As a business owner, outsourcing your content creation efforts can save you a lot of valuable time. Last week, in our post, 3 Signs It’s Time to Outsource Your Content Marketing, we explained that if your content marketing is on your back burner and/or it’s completely uninspired, the time is now to make a move. But, if you’re thinking about outsourcing your content creation, there are a few things you need to nail down first for success.
Outsourcing Your Content Creation? You Need These 4 Things First.
For your content agency to deliver copy that compels your audience to act, you first need to understand your brand, voice, tone and your audience. These four elements are critical to creating content that sparks action, thus converting website visitors into customers.
1. Your Brand
There are many aspects to your business brand. And it all comes down to these questions:
- What is it that you do?
- Why do you do it?
- How do you do it?
- What makes you different from your competitors?
By answering these questions, you’ll identify your unique services, your mission and values, and the special transformation only you can offer your customers.
It’s important to understand your brand to communicate it effectively to the agency you choose. With this information in hand, your content writers will be able to write content that fits your brand, building a connection between you and your audience.
2. Your Voice
Your business voice is your business personality. It’s completely unique to your business, creating the authenticity that your audience craves. For example, should your content be more formal or casual? Do you want to use slang in your content? Your voice helps differentiate you from the rest and is critical is writing copy that communicates your brand effectively.
3. Your Tone
Tone differs from voice in that it describes the emotions your content should conjure inside your audience. For example, will your content be sarcastic and witty? Will it be educational and inspiring? It’s important to use a tone that works with your specific audience—and that fits your brand naturally.
4. Your Audience
How can you write compelling content to an audience you know nothing about? Put simply: you can’t. You should create a customer avatar or buyer persona to identify your audience for clearer communication. Some questions you can ask when creating an avatar include:
- What is your audience looking for?
- What are they hoping to avoid by seeking out what you offer?
- What are their demographics (name, age, etc.)?
- What are their hobbies?
Confused About Content Outsourcing?
Professional copywriting agencies can take your audience, brand, voice, and tone and combine them to create copy that converts. But, you have to do the prep work. To learn more about content outsourcing or for answers to your questions, send us a message.