You may already have some idea about the importance of content and engagement to your business. But do you know why outsourcing content marketing has such an impact on business growth and success?
DIY Content Marketing
Does any of this sound familiar?
- You’re posting faithfully on social media… or at least, you are when you can think of something to post, and you’ve got enough time!
- You maybe write the occasional blog update when a good idea strikes, or record a quick video to tell people about a new product, service or perhaps a course you’re hoping to run
- You’ve considered pulling a regular email newsletter together
- Maybe you’ve made some notes to record a podcast
In fact, you’ve thought about so many different pieces of content for your business, that your head has started to spin!
The problem is, you have to fit all of this activity in around the ‘day job’ of running your business, working with your customers and clients and maybe have a bit of a personal life.
It’s often at the point of ultimate frustration you think “Maybe outsourcing content marketing would be a good idea”.
You know what, I think you’re right!
“Content is King” Said Bill Gates
Whatever its form, content is everything you share online about your business. It includes posts, tweets, images, videos, podcast episodes, and networking pitches, as well as blog posts and email newsletters.
The aim with the content you create is to make your business visible. It should also engage your audience and encourage them to take note and to take action.
But it can be hard to understand what types of content have the best chance of engaging the right people, in the right way.
That’s why you have to:
- Experiment with as many content forms as you can
- Check your analytics regularly
- Keep doing the things that work (and stop doing the things that don’t)
Yes, this does mean you have to add another activity to your list of content creation tasks – data analysis.
What now?!
- So, you have to spend time creating and posting
- You also have to take even more time looking at what has happened with what you have posted
- Then you have to make changes to your strategy based on that data and create new content based on your analysis.
This is even before you have done a stroke of business-based activity.
Outsourcing content marketing may be looking a bit more necessary now.
So, There’s All That Stuff to Do with Content, What About Engaging People?
Engagement is the connection your business creates with a customer (or a potential customer) through communication.
Put simply, if you post something on Facebook and someone Likes, comments, or shares it, that person has engaged with you.
So, the more your business communicates through interesting, good-looking content, the more chance you’ve got to engage people.
Engaging content is meaningful, regular, and outcome-focused. It must also speak in your ‘voice’ so people know what to expect when they first make contact with you and your business.
Your ‘job’ here is to be the the recipient and the responder. Replying and commenting to all of the engagement happening across all the platforms your content is being shared on.
Well, there is a third task for you.
The first one was content creation; the second was analysis and adjustment; the third is engagement management.
Can handle all three efficiently, effectively, professionally, regularly and – above all – consistently while managing your business and delivering all your products and services?
Think carefully ….
Why Outsourcing Content Marketing Is Not a “Maybe”
When you start out in business, it’s easy to think you have to do everything yourself.
(Some people think they can do it all themselves!)
However, in 20+ years of business experience I can say, hand on heart, that it is not possible.
You will be great at content and engagement marketing in your business if what you are selling digital, content, engagement marketing,
If you are selling anything else, you will always be an enthusiastic amateur. (And maybe not that enthusiastic!)
There is no shame in recognising that you won’t be the right person to carry out every task your business needs.
Think about it: your business exists to help others, using specific knowledge, skill and expertise that has, most likely, taken you years to build.
So, it follows, there are plenty of other professionals out there, on hand to help you with the skills you either don’t have, don’t want to develop, or haven’t got time for!
Let’s be clear. In terms of marketing, I’m not saying you shouldn’t create any of your own content, especially if you enjoy it.
In fact, when you start out, it’s a really good idea to understand the different elements of engagement marketing, such as how to post on social media and how often, or what kind of information you want to include in a regular blog.
Why?
Because you will develop an understanding that will enable you to brief your chosen content creators properly when the time yo outsource comes.
An added bonus? An understanding of what could and should be done will allow you to know when/if you’re not getting the right level of service from them.
This is why I firmly believe that outsourcing content marketing is not a ‘maybe’.
If you want your business to grow you will need to be in it and on it.
Spending loads of time learning about social platforms – and even more time creating so-so content – will mean you have less time to concentrate on the business in your business.
That’s sure to have an impact on your bottom line.
Next Steps
Want to discover how outsourcing content marketing will benefit your business? Book a conversation here.