It’s pretty easy to spot the common theme in these two scenarios:
Company A is a social media and web design firm – and one of the best in the business. They really know how to increase a brand’s awareness through social media. That, in turn, has led to leads and sales for their clients. But they don’t blog.
Company B, meanwhile, is a small real estate agency. The Realtor there managed to weather the housing bubble storm and has a few support staffers, but, for the most part, she’s a one-man gang. Translation: her time is severely limited. So, while she has a clean, simple and highly informational web site, the one thing she doesn’t have is – you guessed it – a blog.
These days? Both companies outsource their blogging work to Article-Writing.Co. Since then, both have picked up new clients because of their new blog.
Your Time is Valuable
Lack of know-how. No money to hire a full-time writer or social media technician.
Those are two of the most common reasons you hear when a company explains why they don’t blog. Sure, the industry giants can easily afford to plop down $40K-plus to hire a content marketing genius or decorated blogger. But that’s not an option for most small- to mid-sized businesses.
Blogging “… takes a lot of time, skill, and commitment,” Tasarra-Twigg wrote. “However, the ‘time’ part is what a lot of people struggle with.”
And therein lies the problem.
“Your time is valuable and you should have a dollar amount assigned to it,” she wrote.
But blogging is still one of the most valuable components of your content marketing arsenal.
“Without blogging, it is difficult to build an ever-increasing amount of content to be discovered via search engines and shared via social,” Adam Singer, analytics advocate for Google, wrote in a recent blog post for ClickZ, “Why Blogging Still Matters: Data, Distribution, and Ownership of Content.”
Pinpoint Your Weaknesses
That’s why you should focus on what you do best: running your business – while allowing content marketing experts to focus on what they do best. It’s all about being honest with yourself, Tasarra-Twig says.
“… Almost anyone can make better use of their time, and that starts with pinpointing your weaknesses,” she wrote.
But time management, resources and the like aren’t the only reasons why you should consider outsourcing your blog work. Kristi Hines outlined seven reasons why all brands should contract out their content development in a recent blog post for Coworks.
A snapshot of those reasons include:
- It costs less. Content marketing generates around three times more leads and costs more than 60 percent less than traditional marketing efforts, according to Demand Metric.
- More than six in 10 companies outsource their content marketing, says Mashable and Inbound Writer.
- More than 70 percent of big companies and more than 30 percent of small companies use both in-house and outsourced resources for their content, the Content Marketing Institute says. This allows the in-house staff to focus on more in-depth content creation, such as eBooks and case studies.
- More from the Content Marketing Institute: Over 60 percent of B2B marketers outsource their writing, more than half outsource their design, 30 percent outsource content distribution and a little more than 20 percent outsource their editing.
- You can add more blog posts and content by hiring out freelancers. Take the first two examples mentioned at the beginning of this post. Neither company had much time to blog, so Article-Writing jumped in and started cranking out engaging, impact-driven content right away. More content means your site is more visible – and the more traffic you get, the more leads and sales you generate.
- Outsourcing your blog posts allows you to cast a wider net by promoting your content. Article-Writing, for example, has a 64-point promotion checklist it goes through every time it publishes a blog. By heavily promoting all content, its clients immediately generate more traffic.
- Blogging secures your position as a thought leader. Most CEOs don’t have the time to blog, or they’re simply not a good writer. But a freelancer can serve as a ghostwriter, publishing content on the CEO’s behalf, which helps build an authoritative reputation for that company, Hines explains.
Think of it this way: You wouldn’t want a heart surgeon putting out a house fire, nor would you want a fireman performing a major surgery. So why wouldn’t you want an expert to handle your blogging needs?