How Tempesta Media can augment your in-house writing team

In business, some choices are mutually exclusive. Your company can be organized as a corporation or a limited liability partnership, not both. A business is either publically held or privately held; it can’t be both. However, when it comes to your content marketing efforts, your company doesn’t have to choose between using your in-house team and working with an outside expert.
Partnering with the right content marketing agency can complement and enhance the work of your existing marketing team, copywriters or PR firm. With a full-service partner, your company can increase lead generation, enhance your SEO, strengthen your brand’s reputation and improve the ROI of your content marketing. Here are several ways that your company can use a full-service content marketing agency, such as Tempesta Media, in conjunction with your current content creators.

Complement your marketing efforts

Tempesta Media works with your company to capture your brand’s unique voice. By augmenting your content marketing team with expert writers, your organization can produce expert content at scale and reach more potential customers.

  • Fresh perspectives: The best content uses compelling storytelling to speak directly to your audience. Whether your company markets to businesses or individual consumers, an outsider’s perspective can help refine your message. Our content marketing experts will apply their writing skills to position your brand as an industry leader.
  • Industry expertise: Just because someone is a good writer doesn’t mean they can write great articles about investment management, artificial intelligence or health care. Can your in-house team create content for all of the different verticals your company wants to cover? Tempesta Media’s writers are industry experts. We can even assemble multiple writing teams to create content for each vertical of your company.
  • Professional journalists: Is your company looking for ways to generate earned media? No one knows how to write an engaging story better than a journalist. Tempesta Media’s journalists create articles that are targeted to your audience and ready for publication. We can even help place your content on premium sites such as Forbes, Business Insider or Inc.
  • Established influencers: Did you know that almost 40% of consumers look to influencers — not celebrities — to make a purchase decision? Additionally, they are more likely to purchase a product that has been recommended by a non-celebrity blogger.
  • Expanded reach: There’s a limit to the amount of content a single writer can produce. On average, it takes an in-house marketing team member 1-2 hours to write one blog post. Writing longer or more complex articles often takes an entire workday. Since most marketers are responsible for an array of duties, they may not have the time to consistently write high-quality content. Partnering with Tempesta Media enables your company to expand its content marketing efforts at a much lower cost than hiring an in-house employee.
  • More types of content: Limited time often means that your company has to make choices about what content to create. Bringing on additional writers empowers you to reach your audience in a variety of different ways. If your existing team is focusing solely on blog posts, for example, Tempesta Media can create the case studies, white papers, and long-form articles that you need to position your company as a thought leader.

As a full-service content marketing firm, Tempesta Media offers more than just great writers. Leverage professional tools and services

As a full-service content marketing firm, Tempesta Media offers more than just great writers. Clients also benefit from a wide range of services and tools designed to span the entire content creation process from brainstorming concepts through publication.

  • Editorial calendar and strategy: Developing a content marketing strategy helps your company make the most of its time and budget. As research demonstrates that brands which have a defined content strategy outperform those that do not, your company needs a plan to create content that will deliver the best ROI. Tempesta Media’s editorial calendars serve as the roadmap for your content strategy. Our team will research what is trending in your industry, gaps in your own and competitors’ content, and content marketing best practices to create a calendar of detailed topic outlines. Once you approve the topics, our team will order each topic as scheduled. With Tempesta Media, it’s that easy to create high-quality content on a consistent basis.
  • Content marketing platform: Tempesta Media’s clients have unlimited access to our proprietary content marketing platform, Article Document, and its technology. Our intuitive, easy-to-use platform makes it simple to order, review, and publish your content in one place.
  • Professional editing: Reviewing content can be time-consuming. While a professional editor averages four to eight pages per hour, inexperienced reviewers typically take longer and miss greater errors. At Tempesta Media, each piece of content is edited by a team of professional in-house editors before you even take the first look. Our team can also provide deep-dive editing services to anything drafted by your in-house team.
  • Competitor analysis: With Tempesta Media’s competitor analysis, our team will conduct a comprehensive review of your chosen competitors and identify patterns and gaps within their content strategy. After highlighting their weaknesses, we recommend strategies you can utilize to gain a competitive advantage. This report provides valuable insights into your competitor’s social media and content marketing channels; enabling you to develop a more robust content strategy.
  • SEO optimization: All content created by Tempesta Media includes SEO optimization. To ensure your content is ready for publication, we check for keyword density, readability and proper HTML headings and formatting. Each piece is delivered with a targeted meta title and meta description to help it rank well in a keyword search.
  • Versioning and segmentation: Your writer team will customize content for the specific audience or vertical that your organization is targeting. Our voice profile ensures that the writing style and tone match your audience’s unique interests, preferences and pain points. While 75 percent of all ideas are only used for one piece of content, versioning enables your company to generate a larger return on that initial investment. We can take your existing content and rewrite it to resonate with a new audience.
  • Interviews: Tempesta Media can interview current customers or industry experts to demonstrate your company’s “proof of success”, and further support case studies, white papers, a series of blog articles, or other detailed content. This approach combines the knowledge of a subject matter expert with the skill and convenience of a professional content team.

Ensure peace of mind

In addition to creating and polishing expert content, Tempesta Media gives our clients confidence in their content marketing operation. We work to ensure that every piece we write or edit meets our high standards.

