The Benefits of High-Quality, Native English Content: Consistency Drives Your Brand Forward

The quality of a brand’s content can mean the difference between success and insignificance in the business to business (B2B) market. Content marketing has been shown to increase business success rates, and assists in growing brand awareness, encouraging audience engagement, and increasing sales.

However, it requires a deeper understanding of the relationship between quality content and audience response in order for a content marketing program to achieve success.

Why Creating Consistent Content is Valuable

Being consistent in brand messaging can contribute to the growth and success of any business. Understanding how best to portray a brand, and being consistent in that portrayal, ensures greater brand recognition and reliance.

The same can be said of content marketing. A brand’s content needs to be unique and identifiable in voice, style, and pitch. Consider easily recognisable jingles, and how successfully they are remembered and relied upon. Content consistency creates credibility and trust, strengthening reliability and building brand reputation. Inconsistent content can create a reputation of being unreliable and untrustworthy. A recent study by TechiPedia found that consistent brands are worth 20% more than competitors who aren’t consistent.

While research has shown the benefits of consistency in content creation, it can be difficult for a business to maintain consistency when scaling a campaign. For example, if a brand publishes content written by multiple content writers, how would they be able to ensure a consistent voice throughout all of the content? This is where content scoring can assist.

Content Scoring

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Conventional content metrics, such as page reviews, unique views, and social media traction can be reliable in determining audience size, distribution strategy, and SEO spend, however, they may struggle to indicate how quality can impact audience engagement. It can be argued, therefore, that consistent, high-quality, and engaging content impacts audience decision-making more than any other technique, because it takes into consideration audience interaction. It requires a holistic view of quality performance metrics to determine whether content marketing is providing good ROI. One particularly beneficial method used to assess quality is content scoring.

Content scoring is used to accurately assess and quantify the potential of content by monitoring how individual content pieces perform in the generation and conversion of leads. Content scoring, therefore, assists marketers to determine which type of content is more likely to generate and convert leads, which ultimately indicates which piece should be used. Content scoring is a reliable way to determine “engagement potential” before a piece is published, which saves time, effort, and money.

Why Content Scoring Is Crucial to Content Development

According to MarketingMag, content marketing is projected to be a $300 billion industry by 2019. Furthermore, content marketing accounts, on average, for 29% of B2B marketing budgets. As businesses continue to increase their content marketing budget, it is important to start incorporating content scoring metrics into your marketing campaign. Here are a few reasons as to how content scoring can help:

Increased audience retention.

High quality content can be a business asset. With the ability to create a positive experience for potential customers, it can aid in convincing them to return for further engagement, and potentially increase sales. It can be used to capture audience attention, and further drive brand recognition and trust. By using content scoring to measure content against your target audience, the content has a higher chance of capturing potential customers. Ultimately, content scoring helps to develop more engaging content to build a new audience, and retain the current one.

Improve content quality.

By improving the quality of your content, you can boost the success of your content marketing campaigns. The quality of your content is relative to your audience’s needs, so by understanding what your audience needs, you can offer more personalised content, which will better appeal to your intended market. Content improvement can be a gradual process, which requires consistent reevaluation with changes in audience response. This will help to improve on elements that matter most to your audience, thus making the engagement process more targeted to individuals. Content scoring can help to give a better understanding of your audience, how your content influences them, and how specific language use promotes action.

Better social media traction.

Content scoring can help businesses to address any potential shortfalls in their social media traction. Having followers does not automatically result in content that trends. Creating higher quality content that appeals to audiences can assist in getting it to trend, thus broadening its reach. In order to do this, you need to understand what your audience wants to see, and how they will engage with the content you intend to release. Social media traction is imperative to business success, as it widens your potential market and increases brand recognition.

How to Score Your Content

Content scoring helps to keep the marketing process objective, ensuring that content creators do not become despondent or uninspired. It gives these creators a formula to follow in order to create more engaging content.

To assist in scoring your content, we recommend using HubSpot tools. Here is how:

  • Establish scoring criteria – establish a base for your engagement metric that incorporates the greatest content impact. For example, pageviews or reshares.

  • Create a HubSpot campaign – After establishing the important metric, create a HubSpot campaign and include the successful content that meets your metric requirements. For example, if you decide that 1,000 pageviews is high performing, include all the content assets that meet this criteria.

  • Monitor content performance – Keep track of how well each new piece of content performs. As it meets your established criteria, include it to your marketing campaign. Continue to add content in order to build a sample of what high-performing content looks like.

