About an Outsourced Chief Content Officer
I love all things copy like I love all things Bravo – which is a lot. But copy is only one part of content marketing.
Content marketing includes not just copy, but all communications your potential customers see and hear– so, your Instagram photos, your Youtube scripts, your blog post titles, graphics and much, much more. Content is like the overall experience your potential clients and returning customers get when they interact with your brand. And I know you want to give a strategic red carpet experience.
The theory behind content marketing can be explained by comparing your content to reality TV like Bravo. People buy from brands and people they know, like, and trust. Content is how your customers get to know your brand like they get to know the reality stars on TV. Content is what your business uses to turn random strangers into besties.
The best way to ensure that happens is to hire an experienced, industry-specific content marketer full-time. But when your biz isn’t ready for a full-time staff content marketer to plan and execute an iconic content marketing plan because of budget or even a lack of qualified candidates, what can you do?
Outsource your content creation
There are freelance content marketers available to write your posts, create your images, direct your video content and curate your blog.
However, sometimes you need more than just someone to work project by project. You may need someone who can fully own the content marketing role on your team.
The outsourced Chief Content Officer has entered the chat
Outsourced Chief Content Officer is also called a Fractional Chief Content Officer. Both of these terms are just a fancy way of indicating part-time, interim, contract, or consultant– depending on the scenario.
Typically, the term is used for C-suite positions, like fractional CFOs, CTOs, etc.
Freelance content marketing vs. Chief Content Officer
Sure, you can hire freelancers to write blog posts and other content for your business. However, successful content marketing takes planning and strategy, something that short-term, project-based freelancers aren’t always equipped for.
If you want to add plenty of organic, inbound leads through content marketing, you need someone to steer the ship. You need someone who will take the time to get to know your ideal customers, and the experience to put together a comprehensive strategy to turn a stranger into a ride or die.
A fractional content marketer is the perfect middle ground between a full-time content marketer and a project-based freelance content marketer– which is like the difference between having Kris Jenner leading your marketing team full time or a single product placement on a Kardashians Insta. Both will help your biz, but which one will be best long-term?
The comparison probably made it clear that a full-time content marketer doesn’t come cheap. We can’t all hire a Kris Jenner, after all. This brings me to the first reason why hiring a fractional content marketer might be the right move: budget.
Why hire a fractional Chief Content Marketer
You have a limited content budget
Experienced content marketers are open to fractional opportunities, making their premium talents available for a fraction of the cost (pun intended). They take on the same scope of work, committing to creating and sustaining a content marketing plan that boosts the bottom line. They can build a team and manage strategy and operations. They hold a title and take a leadership role yet they only work for you a couple of days out of the week.
How is that possible? Experience. Content marketers succeed in fractional roles because they are so good at their job that they can do in two days what an inexperienced content marketer would need a week (or much longer) to do.
A fractional content marketer can help guide your existing and future team. They create systems and processes, and train team members on valuable practices that boost everyone’s knowledge and skills. They can also lay the groundwork for the role to grow over time. When your biz has grown enough to make a full-time position make sense, they might even be willing to go full-time.
It might be tempting to hire a promising, whip-smart recent grad to cut their professional teeth as a full-time content marketer on your team. How bad can the learning curve be? But experience is worth the investment. This business is your livelihood and baby; don’t risk that by hiring someone without a proven track record.
Take that recent grad you see something great inside and let them learn from an expert. Even if that expert is only part-time, with their guidance you’ll soon have a talented and knowledgable team member and a stronger team overall.
Long-term planning of content creation
We’ve established that a fractional content marketer will create a profitable content plan for your business. However, planning goes further than just the content.
A fractional content marketer will have the capability and bandwidth to create systems and processes for the future content marketing team and lay the groundwork for the role and department to grow over time. Do you think Kris Jenner accidentally led the fam to have 20+ seasons? I don’t think so.
You’ll have more time to work on strategy and other business activities
One of the most important reasons for outsourcing is simply the fact that you simply lack time to do it on your own. All our working hours in every hour is restricted. It’s a must for you to concentrate on basic activities.
Stay true to the business activities where your strengths are best and leave content creating to the professionals. You will not only get quality content but also get a lot back from yourself beyond what was invested in the product originally. You can outsource writing or composing of content without the need for more help. You can now work in other areas of business like marketing and marketing
Finally, a fractional content marketer will help make all the spinning plates work together. All that writing, planning, and experience adds up to a consistent brand voice– something that is so important if you want your customers to line up to buy like they’re at the most exclusive club in LA.
Consistency is not just in terms of a posting or publishing schedule, but also the consistency of story, message, voice, and tone– all of which are needed for your content to attract the right clients and customers. As your business produces content across various mediums and channels, it needs to be reliable and recognizable, otherwise, it won’t be the inbound lead creating a machine that your biz needs!
Your Twitter feed needs to sound like your blog posts, and your emails need to sound like your sales page. And it all needs to sparkle! Whether all of those content pieces are written by your fractional content marketer or are outsourced to freelance copywriters, the fractional content marketer is who orchestrates it all like the conductor of the Los Angeles Philharmonic.
Ready to explore outsourcing content strategy and execution?
Let’s talk. I help B2B, SaaS, and startup companies with noise-cutting content and traffic-driving SEO.
Email me directly at firstname.lastname@example.org to schedule a consultation to talk about your fractional content marketing needs.