The outsourcing of content marketing is a good option for public affairs consulting firms.
As Marketing Insider Group details, B2B companies that blog at least 11 times per month receive 1.75 times more leads than those that blog 6 to 10 times per month – and 3.75 times more leads than those blogging once a week. The production of sophisticated public affairs content is often complex and time consuming, placing pressure on firms to maintain updated blogs (let alone maintaining industry-leading thought leadership platforms).
Good public affairs writers will produce content quickly
Topics of interest to discerning public affairs services clients are often sophisticated, therefore will often require the expertise of a specialist public affairs writer. Public affairs-focused writing (particularly writing that clients and other key audiences will find compelling) often takes time and subject matter familiarity to produce.
As Semrush Blog details, some content writers develop significant expertise in industry-specific content production – making it likely they will be capable of producing a high-volume of sophisticated subject matter specific content. This content is, therefore, ideal for outsourcing to a public affairs-focused writer and publisher with experience in support of public affairs marketing and business development.
Good public affairs writers do more than write
Good public affairs writers will also have experience in range of tasks associated with maintaining a lead-generating public affairs blog — including strategy, research, editing, publishing, calls to action — and social media promotion and engagement.
Outsourced public affairs writers are cost-effective
Because they are not full-time employees and will be working on a per-project basis, outsourcing to independent writers is likely to be cost efficient. And while a public affairs specialist marketing writer ad blogger is likely to cost more than a more generally qualified content writer, their knowledge of blogging in support of public affairs marketing will be worth the added expense in peace of mind and a more robust pipeline of new leads.
Law firms are already looking to outsource internal functions
As Thomson Reuters recently detailed, law firms (whose services are similar to those of public affairs and governmental relations firms) are “looking to increase efficiency, lower costs, and improve their value proposition to clients…[and are currently] exploring outsourcing of support staff roles as a key option.” Public affairs firms might, therefore, wish to emulate the legal services sector here.
Consider outsourcing public affairs content production
I help public affairs and governmental relations consulting firms produce, publish and promote written content in support of the marketing and business development functions. For more information, please contact me.