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<\/a><\/div>\nI recently had some dealings with a company that sells business websites and blogging services.\u00a0 An established company with a reasonable client list\u2014so I was surprised by the fact that their plan doesn\u2019t seem all that excellent.<\/p>\n
Situation:<\/em> The provider company needed some guest posts in order to fill the pipeline for a client blog.\u00a0 The client (a mid-sized company, not a start-up) is in a technical field that requires some moderately specialized knowledge on the part of the bloggers.\u00a0 I happen to know something about the field, so they asked me to suggest four topics to write about.<\/p>\nHere\u2019s the first catch<\/em>.\u00a0 They didn\u2019t tell me the name of the client company, just the topic areas.\u00a0 I sent along four pretty good ideas, which they professed to love.\u00a0 Apparently, however, they did not notice (or did not know) that one of my proposed topics concerned a product that belongs to a direct competitor of their client company.\u00a0 So they okayed a topic that would have been quite a poor choice for the blog.<\/p>\nSecond catch<\/em>.\u00a0 I was told to leave my posts in a queue, and the blog editor would provide images.\u00a0 Which turned out to be true–but not exactly in a good way!\u00a0 Most of the posts had small, rather outdated-looking stock photos.\u00a0 And some of the posts had the same<\/em> photo.<\/p>\nThird catch<\/em>.\u00a0 Most of the stories had a generic by-line.\u00a0 I.e., \u201cPosted by the [Client Name] Team.\u201d \u00a0I\u2019m personally okay with being anonymous, but it\u2019s hard for a blog to establish credibility if it looks like a string of unowned news bytes.<\/p>\nDuring my brief involvement, I received no communication at all from the editor–and if there was a plan or philosophy for the blog it certainly wasn\u2019t apparent to me.\u00a0 Here\u2019s the final catch<\/em>, though.\u00a0 They paid in the top tier of market rates, at least for my contributions.\u00a0 Which probably means they are charging the client somewhere near top rates.\u00a0 And the product they are providing seems . . . well, not \u201ctop\u201d quality.\u00a0 Or at least not so far.<\/p>\nTakeaway: <\/em>There may be some very good reasons to outsource a business blog, especially when the goal is to provide industry-level content rather than company-specific content.\u00a0 \u201cInside Acme Widgets\u201d should be written by Acme insiders, but \u201cAll About Widgets\u201d or \u201cWidgetmania\u201d might be done as well or better by professional bloggers.\u00a0 Outsourcing is not the same as offloading, however!\u00a0 Give the vending company detailed directions and monitor their work carefully if you want to end up with a good blog.<\/p>\n <\/p>\n
(Thanks to Ars\u00e9niureDeGallium<\/a> for the delightfully \u201cskeptical\u201d smiley.)<\/p>\n","protected":false},"excerpt":{"rendered":" I recently had some dealings with a company that sells business websites and blogging services.\u00a0 An established company with a reasonable client list\u2014so I was surprised by the fact that their plan doesn\u2019t seem all that excellent. Situation: The provider company needed some guest posts in order to fill the pipeline for a client […]<\/p>\n","protected":false},"author":10,"featured_media":32980,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[1066,381,6341,1089,6342],"class_list":{"0":"post-32978","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-careers","9":"tag-blog-posts","10":"tag-content","11":"tag-content-production","12":"tag-corporate-blogs","13":"tag-outsourcing","14":"entry"},"yoast_head":"\n
Blog Outsourcing: Be Careful<\/title>\n<meta name=\"description\" content=\"Outsourcing content production is common, but isn't the same as offloading. Editorial control matters, whether this is blog posts, web pages or other writing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/blog-outsourcing-risks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blog Outsourcing: Be Careful\" \/>\n<meta property=\"og:description\" content=\"Outsourcing content production is common, but isn't the same as offloading. 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<\/a><\/div>\n![Ars\u00e9niureDeGallium<\/a> for the delightfully \u201cskeptical\u201d smiley.)<\/p>\n","protected":false},"excerpt":{"rendered":" I recently had some dealings with a company that sells business websites and blogging services.\u00a0 An established company with a reasonable client list\u2014so I was surprised by the fact that their plan doesn\u2019t seem all that excellent. 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