  • Establish what works – Once your high-performing content is established, you can use it to better evaluate what makes your content perform. Patterns can be established within the content, which can then be replicated.

  • Follow the Recipe – Use the scoring process to establish a recipe for content success. If it needs to be changed later on, you can use content scoring to establish what is and isn’t working.

While these steps are rudimentary, they can assist in better understanding how content scoring can benefit your business. Automated tools, such as Atomic AI can help to make scoring more effective and efficient, by scoring content in more granular patterns.

Content Scoring is the Way to Go

Content scoring is an effective tool for businesses to use in order to keep their content consistent. Consistent content drives brand success, and increases customer reliance and conversion. By better understanding customer needs and expectations, your business will be able to better provide for their specific wants, thus cornering the market.

By using the tried-and-true recipe established by your content scoring, you have the potential to keep your brand moving forward, and remaining relevant in an ever changing market.

Why Business Blog Content is Important

Attention spans are shortening.

People are getting lazier.

Social media seems to be the only thing people have time for these days.

The popularity of visual content is growing by the second.

And it seems like your feed is filled with memes rather than a good read.

So, is blogging still as relevant as it used to be?

Should you, quite honestly, give a crap about keeping your blog going?


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Your Audience Needs to Be Able to Find You Wherever, Whenever

The digital ecosystem is constantly expanding. As a result, consumers’ expectations are growing daily too. Your audience wants to be able to interact with you on whatever channel they choose, at whatever time suits them. So, while they might encounter you on social media first, they’re probably going to head on over to your website at some point too.

Your blog is where they’ll go digging for more information. It’s where they’ll decide whether you know what you’re talking about or not. If your last post was added yonks ago, they’ll assume you no longer care enough to a) deliver value and b) maintain your image. Think of your blog as the pageant queen of your website. If you don’t keep adding hairspray, she’s going to start looking pretty disshevelled.

We live in an era where consumers tend to do a little extra research when they need to make a large or long term purchase. Your audience probably doesn’t make these decisions lightly, so you’d better have something good for them to read through when they need it.

Partner with influencers and guest bloggers if you have the chance. It helps to give your content more clout and makes your brand seem more relevant. After all, if other people are willing to invest time in your blog, you must be doing something right.

Your Social Media is a Hungry Beast and it Needs Food

At this point, you need to realise that your blog and social media efforts are way more than mere roommates. They don’t simply co-exist. Your social media feed is hungry for good content, and there’s no better place to source something your audience can sink their teeth into than your own blog.

Spend some time coming up with seriously juicy blog posts – including images and video whenever possible. Then take what you’ve created and split it into easily digestible, bite-sized pieces that you can roll out on social media. Fresh content keeps your audience interested. And if they want to spend some time scrolling through something longer, they’ll know your blog is the place to go.

Blogs Are the Key to Value Transactions

When typing up your new blog posts, you need to realise that there’s a value exchange happening between you and your audience. Readers are exchanging their time (and their “share buttons”) for quality content. Whether your blog is informative, educational, emotional, uplifting, or inspirational, you need to give people a reason to keep reading.

Your Blog Supports Your SEO Strategy

You’ve heard this before. In fact, you’ve probably heard it a hundred times. Your blog exists not only to provide value to your website’s visitors but also to feed the SEO machine. Solid blogging with sound keywords can help your business rank incredibly well from an SEO standpoint.

Now, this doesn’t mean that you should start keyword stuffing indiscriminately. That would make your content unreadable. Ain’t nobody got time for that. If your content pleases your readers, it’ll please the Google gods too.

You Can Involve Your Audience in the Story-Telling Process

People love a good story. We’re all emotional beings, after all. Well, most of us, anyway. And nothing makes a story better than being IN IT.

Use your social media to encourage interaction from your audience. Whether you’re conducting a survey, running a “best photo comp” or whether you’re asking people to share their experiences, chances are at least a few people will bite. Use their stories on your blog. Feature them. Tag them. Make them feel important. They’ll share your content for sure.

By the next time you ask for social interaction, you’ll probably notice more people on board. Lather, rinse, repeat.

This Time, Peer Pressure Counts

Everyone’s doing it. The blogging bandwagon is a big one. Your competitors are probably out there blogging up a storm. Can you really afford not to do the same?

The key here is to be better in some way. Stand out. Take a refreshing stance.

Are your competitors only blogging about their products/services? Show your audience that you care more about providing valuable information.

Are your competitors blogging up a serious snooze fest? Dig deep and provide something a edgier.

Blog away folks. Blog away good.

