Tech companies outsource their content marketing to keep up with consumer trends and compete over the holidays.

Content marketing is a full-time job. It requires creativity, organization, creation, distribution and measurement – all on a consistent and responsive basis.To elaborate, good content marketing isn’t one-off. It has to be ongoing to get on consumers’ radars and drive results.

Because these strategies require a significant investment of time and money to be successful, 56 percent of technology companies outsource at least part of their campaigns to third-party content marketing agencies, and 1 percent rely completely on external teams to execute their strategies.

According to the Content Marketing Institute, tech companies with documented strategies are more likely to outsource than companies across other verticals.There are lots of reasons why companies hire third-parties to execute their strategies:

  • They just aren’t writers
  • They don’t have time to do all the legwork themselves
  • They don’t know how to create good, original content on a daily basis
  • They don’t know how to source stories without crossing editorial boundaries
  • They don’t have experience with content analytics to measure the results

It’s not just technology companies that are hiring full-time writing teams to help populate their corporate blogs and create content for social media. It’s also real estate offices, law firms, retail stores, staffing services, product manufacturers and financial services companies. In fact, Brafton recently reported that 38 percent of businesses in the financial services field outsource their content creation to avoid similar challenges.

Throughout the holiday season and beyond, it’s imperative that companies have educational and entertaining content on their sites when customers come looking. More than ever before, buyers are starting and finishing their searches for holiday gifts on the web. Smart marketers will be there with answers and tempting offers.

Check out these related resources to learn more about how content marketing supports technology companies: 

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.