Crowdsourcing 101: The Basics of Online Content Creation

By: Alex Chrum | Published: August 7, 2013

Traditional modes of advertising flounder in a digital, content-driven marketplace because consumers quickly tune out irrelevant or intrusive ads. Relevant, engaging content, on the other hand, adds value to the consumer’s experience with your brand, improving brand awareness and interest. The appeal of information-driven marketing is clear: according to the International News Media Marketing Association, 70 percent of consumers prefer articles over advertisements when familiarizing themselves with a company. But with a limited marketing budget and an in-house talent pool that is already stretched thin, how do you develop the amount of fresh content necessary to stay competitive in an era in which content is king?


Nothing provides a cost-effective way to produce high-quality online content at a scale that meets the needs of your business like tapping into the talents of the crowd. Learn how crowdsourcing frees up internal resources and creative energy while delivering relevant, timely content that captivates your audience and enhances your bottom line.

Define your audience and goals

Tackling online content creation without defining your marketing goals is a shortsighted strategy that costs time and money. That’s why you work with a team of specialists to outline your objectives and the mission that drives your content strategy, whether you want to enhance consumer engagement, increase sales or improve ROI.

Engaging your audience requires universally appealing content that inspires, moves, entertains, educates or reassures your audience. When your content resonates effectively, you reap numerous benefits, including:

      •quality links to your domain


      •social network sharing


    •enhanced brand loyalty

A content specialist helps you identify your audience personas and determine which types of content best address the needs of each persona while establishing your brand as an authoritative resource for information.

Identify relevant keywords

Stellar content is worthless if your audience can’t find it, but research shows that they’re definitely looking for it. In a survey by Fleishman Hillard, 89 percent of those surveyed indicate that they use search engines before making purchasing decisions. In addition, Econsultancy finds that people choose organic search results 94 percent of the time and paid results only 6 percent of the time. Content specialists help you identify high-conversion, SEO-friendly keywords as part of your content strategy to give your business an organic advantage over competitors who depend upon paid results.

Organize your content strategy

At the heart of a strong online content creation strategy lies the editorial calendar. A well-devised calendar:

      •strikes a balance between static content like how-to guides and buying guides and dynamic content like blog posts and news articles


      •maintains consistent content production


    •defines personas, keywords, release dates and distribution channels for content

Whether you need fresh content on a daily, weekly or monthly basis, the editorial calendar you create with the internal team serves as a roadmap for producing content on an ongoing, scalable basis.

Let the crowd workers perform their magic

Driven by your defined goals and editorial calendar, the internal team releases detailed instructions and assignments to a talented, highly qualified workforce. Crowd workers use these guidelines to research, write and edit unique content that engages your audience and blends seamlessly with your brand’s image. Best of all, the rapid speed of turnaround saves valuable internal resources, and quality control processes ensure the accuracy and consistent voice necessary to establish your company as a trusted authority in your industry.

Looking for a scalable online content creation solution? Get in touch with our sales team to discuss how a tailored, managed content strategy can help you meet your marketing goals.


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