Content Marketing Institute’s B2B Content Marketing research found that nearly 70% of teams expect to do more with the same resources in 2022, which raises the question: How can content marketing teams, especially those with just one or two team members, create more content without any additional budget?
An initial step is to adopt marketing tools that streamline tasks and boost your efficiency, but that will only get you so far. In many cases, outside resources like marketing consultants, freelancers (or “stringers”), or support agencies are an ideal way to offset your growing list of to-dos.
To help you overcome the common challenges of outsourcing B2B content marketing tasks—like finding partners with the right topical expertise and who can understand and empathize with your audience, all in a cost-efficient manner—let’s explore how marketers can find and partner with outside help and why it’s the smart thing to do.
Why Should Marketing Teams Outsource Work?
Hiring external marketing support may seem counterintuitive as a more efficient use of your existing resources. However, outside expertise can provide lesser-known benefits that will drive lasting value for your brand.
The following are just a few reasons why marketing teams should outsource some of their work:
- Outside perspectives inspire innovation. You don’t know what you don’t know. An expert consultant can view your brand and marketing strategy from a neutral perspective, meaning they will likely spot room for improvement. This outside thinking could overcome your team’s mental roadblocks and uncover vital insights that will fast-track your success.
- Access to specialized resources and tools. Many agencies and consultants use tools that your team does not have access to. Instead of licensing a new marketing tool that your team will need only for a few projects, it is smart to partner with an agency or consultant with access to specialized tools.
- Better time management. By providing clear expectations and mutually agreeing on the scope and timeline of work with your marketing support, your team can better coordinate resources to meet your campaign deadlines (especially if you’re in a time crunch).
- Overworked teams lead to burnout and poor results. If your marketing team does not receive some support, they will likely need to work late hours or rush through tasks. This will detract from the quality of their work, despite their best efforts or intentions. Many of us have personally felt this fatigue or seen it happen. Strategic content marketing outsourcing means your team can focus on what matters, where they perform the best, and without the avoidable burnout of juggling too many things at once.
What B2B Content Marketing Tasks Are Smart to Outsource?
Before you race to offload your least-favorite work activities, remember that not every content marketing task should be outsourced.
The key to content marketing success is understanding where outside resources are most helpful and cost-efficient, balanced with your internal team’s skills and your business goals. This also involves understanding the best way to approach and manage your content marketing support (which we explore in the next section below).