Content creation is one of the most critical components of your marketing strategy. In fact, the majority of CMOs agree that content is the future of marketing. It currently costs about 60% less than traditional marketing efforts and generates approximately three times as many leads. So, what’s the catch?
The Problem with Content Creation
Joe Pulizzi, founder of Content Marketing Institute, explains “while the biggest challenge to marketers for the past five years has been creating engaging content, the problem is not [creating] quality content — it’s consistency.” Many organizations fail to consistently produce content.
For example, it’s so easy for your weekly blog to morph into a quarterly blog. Joe says, “Historically in enterprises, content is not generally delivered on time or treated as a corporate asset.” Content creation requires a considerable time investment, focus, energy, research, and access to the right resources and talent. But most importantly content must be created consistently. And that is a big commitment that often leads to burn out, which leads to huge gaps in content creation.
Content Creation Options
Launching and maintaining a well-executed content marketing strategy is no easy task and many efforts fail within 30 days when attempted in a vacuum. This is why over 60% of companies choose to outsource their content creation and marketing efforts. There are many resources your business can leverage to generate content and start building your content marketing strategy.
Here are just a few content creation options to consider, ranked from most time consuming to least time consuming:
- Most time-consuming ($): We don’t recommend using content mills; however, it is an option. Today’s content mills serve as a marketplace for writers to sell many different customers their work. Content mills are cheap, but they are usually a very poor-quality option for content creation.
- Less time-consuming ($$): Freelancers usually specialize in writing professional content; however, the process of working with a freelancer still needs to be managed. And you’ll still need to determine how to promote your content and manage your campaign on a consistent basis.
- Absolute least time-consuming ($$$): Outsourcing your content creation to a content marketing agency will allow you to “work with a wide range of creative talents …” and that means you don’t have to do the work on your own. If you choose to go this route, make sure you are clear about the results you expect and be sure to understand their quality assurance policy.
The Bottom Line
There is one big, important distinction between all of these options. In addition to content creation, your content marketing agency should be able to help with strategy, design, deployment, and campaign tracking. But most importantly, your content marketing agency should be responsible for results and campaign performance … and you can’t put a price on results!
8020 Digital is a content marketing agency based in Fort Collins, Colorado. We specialize in content creation for websites, blogs, newsletters, and social media. Please contact us if you would to learn more about our content marketing services!