Content is crucial for every company on the internet. Content marketing involves quite a bit: it is a labor-intensive project. The emphasis is on the word "process." Many organizations do not have the time and power to start an entire process. That is why many are asked the question: "Do I have to outsource content marketing or should I do it myself?"
Why content marketing is so important
That content is crucial for companies on the internet, is clear from figures from the International Newspaper Marketing Association. These figures show that 20 percent of all web traffic comes from shared content. 60 percent of all content actually helps customers win over.
Another good thing: companies with an active blog get 67 percent more leads, according to research from Hubspot. Companies without a blog ignore these leads. So there is a good reason to focus on content marketing. Who picks up the task is still the question.
Do the benefits of content marketing yourself
Both outsourcing and doing content marketing yourself have advantages. The biggest advantage of doing your own content marketing is that you have more control.
In principle, a change is implemented in this way and decision makers and implementers can quickly contact each other. Because the process remains within one organization, the chance of a successful approach is greatest: it is clear what the brand stands for. In addition, your own editors can spend more time on research and the production of content.
Outsourcing the benefits of content marketing
Are you already devoted to the idea of doing content marketing yourself? Outsourcing also has its advantages.
If you outsource content marketing, you often get content with a completely different view of the matter. It is also scalable: you can quickly have more capacity. It is often too expensive for a small company to have one staff member busy with content all day long. In addition, external parties often have special knowledge and with a bit of luck you can ride on their distribution options. Maybe there is even one guest blog in, or is there someone in their network that can increase your brand awareness.
Things that need to be arranged
Whoever does content marketing, it is important that a number of things are arranged. For example, there must be a clear publication schedule for both internal and external use. Someone must also be responsible for the content and the management thereof.
If you decide to outsource (a part of), a style guide is an absolute must. With this you record the identity of your brand in written word. It must be clear that the content comes from your brand. Are you going to work with freelancers? Then make long-term agreements. Make agreements about deadlines and the reward of the freelancer. This way you prevent confusion and frustration afterwards.
Ask yourself the right questions
Finally: ask yourself the right questions. Is there someone within the company who can direct external suppliers or who can be the head of an editorial team? And who will be responsible for the content? Content marketing does not always seem successful, but it is important to keep the focus. It is a process where it may take a while before the result becomes visible.