As a busy business owner, it can be a challenge to manage all the moving parts of your business. With the mile-long laundry list of tasks, it can be quite difficult to keep up. When things get crazy, the elements of your business that are not properly planned tend to be the pieces that get left behind. Things like a content marketing strategy. It is as they say – if you fail to plan, you plan to fail.
But how do you know when it’s time to outsource your content marketing? Are there any indicators? I’m glad you asked. Let’s get right to it.
You don’t have the required skill
If you do not have the knowledge or skill required to write content for your website you are putting your entire business at risk by trying to do it yourself. In addition to being one of the main ways your audience gets to know who you are, your blog is also a source of information. Your audience looks to you for accurate information. In addition, it must be engaging in order for you to get and keep their attention. No one reads let alone shares blog posts that are poorly written and fail to engage. With all the distractions available on the internet – over a billion websites and a bazillion web pages (clearly a made up number but I’m sure you get my point) – your readers have absolutely no reason to visit your underwhelming website with poorly written content.
Spare yourself the trouble and get a professional content writer if you don’t have what it takes to write engaging content.
You don’t have the time
It can be tempting, especially in the initial stage of your business, to try to do everything on your own. With budgetary constraints, you may make the assumption that by writing your own content you are saving yourself money. Contrary to popular belief, this is often incorrect/false.
Tim Ferris talks about this in the Four Hour Work Week. It’s silly to spend two hours slaving over a blog post when your time would be better spent on other areas of the business. Imagine a $300 per hour consultant struggling with a basic 500-word blog post for 2 or 3 hours when she could simply outsource to a freelance writer for $200 and you will begin to realize how silly it is to insist on doing everything yourself to save money.
Which leads me to my next point.
The other parts of the business are suffering
Even if you’re competent enough to write your own blog posts within a reasonable time frame, if you are finding that it still gets in the way of you actually running your business you seriously need to think about outsourcing. It is not worth it to spend hours writing blog posts if you end up missing the more critical parts of your business. Meeting with suppliers or actually conducting consultation sessions with clients is far more valuable use of your time.
Stretching yourself thin helps no one and it absolutely does not help your business. Sometimes acknowledging that you need help is half the battle (the other half is finding the best help but we’ll get to that in another post).
You don’t have a content marketing strategy
If you’re simply writing a blog post once per month when you actually remember and only think about keywords at that moment as you’re writing the post, you need help. There are no two ways around it. In order for your blogging efforts to be successful, they MUST be driven by a content marketing strategy. You should have a clear picture of who your target customers are and a specific plan of action for how to reach them. This will include the methods for communicating your message.
You don’t know how to measure success
Flying by the seat of your pants and hoping for the best is a sure way to waste time and money when it comes to content marketing. No plan or a poor plan is the surest way to failure. If you don’t know how to measure the success of your efforts you are wasting time. By getting help from an expert who will craft your content marketing strategy with your input and determine variables for measurement you will more likely see the results of your efforts.
It’s never easy asking for help, particularly from strangers whose competence you may have a hard time assessing. Your business is something you’re very passionate about and you want the very best; someone who will bring the same passion to your vision that you do. Nevertheless, it is far wiser to take the time to find the right help to grow your business than to waste time and money insisting on going it alone.