you determine what the most appropriate length would be.

  • Blog Article – 500 words
  • eGuides – 1,500 words
  • White papers – 2,000 words
  • Case studies – 1,000 words

To give you an idea, this article is 85 words long.

Creating a simple, holistic content strategy

Tasked to create a content marketing program and not sure where to start? These questions are a great starting place for developing your strategy. Answer these questions and you will be well on your way to a content marketing program that justifies some serious ROI.

Why do I need to create a content strategy?

Creating content involves a lot more than just writing something and sending it out. You have to think about what your company’s mission is, what your business goals are, who your audience is, and what exactly specific types or pieces of content need to achieve. You also have to do all of that within some sort of sequence in which you decide what you want to convey, how to structure it in the right words or visual form, what tools and resources are needed to get the job done, and how to ensure that everything does what it is supposed to do and how it is supposed to do it. If you create content without a strategy in place, you are more than likely to miss the objective you are trying to hit, or deliver the message you are trying to convey, rendering your content creation initiatives a failure.
Best practices for developing a successful content marketing strategy

What is the goal/core message of this content?

The goal should answer the question, “What are you trying to accomplish with the content that you create?” For example, are you using the content to drive new leads, or to move people through the marketing funnel? The core message contains the key concepts and messages about your company that should be present within the content that you create.

Who is the audience of this content?

Is your content targeted at middle managers? Senior execs? External suppliers? Internal employees? The sales team? Perhaps you are targeting casual customers, or maybe even your most steadfast repeat customers. Depending on your target audience, you need to tailor your content’s tone and level of technicality to those specific target groups and carefully choose the platforms on which you distribute and disseminate your material.

What tone should my content take?

Your content can take on a number of different tones. For example, content that is targeted at senior execs or decision-makers would take on a formal and professional tone, and content targeted at a younger demographic might take on a more persuasive, informal, or even a colorful or humorous tone. Your tone should reflect your brand and play well with your target audience. For example, Wendy’s is known to use a very playful tone with all its branding, but Microsoft, which has a very large professional user base, often uses a more subtle and formal tone in its marketing and external communications. This contrasts with Apple and Google that often create content which can be called creative, sometimes quirky, and always ingenious – reflective of the images that both companies strive to maintain.
Find a consistent voice for your company’s content

What themes should the new content focus on?

The best way to pick a theme for your content is to focus on any one of the following: what your key competencies are (this content will reiterate your commitment to that competency, such as quality for Toyota), what market trends and insights you’ve discovered (this content will position you as an industry thought leader, such as IBM catering to the automated AI bot market), problems that plague your specific industry (this content will position you as a creative problem solver, such as any Apple product, or more recently, Microsoft Surface products) or growing and expanding your business (this content will highlight the value, happy customer base, and product/service benefits that you offer, something GE has done for a long time).

What categories should the content fall into?

Content can be broadly categorized into educational or persuasive content. Different people are at different places along the product buying cycle, so to teach those at the top of the funnel who don’t know about your product you need educational material. Keep in mind, however, that educational material should include less direct selling about your company because too much of it can turn people off. However, for people further along the buying cycle (people who may know about your product but need to be convinced to make a purchase), you can use more persuasive and sales-oriented marketing content to close the deal, and that is the ultimate job of content, to begin with.

What is the state of your existing content?

Assessing the state of existing content is made up of several separate yet related steps. First, you need to gauge how well current content is performing in the channels you are distributing it (which is discussed at the end of this article). Next, evaluate existing content against what your competitors are offering and general industry trends to ensure you are not creating outdated or irrelevant content. If the first two steps look fine, you need to apply best practices (explained below) to your content.
Finally, wherever possible, you need to optimize and automate the content creation process and workflow (also explained below) to ensure that your content is not only refined, polished, published and promoted in the right way but that you are also creating the right amount of content for all of the channels you maintain a presence on.

What are the immediate gaps in our existing content?

