Forty-seven per cent of surveyed companies prefer to outsource or use a hybrid approach when it comes to content writing, according to content writing service provider Semrush Marketplace.
In a survey with 700 marketers from various industries, 12% of respondents said that they rely completely on outsourced writers for their company’s outputs, while 37% combine their in-house and outsourced content. The remaining half (51%) do not outsource content at all.
Semrush’s State of Content Operations & Outsourcing report noted that while companies have a variety of approaches to getting the content they need to reach their marketing goals, nearly all of them agree that quality is an ongoing concern.
About 49% of companies stated that they find it difficult to employ writers with hands-on experience and knowledge of the subject while 41% said that the content quality is “not high enough” when they try to outsource.
Semrush Head of Communications Mordy Oberstein said that “one in ten companies stopped outsourcing content production because they were unhappy with the results.”