Using Repurposed Content Multiply Your Reach

It’s a fact of our modern lives that there isn’t enough time to do the things that we want to do. If you’re a business owner, the temptation is to work more in your business as opposed to on your business. This is because doing the work yourself is more ‘comfortable’ than teaching other people how to do it, and trusting them to do it well. You know how to do the work and are practiced in it. Being the boss is a new kettle of fish and it’s going to take time for you to learn how to manage your workflows and marketing correctly while, at the same time, getting the work done.

You Can’t Neglect Your Marketing

One thing that is fatal to the success of any business is thinking that you can neglect your marketing. This is because if people see that your business is no longer saying anything, they’ll assume that the company has gone under.  Lauran Donovan had this to say about the importance of social media: “Facebook Advertising offers an array of features to target precise groups of people—including your competitors’ customers. It’s possible to target ads toward people who search for specific keywords or who visit specific websites (such as your competitors’ sites). Your competition may be trying to poach your audience through targeted messaging.

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If you’re the owner of a business that is just getting going, chances are excellent that you are wearing multiple hats – such as employee, finance, HR and CEO. The thought of adding another one – CMO – may make you feel like you’re going to spiral out of control.

Before you decide that you’re going to pack up because you can’t cope any longer, there are two things that you need to know:

1. Effectively marketing your business doesn’t mean that you need to be pushing out three articles a day and twice as many social media posts on your chosen platforms. If you’re a one-man-(or woman)-show, it’s impossible to generate this amount of new content daily.

This means that you need to be strategic about the content that you generate and you also need to be truthful – to yourself – about the time that you have to dedicate to marketing. For example, if you can only realistically spend one hour a week on getting your company’s messaging out there, make the most of this hour that you can.

One type of handy tool that can assist you with maintaining your social media presence is social media automation tools like  Hootsuite and Buffer. If we were to take the example in the previous paragraph of only being able to spend an hour per week on marketing, use that hour to set up posts for the next week – using Hootsuite – that will go off when you schedule them. In this way, you’re maximising your time and getting the best possible marketing ROI.


2. Google penalises you if it sees that you have poor quality content on your website. By ‘poor quality’ we’re referring to content that is full of grammatical errors and typos and is copied – word for word – from another website.

This means that the content that you generate for your website and other online platforms need to be original, well-thought-out and meticulously checked. This type of content takes time to create – time that you, as an entrepreneur, probably don’t have.

The solution to this may not necessarily be that you have to forgo sleep to be able to write these articles. The answer to having fresh content on your site – while still maintaining quality – is content repurposing.

What is content repurposing?

Hubspot offers the following, very useful, example to illustrate what content repurposing is:

 “When you repurpose a piece of content … you’re doing one of two things (or both): changing the format of the content, and/or changing the target audience for the content. Examples of changing the format include turning a series of blog posts into an ebook, or taking important content from a webinar and placing it in an easy-to-consume infographic. Examples of changing the content for the audience might include starting with an ebook originally intended for, say, SMBs, and restructuring/rewording it to apply to a new business type.”

Repurposing a piece of content is not just about publishing a piece of content on a different platform or adding more content into that particular piece. It’s about taking that piece of content and transforming it for a different audience and/or into a different format.

For example, if you have a blog post that is doing exceptionally well, you could:

  • Create a PowerPoint presentation from it and upload this onto Slideshare. Celebrated digital marketer, Neil Patel, says that over 80% of Slideshare’s 70 million visitors who come to the site monthly are directed from targeted search. This means that using this platform offers an excellent opportunity to raise brand awareness.
  • From this same blog post, you could extract information to make an infographic and submit this to Instagram and Pinterest.
  • You could also write a video script from the blog post, turn it into a video and put it onto YouTube. This social media platform is well-known as the second-largest ‘search engine’ next to Google – so having a presence here is vital for your business to be found online.
  • You could rip the audio from your video and create a podcast which you could also submit to YouTube. Instead of uploading a video, you’ll choose a background image for your audio and upload it.

There are a lot more ways in which you can repurpose the content on your site. This takes the pressure off you and ensures that your marketing remains up to date while not eating into your time unnecessarily.

Is Content Repurposing a Good Idea?

The question of whether or not to repurpose content has surfaced, and resurfaced (pun intended), a number of times in the digital sphere. The biggest concern lies in the fear that little to no initiative or originality  goes into repurposing old content. According to Chris Brogan, marketing genius and author, the act of content repurposing is a sign of laziness.