  • Plagiarism screening: Would you know if someone on your writing team was passing off another writer’s work as their own? Plagiarism poses a serious threat to an organization’s reputation and financial stability. If your content is found to be unoriginal, your company could face legal action. Tempesta Media screens all content for plagiarism before it is delivered to our clients.
  • Turnover protection: Only 59 percent of employees have been with their present employer for 3 years or more, and turnover is especially high among younger workers. Tempesta Media provides insurance that your company will always have a stable solution for content creation. If one of your employees were to suddenly leave, by partnering with Tempesta Media, your content marketing won’t miss a beat.

Expand your team

Our clients consider Tempesta Media an extension of their marketing team or entire copywriting department. With our expert writers, guidance, specialized tools, and full-service approach, we make publishing high-quality content simple. Call us or schedule a time to discuss how Tempesta Media can help your team create expert content at scale.

Need help?

If you have a content marketing program or are planning one, download our e-book “100 Mistakes Businesses Make When Starting, Optimizing and Scaling Content Marketing Programs.”
This e-book 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.

9 helpful ways to evaluate a marketing vendor

There are so many different marketing technologies and vendors in the market, making a decision can be really daunting. The time it takes to evaluate each option can also be time consuming. Marketing technology or your marketing stack is important to ensure your marketing campaigns can execute effectively.
Start with these questions to evaluate a potential vendor for your marketing initiatives:

What do you wish to achieve with this new marketing solution?

It is critical to identify a problem before it can be solved. Knowing your specific problem will help you narrow your search for a marketing vendor. Select the vendor with core capabilities that can address the problem you’d like to solve.

What is the timeframe for the setup?

Time is money. It is important that you’re fully aware of how much time will be spent during the onboarding process. Determine the timeframe for training, kick-off calls, discovery calls and all campaign development.

Who will be involved during the onboarding process?

First, check the credentials of who will be guiding you through the crucial onboarding period of the partnership. Second, have your new partner specify the number of people they need from your organization and the skills these people need to have. Identify point persons from the vendor and your internal team so that you know who to speak with for updates.

How is support handled?

It is essential that you get a guarantee of quick and complete support and resources even after the initial training process is done. Getting used to the new system is still part of the onboarding process.

Will there be someone to help you get on boarded properly? Is there effective support and resources to answer your questions quickly?

What do the case studies say?

Take some time to learn about specific use cases. Online marketing services are still relatively new. Experience or the number of years that a company has been in business should not be the only consideration.

How much are the initial fees?

Make sure all the vendor’s fees are stipulated in your contract and the included services specified. It is not unheard of for companies to suddenly spring fees after the initial payment has been discussed. Be meticulous at this point.

If you are looking into larger packages or subscriptions, these setup fees can often times be negotiated.

How is pricing structured?

Ask about pricing structures, payment schedules and how payment should be submitted. Negotiate according to these aspects and according to your budget.

Is there a trial period?

A vendor that offers a trial period or monthly plans is confident in their services. During this time, review and play around with the technology to find out if it is user-friendly and efficient.

How will you evaluate the success of the new vendor?

Finally, make sure you identify beforehand the criteria to determine if the new marketing vendor is what you need to step up your business. These are unique components that only you can determine. It would be best that these factors be time-bound and be based on other tangible factors. This will make the results easy to interpret.

To learn more about what Tempesta Media’s content marketing solution can provide, schedule a call with our team.

Finding a content marketing firm: the difference between a marketplace and a managed service

People often throw around the buzz words “managed service” and “marketplace”. But what are the key traits that define both options? And what do they mean?
As you evaluate and optimize your marketing stack – or the marketing platforms used for different aspects of your marketing programs, considerations should be made around the type of investment and partnership you need. Content marketing as an industry has grown exponentially and there are different types of vendors and partnerships available.

Content Marketing Marketplaces – quick on boarding with a lot of work up front

Pros of working with a market place:
  • Easy to get started: Marketplaces make it easy to get started, offer ultimate flexibility with pricing, but require you to do most of the work. What do I mean by this?
  • Low commitment: With a marketplace, you can easily order one blog at a time or start with one project rather than making any long term commitment.
Cons of working with a market place:
  • You need to find and vet the writers yourself: Think about how long it takes to find a new employee and go through the interview process. Even after all the interviewing, that employee might not be able to deliver. Recruiting and sorting through writer resumes is more time consuming than most people realize and you might end up falling for common freelance writer traps. These freelance writer traps include ghosting, plagiarism, and poor turnaround time.
  • Additional services won’t be included. For example, any editing, SEO optimization account management, support, and more will be an additional fee. You also won’t be able to have consistency with your voice or your writing team. Expertise can be questionable as many times writers do not go through a stringent vetting process.
  • Can’t access the best writers: The best writers are in high demand and prefer to work with long standing partners than hunt for one assignment at a time. If you are only committing to one article, you’ll only have the chance to work with writers who are willing to succumb to learning a brand new company’s voice and style preferences.
  • No guarantee on the writing quality: There is typically a limit on the amount of revisions that you can order and if you are disappointed in the writing, it is typically money down the drain.

