When you outsource too much of your content creation, the main thing you risk losing is your personal connection to your customer.
- Your voice, tone, style is lost and you look and sound like everyone else in your industry. (this is also the reason why template industry sites and white-labeled content don't sit well with me.) Goodbye branding.
- Your expertise and views on industry standards is lost. When everyone says the same things in the same way as everyone else, no one is an expert in anything. Goodbye thought leadership.
- Your unique personal experiences are lost and buried where no one can connect with and learn from them. Goodbye social proof.
Connect with Customers through Content Marketing
Talk to a sales person and ask them if they have someone else develop the relationship with their prospects, or close them to new clients or customers. I'm pretty sure that no matter how good or bad of a sales person they are, they will look at you like you have 2 heads.
How would they be able to understand the personal challenges and needs of their prospects if they didn't personally ask:
- What they thought their problem was?
- Why it was a problem for them?
- How they wanted to solve it?
It would be like hiring someone to date your future wife for you. She's probably not going to be delighted with that.
But there isn't enough time in the day to do content marketing!
Ask a marketing person or business owner if they should outsource their content, and a common answer is yes, of course! Do you know how much time it takes to:
- Create original and educational and entertaining blog posts, videos, and social media interactions AND
- Compelling and actionable calls to action, landing pages and emails AND
- Ask qualifying questions in forms that help sales follow up in a personal and relevant way?