A quick history leading up to content repurposing

At first glance, it doesn’t inspire much dialogue. In unpacking the grandiose act of repurposing old content, it is best to establish the proper meaning of the term.

Let’s go back in time. To be more precise, let’s go to 28 September, 1928.

It’s a cold Friday morning in London. Alexander Fleming, scientist extraordinaire, is busy cleaning out petri dishes he had been using to test the effects of bacteria on. However, in cleaning his work station, he finds a spot of mold growth, around which there is no evidence of bacteria.

This was the birth of penicillin. Eventually it would become a range of antibacterial drugs, and a metaphorical pot of gold for pharmaceutical companies the world over.


Fast forward to 1954 and we find the interesting story of Teflon. Back in 1938, Roy Plunkett made an accidental discovery when he cut open a canister of tetrafluoroethylene, only to find that the gas had reacted with the iron in the canister’s shell and created polymerized polytetrafluoroethylene. While DuPont laboratories knew this waxy, water-repellent, non-stick substance had to be useful, it wasn’t until the wife of French engineer, Marc Grégoire, asked her husband to coat her cookware with this amazing PTFE that it’s true use had been discovered.

While the Kellogg-brothers observed that wheat off-cuts and leftovers would lead to corn flakes, naval engineer Richard T. James, found that the springs used to stabilize sensitive maritime equipment made a fun toy, which was eventually called the Slinky.

For those who dislike history, you can read on from here.

What exactly is content repurposing?

The accidental discoveries mentioned above, are prime examples of the most basic repurposing of material. They may not have been intentional, but each discovery was still finding a new purpose for something which previously had an entirely different purpose, or had been rendered purposeless. So, in bringing it back to the technological age, where well-written evergreen content suddenly has value, you have to be able to spot an opportunity.

I completely agree that punting old, unaltered content, does not show much inventiveness, or even resourcefulness. While Ted Rubin, a leading social marketing strategist, believes that “if your content is good, you should be able to ride it until the wheels come off,” I am sure he didn’t mean basic repeating of content.

In the manufacturing world, repurposing means that an item had undergone some change, or had at least been removed from a completed product and become a product on its own. By this measure it would be safe to say that taking old content and effectively turning it into new content, is content repurposing. Seeing an opportunity to rework content, is definitely not an indication of laziness. It is brazen initiative. More often than not, it is also memorable.

One might even go as far as viewing the resizing of current content as repurposing. This would mean turning a longer piece into smaller bits and sending it out on platforms where content consumption is faster and more demanding.

In the same vein, even adding a backlink and redirecting traffic to old content that is still relevant could also be seen as repurposing old content. But don’t ever copy, paste and repost. That is just lazy. And you WILL be found out.

An example in newsjacking

I have found the best examples of repurposing coming up during successful newsjacking efforts. For those who don’t know, newsjacking is the art and science of injecting your ideas into a breaking news story to elegantly promote your content or your ideas. This can obviously backfire if done too hastily or too blatantly.

Here is a hypothetical scenario to illustrate what would be good repurposing of content:

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Looking at the picture, let’s assume the burger on display was prepared and photographed long before the thought of Trump running for President had even entered into anyone’s mind. It wasn’t, but play along for the sake of making a point.

Let’s further assume that this content was initially intended for a campaign to promote Gourmet Burger Kitchen’s biggest burger ever or its first rump burger. And then Trump happened. Someone in the marketing department sees the play between rump and Trump, and they jump on it.

If this had been the case (and I’m sure it was not the case), would it have been any less effective or any less brilliant? Most certainly not! While still marketing the same company in a similar manner, the content has been completely repurposed. It worked because it was current, tongue-in-cheek and catchy.


In 1996 Bill Gates had the insight to say, “Content is king.” That statement has proved to be true many times over. Content turns into lead generation, which, if used accurately, turns into sales. Reworked old content can be used (or reused) to lead a potential customer down the sales funnel.

So, if content really is king, does it not make sense to put as much effort into repurposing content as you did in creating it the first time around? In this manner, content repurposing is definitely a good idea.

In a content-driven age where speed to market is of paramount importance, there is a huge advantage in out-of-the-box thinking. The one who spots an opportunity in repurposing old content successfully will be worth his or her weight in gold.

Developing a Content Marketing Strategy

Any business looking to increase sales needs to implement a proper content marketing strategy. But hold on, what does this mean? Aren’t content marketing strategies the same thing as content strategies, or content plans? In short, no. There are subtle differences between the three, and your understanding of them can greatly impact how you use them. So we’ll explore these differences to showcase the benefits of having a proper content marketing strategy, and give some advice on the best ways in which to develop said strategy.