Content Marketing Managed Services – better quality, more time saved and a longer partnership commitment

Pros of working with a managed service:
  • All inclusive service: In regards to content marketing specifically, our managed content marketing service includes SEO optimization, unlimited revisions, editing, plagiarism screening, use of the platform, and an account manager who is available by phone and email. You aren’t charged for each individual aspect, which actually saves you more money than if you were to work with a market place who structures their pricing based on each element of the content development process.
  • Humans are there to support you every step of the way. Your account managers proactively manage your account.
  • Consistent team of writers who have real world experience: Your writing team is consistent and includes writers who have real world experience in your industry. The idea with a managed service is that you will save more time and the quality is much higher.
  • Set a schedule designed for long term content marketing results: We set up your partnership at the beginning so that you don’t have to do the heavy lifting. Once we lock in your nuances, it is easy to scale content marketing without sacrificing quality.
  • Commitment to quality: We stand by the content we provide by offering unlimited revisions, editing every piece of content to save you time in the long run, and making sure that the writing is geared towards your reader.
Cons of working with a managed service:
  • Both parties need skin in the game to get started: Because of the initial investment up front to establish a positive long term partnership, both parties need to invest in the partnership. From the client perspective, that means that they pay for the initial start up and commit to a kick off call and review of the content. From the content writing service, this means that they put in the resources to truly optimize and lock in the goals up front.
  • First piece of content can take approximately 2 weeks for delivery: The initial onboarding includes a kick off call, writer team optimization and editorial calendar development. After the kick off call it is typically around 2 weeks until you get your hands on the first article. It is a little slower than a market place, however, in the long run, you save all the time it would take to go from vendor to vendor, restarting the process over and over again. With Tempesta Media, your onboarding has a valuable impact on the long term nature of the partnership.

Find a blog writing service that works for your needs

There are many different considerations that come into play, but ultimately, each business has goals they are trying to achieve. If you are extremely limited on budget and are willing to sacrifice quality, a market place might be a good option. If you are ready to truly invest in your content marketing program, learn more about Tempesta Media’s managed service content solution.

Be a successful marketer when politics aren't on your side

It seems like wherever we turn, Americans are fast with an increasingly factious political environment. What was once confined to the halls of the capital has quickly made its way to main street USA. With political upheaval brings economic uncertainty. This is especially true for businesses.
Businesses need a stable economic, tax and political environment to thrive. Absent these three keys, companies have no choice but to take a more conservative and cautious approach to their business. This is especially true with marketing.
Recent gaffs such as Gillette men’s razor blade commercials are proof positive that marketers need to approach their target audiences with an abundance of caution. What’s a CMO to do?
Fortunately, there are a couple of actions that marketers can take today to ensure that they have the budget and flexibility needed as the political environment iterates further.

Use content outsourcing to turn your fixed costs into variable costs

For most marketing departments, the two largest budgetary components are staff costs and media spend. While it is easier and more enjoyable to manage staff who are full-time and who sit right next to you (at least in most instances!), it can be dreadful having to deliver pink slips.
“At one of my previous companies, I headed up marketing,” commented Michael Marchese, Tempesta Media’s CEO. “It was the autumn of 2000, at the height of the dot com bubble. It felt like the sky was the limit. We were hiring like mad. I had over two dozen full-time staff within my department. A couple of months later, the bubble burst. My department ultimately was cut from 24 to 4 employees, including myself. Even worse, our newly downsized team ended up taking on responsibilities of two other departments, who were completely eliminated. If I had to do it over, I would have been much more cautious in my hiring and outsourced more of the work to vendors.”
Before you go ahead and hire the next FTW (full-time employee), think twice. If 80%+ of the work can be done outside the company, outsource it. Don’t even hesitate. Just do it. What your marketing department loses in cost or productivity will be more than made up for in budgetary flexibility.

Lock in annual contracts or not

For companies that do outsource, there are a few approaches that you can take with how you structure the contract. If your marketing budget is going to get cut, give yourself flexibility by securing subscriptions that renew on a monthly or quarterly basis.
If you are trying to lock in cost savings or fear that inflation is upon us (US inflation rates have been creeping upward), your best bet is to lock in your rates now with either an annual or multi-annual contract. Marketers can save 10% or more by locking in long-range contracts. As an example, Tempesta Media offers discounts on annual contracts.
For the content marketing industry, freelance writer pay rates have been increasing at an annualized rate of over 20% for the past 12 months.  Eventually, those cost increases are going to flow through to you.

Stress test your contingency plan

By nature, most marketers are optimistic people. They tend to look to the bright side because their jobs require them to constantly be promoting their companies.
Sometimes that optimism can be a marketer’s worst enemy. More often than not, marketers can end up putting their departments in a difficult and comfortable position because they believed their own marketing spin.To save yourself potential future pain of suffering, make sure you develop a contingency plan and budget for the unlikely event that something does not go right.
At Tempesta Media, all managers are required to submit both their draft annual operating budget along with an accompanying contingency plan. That contingency plan is based on two scenarios: one where the company falls 20% short of its annual objectives and the other where the company ends up more than 20% ahead of its annual objectives. Managers are forced to think through in advance what would happen if their budgets were cut by 20% to 40% or conversely increased.
While planning for the upside is immeasurably easier and more enjoyable, contingency planning for a potential downside is a sobering exercise. Managers quickly see how a downside environment, political or otherwise, can impact their department. It brings to the forefront the difficult decisions that they might face. That reality helps them to better adjust their draft annual operating budgets to take into account potential planned contingencies.
For marketers in 2019, it’s no longer good enough to just meet your numbers. Because of the environment we all face today, marketers have to plan their departments for an uncertain environment. Outsourcing, contract strategy and contingency planning are all critical tools that marketers should not overlook within their toolbox.

