As someone who makes a living in content creation, business owners occasionally ask me why they should consider paying for content marketing services. I could go the easy route by explaining just how much there is to know about content marketing. But I don’t. Why? Because knowledge can be learned.
Even with all the knowledge in the world, there is an even more important reason for paying for service: the hassle of doing things yourself. Imagine you are a small business owner entertaining the idea of DIY content marketing. While you’re at it, consider the implications of putting something else on an already crowded plate.I also need to rely on a combination of my own knowledge and intuition to figure out how to reach audiences with content.
The Basics of Content Marketing
Content marketing is a marketing discipline that leverages a variety of content forms in order to reach a targeted audience. Services like Salt Lake City’s Webtek Digital Marketing utilize old standbys like blog posts and informational articles. But that’s not all there is. Content marketing can also take advantage of:
- Case studies and white papers.
- Press releases.
- Infographics.
- Short and long-form videos.
Pretty much anything found online is content in some form. Leveraging a variety of forms for marketing purposes is what content marketing is all about.
The Hassles of DIY Marketing
Now that you have a basic understanding of what content marketing is, let us talk about why paying for professional services is a good idea. The whole premise can be described in a single word: hassle. DIY content marketing is more involved than most business owners know. It is more time-consuming and potentially aggravating. Here’s why:
1. It Can’t Be Done Haphazardly
Content marketing services put a lot of time and effort into planning. Why? Because they know that effective marketing cannot be done haphazardly. A haphazard approach to content creation and distribution leads to unpredictable results. Some efforts pay off while others do not. There is little consistency to guide a company moving forward.
2. A Considerable Time Investment Is Required
Next up, successful content marketing is not achieved overnight. Doing it right requires a considerable investment of time. Moreover, achieving success with content marketing isn’t a one-time deal. It is an ongoing effort that will produce results for only as long as that effort is put forth.
Practically speaking, effective content marketing requires frequent posts (in a variety of forms) through as many online properties as possible. Remember that the internet demands fresh content. A company needs to publish on a consistent basis – even if that means only once per week. Fail to keep a consistent schedule and you will fail to consistently reach your targeted audience.
3. There Are Plenty of Intangibles
I have space for only one more consideration, so here it is: there are plenty of intangibles that go into effective content marketing. Creativity is a big one. As someone who does this for a living, there are times when my creativity hits a brick wall. Imagine a content marketing DIYer who finds himself distracted by other things.
I also need to rely on a combination of my own knowledge and intuition to figure out how to reach audiences with content. Someone who doesn’t do this all the time is lacking in both departments. For that person, content marketing becomes an arduous task to be dreaded. That is no way to approach marketing.
I will admit that DIY content marketing is possible. Companies do it all the time. But I would argue that making the most of one’s opportunities relies heavily on mastery. And if it’s mastery you’re after, paying for professional content management services is the better way to go.
