As a Chief Business Officer at a marketing agency laser-focused on the B2B Tech domain, business owners frequently query me: "Should I invest in outsourcing content marketing for my B2B Tech Business?". The answer, akin to most things in life, hinges on several factors. Your risk tolerance, budgetary constraints, and brand aspirations all play a crucial role in determining if content outsourcing is the optimal path forward.
It's undeniable that content outsourcing has become an increasingly popular strategy. Studies reveal that a staggering 84% of B2B marketers leverage outsourced content creation, while this figure dips to 55% for B2C counterparts. Such widespread adoption begs the question: what's driving this trend, and should you consider joining the bandwagon?
What is B2B Tech Marketing?
Before delving into the "why" behind outsourcing, let's establish a clear understanding of the landscape we're navigating. So, what exactly is B2B tech content marketing?
In B2B tech, content marketing refers to the strategic creation and distribution of valuable and relevant content specifically tailored to attract and engage a defined business audience. This content can encompass a diverse array of formats, including:
- Blog posts: Offering insights, industry trends, and thought leadership pieces.
- Ebooks: Providing in-depth guides and educational resources.
- Case studies: Highlighting successful customer implementations and illustrating the value proposition.
- White papers: Exploring complex topics and challenges faced by the target audience.
- Infographics: Presenting data and complex information in a visually compelling manner.
- Podcasts and webinars: Engaging audiences through interactive and informative sessions.
Check out content samples created by writers who have passed the HSV Digital test and one-on-one interviews here.
The core objective of B2B tech content marketing is to:
- Generate brand awareness: Establish your company as a thought leader and trusted resource within the tech landscape.
- Drive lead generation: Capturing potential customer interest and nurturing prospects through the sales funnel.
- Boost brand loyalty: Fostering stronger relationships with existing customers and encouraging brand advocacy.
- Position your expertise: Demonstrating your in-depth understanding of industry challenges and showcasing your solutions.
By consistently creating and disseminating high-quality content that resonates with your target audience, you can position your B2B tech brand for sustainable growth and success.
Why B2B Tech Companies are Embracing Outsourcing Content Marketing ?
While traditional marketing tactics like display advertising and influencer marketing focus on outbound engagement, content marketing is an inbound strategy that delivers long-term, sustainable traffic growth. However, reaping the full rewards of this approach requires consistent content creation, which can be time-consuming and resource-intensive. Building an in-house content team translates to substantial costs; the median salary of a content writer based out of the US is $41,405 - that’s just for one full-time writer. And it doesn’t cover office supplies and utility expenses.
This is where the concept of B2B Tech content outsourcing emerges as a compelling alternative for many businesses. Statistics from the Content Marketing Institute reveal that a staggering 57% of highly successful B2B content marketers leverage outsourcing, with 84% relying on contractors and agencies specifically for content creation.
But why exactly should B2B tech companies consider this approach?
In B2B Tech marketing, content reigns supreme. But crafting compelling narratives and driving meaningful engagement can be a daunting task. This is where partnering with a content marketplace emerges as a strategic move, offering a multitude of benefits that can elevate your marketing efforts to new heights.
1. Sharpening Your Focus for Success
Imagine a content marketing strategy that isn't merely an afterthought but a well-oiled machine. A content marketplace empowers you to achieve just that. By collaborating with seasoned professionals, you gain access to a clear roadmap aligned with your customer journey. They'll help you define specific goals, understand success metrics, and ensure each piece of content seamlessly contributes to your overall strategy. This meticulous approach ensures you maintain laser-sharp focus and prevents your grand vision from fading amidst daily operations.
2. Cost-Effectiveness: More Than Just Saving Money
While cost savings are a significant advantage, it's crucial to recognize the broader value proposition of outsourcing. Instead of incurring the fixed expenses associated with an in-house team, including salaries, benefits, equipment, and office space, you pay only for the services you require. This allows for greater flexibility and scalability, enabling you to adjust your content production based on your needs and budget.
Furthermore, outsourcing opens doors to a wider talent pool. Unlike relying solely on your own recruitment efforts, you gain access to a network of skilled professionals across diverse locations, ensuring access to specialized expertise and diverse perspectives.