Marketing ideas during difficult political times like a government shutdown

It seems like wherever we turn, Americans are fast with an increasingly factious political environment.  What was once confined to the halls of the capital has quickly made its way to main street USA.  With political upheaval brings economic uncertainty.  This is especially true for businesses.
Businesses need a stable economic, tax and political environment to thrive.  When these three keys are absent, companies have no choice but to take a more conservative and cautious approach to their business.  This is especially true with marketing.
Recent gaffs like Gillette’s mens razor blade commercials are proof positive that marketers need to approach their target audiences with an abundance of caution.  What’s a CMO to do?
Fortunately, there are a couple of actions that marketers can take today to ensure that they have the budget and flexibility needed as the political environment iterates further.

Use content outsourcing to turn your fixed costs into variable costs

For most marketing departments, the two largest budgetary components are staff costs and media spend.  While it is easier and more enjoyable to manage staff, who are full-time and who sit right next to you (at least in most instances!), it can be dreadful having to deliver pink slips.
“At one of my previous companies, I headed up marketing”, commented Michael Marchese, Tempesta Media’s CEO. “It was the autumn of 2000, at the height of the dot com bubble.  It felt like the sky was the limit.  We were hiring like mad.  I had over two dozen full-time staff within my department.  A couple of months later, the bubble burst.  My department ultimately was cut and I went from managed 24 people to 3. Even worse, our newly downsized team ended up taking on responsibilities of two other departments, who were completely eliminated.  If I had to do it over, I would have been much more cautious in my hiring and outsourced more of the work to vendors.”
Before you go ahead and hire the next FTW (full-time employee), think twice.  If 80%+ of the work can be done outside the company, outsource it.  Don’t even hesitate.  Just do it.  What your marketing department loses in cost or productivity will be more than made up for in budgetary flexibility.

Lock in annual contracts or not

If your company does outsource, there are two approaches that you can take with how you structure the contract.  If you feel that your marketing budget is going to get cut, give yourself flexibility by securing subscriptions that renew on a monthly or quarterly basis.
If you are trying to lock in cost savings or fear that inflation is upon us (US inflation rates have been creeping upward), your best bet is to lock in your rates now with either an annual or multi-annual contract.  Marketers can save 10% or more by locking in long-range contracts.  As an example, Tempesta Media offers discounts on annual contracts.
For the content marketing industry, freelance writer pay rates have been increasing at an annualized rate of over 20%, for the past 12 months.  Eventually, those cost increases are going to flow through to you.

Stress test your contingency plan

Most marketers, by nature, are optimistic people.  They tend to look to the bright side.  Why?  Because their jobs require them to constantly be promoting their companies.
Sometimes that optimism can be a marketer’s worst enemy.  More often than not, marketers can end up putting their departments in a difficult and comfortable position, because they believed their own marketing spin.
To save yourself potential future pain of suffering, make sure you develop a contingency plan and budget for the unlikely event that something does not go right.
At Tempesta Media, all managers are required to submit both their draft annual operating budget along with an accompanying contingency plan.  That contingency plan is based on two scenarios: one where the company falls 20% short of its annual objectives; the other where the company ends up more than 20% ahead of its annual objectives.  Managers are forced to think through in advance what would happen if their budgets were cut by 20% – 40%, or conversely increased.
While planning for the upside is immeasurably easier and more enjoyable.  Contingency planning for a potential downside is a sobering exercise.
Very quickly managers see how a downside environment, political or otherwise, can impact their department.  It brings to the forefront the difficult decisions that they might face.  That reality helps them better adjust their draft annual operating budgets to take into account potential planned contingencies.
For marketers in 2019, it’s no longer good enough to just meet your numbers.  Because of the environment we all face today, marketers have to plan their departments for an uncertain environment.  Outsourcing, contract strategy and contingency planning are all critical tools that marketers should not overlook within their toolbox.

How to effectively outsource content creation

Bill Gates wrote back in 1996 that “content is king.” A company’s content reflects on their credibility. If their content is lacking, whether it is a poorly written blog post, inattention to popular social media outlets or a website that is a bit behind the times, it leaves a poor impression with potential consumers.
Due to the importance of having excellent, on-brand content, many companies try to retain control of their content for as long as possible. This arrangement is not always viable long term, though. Marketing teams can become overwhelmed, or team members may not have the expertise needed to create in-depth, expert content. Small, growing companies may not be able to afford a dedicated, full-time content marketer.
A practical solution for many companies is to outsource content creation. This allows companies to focus on other critical aspects of their businesses while still having an active online presence. For companies to decide whether outsourcing is right for them, there are some triggers that point to when it is time to outsource content marketing as well as what aspects of content creation might be best to keep in-house. As a company moves forward with outsourcing, there are strategies that are important to incorporate to maximize the value they get while minimizing the time they spend on it.

