The business world is constantly changing, and in the current world, with the internet bringing together people from all around the globe, it’s important for businesses, big and small, to connect with clients. Typically, this is done through content – blogging, newsletters, social media. Engaging in content marketing shows the company cares, not just about the sales, but about the client’s satisfaction with the products or services they’ve purchased, and content marketing has the added benefit of keeping your company in the forefront of people’s minds.
But how are small companies and entrepreneurs supposed to keep up with content marketing? Blog posts aren’t just ten minutes of time, and putting together a newsletter takes even longer. While you could hire a full-time specialist, in many cases, the best option is to hire a freelance content creator.
In my opinion, time is one of the biggest benefits of outsourcing content creation. A good blog post, one that actually helps readers and covers the topic in depth, can take several hours to finish, from research to execution to editing. And really, that’s not all that’s involved. Once the post is published, it needs to be promoted, and a month or two later, revived. The external links can become out-of-date and need to be updated. All of these things take time, and time is at a premium for entrepreneurs. By outsourcing, this is one thing that’s off your plate.
Knowledge And Research
Research isn’t just time-consuming, it’s also important to know where to look. Depending on the industry, the information you’re looking for may not automatically pop up in Google. A professional content creator knows how to find information and sources, can do so more quickly, and can go more in-depth than someone who’s thinking about the hundred other tasks on their to-do list that will more directly lead to tangible results.
Another benefit to a professional content creator is their knowledge, skills, and training. Things like SEO (search engine optimization), eye-catching titles, and calls to action – these are all crucial to good content marketing, but they take time to learn, and there’s numerous ways to achieve them, not all of which will work for you. For instance, I favor organic SEO, which means using on- and off-page techniques (optimized keywords, rich content, and mutually beneficial linking) to achieve higher positions in search engines, and I’ve developed my skills in doing so over the past decade. Other companies, perhaps in an extremely small niche, may not see results quick enough from organic SEO, and benefit from reviews, paid linking, keyword stuffing, heavy analytics (I’m not saying these are bad, despite what you may have heard – I certainly can see need for them). Some may need more video content, some need more graphics. It’s important to tailor your content to your audience and your goals, and developing those skills take time – not something an entrepreneur has to spare.
Hiring a content creator allows you to hire someone who specializes in what you need, with connections and experience. It also, particularly when outsourcing, allows you to adjust your strategy – if blog posts aren’t working, you can hire someone focusing on video marketing.
Easier To Post Regularly
Blogs, newsletters, and social media all need to be consistently maintained. This may mean two Instagram posts a day, three blog articles a week, one newsletter a month, or it may be as specific as blog articles Mondays, Tuesdays, Thursdays, and Saturdays, with newsletters on the 7th, the 14th, the 21st, and the 28th of each month. Regardless, if you don’t maintain that connection with clients, they will forget about you. And keeping up with these channels can be involved. You have to plan in advance, keep up with deadlines, backlink, track giveaways/contests/series, and so forth. A freelancer can take all of this off your plate – all you have to do is give them a heads-up if you need something specific, for instance, a post about an upcoming sale you’ll be having. Other than that, you can be assured that a good professional content creator will make sure everything goes up in a timely manner without you having to stress about it.
Like I said before, you could hire a full-time content creator to handle this for you, but it’s likely going to be more expensive. In addition to regular full-time pay, you’d have to deal with health insurance, taxes, benefits. Plus, a lot of small companies don’t need a full-time content creator. So now, you either need to convince someone to come on board part-time, or you’ll have them sitting around twiddling their thumbs.
A freelancer allows you to hire them to do what you need and no more. No need to worry about healthcare, taxes, and so forth. It makes life a lot easier, and content marketing is an area where I really think this is a better solution for most companies.
Businesses grow and evolve. It just is what it is. Situations change, and maybe blog posts were great for when you started, but now videos would be better. Maybe you started your hotel as a place for leisure travelers, but ended up carving out a niche in the business travel world. The person who was perfect to handle your content when you began may not always be the best fit, and when you outsource, it’s fairly simple to find a new person who will be a better fit for what you need.
When I ran my pet care business, I started with the intent of working with animals in general, but I carved out a niche for myself in special needs animals – fear and aggression issues, or geriatric pets. My content on my blog and on social media had to evolve too, so that my clients could relate to it. Now, I was writing my own content, and with the business growing so quickly (too quickly), I was not great about consistently posting (I really needed to outsource!), but I had to consciously adjust my content calendar to fit the direction my business had taken.
Constant Flow Of New Ideas
One of the hardest parts of content marketing, in my opinion, is the ideas. I can write about anything (I may not be the best, but I can put words on paper), but maintaining a constant flow of relative topics…that’s rough. However, professional content creators know how to find or create new ideas, how to repurpose a basic concept into something more innovative for you, and how to repeat ideas when necessary without sacrificing quality or novelty.
Content creation is one area that, when done right, can provide a significant boost to your business, yet can – and likely should – be outsourced without sacrificing your own vision and control. You cannot be an expert at everything, and when it’s so simple to hire someone who’s better equipped to help you, why would you compromise?