If you agree that content marketing is a tactic that can help you generate awareness, leads and sales, but you’re still struggling to fit content marketing into your routine, there’s an easy answer: hiring some outside help.
Ah, if only it were that easy. Even if hiring some help makes the most logical sense, you still need to figure out:
- What your content needs are
- What your budget is
- Who to hire: full-time help, part-time help, a freelancer, or a marketing agency
While the decision ultimately rests on your shoulders, here are a few important factors to consider when hiring a content marketing resource.
Understanding Your Content Marketing Dreams
Figuring out your content needs isn’t an easy task, because every business, industry and target audience is different. Still, it’s important to get an idea of how much content you want to produce, and what types of content you want to share, so that you can determine your budget and the type of help you need.
To help you determine your needs, consider the following:
- How many buyer personas do you have?
- What are the stages of the buying journey?
- What types of questions do my prospects ask at each stage?
In other words: “What do each of my prospects need to know to continue moving down my funnel?” That’s how much content you need.
Now, that exercise might leave you with a lot of potential content topics to cover — which might seem like a never-ending task, and one that is prohibitively expensive. So let’s talk about budget.
Determining Your Content Marketing Budget
Your next challenge is to figure out how much content you can afford. Again, every company is different and every budget is different — but let’s assume you don’t have unlimited funds. Which means it’s critical to prioritize the content you need.
Thinking back to the previous exercise, consider the following:
- Which of your personas is the most important, or ideal?
- What is the most important thing they need to know to move from one stage of their buying journey the next?
In other words: “What is the most important thing that my most important prospects need to know to continue moving down my funnel?”
That should give you a good starting point in terms of the amount of content you need, but that still doesn’t entirely answer the budget question. Different types of content have different costs. So let’s add a third question: What types of content does my audience prefer to consume?
For example, if you’re targeting an older, B2B audience, then authoritative written content is probably best; a younger B2B audience will likely prefer infographics and explainer videos. On the other hand, a younger, B2C audience will likely prefer to engage with short video clips.
Written content such as blogs and articles will be more affordable to produce than video; visual content like infographics will fall somewhere in the middle.
Who to Hire to Help with Content Marketing
When you’re looking to bring on a resource with content marketing, you have a few options in front of you. Let’s run down your options:
Full-time content marketer
Hiring a full-time marketing professional is great if you have a large budget and extensive content production needs. You get a dedicated, in-house resource, who becomes an expert in your industry. Of course, you also have to factor in the expanse (including salary and overhead) of adding a full-time employee.
Part-time content marketer
As our economy becomes more “gig-oriented,” more professionals are looking for part-time work. This can be ideal if you want an in-house resource but your content needs aren’t so extensive. You get a reliable resource who’s available at dedicated times, and who’s familiarity grows with your business grows over time. You just need to make sure you have a steady, consistent amount of work for them.
Freelance/contract content writer
Hiring a freelancer on an as-needed basis offers you flexibility to engage them only when you need a new piece of content written; they will bill you on a project basis. This is ideal when you have fewer needs and/or a lower budget. A freelancer can present challenges, though: their availability can wax and wane, depending on workload, and they may not know your business or industry well, requiring extensive re-writing or hand-holding on your end. Freelancers who write as a “side gig” may also not be available during business hours, which requires longer project leads times.
A marketing agency gives you the most flexibility when it comes to content marketing. If your needs fluctuate, an agency can easily ramp up or down. An agency will generally have multiple resources available to you, including an account manager who can help with keeping the relationship strong and consistent, and multiple content creators who can jump in to assist, depending on your needs. Those same resources work together to ensure a high level of quality and accuracy in the work, meaning it’s in tip-top shape before you ever see it, reducing your editing burden. An agency will also have the expertise available to help you determine your overall content strategy and direction, ensuring you’re “working smart” by producing the best possible content to generate the best results.
And although an agency will typically charge higher rates than a freelancer, the overall cost will be less than hiring an in-house resource.
Find the Right Content Marketing Fit For Your Business
Whichever route you choose, remember: You don’t need to be a content marketing expert. Help is available to you, no matter what your needs or budget are.
If you need a hand figuring the best next steps for your content marketing needs, don’t hesitate to contact us at any time.