ThoughtSpot - The Digittori Blog

Content creation is integral to strategic marketing plans. 

Over 80% of marketing departments and digital agencies outsource content creation and writing.

Yet, organizations and marketing agencies continue to face challenges in finding writers who can deliver content that passes the test.

What makes for great content?

• Content that engages readers, particularly your target personas
• Content that drives targeted traffic to your website 
• Content that has a hook to help you capture lead information
• Content that keeps company stakeholders happy!

In this article, we review the challenges businesses and agencies face in generating high-quality content at scale and how Digittori supports content marketing initiatives.

Digittori offers attractive content creation plans for businesses and reliable agency support services.

3 challenges agencies & enterprises face with content creation

Are you struggling to find content writers who can deliver business-focused, high-quality content at scale? 

Do you need a consistent content schedule executed professionally to support your marketing initiatives or your marketing automation platform?  

You're not alone.

Many clients that we've worked for have reported being dissatisfied with the quality of content churned out by their content writers.

Let's look at the main challenges companies face in creating content:

#1 Adding an industry perspective
Most businesses struggle to find a competent writer who is conversant with the nuances of their industry and its challenges, who can weave in a business-centric perspective and map business offerings to industry trends. 

Some companies ask an in-house subject matter expert (SME) to write blogs or whitepapers. While this ensures that the content is relevant to your industry, most SMEs do not have the writing skills and knowledge of marketing practices to turn out an effective content deliverable that works for marketing.

#2 Bridging the gap between what clients want and what works for marketing
A writer's skill and experience come into play in bridging the gap between what readers find interesting, what a client wants to say, and what the agency needs for successful content marketing.

Successful content marketing requires a writer who understands the business and is also well-versed in marketing practices.

A smart writer can write to keep a client happy and embed content marketing best practices within the content piece to support an overall content-driven marketing strategy.

# 3 Consistency and continuity across content types
Your content marketing initiative will involve different types of content — from blogs and emails to social posts and ebooks.

It's important for your brand's messaging to stay consistent across different types of content and across time in order to be effective.

Having a content marketing agency plan out a regular, consistent schedule of content for your brand is a good way to build a valuable content portfolio over time.  When the same team works on your content portfolio over a period of time, they understand your business and clients better and can deliver consistent messaging.

3 mistakes to avoid in your content creation strategy and practice
Whether you use in-house writers or a content agency, here are 3 pro tips from our content experts to help you avoid some common pitfalls when creating content:

PRO TIP #1
Don't push out tons of superficial content under the guise of writing in a casual tone. Don't be afraid to deep dive - that's what will convince decision-makers about your business offerings. 

PRO TIP #2
Don't create content only to target search engines and bots! Focus on mapping key industry trends to your business offerings. This builds a strategic perspective into your content which is more valuable for decision- makers.

PRO TIP #3
Choose a tone of voice (ToV) depending on the content type, the topic, and the ToV recommended by your company's marketing or branding department.

For example, a whitepaper is usually consumed by a culturally & functionally diverse bunch of industry experts and business leaders. So, don't rely on using local lingo — use a professional and expert tone of voice instead. For a social post, you can use a more casual tone for the same piece of content.

If you need help with content strategy and execution, turn to Digittori.

Ace your digital strategy with laser-sharp content writing 
Not too long ago, business-focused content was expected to be unrelentingly formal and passive. But today, with Gen Z fast dominating the professional scene, authentic, relatable, and empathetic content is the mantra for building connections with your clients and prospects.

At Digittori, we ensure that your content strategy is well-aligned with your overall marketing strategy — breaking it down into individual elements and then translating it into action plans that help you engage meaningfully with prospects.

Extend your team cost-effectively
When you work with a specialist third-party content provider like Digittori, we function as an extended arm of your team, with the flexibility to scale up or down.

Our get-it-right-the-first-time approach has proven cost-effective as it avoids re-work and minimizes edits for content owners. 
Our diversified experience across industry segments like IT services, SaaS product companies, technology partners, manufacturing, law firms, and B2B retail service providers has benefited our partners in rapidly expanding their content portfolio. 

Free up your marketing teams to scale & mature
Outsourcing your content writing to us gives your in-house marketing team elbow room to grow and focus on business-critical tasks like ideation, increasing outreach, and diversifying content topics for multiple personas and user stories. 

We have a niche content creation team with the requisite background to give you thought leadership content that builds your brand's reputation with valuable information that your prospects want to read.  

Build scale & support for marketing automation with Digittori
Marketing automation is the future of marketing in a digital world. Marketing automation platforms like HubSpot or Salesforce are powered by business-focused content. 
Prepare the ground for automation with a bank of valuable content using our content writing services.
We leverage industry-specific trends and PoVs to create a content library with a variety of pieces that satisfy a comprehensive list of customer queries and search phrases. 
We focus on content formats that help prospects navigate through the buying journey. For example, whitepapers, ebooks, and industry newsletters are content types your prospective customers consume before deciding to buy your product or service.

We're specialists at generating niche content across industries.

• Technology
• Manufacturing (incl. process, power, marine & mining)
• Engineering Energy (incl. utilities, oil & gas)
• Distribution & Retail
• Marketing

Our content unravels layer after layer of your industry's challenges and the benefits of your solution or service. And if your product or service is complex, we'll dive deep and do justice to it rather than oversimply it.

We have the expertise and experience to power your marketing automation platform, whether HubSpot Marketing Hub, Salesforce Marketing Cloud, or others, with persona-focused content targeted at each stage of the buying journey. 

• Blogs 
• Landing Pages
• Website Content
• Ebooks
• Email Sequences 
• Social Media Content
• Whitepapers 

We're known for our excellent work ethic, our commitment to understanding the nitty-gritty of the client's business, and our ability to stitch industry trends to your company's offerings.

Talk to Digittori — your content creation partner to qualitatively scale and expand your content portfolio to the next level for niche B2B industry segments.