Businesses can hire out for much these days. Anything that is online can be sent all over the world, manufacturing can be handled overseas, answering services across the country, social media by a boutique firm across town and your content marketing by a crowd of people on the web.
Hold up on that last one.
It’s true, we checked. While many marketers have previously been taught that content creation is something that should be done with a specific client in mind, in one singular voice (to establish brand identity) and likely by a dedicated few writers that can be called upon to adjust anything we’d like, it’s now possible to augment your flow of SEO-friendly articles to what amounts to a mechanical Turk.
While we’re sure the cost and time saving makes complete business sense, we have a hard time understanding why a business would treat their content marketing with such disregard for its quality. Not that we’re saying crowdsourcing doesn’t produce quality work, but how on point can a method like that be? Surely no one is interviewing your clients, talking to your industry experts or doing anything more than producing keyword-laden articles designed to trick Google.
But the term crowdsourcing may not mean getting articles from an army of writers in the cloud, it may mean tapping into already eager, likely willing and knowledgeable groups: colleagues and clients.
Just like social media should be spread out among all shareholders, we think content creation is a great way to keep relevant parties involved, show off customers in a new way and keep the interest of employees who’d appreciate seeing their name in a byline.
Writing for Google is smart, but engaging people already fans of your product/service is far smarter.
Who knows, maybe it will work so well you’ll be able to spend budget allotted for content creation somewhere else.