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Content Marketing Strategy Looking at the fundamentals, a content marketing strategy is the “why”, the “who”, and the “how” behind your actions. You use it to consider why you are creating content, who you are helping by providing said content, and how you will be able to help them, as opposed to your competitors. Content marketing is mainly used to grow an audience, potentially resulting in increased revenue, lower costs, and better customers.

Content Strategy

So your content strategy is a different beast entirely. It has more to do with how you create and publish content, rather than how you market it. You can use your content strategy to plan and develop useful and usable content, so as to avoid publishing irrelevant information. Content strategies tend to go further than content marketing strategies, as they have more to do with business management and operation than with marketing and sales.

Content Plan

Unlike the previous two, a content plan is about pure tactics. It sets out the exact ways in which you will go about executing your strategy, and dictates who on your team will be handling specific tasks. Your content marketing strategy must always come before you start to develop your content plan, otherwise, you will be running before you learn to walk. Your plan should always include key topic areas you wish to cover, specific content you wish to create, and when and how you will share said content. Always make room for calls to action, as they are vital for successful marketing.

Is a Content Marketing Strategy Really Important?

Well, yes, it is. Annual research has shown that a documented content marketing strategy provides a greater chance of successful content marketing. Effective strategies significantly lower the challenges faced within every area of content marketing, and increase effectiveness when dealing with social media and content marketing tactics. Furthermore, a well thought out strategy gives more weight to the importance of content marketing, thus increasing the need for a higher marketing budget.

What to Include in a Content Marketing Strategy

Your content marketing strategy is the skeleton of your business and customer needs. It outlines a detailed plan on how you will use content in order to address the needs established in your strategy. Your strategy is always unique to your business, but here are some fundamentals to consider, as they may help you along the way:

  1. Your business case – With a focus on innovation, you need to communicate the reasons behind creating content, the various risks that may arise, and your outlook for success. If you plan correctly, you are more likely to have executive support, and leeway on mistakes, while you develop the right strategy for your business.
  2. Your business plan – Your content marketing business plan should cover the goals you will set for the content program itself. You should highlight the unique value your content is offering, and explain in detail your company’s business model. Make sure to set out any potential obstacles you may face, and expected opportunities that may arise from the execution of your plan.
  3. Your audience personas and content maps – Use this opportunity to describe your target audience in detail, listing their needs and what the cycle of content engagement may look like. Include a detailed plan for the type of content you will use throughout the conversion journey, so as to better prepare for meeting your goals.
  4. Your brand story – Your story is the written evidence of how you will characterise your content marketing , specifically looking at the ideas and messages you will communicate to your audience, and how these messages are different to those of your competitors. You should explain how you see the market landscape changing once you share your brand story with your target audience.
  5. Your channel plan – Building your brand through various platforms is essential. Your plan should include how you intend to market yourself and your story on these platforms, by providing your criteria, processes, and objectives for each one. You should further plan to connect the various platforms in order to create a cohesive online identity, to increase brand awareness and reliability, which ultimately promotes customer conversion.

Should Other Teams or Departments Read My Content Marketing Strategy?

A business that operates with a transparency policy is more likely to run smoother and more effectively. We recommend that everyone in the business has access to your content marketing strategy, even if they are not involved in the content marketing process. This ensures that no wires get crossed along the way. This is particularly beneficial for larger companies, so as to avoid miscommunication, to limit duplicated efforts, and to keep teams focused on the same goals. However, new businesses can also benefit from transparency, as their content teams will have more definitive guidelines to work with, especially if any of the content creation or distribution is outsourced. The way in which you communicate your content marketing strategy will depend entirely on how things are done in your business. Some organisations will share the full document, while others will develop targeted summaries in line with the specific departments. It is important to consider internal policy, and how the content will affect the person reading it.   When Should the Content Marketing Strategy be Updated? While most business planning requires consistency, which is needed in some parts of the strategy, some areas will need to adapt to changes in the market. The areas that should stay consistent include your mission and business goals. These areas so important, that they should be at the forefront of every content decision you make. Why not include them as part of your task acceptance criteria? 

On the other hand, you will do well to review and update various aspects of your strategy as time goes on. You need to remember that marketing is never stagnant, and you need to change those areas of your strategy that are no longer relevant. In order to remain on target, consider revising your channel strategy, core topics, and team processes on an annual basis, or as needed – especially if your business is growing.

