Content Creation: How Hard Can It Be?

The recent release of State of Inbound 2015 hi-lights a number of key takeaways, such as:

“Marketers should create compelling content that reflects their company’s voice and brand while helping the consumers of this content turn into website visitors, leads and customers.”

A nice statement that speaks both on the importance of being true to your brand, and on the importance of helping your audience. All delivered through the wonder of creating online content.

If you’re an expert in your niche and loyal to your brand, you may think it should be easy. But, it’s harder than it sounds.

The reality is that many small to medium business enterprises find it difficult to consistently fuel a content pipeline.

In many cases internal experts are just too busy. Perhaps they know a lot but have difficulty in focusing in on specific ideas and topics. There’s a level of organization and planning required to consistently generate fresh stuff — blog posts, videos, white papers, or help guides. And it takes a lot of time. Every week.

Enter the freelancer or marketing agency.

Those that create valuable and compelling content don’t always have to be your own employees.

Freelancers or agencies specialize in working with companies to co-create content and take some of the burden off. They have processes and schedules built around both independent research and working with your experts to organize and publish relevant content.

You don’t’ have to do this alone.

In fact, many don’t. Turning again to the State of Inbound 2015 report, HubSpot found “leading marketer’s content comes from both in-house and out”. This is the sweet spot that can ensure your brand and voice is present but gives you time to look after other parts of your business.

Get the biggest bang for your buck.

It makes sense to use your expertise and best people in a way that delivers the biggest bang for your business.

A lot of content required is to help your online business to “get found” and to help people learn about your stuff (and decide if it is what they want or need). At this early stage people may not be ready to buy yet.

It makes sense to spend your expert time with those that are nearer to buying, after they have consumed some of your remarkable content. Have your out-source work on the “top-of-the-funnel” content while your best people are working on closing qualified leads.

Whatever the case, in-house or out, the experts agree content is the lifeblood of online marketing. Your audience must be impressed with you online and satisfied enough with what they have found in order to give you their business.

Notice I haven’t said that you don’t have to do anything. That would be too easy.