How to know it is time to outsource content creation

When it comes to content marketing, there is a lot to juggle. For example, more than 40 percent of marketers found a customer on LinkedIn, while more than 50 percent of marketers have found a customer using Facebook.
A company needs to be present in a lot of spaces with multiple types of content that are relevant to each audience. Although it is tempting to hold on to each aspect of a company’s message, there are some signs that point to when it is time to outsource content creation. Some common triggers are:

  • An overwhelmed marketing staff. The responsibilities of a marketing team are nearly endless, including developing digital marketing strategies, handling public relations, planning events to promote the company or brand, going to trade shows and more. Crafting expert content that speaks to its intended audience is a time-consuming task that requires attention and research.
  • A timesensitive need to drive revenue. If the company is launching a new product or has seasonal product offerings, there may be a higher need for content over a shorter, six- to eight-month time frame to help generate leads.
  • Content creation is taking up too much time. If there are staff members that are spending all their time on content creation at the expense of other responsibilities, it might be time to outsource.
  • Their content is ineffective. The current content the company is using is not bringing in consistent, measurable results.
  • There are more than 1,000 experts available in their industry. If there are a lot of people with expertise in an industry, it makes it more likely that the company will be able to find an expert who can craft relevant content quickly.
  • No one has expertise in writing or content creation. Content marketing is more than just the words on the page. There needs to be a strategy behind the content, which requires expertise.
  • Running out of ideas and inspiration for content. If coming up with something unique and interesting to write about is becoming a chore, it might be time to get some assistance.
  • Missed deadlines. If the current content marketing team is unable to keep up with the need for fresh content or the time between each content asset delivery is getting longer and longer, it is a sign that some help is needed.
  • No engagement. If the content that is being published is not getting any clicks or comments, it might be time for a fresh strategy from an outside source.

Deciding what to outsource

Outsourcing content creation is not an all or nothing proposition. Companies can, and should, pick and choose what aspects of content marketing should be kept in-house and which can benefit from a fresh pair of eyes.
For example, the more complex the content asset is, the more likely it is to be better served by keeping it in-house. Long-form blog posts with images, videos and quotes may be better served by an in-house marketing team. If the content is highly specialized and required in-depth industry knowledge, it may also be better served by an in-house team.
A company should also consider its strengths when contemplating outsourcing. For example, if they have a strong graphic designer, for example, it would make sense to keep that aspect of content creation in-house while outsourcing other aspects of the content creation process.
Website content is also most effectively created by an in-house team. A company’s website is often the first contact someone has with their company, so the content needs to be carefully crafted and on brand. An in-house team will know the company best and know what needs to be conveyed to their audience.
Not all long-form content needs to be kept in-house. White papers and thought leadership pieces lend themselves to being outsourced as they lend themselves to creativity. As long as the content marketing partner understands the goals and message required of the piece, an outside resource can craft an effective and memorable piece that reflects well on the company’s brand.
Some aspects of the content creation process that lend themselves to outsourcing include:

  • Ideation, which can be done in coordination with an in-house team that is familiar with customer questions and pain points.
  • Research, which can be time-consuming.
  • Deciding on content format, which includes differentiating between website content and other types of content.
  • Structuring content, including outlining pieces.
  • Content creation, which includes writing content with marketing strategies in mind.
  • Revision by stakeholders, which can be minimized by setting up a comprehensive profile with the outsourcing partner and reduces endless back-and-forth emails. An outsourcing partner can ensure revisions are completed quickly and to specifications.
  • Refinement of the content creation process, which includes utilizing an outsourcing partner’s technological tools to streamline your content creation process.

Maximizing outsourcing while minimizing time

Outsourcing content creation might seem time-consuming at first. Time invested in building a relationship with a content marketing partner will pay off over the long run. Some strategies for making the most of outsourcing include:

  • Having a comprehensive content strategy. If there is not a content strategy already in place, an outsourcing partner can work with the company to develop one.
  • Take the time to find a great outsourcing solution, and then stick with it. Since outsourcing is time intensive at the beginning, switching from company to company can take up precious time. Look for a good company that offers writers with industry expertise and that will build a solid, consistent team of writers to work on the content. Even if the company content is very niche, a great outsourcing partner will find a writer that can undertake the research needed to create expert content.
  • Set clear expectations. Communicate the voice and tone needed for content, the audience whom the content is intended to reach and the goals for the content. The clearer the expectations and instructions are for the writer, the more likely it is that the content will meet expectations.
  • Provide background information. This is particularly important for niche industries. Provide the outsourcing company with relevant examples and resources for research, interviews that have been completed and what key points should be included in the content.
  • Communicate. Dedicate a point person to work with the outsourcing partner and stay in touch throughout the process.
  • Expect revisions. Editing is an essential part of the writing process. If the first draft is not perfect, provide detailed notes on what needs to be improved.
  • Coordinate with stakeholders. Know exactly who the stakeholders are for each piece and ensure they have the opportunity to review and sign off on relevant content pieces.
  • Measure and communicate performance. Decide on what key performance indicators are important and measure those regularly. Communicate the results to the outsourcing company so they can improve content moving forward.

Outsourcing content creation can relieve stress, save time and ensure that your message gets across to consumers. Tempesta Media is a full-service, cost-effective partner who can help your business grow. Their unique process ensures that you get the content you need when you need it. Contact us today to find out how we can maximize your time and content marketing efforts.

How to create more content with an understaffed marketing team

For people who wear many hats on a small marketing team, content marketing might sound like a scary term. After all, to do it well, it’s important to be able to produce high-quality content on a consistent basis. If you’re serving multiple marketing functions, that feat might feel impossible.

Luckily, successful content marketing with a small team is possible.

It’s also a necessity: Content marketing helps you reach the customers in most need of your product or service. By reaching leads through quality content that speaks to them – NOT to your brand – you are empowering them to choose your brand.

Sometimes they choose you right away. Sometimes they choose you six months later. Still, they choose YOU.

