Some Things Are Worth Outsourcing

The English Language is Not One of Them

There is a not-so surprising trend amongst companies that are delving into the fast-paced world of internet marketing.  That trend is outsourcing to third party vendors that are usually located outside of the U.S.

If you think about it, having the option to outsource seems to meet companies' most basic needs:

-     Get a ton of work quickly (i.e. hundreds of blogs, articles and links)

-     Get a ton of work at a low price

Like I said, these needs are very basic and often times, short-term.  The problem is that by choosing short-term solutions, companies overlook future goals and even compromise the long-term growth of their websites.  Not to mention, companies that outsource their content writing are usually in for a rude awakening.  Here are some issues and common scenarios that arise when companies choose to outsource to overseas content writers.

-     Lack of communication.  One client of mine was in the process of outsourcing some blogs to a company that was located overseas.  Not surprisingly, he could never get in touch with the individuals that were writing his blogs.  There are several reasons why this happens, the first being the time zone difference followed closely by the fact that these companies do not have the time to speak with you.  They're too busy writing those 100 blogs you ordered with a turnaround time of 2 days.   

-     Differences in tone and styles of speaking.  Not too long ago, I checked out a competitor's website and was greeted by bold words exclaiming "Howdy Cowboy".  While it gave me a nice chuckle, I realized that when it comes to marketing, laughable content equals laughable sales.  Remember, your web content is part of your brand and corporate messaging.  It must be taken seriously and given the same thought and consideration any mailer, brochure or sales letter would be given.   

-     Low price, poor quality.  Recently, we spoke to a prospect on the phone about our prices and services.  He was quick to dismiss our company because we "charge too much".  He then added, "I have worked with cheaper content writers and while the work was not so great, it was cheap."  In these situations, the reality is that when users read content that is of low quality, they surmise that your company is cheap, unprofessional and not worth their time.  Listen, when it comes to pricing, the content writers and SEO specialists that can produce the best work are not cheap.  Why?  Because we have extensive search engine marketing backgrounds, college degrees and a wealth of invaluable knowledge.  Most importantly, we take the time to give you the personalized attention you deserve and invest a great deal of effort into your project instead of writing thousands of words a day.

-     Duplicate content.  Google is so smart!  It is so smart that it can pick up on duplicate content and determine who the original author is.  This means if you're utilizing duplicate content, knowingly or unknowingly, your website will be penalized or just omitted from search entirely.  Ouch.  Many third party vendors say they will perform a Copyscape check.  But, how do you know they are doing this?  Are you willing to conduct Copyscape checks on hundreds of webpages?  I didn't think so.

-     Lost time.  After businesses finally receive the content they ordered, they usually report that it is grammatically incorrect and full of errors.  Companies can spend the time cleaning up the writing, but I have found many just throw it up on their websites and hope for the best.  Sadly, many discover that the content has done little to enhance their performance in the search engines or to generate sales.  Think about it, if you're shopping around for professional services and a company's website is full of textual errors, what impression would that leave in your mind?  Would you want to utilize that company's services? 

Look, I stand by my statement, there are many things you can outsource to cut costs.  When it comes to the English language and your website's content, think twice before you hire overseas writers.  Yes, it may cost you more to work with a local SEO firm, but it is a viable investment in the growth of your company that can deliver great long-term results.