Content is king.
You’ve heard that saying. Bill Gates said it 20 years ago, and yet it’s only in the last few years that people have figured out what that actually means.
Yes, it sucks that so much of online marketing is driven by a search engine that’s fundamentally a solved game – and no, despite what the pundits tell you, SEO is not going away anytime soon. If you’re launching a business you need content. There’s no ifs ands or buts about it anymore. The old days of soft launches on social platforms or small google ads are gone.
It’s incredibly expensive to market your online business – content marketing has the single most reliable ROI of any growth channel (excluding email marketing, but that’s a whole different topic).
95% of ContentFly’s customers are entrepreneurs and small businesses. If you’re not outsourcing, you’re missing the train.
You need to move quickly.
There are businesses in your space that are automating every little part of their business. There are businesses who are using Missinglettr to automate their social media, MailChimp to automate their drip email marketing, ContentFly to automate their content creation and Zapier to automate damn near every thing else.
So how do you expect to compete with them when your’e manually, arduously, handling all of your marketing collateral yourself? That’s hours of ground you’re giving up to your competitors.
Content is one of the biggest time sinks if you’re doing it yourself. To make content marketing work, you need to blog EVERY. SINGLE. DAY.
You have 8-10 hours a day to work, are you really willing to give up more than 10% of your time to writing a blog that won’t pay out for another 6 months?
You need to scale up and down easily.
When you’re a young company, you need to churn out a ridiculous amount of content just so search engines recognize you. When you start gaining some notoriety, you need to scale down and invest in longer-form pieces and better targeted keywords.
You’ll have periods of intense blogging, and periods of downtime when you start ranking for some keywords and need to focus on maintenance rather than new content.
How the heck can you expect to have that flexibility hiring a full time writer? The only answer is to outsource – scale demand based on your needs, and ride the SEO wave optimally.
You need to save money.
There are certainly benefits to hiring a full time writer – penny pinching isn’t one of them.
Let’s face it, starting a small business is ridiculously difficult. You cannot spend thousands of dollars a month just to have someone write blogs for you. Tools like ContentFly, and even hiring on Upwork, will enable you to exploit economies of scale and get ridiculous price savings.
The average ContentFly customer saves 67% compared to the alternative. And, not to toot our own horn too hard, but we’re not the only game in town either – outsourcing content is much more affordable than a dedicated freelance writer.
You need to experiment.
Probably the toughest part of content marketing, particularly in a small business, is trying to figure out what works. Every business eventually finds the style of content that really delivers them value – whether its long-form content, short-form blogs, infographics, etc.
Even tonality has a HUGE impact – some of our customers switch through 4 or 5 writers before we find the perfect one for them. That’s completely normal.
Once you nail the tonality and fidelity of the content that really gets you results, you’re ready for the big leagues. It’s a bit like finding product/market fit – you experiment a lot to get to the ideal state but, once you’re there, it’s bombs away.
Outsourcing lets you experiment. You can switch between writers/styles/fidelity as easily as ordering a new Uber – that’s much harder with a dedicated writer or, god forbid, writing yourself.
(Seriously – founders shouldn’t write.)
You don’t need perfect.
As I mentioned before, there are some advantages to hiring a full time writer. Mostly, you’re (over time) guaranteed to start getting articles that are exactly as you need them, with flawless writing, research, etc. It’ll take a while (and a lot of money), but you will eventually get there.
However, that’s not important in an early stage company.
Look, as a founder you need to thrive under the 80-20 rule – 80% impact, for 20% of the price/effort. Investing thousands of dollars to get that extra 20% of specificity and quality is not worth it in the early days.
Outsourcing your content creation will never get you the same level of “perfection” hiring a full time writer would, but it’ll get you close enough to get you by. Eventually, when you hit a scale where you’re no longer just relying on content to drive traffic, it’ll make sense to hire a creator who can build out much more sophisticated content streams.
But investing in sophisticated content creation early on is a recipe for disaster.
Since Tim Ferris wrote his famous 4 Hour Work Week, automation has been the name of the game distinguishing the best entrepreneurs from the field. Productivity coaches across the board encourage new entrepreneurs to outsource their content creation – it’s guaranteed to bring you customers, at a price point lower than anything you’ll find in the open market.
The age of the elbow-grease entrepreneur, digging into every facet of their business is over. You can pencil-push all you want, but you’ll be beaten by the guy automating everything and saving his time for what actually matters – like product strategy & development.
As an entrepreneur, there’s about 3 dozen hats you’ll have to wear – there’s not enough hours in the day for you to waste time creating content.