How to Effectively Outsource Product Marketing Content

First of all, yes, product marketing content can be effectively outsourced. Many freelancers can understand their complex products and create essential content, from white papers to sales guarantees, to generate income.

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

Two reasons: outsourcing is cheaper and can yield more content. Most product marketers are attracted to so many meetings and accomplishments with product engineering and management that writing is overlooked. Frustrate the demand and the sales teams that await the content.

A good product marketing contractor can focus on your content needs and create spectacular content, without the disruptions that plague internal product marketers. You just need to manage this effectively.

Find a good marketing contractor

Most companies require stationery products in at least one of three areas:

  1. Experience with your products (for example, cyber security or supply chain management)
  2. Experience in an industry (for example, Healthcare or Manufacturing)
  3. Experience in purchasing a person (for example, IT / CIO or Marketing / CMO)

Think about obligations and laws and contact your network. LinkedIn is an excellent tool for finding someone with the right experience, but it can be more effective to create a detailed post and ask your network for answers. Tell them what you’re looking for and you’ll be surprised at the possibilities you’ll find. You can also contact investors. Most early-stage investors have a good network of experts who have helped them in the past.

Note that I did not mention any website or freelance publisher. You can certainly try, but in my experience, writers with a higher skill level don’t write on these sites or agencies.

Give marketers what they need to succeed

Before completing any work, contract product marketers need to understand their brand and process, as well as whom they will work with.

What they need:

  • Commercial guidelines. Indicates all issues rejected by superiors. Some companies are very sensitive to resources or the reduction of the use of serial commas (Oxford).
  • Brand models. Good writers will put design first and write texts that fit their model, saving a lot of time in the layout and review cycles.
  • Examples of what is good (or bad). Share the best and the worst and explain what makes them good or bad. This will help writers to repeat mistakes that have already been made internally.
  • Offers for designers and editors. Introduce your editors to the internal resources they will work with and discuss how to set the levels. Help them discuss the key points for more effective interactions. For example, a designer may prefer to include design notes in a comment or highlight them with a specific color.
  • Chat access. It’s smoother (and faster) when writers are invited to chat with their team for a quick discussion and change.

Provide writers with the context they need to write successfully when assigning each resource or project:

  • Receivers. Writers need to know whom they are writing the article for and also understand the pain that person is going through.
  • Purpose and promotion. Tell authors how their resources will be used, where they will reside, and how they will be promoted so that they understand the duration and purpose of their work.
  • Access to subject matter experts (SMEs). If SMBs are needed, make sure that the writers have a direct line to the right path and you should be interviewed. SMEs tend to respond more quickly and frequently by having meetings scheduled with contractors than with in-house employees.
  • Draw and consult the content. Your small and medium-sized internal companies must follow the correct social channels, blogs, and publications to see the best and latest content in the industry. If there are references to be used to develop the content or to be cited in a play, or if they can help to define a play, provide this information to the author. This saves time and improves the result.
  • Clear expectations. Communicate your expectations to everyone

Provide writers with the context they need to write successfully when assigning each resource or project:

  • Receivers. Writers need to know whom they are writing the article for and also understand the pain that person is going through.
  • Purpose and promotion. Tell authors how their resources will be used, where they will reside, and how they will be promoted so that they understand the duration and purpose of their work.
  • Access to subject matter experts (SMEs). If SMBs are needed, make sure that the writers have a direct line to the right path and you should be interviewed. SMEs tend to respond more quickly and frequently by having meetings scheduled with contractors than with in-house employees.
  • Draw and consult the content. Your small and medium-sized internal companies must follow the correct social channels, blogs, and publications to see the best and latest content in the industry. If there are references to be used to develop the content or to be cited in a play, or if they can help to define a play, provide this information to the author. This saves time and improves the result.
  • Clear expectations. Communicate your expectations for each part and process. Would you like to evaluate a concept first? How long do you want it to last? Do you expect writers to have ideas for images? All of this must be communicated clearly to the author before starting to write.

Invest in a long-term partnership

Historically, product marketing work was contracted on a project basis – a single white paper or product launch, for example – which is not very effective because each project requires an acceleration time.

Plan a long-term relationship where the contract product merchant becomes a valuable extension of your team. To get the relationship off to a good start, here’s what you can do:

  • Give them a product demo.
  • Present your marketing strategy.
  • Explain the execution of the campaign and the content hierarchy.
  • Ask the author to speak with suppliers and SMEs.

You need to train contract writers as you would new employees, which means that you also need to take the time to help them improve and provide feedback to help them learn their style and preferences. If you can resolve them consistently, do so to keep them happy and more willing to meet your needs, rather than dealing with other customers.

An important project for a new product marketing writer is a case study. You get the advantage that customers are more willing, to tell the truth when talking to third parties and that the author has the advantage of hearing the value of your product first hand.

Create an easy way to manage your results

Few people like contractors, but with a few simple tools, the task can be incredibly easy.

The first tool is a simple spreadsheet. This should include activities, audience, due date, status (including revisions/changes), document links, and comments. Make sure it’s up to date and is a shared document so that you and your writers can always see where things are.

Protect your time

Product marketing contractors are more productive than internal marketers due to meetings, or rather, the lack of them. Giving product marketing writers uninterrupted time to write is the key to good results. Of course, you need to hold meetings to convey the information that your writers need, but they don’t need to be involved in internal team meetings.

Also, you are your company’s operations specialist and must ensure that content is evaluated, interviews set up and approvals completed. Getting contractors to go through internal dynamics is a recipe for failure.

Ask for their opinion

You are not perfect. Your contractors probably worked with many marketing departments and saw the good, the bad, and the bad in marketing. Don’t miss this great opportunity to have a stranger’s opinion of who you are: your process, your production, your website, etc. There are many opportunities to make improvements.