Semrush surveyed 700 marketers across various companies to determine how they create content.
The study found that while half of the companies do not outsource content, the other half either outsource content or use a hybrid approach. In addition to that, 44% of companies that rely on outsourced content writers report that quality is the only factor they consider when choosing their vendors.
The following three most-commonly-cited indicators of quality content are – grammar, tone of voice and practical value for readers. 61% of companies define quality as covering "a topic in-depth, in the most comprehensive way possible". Nearly half of companies reported their number one quality problem was finding writers with hands-on experience and knowledge of the subject.
Semrush's Head of Communications, Mordy Oberstein, said, "The results of our study show that one in ten companies stopped outsourcing content production because they were unhappy with the results." Oberstein further added, "It's an industry-agnostic challenge to find good content writers with an in-depth understanding of their companies and the ability to turn that knowledge into compelling stories."
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[3 minute read]