Developing the Right Content Marketing Strategy for You

In developing your content marketing strategy, it is important to understand why, how, and who will be benefiting from the end result. A thorough plan should include all the relevant details that may affect content considerations, and how the target audience may receive and engage with your brand. A transparent ‘honesty policy’ will help your business to better understand your content marketing strategy, and to work in accordance with the content marketing goals. So when you are getting ready to tackle your content marketing strategy, or to review and change it, why not see what we can do to help?

10 Advantages of Outsourcing Content Creation

One of the latest business debates appears to be centred around whether or not outsourcing is better than in-house work – especially when it comes to content creation. In order to weigh in on this topic, we need to understand how outsourcing works, and the advantages it can bring to the table.

Like any specialist, outsourced content creators are best viewed as an investment for the future of a business. It can be daunting to give control of a specific project to a third party. However, it is a minor sacrifice to make when considering the benefits that come from this kind of business relationship. Here are some advantages to outsourcing that may sway the debate.

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  1. Saving Costs
    It is far from a secret that businesses are created to make money. It would make sense, therefore, for a business to do what it can to keep costs low, and in turn, increase turnover. Outsourcing of projects has a simple knock-on effect. It saves you the cost of employing people full-time for the same job, and providing all the employee benefits related to the job. Furthermore, during peak times of the year, the business does not need to hire seasonal workers in order to keep up with demand. Temporary workers and full time staff can require specialised training that often results in cost to the company, and time taken off to do the training. Thankfully, outsourced specialists are already trained to do the job and, therefore, do not require the business to invest further than the actual work itself.

    By outsourcing content creation to outsource partners, you are able to be more flexible with the money that would have been spent on in-house employees. It frees up the budget for more important office investments – such as a new office coffee machine, perhaps? If your business is looking to enter a new market, or be more experimental in how they approach content, outsourcing is a way to maintain current projects in-house, while allowing the outsource partners to take on the more creative projects. That way, if you decide to go in a different direction, you will not have lost valuable time on necessary work, and the cost of the experiment will be low.

  1. Multitasking and Fast Turnaround Times
    Simply put, outsourcing saves time. The majority of outsourcing partners have quick turnaround times, often completing small to medium sized projects within a week. What could potentially take an in-house employee longer to complete, due to a build-up of other projects, will take an outsource partner a shorter time. Freeing up time on smaller content projects will leave the in-house employees with more time to complete the more important aspects of their work.

    Multitasking is another benefit of using outsourcing. With outsourcing firms employing a multitude of talented people, you can outsource multiple projects to the firm, without concern for when and how it will be completed. What may take one in-house employee longer to complete, can be done by multiple outsourced creators, saving you time and effort.

  1. Experience and Expertise
    It would make sense, in any type of business, to hire a person who is best suited to the job. This can be difficult, however, when hiring of new employees is not an option. This is where outsourcing is a good choice. Outsource firms offer employees with extensive knowledge and experience in a multitude of fields, meaning that you are able to hand-pick the best person for the job. There is no need, therefore, to worry about hiring new people, or training current employees. The expert you need is right at your fingertips. Furthermore, outsourced content creators are inclined to keep up to date with the latest trends and practices, in order to remain relevant in the industry. This is a major benefit for your business, as it means that the work you will receive will be current and on trend.
  1. No More Burn-Out
    Trying to keep up to date with market trends, content preferences, and how best to use content, while still creating the content itself, can be taxing on anyone. It makes it difficult to remain excited about the content you use, and in turn, about the general operation of the business. Outsourcing is an easy answer to this problem. Outsourced creators can take away the monotonous aspects of content creating, and leave you to complete the more important, and often more exciting tasks. Maintaining enthusiasm for your work can increase productivity, and overall job satisfaction. This is important for any business, as happy employees work better for longer, and are less likely to seek other employment.
  1. Higher Return on Investment
    Outsourcing content creation often helps a business to get more online traffic, more engaged readers, and more leads. The people employed by outsourcing firms are experts in how to use content to get more traffic, and how to manipulate content for search engine use. By using outsourced partners, your business can become more visible online, thereby encouraging new readers, and increasing potential customers. Furthermore, the more readers you get, the more likely it will be for a search engine to trust and promote your site, which further increases online presence, attracting more clients in perpetuity.
  1. Maintain a Strong Content Marketing Strategy
    Due to the fact that outsource firms know and understand how best to use content marketing, they can assist to strength, or even create, an effective content marketing strategy for your business. These firms have extensive industry knowledge and experience, making them well-versed in which types of content are best suited to marketing, and the potential they may have of increasing audience engagement. Furthermore, they are able to analyse and evaluate content performance, and use this information to determine what should or should not be changed to get better results.
    Outsource firms have all the relevant tools and skills to best determine where and how marketing strategies perform well, and how they should be implemented for the best possible outcome.

