All of us have those areas in which we excel. For entrepreneurs, however, doing everything seems to be the status quo. Especially if you’re going it solo at this point. But how can you ever expand your business and grow unless you let some things go? One of the areas where many businesses need help is with marketing, specifically content. Will it benefit your company’s objectives to outsource content marketing?
What Is Content Marketing?
If you’re going to outsource content marketing, you should probably know what it is first. According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
But our fifth-grade English teacher told us never to use the word itself to define the word. So let’s try this another way:
Content marketing is comprised of any way in which we communicate, be that words, videos, or images. These words, videos, and/or images are distributed through digital and traditional channels to elicit a response from the target market, namely to become customers.
Why Do You Need Content Marketing?
Let’s say that you want to get new customers, as most every business does. If you’re a startup, you might just be calling people or going to networking events to get the word out. But as you grow and put a little money toward your efforts, you’re going to need a website. Maybe you’ll want business cards. And how about a brochure?
Established businesses need to share content through blogs, articles, newsletters, media releases, ads, flyers and brochures, and social media.
The need for content marketing really never ends, no matter how long you’ve been in business.
And if you’re running your business, it never gets any easier to create all of that content yourself.
Why Should You Outsource Content Marketing?
We all have our areas of brilliance. If you’re an electrician, doctor, attorney, plumber, or Realtor, it’s likely that your area of brilliance is not content marketing. But you could still be cautious to outsource content marketing. After all, it’s going to cost money, right?
Let’s look at it this way:
Your time is worth money. Even if you only pay yourself $50 an hour, it adds up (and let’s face it, most business owners aren’t in this to only make $50 an hour). Since content marketing is likely not your forte, it could take you 2–4 hours to write a blog. An article could keep you trapped at your keyboard for twice that. And a website? You’re looking at days, maybe weeks or months.
And all of that time spent working on content is time you’re not making money for your business.
Need More Reasons to Outsource Content Marketing?
Let’s say that you believe in the power of sweat equity and you’re going to write your own content. Dammit.
Or perhaps you can write well and you want to do it yourself. After all, who else can capture your voice the way you can? (Well, a good writer can, but that’s another story.)
You still have to admit it’s pretty darn difficult to write about yourself or your brand objectively.
A doctor or attorney can tend to speak “above” the average reader. They might not mean to, but they have the level of education that makes their content marketing a little unclear, or technical, to the average person.
And, in most cases, you are writing your content to the average person.
So now you’re not making money and you’re not making sense to the people you’re trying to attract. Yeah, that sounds like a good way to get new customers.
Stop Wasting Time and Money
An experienced content marketing firm knows how to write in a compelling way, to tell stories, and to drive readers to action. They know how to incorporate imagery to capture attention when words alone won’t cut it. And they get results.
Sure, it’s going to cost money to hire a content marketing firm, but when you outsource content marketing, you need to look at the big picture, the end results.
If you can clear up a few hours, weeks, or even months to make money instead of wasting time, you’re ahead of the game. And if you can outsource content marketing, taking it off your to-do list, you get more time with fewer headaches.
So should you outsource content marketing? Yes. Yes you should.
Curious how Ink & Quill Communications can help with your content marketing needs? Schedule a get-to-know-you call. In just 10 minutes, we’ll know if we’re a good fit and can help you.