Outsourced content marketing allows businesses to develop a stronger web presence and brand authority without straining internal resources.

With so many companies turning to B2B content marketing, many look for options to make their strategies more effective and affordable. According to IDG Enterprise, outsourcing the production of a content plan and the creation of the articles, blog posts or other content has proven the best option for more than 30 percent of businesses.

While the study found that most choose to keep the process internal, using marketing and public relations employees to create content, finding the right third-party agency can help businesses create content without straining employees. Outsourcing to third parties was the second-leading source of content, though external agencies and freelancers were grouped together when IDG asked who was in charge of creating content. Using an external agency can be a challenging concept, but as 84 percent of companies plan to increase content production, outside help from experts is becoming more mainstream. Since creating web content must include the development of a comprehensive strategy as well as the articles themselves, a third-party with the capability to provide SEO guidance and other services is preferable to freelance writers.

Aside from populating a site with diverse content and copy, working with experts to created targeted site content is important. Brafton recently highlighted data from Curata that suggested businesses believe creating content that reaches target audiences most effectively is their biggest challenge. Similarly, IDG found that achieving “engaging and compelling storytelling” is the most important element of content success.

The types of content that B2B marketers commonly outsource include video marketing material, white papers, infographics and articles. Each of these forms of content can help organizations drive website traffic and improve their position of authority within the industry.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.