There are a million reasons why your business needs to be consistently putting out content that is relevant to your readers.
I can list all the benefits until I’m blue in the face but if you don’t have the time to do it you simply won’t do it.
But what if you didn’t have to be the one spending hours at your computer doing research, writing and creating the content that is needed for your brand to get its exposure?
Would you be willing then? What if you decided that Outsourcing your content marketing to an agency is a great idea for your business?
The Benefits of Outsourcing Content Creation
Saving Time, Making Money
A study was done to define the top 5 content marketing challenges by LinkedIn Technology Marketing Community, and the number one answer was a Lack of time/bandwidth to create content.
So the problem isn’t that business owners don’t see the value in it, it’s all about priorities.
Say you run a $5 million / month company with 45 employees.
You have a team of engineers and developers that handle everything from your development to logistics. You have a sales team and customer service team.
You as the CEO/owner are already spending 60 hours per week with manufacturing companies, having meetings with potential partners and listening to customer complaints in order to try to perfect your product by fixing their complaints.
If you want a house built, you have 2 options. Spend a couple hundred thousand dollars and let some construction teams come through and build you exactly what you wanted in the shortest time frame possible.
Or you spend 2 and a half years to try to do it yourself with your younger brother who owes you a favor.
You might save 60,000 by the time everything is done, or you’ll make so many problems that you’ll have to pay an extra 100,000 for a crew to come in and fix everything you did wrong.
Think this way when it comes to your content. Yes there will be an upfront cost in hiring a content marketing agency but this is what they do day and night. They know how content marketing works.
They know how to make the search engines happy and they know how to write articles that your target audience will actually read.
So in the long run it will make a lot more sense to spend a couple thousand for guaranteed sales, than spending hundreds of hours of your own time when in the end, it might end up with zero people ever finding and reading that content.
Return on Investment Realized Quickly
According to Social Media B2B, business-to-business companies that blog generate 67% more leads per month than those that don’t.
Then you read that 74% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity (Curata). You decide that you want to start a content marketing campaign.
Does it make more sense to add to your plate or try to find one of your salespeople who might have some sort of idea on how to do it?
Improve Quality of Your Content and Reach a Larger Audience
Not only is it a good idea, the Content Marketing Institute found that, on average, 44 percent of B2B marketers outsource content creation, and up to 57 percent of B2B technology marketers outsource content writing, design, editing, and even distribution efforts when necessary.
A vast majority of business owners think that consistently creating high quality content is difficult. They also agree that when they have done so in the past they have seen great results from it, they just don’t have the time to create the type of content that engages the right audience.
The Competition is Already Outsourcing Content Creation
The Content Marketing Institute found that, on average, 44 percent of B2B marketers outsource content marketing, and up to 57 percent of B2B marketers in the technology sector outsource content writing, design, editing, and even distribution efforts when necessary.
This can be a great approach for those that understand the importance, but don’t want to spend their own time learning the ins and outs of the best practices or spending their own time creating the content.
Tough To Juggle
Just thinking about the planning, research and energy that is required to produce the type of results business owners are trying to produce can leave you overwhelmed.
There’s so many things that need to be handled on a daily basis as it is. Are you also trying to be involved on Social Media because your 19 year old niece told you that is the only place Generation Z hangs out?
Do you have investors and financial executives breathing down your neck about the latest quarterly report? Maybe it’s time to take something OFF your plate for a change, instead of adding something else.
By outsourcing content marketing, you can spend time on what you are best at, while getting even better ROI from your marketing efforts.
Finding Content Marketing Experts
This goes with what I touched on above but needs to be explained in more detail. When you are dealing with an agency, they will have their processes on lock.
This means that from thought, to publication they have someone assigned to make sure the final product is exactly the way it’s supposed to be.
This team of experts that you will get, will be up to date with all the latest industry updates and digital marketing best practices.
This is definitely something that any business owner should be slightly aware of, but in no way does everyone have the time to keep up with all these moving pieces.
One day, the Google ranking factors will be 60% different than the week before and if your business if left unaware of whatever the change was, you could see your content suffer.
Outsourcing your content creation allows you to ensure that your business is always moving forwards and making progress for your hard earned marketing dolla
Content marketing experts also have proven success with content marketing campaigns, so you can trust that if you’re going to invest the time and energy to do it, you will at least feel better about the job getting done right, and maximizing results.
Things to Keep In Mind When Selecting a Content Marketing Agency
While I definitely think it makes sense for most companies to outsource this part of their marketing, it is not right for everyone.
For example, don’t just type in “content marketing agency in Manchester NH” and give them money and tell them to get you results.
The best agencies have owners that want to get you on the phone and really understand your business and vision. The more questions they ask you the better.
Some questions you’ll want to hear from content marketing agency owners:
- “If I could wave a magic wand and do anything for your business, what would it be?”
- “Have you been tracking your traffic so far? What type of processes and tools do you already have in place?”
- “What type of a time frame are you looking for and how much content are you committed to?”
- “Do you already have a mailing list created where we can send some of our best content to once completed”
- “What is your budget? If its 500 dollars or if it’s 50,000 a month I can do vastly different things for your company”
- “Tell me a little bit about your target audience. Do you know their age group? Where do they like to hangout? Where do they prefer to get their information from?”
If you’re hearing none of these questions and they just want to take things over something isn’t right.
Most, if not all of these questions will need to be answered before an agency has proper understanding of your company’s needs and how they can best come in and help.
Also, if you are just starting out and don’t have the money to outsource content creation, I suggest you make some time yourself. It is very important for any growing business to be able to tell their story.
Or, maybe you’re an excellent writer and want to maximize the skills that you already bring to the table. If this sounds like you, give it a try yourself.
Why You Should Consider Outsourcing Content Marketing
You have to figure out for yourself if outsourcing your content marketing campaign makes sense for your business.
Keep in mind the advantages to doing so:
- Save time in the production phase
- Target your audience better
- Convert more leads
- Get higher ROI on your content marketing efforts
For those who don’t have it in their budgets to outsource content, don’t worry, there are plenty of techniques you can use in 2019 in order to succeed.
Every great business starts somewhere. The low budget needs to be made up for with hard work. We understand the startup hustle. We wrote this comprehensive guide to small business content marketing for people in your position.
I hope this article gave you a little bit more clarity on the upside and downsides of both outsourcing and doing it yourself.
Just remember whether you do it yourself or find an agency that you trust to do it, just make sure it gets done. It’s almost 2019 folks, get on your content grind!