At some point or another, you’ll have to consider the value that comes when you outsource content marketing—especially as your business gains momentum and becomes more successful.
Finding good help is hard to do but so is doing everything yourself.
Creating and promoting content is basically a full-time gig. And even if you have a small team, sometimes you can’t justify dedicating a full-time head to content marketing and what ends up happening is that it gets pushed to side, ignored and only executed on a limited basis.
And we all know that content marketing requires commitment and consistency—without it, it’s just not great and you’ll never see the results you’re hoping for.
So, should you outsource content marketing?
It’s not an easy decision to make but that’s why I’ve listed five signs it’s time to consider outsourcing your content marketing:
Sign #1: You actually don’t have the proper set of skills to execute your content marketing successfully.
Content marketers need to be highly skilled (read: not average) in these three areas:
- Writing (duh)
- Subject Expertise – are you an expert in the subject you’re writing about?
- Networking – do you know how to promote effectively?
Finding someone who’s got one of the areas covered isn’t hard. Finding someone who has two of these is harder. Finding someone who’s got all three areas covered is like searching for a unicorn and even more difficult to achieve.
But top content marketers who have all three skill sets do exist and they are out there. They just don’t exist on your team.
Sign #2: You can’t remember the last time you made a website or blog update.
With all the build-it-yourself website tools out there, it’s easy to think that you can manage this yourself. But it takes more than a landing page with a few words and your logo to convey a professional, accurate and compelling image that draws customers in.
A great website needs to do more than just look slick, it also needs to be optimized to drive conversions like emails and calls as well as give the best level of functionality for visitors. If you’re struggling to stay on top of updating the site or blog and finding that even the most basic coding, design or functional hang-ups give you major headaches, it’s time to find a professional who can help you.
Sign #3: You have no idea what content marketing success really looks like.
When you don’t know what marketing ROI looks like, you can’t properly measure it.
And content not measured is content wasted.
Whether you’re outsourcing to an agency or a freelancer, you are entrusting that they’ve successfully done it before. Many outsourcers package their understanding of content marketing best practices in their process flows, employees, data models and partnerships.
Engaging with these experts allows you to benchmark your current operations against industry best practices and immediate access to institutional knowledge—insight that can also be easily transferred.
Sign #4: Your social media fan base isn’t necessarily your target market.
Social media is about more than creating the accounts and sporadically updating them—it can be a powerful way to boost word of mouth and site traffic, further boosting your website SEO.
And while you may have invested some time into your social media marketing, if you’re only concerned with vanity numbers instead of who your community is actually made up of, then that’s a sign it’s time to turn over your social presence to the experts.
Find a partner who’ll really get to know your business and target audience, and manage your blog and content marketing so you can target the right audience and build your brand online.
Sign #5: You want to focus on marketing insight, not marketing operations.
It’s easy to get lost in the weeds when it comes to content marketing—writing weekly blog posts, social media updates, creating email newsletters, updating your web content, the list can go on and on.
If you find yourself never being able to step away from the to-do list to think about the bigger picture, you should consider outsourcing the execution so you focus on the strategy. After all, it’s your business so you are the brain trust.
You don’t have to use an all-or-nothing approach when it comes to content marketing outsourcing. Hybrid marketing strategies are quite common especially in small (but growing) companies.
If you find yourself experiencing any of these telltale signs but are still weary about outsourcing your marketing efforts, start small.
Remember that content marketing is a marathon, not a sprint so don’t be quick to throw in the towel if you don’t see immediate results.
In the long run, outsourcing your content marketing can give you time to build more local business connections, nurture sales, build another branch of the business, whatever your heart desires to do with this new-found freedom.
The post Should You Outsource Content Marketing? 5 Signs That Point to Yes appeared first on Upwork Blog.