3. Subject Matter Expertise
Complex tech concepts need to be communicated with engaging and informative concept that clearly articulates intricate specs and value propositions of products to your target audience across different channels.
Top content marketplaces house-seasoned writers with deep understanding of specific industries and technologies. For B2B tech companies, this translates to content that goes beyond basic functionality, delving into technical nuances and industry-specific challenges. This expertise equips them to create insightful and engaging content that resonates with your target audience.
The writers at HSV Digital’s content marketplace have passed the HSV Digital test and one-on-one interviews. They have been vetted and verified to make the top 1% of writers based on their expertise across level 200 tech knowledge. Check out the writers here.
4. Fresh Perspectives and Creativity
While in-house teams offer valuable brand knowledge, outsourcing injects fresh ideas and unique viewpoints. This can help you break out of formulaic content creation and develop innovative strategies that engage your audience in new ways. Additionally, many marketplace’s offer additional services such as SEO optimization, visual content creation, and proofreading, further enhancing the overall impact of your content marketing efforts.
5.Scalability and Adaptability
Full-service content marketplaces provide a comprehensive suite of services, encompassing strategy development, social media management, conversion optimization, and more. This integrated approach offers a cost-effective alternative to building an extensive in-house team, enabling you to scale your content marketing efforts strategically and adapt to evolving market dynamics.
Have a look at the services offered by HSV Digital’s Content Marketplace:
6. Accelerating Your Return on Investment:
In today's digital world, B2B content creation is a cornerstone of most marketing strategies. Up to 75% of startup marketing budgets are allocated to digital initiatives, highlighting the immense importance of maximizing your ROI. Working with a content marketplace offers a faster and more efficient path to success. You benefit from the expertise and proven track record of established specialists, minimizing the risks of trial and error. This translates into faster content creation, improved quality, and, ultimately, a higher return on investment for your B2B marketing efforts.
A Three-Step Guide to Outsourcing Content Creation
To supercharge your B2B tech content marketing with outsourcing, a strategic approach is crucial. Here's a three-step guide to pave the way for success:
1. Craft a Clear Roadmap: Define Your Content Strategy
The foundation of any successful content marketing initiative, internal or outsourced, lies in a well-defined strategy. This roadmap should encompass:
- Clearly defined goals: What are you aiming to achieve with your content? Is it brand awareness, lead generation, customer engagement, or a combination of these?
- Target audience insights: Who are you trying to reach? Understanding your ideal customer's pain points, needs, and online behavior is essential for crafting content that resonates.
- Content pillars and types: Identify the core themes and formats that will best serve your goals and engage your audience. Examples include blog posts, white papers, case studies, infographics, and social media content.
Having a documented content strategy serves as a compass for outsourced content creators, ensuring everyone is aligned towards achieving your goals.
2. Seek Expert Partners: Assess Content Capabilities
Once your content strategy is in place, it's time to find the right partner for success. When evaluating potential content creators,, focus on:
- Industry expertise: Do they possess a deep understanding of your specific B2B tech market and its nuances?
- Content portfolio: Request samples of their previous work in your industry or similar fields. Look for quality, clarity, and alignment with your brand voice and style.
- Collaborative approach: Do they offer a collaborative working style, ensuring open communication and ongoing feedback?
A strong content creation partner should be able to demonstrate not only their writing skills but also their ability to understand your unique needs and translate them into compelling content that drives results.
3. Foster Seamless Collaboration: Set Up Effective Communication Channels
Communication is key to a successful outsourcing relationship. Don't rely solely on email for communication. Embrace:
- Project management tools: Utilize platforms that allow for task assignments, progress tracking, and real-time communication through features like messaging and file sharing.
- Regular meetings: Schedule regular check-ins with your content providers to discuss progress, address concerns, and ensure alignment with your strategy.
We at HSV Digital offer closed-loop reporting with weekly/bi-weekly updates on progress and key insights. Have a look at our entire process:
Clear communication fosters a collaborative environment where both parties work efficiently towards achieving shared objectives.
By following these steps and embracing the power of strategic outsourcing, you can unlock new heights for your B2B tech content marketing, propelling your brand toward long-term success.
If this blog has left you reimagining your thoughts on content outsourcing - let’s schedule a call and discuss how we can work together to streamline your content efforts.
Check Out These Key Resources:
