Content marketing is hard to get right. It requires time, dedication and SEO savvy on top of a keen sense of what your customers want and need to know. Because of these requirements, a lot of companies either shy away from content creation – instead just building materials on an ad hoc basis without a good strategy – or they outsource it to agencies prepared to take on the challenge.
According to IMN’s 2014 Content Marketing Survey Report, 38 percent of financial services firms said it’s easier to outsource their content marketing. Specifically, they’re looking to overcome challenges with compliance and content creation, the report stated. Without a clear understanding of trademark, copyright and citation rules, marketers at financial services firms run the risk of mishandling content sourced from across the web.
(IMN reported that companies in the financial services and banking vertical tend to curate content at a higher rate than brands in other industries. Curation means drawing from assets already published and stitching them together in a new piece. However, they have to be very careful about publishing something original that truly adds value to readers, or the content won’t hold SEO value with Google.)
When brands actually commit to original content creation, they can easily avoid any questions of plagiarism or duplication. (Here’s a guide on fair use to clear up any questions.) Plus, they can guarantee that every custom piece is created with their unique audience in mind, addressing the concerns their customers have and answering questions most important to leads.