Businesses across all industries are increasing their investments in technology, with much of the focus on digital content. The nature of creating and distributing communication materials has drastically changed over the past decade. The proliferation of mobile devices and rapid acceleration of the Internet of Things provides companies with more channels to connect with target audiences and improve engagement. And while the electronic environment presents a wide range of growth opportunities, it has also forced organizations to reconsider their approach to content marketing.
Digital publishing offers companies a way to distribute materials quicker and more affordably than traditional print processes. In addition, multimedia content provides businesses with a dynamic suite of features to choose from that can be customized, integrated and tailored to meet the specific needs and preferences of its customers.
These developments have quickly disrupted the market and organizations must be just as nimble in adopting them. As technological innovations advance and accumulate, the businesses that succeed and gain a cutting-edge over competitors are the ones that stay on top of industry shifts and adjust their operations accordingly.
However, this is much easier said than done.
Complex and challenging nature of digital content marketing
A survey conducted by Salesforce recently revealed that one of the biggest concerns for leading marketers today is creating unique and original content. Furthermore, the majority, or 77 percent, said that content marketing is a core component of business today. But it can't be done sporadically. The research also found that the top performing organizations created more quickly, with 80 percent publishing material multiple times a week.
Having to craft compelling content is time-consuming as is, especially in an increasingly crowded market that makes standing out harder. On top of that, organizations are encouraged to produce as much as possible, as often as possible. And it can't just be any run-of-the-mill type material, either.
Today, customer expectations are changing. Companies need to focus less on promotional materials and more on quality storytelling to engage and attract readers. Business 2 Community recently highlighted how many businesses are taking significant measures to enhance their marketing efforts. Some of the common strategies being used are:
- Incorporating images and multimedia elements
- Leveraging data aggregation and analysis
- Using robotic algorithms and automation tools
- Investing in technologies for smart and interactive content
Many organizations don't have the time, resources or know-how to effectively and efficiently handle all of the intensive processes that go into establishing a strong, innovative content strategy. And that's okay. As with any business function, rather than risk losing money and productivity, there are certain jobs that it makes more sense to outsource to a third-party vendor that are better equipped and more experienced in the field.
Benefits of outsourcing content creation
Business leaders today never lack a long list of tasks, obligations and requirements pulling them in a million different directions. Considering how essential digital content marketing is to a company's ultimate success, organizations simply can't afford to mishandle this component of operations. And there are many advantages to outsourcing that make it an ideal solution for firms.
"Businesses simply can't afford to mishandle digital content marketing."
For example, executives and employees will be able to focus on other critical aspects of the business, such as improved customer service. In addition, the third-party company will be able to handle all the technological aspects of content development, creation and management that need to be regularly monitored and maintained. It is difficult for many managers to navigate the world of IT if it is not a field they are well-versed in. Furthermore, hiring a full-time, in-house team of workers to handle these operations is often more costly than outsourcing would be.
Another benefit of partnering with an industry expert is that organizations can leverage custom content services that are designed and tailored to meet their specific needs, as well as the expectations of its customers.
Whether converting print documents and paper-based marketing materials into interactive digital content, making sure each piece is optimized for multichannel platforms and compliant with industry standards and regulations, or simply creating unique, quality multimedia content to attract consumers, it is extremely challenging for companies to handle every aspect of digital marketing. And, given the rapid pace at which technological innovations are being introduced, the market is only going to grow more complex. This is why it is likely that an increasing number of businesses will choose to outsource content needs.