People who work for small businesses are used to being asked to wear a whole wardrobe full of different hats at any given moment. When your boss has a new idea jumping up and down on his to-do list, his first reaction is usually to give it to somebody already on staff rather than hiring additional employees. That’s why you might find yourself doing everything from keeping the books to keeping the bathrooms stocked with toilet paper.
The reality, though, is that, at some point, you start to experience diminishing returns. Maybe you’re doing so many different things that you can’t give any of them enough attention to be effective. Maybe you’re finally asked to do something so far outside your area of expertise that getting up to speed would take more time than it’s worth. That’s when it’s time to get creative. And, when it comes to content creation, the creative solution is to outsource.
Starting to see a little ray of hope peeking out from behind that dark cloud? Then let’s talk about how to convince your boss.
Making the case for outsourcing content creation
Outsourcing content creation ensures it gets done.
If you’re trying to do a dozen different jobs at once, which one is most likely to be ignored when things get crazy? The one you’re least comfortable with.
If you don’t know a comma from a social media influencer, the best way to make sure content happens is to outsource it. The real benefits of content marketing — deeper relationships with your customers, actionable feedback, enhanced SERP ratings, etc. — come from regularly publishing quality content over time. You’re not going to see good results from publishing content only when you get around to it.
Outsourcing content creation improves your odds.
Content marketing isn’t for sissies — or newbies.
Each and every day, almost 300 billion emails are sent, more than 2 million blog posts are published, and over 800,000 hours of video are uploaded to YouTube. It’s hard to stand out in all that noise. No matter how awesome your content is, it’s not going to do you any good if nobody ever sees it.
You’ve heard about the proverbial needle in a haystack? When it comes to the odds of one of your target customers just stumbling over your content, a better analogy would be finding a particular grain of sand on a beach. It takes experience and no small amount of hard work.
Each and every day, almost 300 billion emails are sent, more than 2 million blog posts are published, and over 800,000 hours of video are uploaded to YouTube.
The professionals who work in content marketing every day know the best practices — from SEO to distribution to link building — for attracting visitors to your content. That’s a competitive edge that’s hard to overcome.
Professional content writers know how to tell a good story.
Life is too short to read bad writing. I’ve stopped reading books after only a couple of chapters because I just couldn’t force myself to keep slogging through painful text, tortured punctuation, and stilted dialog. And it’s just as easy to click that “Back” button on a website. Whether it’s a matter of grammar and sentence structure or making a boring industry seem engaging, good stories win out over dull, poorly written ones every time.
You’d be in good company.
Even marketers themselves — the experts — outsource 18% of their content creation, and a mere 25% do everything in-house.
Business bloggers — another group of experts — outsource approximately 14% of their content, and top-tier bloggers outsource 24%.
Bonus: Defusing a common objection
One objection I hear a lot is, “But we’re special. Our business is unique.”
Chances are, your business isn’t as unique as your boss thinks it is. Sure, your product and your customers might be unique. You might be operating in a regulatory environment that doesn’t apply to other businesses. The details may differ, but the underlying reality (unless you’re a not-for-profit) is that revenue has to exceed expenses. Whether you’re selling SaaS or potholders (does anybody use those anymore?,) it all comes down to that one simple truth.
The principles of content marketing are pretty universal, too. The psychology behind persuasive writing doesn’t change. SEO practices don’t change (well, they do, but not by industry). The science behind using A/B testing to figure out which button color gets the most clicks doesn’t change. When you provide the secret sauce of what makes your business unique, and a professional content marketer wraps it up in a framework and methodology proven to be effective, that’s when magic happens.
I’m not saying you can’t do content marketing on your own. You can. But if it’s not something you want to eat, sleep, and breathe every day, outsourcing could be a way to keep your boss happy without giving yourself an ulcer.
I bet I can guess your next question: “But what if he says yes?” Here are a few additional resources to get you started:
Still have questions? Don’t hesitate to get in touch. I’ll be happy to help in any way I can.