Creating content—compelling content—on a regular basis can seem like a never-ending battle. As reported on dmnews.com back in August, IMN Inc.'s “2013 Content Marketing Survey Report” showed that 44% of marketers say that finding and sourcing relevant content is their toughest battle. Marketers shouldn't beat themselves up over it though. Even the best journalists run into challenges writing engaging stories every day, and they don't have to worry about churn, conversion time, and a million other metrics that drive a campaign.
Many marketers have accepted the fact that they can't create all the content all the time. The same report supports that, citing that “11% of marketers outsource their content development, 44% generate it in-house, and 46% use both internal and external resources.” But where should marketers turn to outsource this content, especially in a cost-efficient manner?
The secret that many smart marketers have uncovered is that the most effective content is produced by bloggers, influencers, writers, and other fans already in their target audience.