The struggle is real

Unfortunately, small marketing teams sometimes struggle to do content marketing well. That’s often because:

  • There isn’t enough time in the day to keep up with the volume of high-quality content needed to make an impact.
  • Due to limited budgets, recruiting top content marketing talent is tough in an increasingly competitive job market.
  • C-level executives or supervisors do not understand the value of content marketing.

The key is to develop a content marketing strategy that delivers results without overtaxing your staff, or your budget. I’m here to tell you it can be done – but not before you realize and accept this one thing:

It’s not about you. It’s not about how great your company is, how much money it’s brought in, or how many people currently do business with you.

It’s about your customers. What are their pain points? What do they need? How is your company in a unique position to address those needs and pain points?

Once you can honestly and effectively answer those questions, you are well on your way to content marketing success.

It can be done

Other companies are answering those questions, and seeing excellent ROI as a result. For example – Frontline Education’s content marketing strategy accounted for 32 percent of its new business. AARP’s content marketing program, featuring “AARP – The Magazine,” is read religiously by more than half its members.

If your staff is small, don’t worry – you can still achieve results like this! Your approach will require a little creativity, but it can be done. Here are some ways to make it happen:

Focus on quality

If you’re keeping a laser focus on your customers, this part will be a lot easier. Constantly gather and analyze the information your customers are giving you through their interactions with your company.

  • What kinds of question do they ask when they take the time to call or email?
  • Are they leaving you mediocre reviews?
  • Are you seeing a trend in online conversations surrounding your company?

If your content consistently addresses the very topics your customers care about, your content will be found online by the right people, who will then visit your website and turn into leads.

Hire an intern

According to this Hubspot study, companies that publish 16 or more blog posts per month get more than triple the traffic of those that only publish up to four times per month. But … 16 posts a month? We don’t blame you if that sounds impossible.

Still, one post per week to help drive traffic to your website is better than nothing.

Hiring an intern is a cost-efficient way to help the staff keep up with content demand while keeping costs down. Many talented, up-and-coming people who need the experience will likely jump at the chance!

One challenge that utilizing an intern to generate content is that the intern likely won’t have the technical or industry expertise to create content that appeals to your target audience.

Collaborate across departments

If you’re starved for content ideas, you need to enlist the help of other departments that regularly interact with customers, or the data they provide.

Connect regularly with your sales department by setting up a way for them to share the customer pain points they hear about most. Companies use collaborative software to jot down pain points and ideas about potential blog articles. This feedback can be used to develop high quality blog articles, eGuides, and case studies to fuel your content marketing program.

The major obstacle utilizing different departments to fuel your content marketing program is that actually getting a sales rep or someone on the executive team to sit down and write can be like pulling teeth.

Outsource content creation to a reliable partner

… but don’t outsource to just anyone. Lower quality content providers without industry expertise will end up costing you more time and money with rewriting and editing alone.

Instead, consider a content provider like us. Tempesta Media’s team of industry and subject matter experts can deliver high-quality, on-budget content tailored to your customers’ needs.

Think of Tempesta Media as an extension of your marketing team or an entire copywriting department for your organization. Writers with industry expertise, Voice Profile style guides, and guaranteed turnaround times ensure that the writing quality is high and the process is easy.

We can help you execute a consistent, top-quality content marketing strategy that turns leads into new customers. Give us a call to get started or schedule a time on our calendars to chat.

Why Tempesta Media is the answer to your content marketing headaches

Content marketing is an effective way for businesses to establish credibility, build trust and drive visitors to their websites. Tempesta Media has developed content marketing solutions for every type of business. Whether a company is implementing a content strategy for this first time or is looking to optimize their content marketing program, a partnership with Tempesta Media provides companies with high quality content in order to scale easily.

Tempesta Media – an all-inclusive content marketing company

  • Writers with real-world experience and expertise – Tempesta Media writers have worked in the industries that they write about, and are qualified to provide credible content.
  • Unlimited revisions – There are no limits to the number of revisions clients can demand to meet their content needs.
  • Editing – Every single article is edited by Tempesta Media’s professional in-house editing team to ensure that the content matches the client’s voice, fulfills assignment guidelines, and is well-written.
  • Voice Profile – The “voice” of a business refers to the communication style of its content. Tempesta Media writers will match a company’s voice to maintain brand consistency. Writers adhere to such guidelines in order to fulfill content goals.
  • Personal account manager – An account manager is assigned to each client to ensure a constant exchange of information. The account manager is like your content marketing quarterback, optimizing your voice and writing team.
  • Plagiarism screening – Content is screened to ensure that it is not duplicated or unoriginal. This saves your company from a potential lawsuit.
  • SEO meta descriptions and keywords – Writers are trained to include meta descriptions and keywords that are relevant to the content. All content is optimized for SEO.
  • Unlimited use of platform – Clients can use Tempesta Media’s proprietary content marketing platform and its technology for free. The platform is intuitive and easy to use. Finally, an all-inclusive content solution that can help you scale high-quality content.

Why other content marketing companies fall short when it comes to providing the quality you need

The problem with most content marketing companies is that they hardly ever deliver what they promised. Some of the typical reasons why people have bad experiences with other content marketing companies:

  • Writers of varying quality – The writing quality varies from good to poor. The reason is that many companies hire freelance writers without vetting their qualifications. This often means that clients must request more revisions, and are lucky if those revisions are up to standard.
  • Writers lack industry expertise – Many content writing companies hire one-size-fits-all writers who have no experience with specific industries. In this example, a legal expert could writing content for a medical device company. If your company is in a niche industry, it will be nearly impossible to get content that truly engages your specialized target audience.
  • No voice profiles – Without understanding a client’s voice, it is impossible to create appropriate content for a target audience.
  • Additional costs for editing and customer support – Many of these companies charge extra for revisions to content and editing, and require premier memberships for customer support. Think of this as the Spirit airlines of content marketing – you think you’ve secured a deal until you realize all the hidden costs that come into play.
  • Not based in the U.S. – Some content writing companies are based overseas, which means English is not their first language. This will cause many communication problems and also affects content quality.

Unlike Tempesta Media, other content providers lack an easy-to-use technology platform and don’t provide clients with a personalized account manager who assures quality control, customer service satisfaction and consistent content delivery.

The problem with hiring freelance content writers

Opting for a content writing solution that includes a heavy reliance on freelancers is a losing proposition because many freelance writers are:

  • Unreliable – What happens when a freelance writer decides not to deliver an article? Or becomes unresponsive?
  • Poor time managers – Clients will spend a lot of time managing freelance writers to ensure they deliver content that adheres to an editorial calendar. It is nearly impossible to receive a guaranteed turnaround from freelance writers as they typically juggle many other clients and priorities.
  • Lacking in editing skills – Freelance writers often lack the editing skills necessary to make revisions to content. Freelance writers don’t come with a full-service editing department to review content, which means that you could be responsible for the editing – a task that can be time-consuming.
  • More likely to plagiarize – Writers who are not vetted often “borrow” content ideas and phrases from professionals, which leave clients vulnerable to plagiarism accusations, and a loss of credibility in their industry. In fact, a study found that plagiarized content on the internet increased from 25 percent in 2009 to 44 percent in 2011.

The importance of a content strategy for the future

Content marketing is here to stay, which means the best providers in the industry also help their clients develop a content strategy for the future.
Tempesta Media provides clients with a content strategy that includes:

  • Creating a target audience – Who will consume the content and why?
  • Determining best formats – Which type of content most effectively communicates a client’s culture and vision? Is it short blog pieces, long-form articles, white papers, e-guides or video tutorials?
  • Determining publishing channels – What social media platforms are most appropriate for the content? For example, image-driven content like short-form videos and photos are ideal for Instagram, which has more than 800 million monthly active users and 8 million Instagram Business profiles. More telling, 25 percent of Instagram ads are single videos, and engagement levels are the highest for videos that are 30 seconds or shorter. The Tempesta content team understands how to create the appropriate content for social media platforms based on the marketing needs of each client.
  • Content management plan – What is the content publishing schedule, and how will businesses analyze return on investment?

The importance of making a wise choice

Content marketing is a key driver of business success. It is important to choose a content marketing company that uses professional writers who deliver outstanding content on time, and will not consider a job completed until it meets a client’s needs.

How outsourcing content can make you a rock star

In the technology industry, developing the right service is a lot like being in a rock band and finally catching your big break. You’ve done the market research, studied your customers and listened to their pain points. Now, you are confident you have developed one of the best services possible for your niche in the technology industry. With the right timing and marketing, your business is poised to increase significantly. You are convinced you’ve got a hit.
Is your marketing department ready? Does “the band” have the chops to go the distance?
When industry changes happen in the blink of an eye, your marketing team needs enough agility to respond. They must be able to tailor content marketing efforts to each situation, and remain nimble enough to respond quickly to consumer demands.
Your marketing team needs to:

  • Create content that resonates with your audience.
  • Optimize that content for search.
  • Strategically distribute content for maximum visibility.
  • Drive quality leads to your website.

Can your marketing department do all of that alone – and as quickly as the marketplace demands, for a reasonable cost?
If not, that’s OK. You’re in the same boat with a lot of other businesses. Here’s your solution: To remain as agile as possible, outsource your content.
“But wait!” you might be thinking. “How could a bunch of strangers help my marketing efforts stay agile?”
Very valid question. Lead singers probably ask a similar question when they’re asked to work with session musicians.
The feeling of apprehension is completely understandable. After all, no one knows your business the way your employees do, and no outside agency can fully comprehend the intimate day-to-day details of your organization. BUT – that level of intimacy also has its disadvantages:
Internal bias. When you REALLY love your company, your writing can become too promotional, which limits its value. An unbiased content creator is better at identifying challenges and opportunities in this regard.
Fixed headcount. Do you have the budget flexibility to bring on lots of new employees for seasonal efforts, then cut them loose when it’s over? Not many companies in the technology industry do. That means when a big effort is underway, you can only move as quickly as the number of people on staff you have helping out.
Time wasted on recruitment training. If you insist on bringing on new employees, you’re going to spend a lot of time and money trying to find them. When you do find them, you’ll then need to spend time training them.
Lacking skills. Does your marketing team include specialists with deep knowledge of SEO or web copywriting? Does anyone on your team know what common sense marketing is? If not, they will need to brush up on these skills first, which further delays the speed and quality of your efforts.
A better solution is to work with an outside agency that at the very least can supplement your team’s efforts and help your team collaborate on content smarter and more efficiently. Here are the advantages to outsourcing content:
Implement quickly. If you do everything in-house, you will save money, but your employees will need time to bring themselves up to speed on content marketing best practices and develop targeted content. With help from an agency, you can hit the ground running more quickly.
Spend money wisely. As previously stated, doing everything in-house will save money, but not long term. If you need to ramp up your content marketing in a hurry, it will cost more to hire in-house, then bring employees up to speed.
Create more content without headcount. With the flexibility of an agency, you can follow the ebb and flow of the tech industry without having to hire new team members, or lay them off when a big campaign is over.
Experiment wisely. An agency can try different content marketing methods on an experimental basis to help your business find what works and take advantage of the right trends. Further, the agency’s expertise will ensure you spend time and money on the right cutting-edge trends.

