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Good To SEO | SEO BLOG- How to Outsource Product Marketing Content Effectively

  How to Outsource Product Marketing Content Effectively

 



First, yes, product marketing materials can be outsourced effectively. Many freelance contractors are able to understand your complex product and create the necessary materials — the collateral to enable sales — from whitepaper to help with revenue.


Wait, you say, why not just hire another product marketer?


Reason two: Outsourcing is cheaper, and it can produce more content. Most product marketers are pulled into many meetings and deliverables with engineering and product management that writing falls by the wayside. This frustrates demand generation and sales teams who are waiting for content.


A good product marketing contractor can focus on your content needs, and create great content, without interruptions that can upset homegrown product marketers. You just have to manage them effectively.



Read on for advice on how to work with contractors for mutually beneficial engagement.


Find a great marketing contractor


Most companies require product marketing writing expertise in at least three areas:


Expertise on their products (eg, cyber security or supply chain management)

Expertise on an industry (eg, healthcare or manufacturing)

Expertise on buying person (eg, IT / CIO or Marketing / CMO)

Consider which one of these is good-to-vs, then reach your network. LinkedIn is a great tool for searching for someone with a suitable experience, but it can be more effective to create a detailed post and ask your network to provide feedback. Tell them what you are looking for, and you will be surprised at the choices that will surface. You can also reach investors. Most of the investors in startups have a good network of rental experts who have helped them in the past.


Note that I have not mentioned independent sites or placement agencies. You can definitely try them, but in my experience, authors with a high level of expertise do not list themselves on those sites or with those agencies.


Give contract product marketers what they need to succeed



Before the completion of any work, contract product marketers need to understand your brand and your process, as well as who they will work with.

what do they need:


Brand Guidelines. Indicate any such issue, which will be rejected by the higher. Some companies are really sensitive about the use of fonts or contractions or serial (Oxford) commas.

Brand templates. Good writers will first design, and write a copy that fits their template, which saves loads of time in layout and review cycles.

Samples of what is good (or bad). Share your best and worst and explain what makes them good or bad. This will help authors to repeat mistakes that have already been made internally.

Introduction to designers and editors. Familiarize your writers with the internal resources they are working with, and allow them to have a level-setting conversation. Help them discuss better points for more successful interactions. For example, a designer may like the design notes given in a comment or highlighted in a particular color.

Use chat. If writers are invited to your team for quick discussion and changes, things will go more smoothly (and quickly).

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As assigned to each asset or project, give authors the context they need to write successfully:


Target audience. Writers need to know for whom they are writing their piece, and they must also understand what pain those individuals are feeling.

Purpose and promotion. Tell the authors how their property will be used, where they will live, and how they will be promoted so that they can understand the duration and purpose of their piece.

Access to subject-matter experts (SMEs). If SMEs are needed, ensure that the authors have a straight line for the appropriate people and that you have a purchase to interview them. SMEs tend to react more quickly to scheduled meetings with contractors rather than internal staff.

Outline and Reference Material. Your in-house SMEs should follow all the right social channels, blogs and publications to see the latest and greatest industry content. If there are references that must be used to develop content or be referenced in a piece, or if they can help to outline a piece, then you must supply that information to the author. This will save time and improve results.

Clear expectations. Conquer your expectations for each piece and process. Do you want to review an outline first? How long do you want the piece? Do you expect the author to come up with ideas for graphics? Everyone should clearly tell the writer before writing begins.

Invest in a long-term partnership


Historically, product marketing work has been contracted on a project basis - a single whitepaper or product launch, for example - which is not very effective, as each project requires a ramp-up time.


Plan for a long-term relationship in which the contract product marketing writer becomes a valuable extension of your team. To start a relationship well, you can do the following:


Give them a product demo.

Introduce your go-to-market strategy.

Explain ongoing campaigns and content hierarchy.

Let the author talk to salespersons and SMEs.

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You should train contract writers because you will be new employees, which means that you also need to spend time to provide feedback to help them improve and learn their style and preferences. If you can give them continuous work, then do so — help keep them happy and ensure that they are more readily available to meet your needs rather than being busy with other customers.


A great project for a new product marketing writer is a case study. Talking to third parties gives you the benefit of customers being more willing to speak the truth, and the author getting to hear the value of your product for the first time.


Create a simple way to manage deliverables


Many people do not like to manage contractors, but with a few simple tools the task can be incredibly easy.


The first tool is a basic spreadsheet. This should include tasks, target audience, due dates, status (including reviews / edits), document links, and comments. Make sure it's on and it's a shared document so that you and your writers can always see where things are.



 


 

Set clear deadlines and expectations, then ask your contractors to check in with a five-minute weekly call or weekly email. Contractors should report what work they did that week, how many hours they spent and what they planned for the next week.


Save their time


In-house products are more productive than marketers because of product marketing contractor meetings, but rather in the absence of it. Giving uninterrupted time to your product marketing writers to write is the key to achieving great results. Of course, you will need to have a few meetings to give the information that your writers need, but they do not need to attend internal meetings.


In addition, you are an expert on your company's operations and should ensure that content reviews are done, interviews are scheduled, and approval is complete. Trying to erase contractors through internal mobility is a recipe for failure.


Ask for their input


You are not perfect. Chances are that your contractors have worked with many marketing departments and seen the good, bad and ugly of marketing. To understand the point of view of an outsider how you are doing, do not miss this great opportunity on your process, your output, your website, etc. You can find lots of opportunities to improve.

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