To answer this, you need to ask yourself if you are creating content around all your company’s core competencies versus just a few, and whether or not known customer pain points are being addressed within the sources you currently have at your disposal. One way to do this is to pinpoint the channels that your target customers most frequently use (or that they can most easily be found on), and see what kinds of content, customer interactions and visibility you already have on those platforms. Compare what you find against what people are saying, and tailor future content around trending topics and any insights you may uncover.

What are our competitors writing about?

This is easy to look up, but it is crucial to not missing the bigger picture. Your competitors may have found a lucrative niche, a message or approach that resonates better with customers that you could learn from. Notice any trends in the content, for example, are they writing about one vertical more than others? Are they offering specific types of content formats that may be more appealing to their audience? All of this helps determine what to write about and how to convey the message appropriately.

Do we need a style guide, voice guide, or brand guideline?

Absolutely. Even if you don’t have one today, it can be developed slowly over time. Tempesta Media’s Voice Profile technology ensures that the writing style and voice of content created for you matches your company’s brand, and you can use our services to build out your branding and develop internal guidelines for all future content. The Voice Profile also captures who your target audience is, how formal the writing should be, and all the other nuances our writers need to be aware of in order to create high-quality content for you. This is in addition to editing services, SEO, unlimited revisions, and more.

Who will be creating the content?

Content creation has become such an integral part of business success that there is an entire industry dedicated to it. To create content, you can hire freelancing content creators, in-house copywriters, or partner with a professional content creation company. You can even write content yourself, but in most cases, it pays for business leaders to focus on running their business and either outsourcing content creation to a third party or hiring a team of in-house writers – but do this only if budgets allow and content requirements can justify and support such a dedicated function.

What timeline should I expect?

Creating content takes both time and money and, depending on the speed at which your industry rotates, you may need more or less content. On average, simply to stay relevant, you should publish at least one piece of relevant, insightful or educational content every week, so you’re looking at a turnaround time of one week per piece of content, but if you are aggressively trying to grow your customer base, you may need more regular posts and sales content going out, as much as two or three times a week. Be careful, though; many people underestimate the time it takes to write just one quality post. It takes at least 2-3 hours of writing time to compose a 500-word blog, and this is excluding the time it takes to brainstorm topics, time spent editing and revising the content, and of course, adding any graphics and ultimately publishing it.

What types of content should be created?

You can write basic blog posts, have a mini e-book on a topic of your choice, create a podcast, send out a press release if you have had an interesting idea or a relevant event that you could talk to your audience about. If you work in a technical industry, you could even have a white paper written to break down a proposed solution or product, and send it out to the public for feedback, critiques and general opinions.

Who will be responsible for content governance?

Content delivery channels are important gateways and interface points between companies, their customers and the general public, so it is important to manage what content is publicly published, who has access and permission to do so, and that all published content matches your brand guidelines. Small companies can have a reliable senior team member handle this important function, but larger enterprises should have a dedicated hire who oversees content governance and publishing.

Will there be a content development workflow (from person to person, division to division)?

Most issues with content creation arise because of a lack of clarity about what needs to be done, by whom, how, and by when. When you consider this alongside the fact that it is worth optimizing and automating anything that you do on a regular basis (from sales email funnels to content generation and customer outreach), you should definitely outline a flexible process in which content generation is first ideated/brainstormed, passed through screens and filters for feedback and improvement, and then passed forward for actual composition, editing, review, approval and publishing.

Where can the content be distributed?

You can distribute your content on your company website, on a social blogging site such as Medium, as an answer to a question in a relevant thread on curated information sites such as Quora or Reddit, and as insight or guest pieces on LinkedIn or other publications that are well-known and respected in your industry. Once you have a piece of content ready, it can also be easily shared on social channels in the form of, say, a Facebook post or a tweet to the blog link, and you can even use email marketing strategies and pay for publication in premium news outlets (think of TechCrunch, HuffPost or Wired as premium outlets for the tech industry) to get the word out.

How will content be promoted?

Two of the most popular ways to promote online content are on social platforms (this content would take the form of, say, Facebook posts that can be promoted on the platform itself using paid promotion or social sharing by a dedicated social media manager handling content promotion), and bidding on Google search terms (using AdWords). You can use one or both of these channels and promote your content on the channel that gives you the highest traction at the lowest cost.
How to allocate your content marketing budget between creation and promotion

How will success be measured?

A lot of content is created to increase brand exposure and customer awareness, so if you define success in these terms, then social platforms allow for fairly easy collection of basic stats on shares, likes, mentions, audience reach and overall views. However, since those things don’t always translate directly into sales or an improved bottom line, you might want to measure success against more technical data such as actual sales (and where they came from), customer engagement levels, and turnaround times for things such as delivery or customer support responses.

Content formats that are effective and relevant to education

Most businesses understand by now that content is king. Unfortunately, however, most businesses do not have quite the same understanding about what makes content good and how to promote that content across platforms where their target audience will find it.
This is especially true in the education industry, which is struggling with declining enrollment numbers and fierce competition. Research shows that many people these days skim, rather than read, content. If this is true, then how can education institutions attract and retain interest throughout the buying cycle?
The answer lies in creating effective and relevant content formats that are properly distributed to a target audience. Here are three strategies institutions can employ to achieve this goal:

Recognize the powerful effect of improved content and web writing

Studies have found that only 16 percent of people read website content word for word. Instead, most people skim until they find words and sentences that are intriguing.
This means that education institutions must use “scannable text,” such as meaningful keywords, subheadings and bulleted lists that make it easy for readers to scan and consume content.
For example, this is one way to write a sentence about new school courses:
Our university now offers five new courses: the science of sustainability, the future of AI, gaming technology, live video marketing and augmented reality in healthcare.
Or it could be written:
Our university now offers five new courses:

  • The science of sustainability.
  • The future of AI.
  • Gaming technology.
  • Live video marketing.
  • Augmented reality in health care.

Notice how the second example jumps off the page more because it includes bullet points, and each course has its own line, providing clarity and making the content more readable?

Understand how concise text and objective language can make every word count

Scannable text is not the only way to make content for education institutions readable and therefore more likely to reach a target audience. Using concise text and objective language is an effective way of communicating information without resorting to promotional content that can turn off many readers.
Promotional content that uses words like “the hottest course on campus,” or “the best faculty in the world” is often seen as boastful instead of useful. Readers expect a business to make these claims, but unless they are substantiated with evidence like actual rankings and ratings, they mean little. Instead, education institutions should make sure that their content is filled with text and language that sticks to the point without exaggeration.
For example, instead of a sentence like this one: Our university has the best faculty in the country and the most diverse student body possible…
A sentence like this one might be better: Sixty-six percent of our faculty have doctorate degrees, which ranks fifth nationally, and 55% of our student body is from another country.
The goal with any piece of content is readability, so sticking to objective language and concise text makes every word count and offers readers a more harmonious experience.

Understand why and how to capitalize on social media marketing

Education institutions must not simply create content for their websites, but must also distribute that content on social media platforms where their audiences gather.
There are several ways that schools can use social media marketing, including:

  • Promote culture, curriculum and campus activities – Platforms such as Twitter and Facebook are ideal outlets for schools to brand their “product.” Whether it is posting pictures of a campus activity, showing students applying knowledge in real-life settings, or highlighting a specific program that received accolades, social media is a powerful way to reach prospects.
  • Promote research activities – Schools can use social media to promote new research that has gained attention, and spotlight faculty and students who have gained recognition for their research work.
  • Engage donors to raise money – Schools can create social media campaigns such as donor match challenges for alumni and live streaming of fundraising events to engage existing and prospective donors. Columbia’s 2012 Giving Day Campaign, which relied heavily on social media promotion, raised $7.8 million in one day.

Create and distribute

Education institutions that create quality content that is concise and informative, and distribute that content on social media platforms where their target audience gathers will maximize their marketing toward prospects.
If you need help creating a content marketing plan, please contact us today.

Content you can outsource safely and effectively

There is a reason buzzwords like “Content is king!” are thrown around in online marketing reports, blog posts and discussion boards. Content is king. Everything we see and do online is driven by some kind of content, from tweets, Facebook posts and Instagram photos to viral YouTube videos and Vines.
At its most basic, content creation involves the written word, with content marketing emerging as one of the most effective channels for digital marketing, yielding several benefits when done right.
That last bit is important. While content marketing can be incredibly effective, it requires patience, diligence and expertise to keep things from getting out of hand and causing you to waste time and money.
To keep up with increased demand for original and high-quality content, many organizations have turned to outsourcing as a solution. The idea of outsourcing content creation and marketing can be scary. But with preparation and the right people involved, it may very well turn out to be your best marketing decision.
However, it is worth noting that you can outsource certain types of content safely, and others you should not. To get the most out of your content marketing agency, it pays to focus on outsourcing the following types of content.

Weekly blog posts

Weekly blog posts are generally safe to outsource as long as the content is original, relevant and genuinely valuable to readers. A reliable writer with years of technical writing experience will usually be capable of writing about a variety of topics. As a rule of thumb, it is best to request a few trial submissions so the writer can synchronize with the client’s desired style and output. Blog posts are most effective if done frequently, creating a steady stream of content for the benefit not just of readers but also of search engines that rank websites according to the quality and freshness of original content.
An important caveat, though: If the client’s blog is a personal blog where his or her personality plays a huge role, outsourcing content could lead to a revolt by readers. Talk to your client to see if outsourcing is a viable option. Hiring a ghost blogger could still work, but finding the perfect writer may take time.

Social media content

Many companies simply do not have the time to manage multiple social networks themselves. They may not even have time to handle a single channel. It generally takes several hours a month to maintain a social media presence effectively. Hence outsourcing may be the more efficient option. Any social media professional worth his salt will have the skills and experience to take control of a social media channel and post content users will want to interact with.
You can outsource social media updates easily and safely. It is important that you and the social media manager understand what the client needs on its social media profiles. If social media posts mainly involve event and website updates, blog posts, promotions and other general happenings, outsourcing should be a foolproof option.

Email marketing content

In the case of email marketing, many businesses have a good idea of what message they want their email newsletters to convey – they just do not know how to connect the dots among their ideas or how to produce solid copy.
Outsourcing a client’s email newsletter is a practical option if:

1. You do not have talent who can design high-quality graphics. If your agency does not have experienced graphic artists, photographers and software to produce original graphics, it will be hard to provide clients with powerful newsletters.

2. You can collaborate with an email marketing expert. Outsourcing content creation for an email marketing campaign to a specialist is more cost-effective than doing it in-house.

3. Newsletters need to be sent frequently. If a client wants to send newsletters on a regular basis, outsourcing to a professional firm guarantees they will be sent out regularly, as planned.

Web content

A client’s website offers one of the most critical opportunities to share the brand’s story. But the clients don’t necessarily have to write web copy themselves. Outsourcing website content to a capable team of writers and SEO specialists is a reasonable solution. These writers can create copy based on the client’s profile, history, industry, products and services.
Outsourcing web content creation is effective if you have a professional copywriter who knows the best practices for web content writing. A copywriter does not need to know the client’s full and exhaustive history, vision and mission – he or she just needs to know enough to be able to write these values into a strong and relevant narrative.

What about other types of content?

For types of media not included in the list above, such as in-depth articles or case studies specifically related to your industry, your clients will need to create their content in-house or with the help of a content creation specialist like Tempesta Media. Because most digital marketing agencies are under pressure to outsource content other than blog posts and the like to freelancers, you are going to require an expert within your client’s industry to produce content with solid insider knowledge of the topic. And finding one is no easy task, especially on demand.
Working with a trusted partner specializing in expert-level content creation lets you provide in-depth pieces to clients. It also gives you access to expert editorial capabilities and critical support functions. This includes the ability to interview key industry people for an article or perform original research. These are tasks that your average freelance writer would find logistically and financially challenging.
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.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.
Now that you know what types of content you can and cannot easily outsource, it is time to get to work and ask questions. What is the better option: creating content on an in-house basis, or outsourcing to an expert custom content firm like Tempesta Media? Learn more.

