Outsourcing product content creation for ecommerce can be a smart move for many businesses. It can free up internal resources, reduce costs, and provide access to specialized expertise. However, outsourcing also comes with its own set of challenges and risks.
In this blog post, we’ll explore the pros and cons of outsourcing product content creation for ecommerce, so you can make an informed decision for your business.
Pros & Cons of Outsourcing Product Content Creation for Ecommerce
First off, a little context
Our previous post explained how physical shops play a key role in today’s ecommerce, forcing established brands to adopt omnichannel strategies and cover different segments.
A growing concern for sustainability and the environmental crisis mostly defines the post-pandemic context. Specifically – but not limited to – younger generations. Proof of this comes with Amazon’s bet for the Climate Pledge Friendly Program and the Compact by Design certification.
The main actors in ecommerce are a seller and a buyer who trade a product. Indeed, there are many types of online commerce, from dropshipping to DTC ecommerce. But to sell products online, there are a few secondary yet necessary roles: website developers, photographers, and content specialists to name a few.
All in all, a time allocation would be otherwise absorbed and probably overlooked by managers and decision-makers. With all that said, let’s move on.
Pros of outsourcing product content creation for e-commerce
Access to specialized expertise
Outsourcing product content creation to a third-party provider can provide businesses with specialized expertise they don’t have in-house. A professional external content creation team can take care of well-written copy, accurate and compelling product descriptions, images, videos, and 3D animations making a product page or listing more relatable.
On top of that, specific types of product content can be distinctive in front of competitors, thus increasing user interaction and conversions.
Cost saving
Outsourcing product content creation is normally a cost-effective solution for start-ups and entrepreneurs who may not have the resources to create high-quality content in-house.
By outsourcing, they can save money on the entire talent acquisition struggle, from recruiting to training to paying a full-time employee in charge of creating specific types of content.
Focus on core business operations
This is a very common punchline among content creators looking for collaborations. Content2Sell, for one, knows how much time and money it takes to create product content that actually converts viewers into buyers. By outsourcing the creation of product content, internal management is more efficient due to the right allocation of time and roles. This is a commonly used solution for growing businesses.
Faster turnaround times
Outsourced content creation professionals can create high-quality pieces of content faster than an in-house team. Especially because THAT is their activity and revenue source and doesn’t need endless meetings or constant supervision. This can be especially important during peak seasons or when launching new products.
Cons of outsourcing product content creation for ecommerce
Not all that glitters is gold. And while the advantages of outsourcing product content creation are listed above, there are inherent risks calling for careful selection and clear communication. Meetings, briefs, and sprints are an absolute must to ensure all creative directions match a brand’s identity and tone of voice. Discrepancies are easily noticed by consumers and can make the difference between a sale and a bounce-out.
Loss of control
Outsourcing product content creation means handing over control of your brand and product messaging to a third party. A third-party who may also be outsourcing it to other collaborators posing significant risks to quality and delivery frames, not to mention internal information.
Communication challenges
Outsourcing may also be challenging when it comes to communication. Language barriers, time zone differences, and cultural differences can all contribute to miscommunication and delays in the content creation process. That is why selection, continuity, and introductory meetings are keys in product localization.
Security risks
Outsourcing product content creation may expose a business to security risks. This is especially important when sensitive information, such as product specifications or pricing, is shared with third parties.
At this point, Non-Disclosure Agreements are essential to have at least some legal protection, although it may not make up for the damage.
Quality issues
As obvious as this may sound, outsourcing product content creation does not guarantee quality. And that translates into allocating time to reviewing and editing before rolling it out. And that time, along with email exchanges and phone calls may offset any cost savings achieved through outsourcing.
Conclusion
Having an in-house team for product content is somewhat unaffordable for many small and medium-sized businesses. At best, many prefer hiring a Marketing Manager to align all outsourced parties.
And yet, outsourcing product content creation is a widespread practice – just take a look at the countless online stores, ecommerce platforms, and product listings out there.
The pros and cons of outsourcing are to be examined with anticipation given the sensitive information that is often included in a “simple” product page.
Make sure you can see a portfolio and have an in-depth conversation to understand their collaborations was, the challenges they found in the process and, more importantly, to make sure they can deliver what your brand actually needs.. Trust and reliability are essential for outsourcing to have good results. And at Content2Sell we strive to be our clients’ long-term product content partner.