  1. Gain a Trusted Partner
    Choosing the correct outsourcing partner can lead to a strong, dependable business relationship. Trustworthy partners can make a difference for any business, particularly when it comes to marketing. Building a relationship with your outsource partner will allow for them to establish how your business operates, and how best to create content suited to your needs. They will be able to help you make the most out of your content, and potentially assist in growing your business too. Often, outsource partners become an extension of your in-house team (minus all the drawbacks) and assist to increase your capacity. Dependable partners create dependable work – it is that simple.
  1. Greater Content Reach
    Many outsource partners are masters of social media. They are able to ensure that your content reaches more people, quickly and effectively. Content creators for these firms are experts at call-to-action content and understand the psychology behind this type of marketing. Furthermore, the best firms often share your content within their own networks, increasing your visibility, and word-of-mouth dependability. 

  2. Greater Content Reach
    Many outsource partners are masters of social media. They are able to ensure that your content reaches more people, quickly and effectively. Content creators for these firms are experts at call-to-action content and understand the psychology behind this type of marketing. Furthermore, the best firms often share your content within their own networks, increasing your visibility, and word-of-mouth dependability. 
  1. Create a Wider Range of Content
    As mentioned previously, outsourcing content creation allows for creativity and freedom to experiment with different types of content. This experimentation allows your business to find the best possible type of content, or to branch out into a new form of content.

    Outsourcing relieves the stress of sending current employees on training for new types of content creation, particularly if you don’t know whether or not said content is right for your business. Keeping current employees up-to-date with the ever changing content trends can be costly. This is why it is best to outsource this kind of work, as the firms are always on top of the trends.

    In the event that you are not sure which form of content is best for your business, outsource partners are able to assess your needs and recommend the best type of content.

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Are We Still Debating?
Taking into consideration all the advantages of outsourcing content creation, it becomes more difficult to see why businesses are still debating whether or not to use these firms. From lower costs and increased productivity, to greater reliability and expertise, outsourcing is quickly becoming a business necessity. So perhaps it is time to stop debating, start saving, and go find that new office coffee machine.

Over the past 11 years, I've learned something new everyday

Raj Anand, Goodman Lantern

Over the past 11 years, I’ve learned something new everyday.

Over the past 11 years, I’ve learned something new everyday. Some days I’d find a great new tool, some days I’d learn a new technique. It’s important to me to keep up-to-date. Every business person needs to evolve with the pack or be left behind.

Over the past three years, a wave of new SaaS products have become available. It’s hard for newcomers to find the best ones. Often, there just isn’t time to familiarise yourself with all the options out there. I’ve managed to test a lot of them and find my favourites.

I’ve got some great videos that cover my 100 top tools that I’ve used on my way to 7-figure revenue. Check them out here and let me know what you think.

AI has the potential to make our lives so much easier

Raj Anand, Goodman Lantern

AI has the potential to make our lives so much easier. Social media is a great testing ground for new AI tech, and it can save a whole lot of time and money. You’ve got to have a strategy that uses different platforms. You also have to be active and engaging across them all. AI has the potential to reduce your workload. You can get more done in a day by automating your most common tasks.

1. Social Media Automation

It’s become pretty normal to spend a huge amount of cash on boosting social media engagement. The more content gets pumped into the platform, the harder it is for you to get your content noticed. It’s far more cost-effective to use AI to automate the process. It’s gaining popularity as the tech gets more advanced.

Automating the process of posting content is a huge benefit in itself. More advanced tools search for the best content and send it to your subscribers. You boost engagement without lifting a finger.

2. Analysing and Selecting Content

Content creation forms a large part of any marketing budget. Your social engagement hinges on strong content. You need to hold your client’s attention.

If you have great content, people will want to read it. They’ll also share it, allowing more people to see your business. The better your content is, the better your engagement on social media will be. You’ve got to be relevant and deliver content that people love. It needs to translate well across the population, or be some form of in-joke for a select industry. Your strategy depends on your target market.

There are some fantastic AI tools that find trending topics, posts, and images. They analyse which types of content work well and deliver those results to you. It’s a marvellous way to take the guesswork out of your content development process.

3. Collecting Client Information

There’s too much data available out there. There are over 2.7 billion terrabytes (2.7 zettabytes) of data online. AI systems can do sorting work much faster than humans can. It’s more possible than ever to sift through a huge amount of information for the most relevant details.