Outsource content – best types of content for agencies

Why do organizations choose to outsource content? A common phrase suggests “Content is King,” and no words seem truer in today’s competitive business environment. To remain viable, businesses cannot ignore the need for content. As companies vie for customer attention, it is critical to showcase good reading material on business websites.
An October 2014 report titled “B2B Technology Marketing Community on LinkedIn” said more than 77 percent of marketers planned to increase content production over the next year. Twenty-nine percent noted they also planned to “significantly” increase the level of content distributed. Only 15 percent indicated their content production would remain “flat,” and none planned to decrease the level of content they produced.
It is clear the majority of marketers are seeking to increase distributed content. But for many busy businesses, it is a challenge to be able to quickly and routinely publish content for clients. As a solution, many of these companies look to outsource content.

Why outsource content marketing?

Statistics suggest up to 90 percent of total sales are directly or indirectly internet-driven. This is especially relevant as no longer is it to a company’s advantage to toss up static content on a website and leave it. Businesses must continuously create new and interesting original content to distribute. This also keeps a website interesting and encourage repeat visitors.
Some marketers do manage all their content in-house, but many are also turning to third parties to provide subject matter expertise. Others often turn to an outsourced company to help them strategize ways to provide great reading material. The benefits of outsourcing content include receiving well-written material from proven writers. This very cost-effective solution also frees up employees to focus on core competencies.

What kind of content can you purchase?

Today’s readers are not interested in one-sided advertising; they want richer content. This means frequent updates on a variety of topics. A managed services provider can deliver almost any type of content a company seeks.
The types of content that organizations can easily outsource and distribute to web visitors include:

• Blog posts on a variety of topics
• Informational articles on best practices and shared tips in one’s industry
• White papers and e-books
• Miscellaneous website content

Content strategists who outsource content can buy a full solution and also pick what types of expert content they need.

Blog posts

Writing and posting regular blog posts can be time-consuming. It pulls employees away from other important tasks if there is no dedicated in-house staff to manage this task. A third party can provide posts for any topic desired. They can also report on any information about any recent awards received, highlight details on industry trends or provide industry forecasts.
Additionally, they can write general posts relating to topics clients would find of interest. A software security company might highlight malware trends or provide tips to customers on how to prevent data theft. A home improvement contracting company might want to share “how-to” information, do-it-yourself tips and annual maintenance schedules in addition to other useful information.

Informational articles

Sometimes businesses also want to share more detailed and/or research-based information with their customer base relating to their industry. Experienced writers in specific niches can do the research and present it in a user-friendly manner. Organizations that outsource content allow employees to focus on other important tasks.

White papers and e-books

White papers and e-books are also great ways to distribute authoritative information. As they can be very time-consuming, a managed services provider with a team of expert writers can help. They can create the information needed quickly and with limited client company involvement. Miscellaneous types of content, such as web page text or product descriptions, are other forms of content that a third party can also provide.
Essentially, creating a variety of content increases brand visibility and provides clients and customers with the information they seek (or valuable new information they may not know they want).
Tempesta Media is a managed services provider of expert custom content for agencies, website developers and PR firms that do not have the internal resources to do the work themselves. It has a network of more than 11,000 vetted professional writers who are knowledgeable in numerous industries. Tempesta Media can create any content you need to meet your marketing requirements. In addition to creating content, Tempesta Media provides services including strategy and topic development, SEO optimization and plagiarism protection. They can offer a high-quality solution at a cost that meets both your needs and your budget.
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.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

Get more information on what Tempesta Media can do for you.


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