There’s no doubt, online content rocks! But creating it is another ball game.
Why? This is because on the internet, there are only two types of content: crappy content and EPIC FAIL. Crappy content is created with little to no research, poor grammar and is keyword stuffed. You can even smell the keywords from the article. EPIC FAIL on the other hand has much more time and work put into it. That’s why it’s epic in the first place.
So, as an entrepreneur who wants to create content that converts into traffic, subscribers or sales as the case may be, you need to know how to create content that rocks. But with the little time on your hands which should be invested wisely, you also need to know how to outsource that content and still get the same results or better as if you did it all by yourself.
But is outsourcing content all you need?
You need to know how to outsource content like a genius, to a team that produces nothing but results for you. So, here are 5 steps to outsource content with little to no effort from your part.
1. Know the Purpose and Create Targeted Content
When the purpose of something is not known, abuse is inevitable. And there’s a lot of online content that’s been abused. The first step to creating epic content is to know its purpose. You need to know the “why” of the content (that is, why are your creating it?) before even thinking about who you will outsource it to.
Online content is written for different purposes: clients, traffic, sales, engagement, etc. Content that’s created for engagement must always appear interesting and should speak the language of your audience.
Content written for traffic should be optimized with specific keywords and should be of high quality, especially if it is a guest post. Content written for clients and sales must subtly sell your services or products to the reader while still giving out maximum value. Your services or products would just be an option or a faster way to solve the problem you stated in the content. All this would help you have a clear Call-to-Action that converts.
Outsource it: Knowing the purpose of every piece of content you create is very important. This way, when giving your content team instructions, you’ll be able to make things easier by saying, “The purpose of this content is to attract potential clients to my services page. So, ensure you write in a tone that gives me authority and credibility.”
2. Know Your Audience and Streamline Your Language
Every industry has its language. If your audience is a bunch of tax consultants, mentioning words like tax, auditing, equity ratio, allocation, etc is acceptable. But please don’t use those words when writing for Work-At-Home moms.
You need to know exactly who your content is aiming. Once you know this, you’ll then need to speak or write in a way that they would understand. The aim of every piece of content is to get the message across in the simplest way possible. Don’t make things complicated for your readers by using technical language, all in the name of appearing professional.
Outsource it: Specify that you want the content to include the language used in a specific niche. This way, when giving your content team instructions, you can add that, “This content is written for people in the tax industry, precisely tax consultants. So ensure you use words that they use every day and that directly speak to them.”
3. Know Your Competition and Use Them as Leverage
Every business has competition and the goal is to not only be better than your competition, but to be different. Why is it important to know your competition? Well, this helps you and your content team know what qualifies as “quality content”. Here’s what I mean;
Communicating ideas with others can sometimes be hard because they may not understand what you qualify as a good result. What you need to do in this case is look for a quality piece of content created by your competitor that is worth emulating. This piece of content, which could be any of the different types of online content, must be the kind that you propose would bring the results you want.
The next step would then be to make yours’ different, using your competitor’s content as a benchmark. In other words, the quality of content you would create must not be less that of your competitor. This gives you some form of leverage for you because you’ll add something to yours’ different or better.
Outsource it: Do a little research to find content that’s extraordinary. It may not even be from your niche. This way, your content team would have a defined direction and know what you qualify as a good result when you add, “Use this guest post by company XYZ as reference for this content. Look at how it was crafted to suit their audience, the content structure, length and tone. I want you to create something like this but make it unique. Show that I offer solutions in a way that’s different from others.”
4. Use a Content Framework to Save Time and Effort
Every piece of content on the internet has the most basic form of a framework which is: Headline, Introduction, Body, Conclusion and Call- to-Action. However, if you want content that converts, you should go deeper than that and define each part of the framework.
After studying the content from your competitor, you would be able to outline the content framework used. You can easily do this by simply answering some specific questions such as, “What headline formula did he use?”, “Does the introduction include a story that outlines the problem or is it just engaging?”, “Is a pattern interrupt or cliffhanger used? If it was used, where?”, “How detailed are the sub points?,” “Is the conclusion actionable? If it isn’t, how can I make mine more actionable?,” “Did the Call-to-Action blend in with the content?”
Outsource it: Using a framework gives your content team a more detailed overview of how the content would be created. You can add to your instructions, “See how a story was crafted to show the problem that tax consultants face when auditing large firms. Ensure to include a pattern interrupt at the beginning of the body that hooks the reader to read the sub points afterwards. Although the conclusion was not actionable, make mine actionable so it takes the reader one step forward toward solving his problem.” Once the content is studied and a framework created, you can then assess it, make corrections and move to the next step.
5. Use a Draft That Leads To Smashing Finished Content
The purpose of drafts is to simply guide you on what to write. It also makes content creation super easy because it allows you to just “fill in the gap” when creating the final content.
As an example, let’s pick the basic framework one after the other.
After the headline, the introduction is the second most important part of an article. Miss it here and you won’t get readers to go through the rest of the content.
So, the best way to capture readers in the introduction is to appeal to their emotions. How?
1. Through stories.
2. By relating with their pain and giving them a solution.
Whichever one you choose, the main aim is to get the reader connected.
The draft could have an introduction like this:
State the pain associated with [subject of article].
Afterwards, your introduction should also contain the solution; the magic pill that the readers want. But you don’t just state this directly. Saying it like, “the following are 20 ways…..” can make the reader lose interest. The best way to say it is using the “Pattern Interrupt” if this is the way you want to go.
It’s in the body that you directly state what the reader is about to learn.
As for the points, you must have thought them up even before creating your draft. Also, every point comes with an explanation and an actionable give away. However this could differ depending on the content framework and kind of article.
1. [Point 1]
This is where we show the reader how to …..
Next, we give an actionable way the reader can implement [Point 1].
2. [Point 2]
We show the reader how…..
Next, we give an actionable way the reader can implement [Point 2].
[Point 1] and [Point 2] will actually be replaced by the actual points.
This is just assuming that we’ve 2 points in the article.
The Conclusion and Call to Action
Here, depending on the framework, you summarize everything you’ve discussed so far. But most importantly, you end the story that you started in the introduction. If your story, in the introduction, states the pain the reader faces and the solution you are providing, the conclusion would show how the reader’s life would turn out if he/she implements your points in the article. Remember, you are writing to appeal to the emotion of the reader, and not just their common sense.
Outsource it: Request for a draft from your content team. You can add something like this to your instruction, “After studying the content framework of the guest post, send me a draft of what you would include in the final content. This draft should give me a brief overview of just what you would write in each part of the article. Once I make any necessary corrections and approve this, you’ll be able to create the final piece faster.”
It’s almost impossible to receive crappy content after following these five steps. Outsourcing content has its headaches because not every team member can easily translate what you qualify as quality. Therefore, you need to give them something to work with.
By knowing your audience and creating a content framework that speaks to their needs, you’ll receive outsourced content that brings the results you want. The good thing is you don’t have to do the work yourself. This ultimately saves you time and gives you a better Return on Investment. Just ensure you outsource content to someone who can get the job done!