So how much should you spend?

How much you spend with an agency will depend on where your business is on the content marketing spectrum. Are you just getting your feet wet, or are you an old pro at implementing content marketing best practices across your organization, then measuring the results? An external agency can tailor its offerings to where you are on the content marketing spectrum and deliver measurable results for your money.
Outsourcing content to an agency doesn’t replace or undermine your employees. In fact, working with the right “session musicians” actually helps your “band” become the rock stars they truly are! Whether you’re just dipping your toe into content marketing waters or need help to keep an already sophisticated program more agile, the independent expertise of an agency offers the edge you need to remain agile.

The hidden costs of in-house content marketing

Before the internet, a marketing manager could reach a customer in one of three ways: paid advertising, direct mail or telemarketing. With content marketing (or “inbound marketing”), a company can bypass faceless intermediaries, instead building relationships directly with its customers.

This method is proving to be a profitable investment. Inbound marketing generates 54 percent more leads than a traditional marketing funnel. But what is the best way to construct a content marketing strategy? Is it more profitable and efficient to produce content in-house or to hire a content marketing agency?

In-House Marketing

Best practices for setting up an effective content marketing strategy do not include foisting content marketing duties onto an already busy marketing team. A typical marketing staff member creates an 800-word blog post in approximately five hours. If that writer produces two blog posts per week, he or she is taking 10 hours a week away from his or her other duties. This blog development time includes the topic research, writing, and content strategy.

Once the content is created, a separate person must review it for writing quality and consistency with the voice of the brand. Typically, there are two to three rounds of revision and editing, each taking an additional 1-2 hours of the marketing staff member’s time.

Some companies choose a hybrid model, outsourcing the initial content creation, then taking care of edits, revisions and formatting in-house. Hiring a freelance writer will cost about $80 per 800-word blog post. But that outlay does not cut much of the work; once the content is submitted to in-house staff, the real work begins.

A marketing manager should typically expect three to four rounds of editing at a cost of $25 to $50 per round. From there, one article can take two to three hours of management approval time. Once the content is edited, it must be given meta titles and descriptions and converted to HTML. That means one – or several – employees will be taking time away from their work on the vision and mission of the company to spend time on something that is not their strength.

A third, equally suboptimal option is hiring a dedicated full-time content marketing staff. A content marketing team needs at least four key people: a writer, an editor, an inbound marketer and a community manager. Combined salaries for these four employees averages about $221,000 per year, not including a benefits package.

Content-Marketing Agency

Professionals at content marketing agencies do not just generate and format content for you. They can also help create a content marketing strategy, generate topics, and quickly produce content that professional editors have reviewed and revised. Outsourcing content creation comes with several ancillary benefits as well. A marketing manager can:

  • Quickly scale his or her business up or down
  • Use the expertise of other writers and content marketers to gain more leads
  • Speed up turnaround time

Tempesta Media, a full-service content marketing agency, thoroughly vets its writers for content expertise and writing quality. Great content begins with the writers, and the writers here rarely produce writing that requires revisions. Tempesta’s rigorous screening means that content requires 90 percent fewer revisions than the industry average.

When work is commissioned from Tempesta Media, the marketing manager fills out a Voice Profile Questionnaire. The Voice Profile communicates how to produce work that is consistent with the tone of the client’s brand, ensuring that the resulting product will align seamlessly with the rest of the client’s presence.

Simple billing

Tempesta Media keeps billing simple, with monthly and annual content packages. The price of the content is based on a fixed per-word price that includes writing, editing, unlimited revisions, SEO optimization, use of the platform and plagiarism screening. Easily order content within the platform and the price of the article is deducted from your content package balance. Each article is turned around in 5 business days. All told, Tempesta Media produces quality content for as much as 80 percent less than the cost of in-house production.

One of the main benefits of outsourcing content marketing is the agility it offers. A company can easily scale its content creation up or down depending on need without hiring or firing full-time employees. There is no personnel gap if someone leaves the company or is out sick. Cients can adjust the amount of content they order on a weekly basis.

When a company outsources its content marketing department, it saves other resources as well. When employers outsource, they free themselves from the requirement of fulfilling HR needs, employee benefits or office space. Another major headache avoided is having to become an expert in content creation on top of being an expert in their own sector.

Conclusion

Content marketing is a powerful tool that generates more leads for a fraction of the cost of traditional marketing. But treating it as an afterthought or failing to create a comprehensive strategy will inevitably result in failure.

Instead, it should be planned and executed by professionals who know which strategies are effective and which are not. A company like Tempesta Media can provide a full-service content and social media solution for a company looking to benefit from inbound marketing. Contact a Tempesta Media representative today to get a quote for your content marketing plans. You may find that outsourcing content creation is not just a great solution – it’s the best one.

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