One of the toughest decisions for budget-conscious marketers is when to hire an outsider to create marketing content, and when they can do the heavy lifting themselves. What they often overlook is whether they themselves understand what they want to say before bringing in outside help.
Marketers ask themselves if they have anyone on staff with both the subject matter expertise and writing ability? Does that person have time to write on top of their other work? And is writing a better use of their time than, say, selling or billing hours with clients? But a recent chat with Christophe Cremault, who heads up marketing for Radix, an innovative branding and marketing agency, gave me some new thinking on this question.
He pointed out there are two kinds of content sellers need.
The first is white papers, Webinars, podcasts, ebooks, etc. where you’ve already thought through the subject, knows what you want to say, and can explain it well enough that an outside wordsmith just needs to polish it up. Unless you already have a superb writer on staff, this is a slam dunk to outsource, and with the right writer you’ll get excellent, fast results.
The second case is where your content needs more work before you outsource it. Maybe you haven’t thought through the tough questions, such as “What is our real differentiation?” or “What is the real pain point we’re addressing?” Other times, especially in large global organizations (you know who you are) scattered sales and operational units haven’t yet agreed on messaging, or functional groups are too busy meeting client needs to provide background.
Based on recent experience, you’re not ready to hire a free-lance writer, editor, or Webinar host until you can answer these questions in ten words or less. (More than that and you haven’t clarified your own thinking enough.)
- The three messages we want to get across are __________, ________________, and ___________.
- The three things we do better than our competitors are _____________, ____________, and ___________.
- The target audience(s) for this piece is (are) ___________.
- The action we want readers to take after reading this is to ___________.
- The one person who will serve as single point of contact for the free-lancer, who has the authority to decide when the piece meets our needs, is _____________.
The better you can answer these questions before hiring an outside writer, the less time you’ll spend in messy clarification sessions, revising useless copy, and juggling production schedules due to delays. You’ll also be the type of good client that writers want to work with, which is important in a market where increasing demand is letting writers be pickier about assignments.
But most importantly, you’ll be spending your precious marketing dollars most efficiently, and getting great content out to your customers before your competitors.
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