In the last few years, content marketing has become an absolutely critical part of online marketing for small businesses. In addition to playing an important role in search engine optimization, content marketing can help give your company a voice.
One question that many small business owners must face is whether or not to outsource their content marketing. There are both benefits and drawbacks to outsourcing your content marketing, and for some businesses it makes more sense than others.Having good content is like having a fast Ethernet connection–it’s a necessary part of any small business. It can’t be ignored.It’s no question if your business needs content marketing–it does. It’s a question of if that content marketing can be outsourced. There are essentially two main things you should consider when deciding whether or not you should outsource your content marketing, and those things are cost of the content and the content’s quality.
The costs of content marketing vary drastically depending on a number of factors. Most commonly however, outsourcing your content marketing tends to be less expensive than doing your content marketing in house. Content creation can get pricey no matter the circumstances, but there are a number of reasons why it tends to be cheaper outsourced.
If you outsource your content marketing, you don’t have to pay the costs of hiring an employee, which can be expensive. Since content creation providers typically deal with a high volume of clients and produce a lot of work, their prices will likely be cheaper than if you had hired someone to do in-house content marketing. In some cases, small businesses might require VoIP solutions in order to effectively use an outsourced content marketing agency, which might add to the costs if one is not already in use.
It’s important that you work the numbers on your own before making any final decision though, because costs will vary significantly depending on the needs of your business.
The quality of your content marketing is also very important, which is why you should consider what kind of quality you’ll be getting from various content marketing providers. If you do your content marketing in-house, you’ll have full control over everything. You’ll be able to hire the people that you think are best for the job, and be able to check resumes and view work samples.
If you outsource your content marketing, you’ll have little control over the quality of content that you’re getting. Obviously you get what you pay for, but if you end up with a poorly produced batch of content you might be out of some money. Many content marketing providers will provide samples of their work, or even some free content as a trial. If you go the outsourcing route, this is the most important thing you can do to ensure you find a good provider.
Having good content is like having a fast Ethernet connection–it’s a necessary part of any small business. Content marketing cannot be ignored, as small businesses that fail to take advantage of it often cannot keep up with the success of similar businesses that utilize content marketing. If outsourcing your content marketing has worked for you, great. If you’re getting great results by having an in-house content creator, that works too. Just remember: don’t try and fix something that isn’t broken. If you’re happy with your results, stick to your marketing plan.
Ted Levin is a freelance writer and editor. He enjoys writing about social media, content marketing, and storytelling.