#25 - Brian Casel: Content Marketing Outsourcing

I have spoken with Brian Casel about the right way to outsource content marketing and that content creation is just one side of the equation. Distribution is the other part. We have discussed about the interview process he puts his clients through so his team can tailor content that is specific to that business with its own unique voice. Towards the end he changed hats and we talked about his own business outsourcing practices to finding writers, project managers, assistants and developers.

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Transcription

Short Recap

An interesting conversation with a Content Marketing expert sharing some core process hints and best practices towards producing and sharing valuable content for corporate clients. Plus how to properly leverage Social Media and Search Engines to surface quality content amidst the wide “noise” of poor content that currently overflows those platforms.

Timeline

01:24 About “Audience Ops"
03:55 Things that companies do wrong when Outsourcing content
10:23 How to make good content standout
14:00 On the client relation challenges
16:35 On finding the right “tone” for each client
19:56 On distributing content
24:08 On Social Media posting “ROI”
25:35 The author dilemma
28:14 The relevancy of posting dates
31:00 On own Outsourcing hiring process
36:16 The Horror Story
40:08 Core message

Key Points

"Having a dedicated writer assigned per client, fosters awareness and core business knowledge."

"Outsourcing is all about communication, clearly expressing expectations and instructions."

"It is relevant to use content assets in conjunction with the other marketing initiatives."

"Merely running an add on a Social Media platform or Search Engine is not cost effective, do add valuable content."

"Valuable content conveys brand awareness and personal identification, which leads to clients."

Links Mentioned

Guest

Useful Links

Trello Project Management
Asana Work Registry and tracking

I'm an Outsourcerer. I'm a DNN Geek. I help people with their sites @ DeskPal. I'm a #Pomodoro practitioner. I'm a husband and a father of 2 beautiful girls.