You can learn every detail of a business’ inner workings from research alone. The amount of information available is so vast that much of it gets overlooked. Using AI to do the hard work for you is much cheaper than paying, training, and maintaining an intern.

It’s possible to filter the results to deliver specific information. The GL team and I have developed one such tool. We’re proud of it. It’s called GoPinLeads ( Tools like ours reduce your workload and deliver leads with up-to-date information. Every salesperson has fought with expensive, obsolete data. Details in companies change more often than you think, and AI can deal with that. Automation is the future, and it will save you a ton of time.

Video Fruit's Awesome Sales Funnel


Kiley Doll, Goodman Lantern

Video Fruit have nailed their sales funnel. It’s a simple, effective way to drive sales that has delivered awesome results. Their email list had 13,528 subscribers when the course went live, and used no ads or affiliates in the launch. The course took 90 days to create.

Video Fruit used 4 Steps to make their project a success:

Phase 1: Find a Topic

Video Fruit used four steps to figure out what their course should be about:

1: Think about what has gotten the best engagement. Which of your blog posts, videos, or podcasts have gotten the best responses?

2: Which content upgrades have gotten the most attention? If your subscribers gravitate towards certain topics, focus on those.

3: What themes have grabbed the most attention? Check out your most popular posts and figure out why they work so well. Find the common thread.

4: When you know what people want the most, you can begin to craft an awesome product hypothesis.

Phase 2: Collect Payment First

Now you know what people are eager for, write a description of the course based on your hypothesis. The next phase is to see if they bite! You need to be productive with your time. Make sure people will pay you for the course before you build it.

It’s easier than you think:

Step 1: Select a small group of your email subscribers based on the most interest in your topic.

Step 2: Offer them a sneak peak into your course outline and ask them for their opinion.

Step 3: When they get back to you with interest in the course, send them the pre-registration link right away.

Step 4: When 10% of this test group pre-register for the course, begin building the course. If fewer responses come back, adjust the hypothesis based on your subscriber’s feedback.

Remember that you can use every response to perfect your product hypothesis. This way, each of your hypotheses will be more polished and attractive to your customers. Your hypothesis will be the base for your sales letter, so this process is very important.

Phase 3: Create the Course

When you’ve reached your target 10% pre-registrations, you can start building your course:

Step 1: Choosing between the two types of courses:

–  Reference Courses – Students can move through the course, using only the info they need. This is the most popular model.

– Specific Path Courses – The opposite of reference courses. You follow the course from beginning to end with no free navigation. These courses promise to deliver a specific result and show you the steps to succeeding. This type of course helps students stay focused, use their new insights, and be successful.

Step 2: Choosing a Name

Choosing a name can be tricky! Here are some steps Video Fruit use to choose names for their courses:

– What type of course have you chosen? Specific Path courses need to have a very specific name.

– What courses have you bought or almost bought? What were the names of the courses?

– There are four questions you have to ask yourself about each name:

– Do you like the name?

– Is it brief and to the point?

– Can you adapt the name to fit your course?

– Will people immediately know what it’s about?

Step 3: Naming Your Course

Now you can name your course, using all the insights gained through this process.

Step 4: Create a Storyboard.

Now is the time to develop your content. You must decide on which strategies to teach. You’ll also need the course structure, and how many modules you’ll include. You want to give each student a minor moment of success to help them get motivated for the course. Ask yourself:

– What will the course achieve?

– Which milestones will each student go though?

– What is the best way for your students to reach these milestones?

Step 5: Create the Content.

It’s now time to start creating the content for the course.

– Your Milestones become your Modules. Renaming milestones is the quickest way to name your modules.

– Your Action Items become your Lessons. This is the best way to ensure you’re covering everything you set out to. Be sure to keep your lessons to a manageable size.

Step 6: Set Up Systems

Once you have completed the first four steps, it’s time to set the course up. You want it to look great and work well.

Step 7: PAS Boosts Sales.

Don’t jump in and start talking about your product. Instead, you want to make sure that your clients understand three key points:

– Problem: You have to explain the problem you wish to solve.

– Agitate: Expand on the problem and show how deep the issue goes.

– Solve: Offer a solution to the problem you’ve identified.

Step 8: Keep Hyping

You want to keep your subscribers interested. Staying top-of-mind is essential. A great way to do this throughout the registration period is to keep offering more. You can offer discounts, added freebies, or useful links and tools. Include a deadline to motivate your subscribers to grab them while they’re available.