You’re finally running the business of your dreams. You love your products, you love your customers, and you love your job, but there’s one issue: you want to be content marketing, but you’re so busy running the business you don’t know where to start.

While deciding on the best practice in this arena is a highly individual process, there are some general guidelines you can follow to help clarify the next step.

When Is Content Marketing A Good Investment?

Before we talk about whether you should keep content production in-house or hire a team, we should consider if it is a smart use of money and time.

Content marketing can be great for businesses that has a solution for a problem of which people aren’t aware. If you have devised a great niche product or service, content marketing can spread the word in a way that doesn’t feel pushy or insistent. Your potential customers will have the opportunity to feel as though purchasing from you is there idea.

This is a fantastic strategy seeing how social media doesn’t seem to radically change people’s minds if used argumentatively. By approaching a situation with a more neutral information-oriented strategy, you can get your customers on board of their own accord.

The final thing to consider when deciding if content marketing makes sense for your company is your goal for the campaign. As stated earlier, content is more of a long-term strategy. It can definitely bring in new customers, but its real strength lies in its ability to help you retain customer loyalty through consistent dialogue.

Traditional ads may be a better move for a brand-new business with little previous exposure. Transitioning to a more integrative strategy may make sense as time passes, but if the goal is to maximize views on a small budget, content marketing may not be the best choice.

When Should You Hire a Content Marketing Team?

If you are a business that has decided to start content marketing, you have a decision to make: do you delegate employees to content creation, or do you hire a marketing team?

One of the most important factors to consider in this decision-making process is the size of your company. Do you have employees to spare? Can you delegate a large amount of time for content research and creation? Good content is not a rush job, and you should prioritize quality over quantity. If this is untenable with your current roster, hiring out may be a good idea.

The second major consideration is your level of expertise in-house. If you have a dedicated marketing department, there is a good chance you already have employees capable of creating high-quality content.

If you’re whole work-force consists of people specializing in production, you should seriously consider hiring someone who excels at content creation. Keep in mind that blogging and content writing are different, and just because someone can write a blog post doesn’t mean they can handle all your content marketing.

The Takeaway:

Content creation is an investment. You need to decide if this is a good time to invest for your business. While there is no one-size-fits-all answer, you are probably going to see better returns if:

  • Your company is already somewhat established
  • You are looking for long term customer retainment
  • You have someone in-house who can dedicate a lot of time to content creation
  • You are willing to hire a dedicated, knowledgeable content marketing team

If this sounds like you, then now might be the perfect time to invest.

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