Why Are Companies Turning to White-Label Content Providers?
Sarah
Content should be a key part of any organization’s marketing strategy. Regularly delivering informative articles and blog posts not only serves existing customers; it can also attract new ones. However, creating content is time-consuming, and hiring an in-house content creator is expensive. That’s why many digital marketing agencies turn to white-label content providers for help.
What Is White-Label Content, and How Does It Work?
The term “white-label content” refers to content written by someone outside your organization and delivered to you — along with full authorship rights. This benefit means you can publish the content under your own name, as if you were the writer. If you’re an agency that provides writing services to clients, you can deliver the content directly to them and give them the rights. Either way, the result is professional content that appears to have been written by the brand that publishes it.
As a result, business owners that need regular content will often turn to white-label content providers. This way, they can consistently publish high-quality content under their own names without hiring an in-house writer or handling the task themselves.
To get started with white-label content, agencies will provide the content provider with a topic and instructions — such as a content brief, outline, word count, and keywords to include. After the content provider finishes their draft, the agency reviews it for edits. The agency owns the final copy and can provide it to clients who publish it under their brand name.
How Is White-Label Content Beneficial for Agencies?
For a marketing agency, white-label content is critical. Marketing agencies work with dozens of companies that need content to enhance their SEO and build their online presence.
Agencies can benefit from white-label content creation in the following ways:
Working with Industry-Specific Writers
Marketing agencies typically serve clients in various industries, including legal services, finance, technology, and health. This complexity means that they’ll need to hire writers that can provide industry-specific content in multiple areas. However, finding a writer who can confidently compose authoritative content in multiple areas is very rare. As a result, an agency would need to hire multiple writers and editors across varying industries, which isn’t cost-effective or efficient.
Agencies can benefit from partnering with white-label content providers. These providers hire and manage various writers with subject matter knowledge, allowing agencies to free up time and resources to find new clients. Agencies can also rest easy, knowing that their content provider will come from a writer with expertise in a given topic. This benefit means there’s less risk that the content won’t meet client expectations.
Retaining Cost-Effective Writing Services
Agencies who work directly with white-label content providers save money. Since they’re outsourcing content, they’re not on the hook for the salary and benefits that an employee requires. This flexibility means agencies can freely scale their offerings up or down, according to their client’s needs.
Small and medium-sized agencies still building their client base especially benefit from this. Since there’s no ongoing commitment, agencies can request content only when needed.
Having Access to Professional Writers
Writers working for white-label content providers typically aren’t moonlighters out to earn money on the side — they write for a living. Their skills are finely honed, which makes them attractive to agencies that need professional content for their clients.
Content providers also carefully vet their writers before bringing them on board. Typically, writers provide previous work samples and undergo thorough testing and evaluation. Even after they’re hired, the content provider will regularly evaluate their work for quality and competency.
In contrast, evaluating the skills of unknown freelancers is hard. You may find some diamonds in the rough, but unless the freelancer has an established portfolio, there’s no way to guarantee that the content you purchase will meet your client’s expectations.
Saving Time
Agency owners and managers are responsible for finding clients, crafting the perfect marketing strategy, and monitoring results. Their tasks can easily fill up a 40-hour week. This heavy workload means there’s no extra time in the day to look for the ideal person to handle content creation for multiple clients. It’s inefficient, and it can harm your agency’s reputation.
But when you work with skilled white-label content providers, you no longer need to worry about finding writers who can handle the job. You can focus on tasks that add value to your agency.
Signs of a Great White-Label Content Writing Service
So how do you know when you’ve found an exemplary white-label content writing service that suits your organization’s needs? Here are a few indicators.
Contracts Writers with Varied Skill Sets
In order to meet the needs of your many clients, you need access to a variety of writers, including those who specialize in legal services, finance, human resources, health, and thought leadership. Furthermore, they should be comfortable writing short- and long-form content.
A white-label content provider has access to a wide variety of writers, allowing them to represent expertise in any industry. This way, you won’t need to worry about your content falling into the hands of someone who doesn’t understand your topic.
Has Reasonable Revision Policies
White-label content providers aim for excellence, but sometimes the product won’t fully align with your expectations. Perhaps the article’s tone is off-brand, or you were hoping for an in-depth explanation of a concept that didn’t fit the bill.
A customer-oriented content provider won’t ignore your requests for a revision. They’ll listen to your concerns and accommodate your needs. Whether the content needs a few tweaks or a complete rewrite, they’ll work with you to ensure your complete satisfaction with the final product.
Aligns with Your Budget
Costs for written content can vary widely. Of course, you can look on freelance sites for cheap content providers that draft blogs and articles for less than $10, but you won’t get high-quality, original writing. This disadvantage means wasting money on content that doesn’t reflect your client’s brand or resonate with their customers.
Executive-level content providers are expensive, but they can be appropriate for enterprise-level organizations that need ongoing content from highly specialized writers. However, for most businesses, the cost of an exclusive content provider usually outweighs the benefits.
The solution is working with a white-label content provider that caters to smaller and medium-sized organizations with a strict marketing budget. They have the skills to provide you with the content you need — and at a fair price.
Maintains High Content Standards
Your clients won’t appreciate content riddled with factual and grammatical errors. Mistakes are a turnoff for customers, damaging your brand’s reputation. But an exceptional content provider has an editing staff that evaluates each piece of white-label blog content before sending you the final product.
Great content providers know that their reputation rests on the value they provide their clients. As such, they ensure that each piece of content passes their stringent standards so clients return again and again.
Measuring Your Results with White-Label Content
Professional marketers know that simply publishing a new article isn’t enough to attract ongoing website traffic. Content is only one part of a cohesive marketing strategy that includes multiple other components, such as SEO, social media, and offline advertising.
However, that doesn’t mean you can’t evaluate your outcomes. Look for these signs to determine whether your white-label content delivers results:
More Website Traffic
When you regularly post content on your website and social media accounts, traffic to your website will climb steadily. However, don’t count on immediate results if your website is new. Most professional marketers estimate that it takes six months to see organic traffic when you start posting regular content.
Established websites will see quicker gains from white-label content marketing. Of course, they benefit from vested domain authority and a current customer base. However, they should continue to publish regularly to reap the benefits of ongoing traffic.
Qualified Leads
If you’re selecting topics for white-label blogs that suit the needs of your target audience, you’ll see more customer leads and conversions.
You’ll want to follow a content strategy that addresses your target audience’s requirements. You don’t want to choose topics that drift away from the services you provide your customers.
With the right strategy and high-caliber content, you’ll land more customers, meaning your white-label content is worth the money spent.
Enthusiastic Customers
You’ll know your white-label content performs well when your customers engage with it. Interesting articles will lead to shares on social media and comments on your website. You may also find that people reach out directly to your organization to learn more about a topic or your services.
White-Label Content Providers Benefit Your Marketing Agency
Working with a white-label content provider means you’ll receive cost-effective content you can provide your clients according to their needs. You won’t need to hire writers in-house; you’ll gain access to qualified talent with expertise in different industries. Write Collective delivers well-written, expertly researched content to our agency clients, and we can help you too. Learn more about our content options for digital marketing agencies today!