If you’re asking yourself, “Should I outsource my content?” then you’re probably in one of two scenarios:

  1. You’re a business owner (either a solo entrepreneur or you’re running a small shop with just a few employees and no real marketing department)
  2. You’re an in-house marketer for a small-to-mid-sized company who’s responsible for handling most of the marketing yourself

In either scenario, you’re wearing a lot of hats! Content likely gets pushed to the backburner even though you know how important it is for things like:

  • Building thought leadership
  • Growing your business’s topical authority
  • Engaging with your audience
  • Getting more awareness to your brand
  • Increasing traffic and conversions

What do you do?

How much time does content take you?

Soapboxly blogs take, on average, about three hours to create. That’s end-to-end from ideation and research to development and posting. That timeline can be affected by things like:

  • How long is it going to be? (many of our posts are ~2,000 words)
  • Have we written about the topic before? (newer topics take longer to develop)
  • Do we need any images or video to support it? (this obviously adds to the development time)

If it takes us three hours, and content creation is our bread-and-butter, it’d likely take a non-writer even longer than three hours.

A study conducted by Orbit Media of over 1,000 bloggers revealed that the more time someone put into creating a piece of content, the better it performed on average. This is true in our experience as well.

If you want your post to not only get initial engagement once you post it to social media, but to be so high-quality that it ranks and earns you traffic for months and years to come, you’re going to want to spend a substantial amount of time on it. If you don’t, you’re likely creating throw-away blogs that aren’t a good return on your time investment.

Content is also typically something that, when you try to handle it on your own, gets pushed to your “when I have time” slots, like in-between meetings, on your lunch break, or after work. These are the types of tasks that almost never get done. They just keep getting carried over to the next day, forever.

Content creation tends to fall into that “would be nice, but not urgent” category. When you only have time to be reactive, and never proactive, content may not be something you can realistically handle.

If you’re being honest with yourself, do you have time to dedicate to the content you need to create for your business? If not, then you might want to outsource.

Do you enjoy it?

If you’re a business owner, you didn’t start your business so that you could spend time writing content.

If you’re a photographer, you want to spend time taking and editing photos, not writing about it. If you’re a woodworker, you want to spend time creating furniture, not writing about it.

If you’re not a business owner, but instead someone like an in-house marketer who handles any and all aspects of your company’s marketing, where does content strategy and marketing fall on your list of tasks you enjoy?

If you find yourself dreading writing, or at least dreading the thought of taking time away from doing the things you really love and are good at, then you may want to outsource.

Are you good at it?

It can be hard to admit when we’re not good at something, but it’s important to take a look at the responsibilities that lay before us and decide which we should probably delegate.

For example, while I (Kameron) handle Soapboxly’s marketing, website development and maintenance has been delegated to Chris. While I could handle certain aspects of that myself, Chris is much faster at it and has much more experience in this area than I do. I had to lay down my pride a bit to admit that, but I had so much more time to dedicate to the things I was really good at once I did.

If content strategy and marketing aren’t your strengths, consider outsourcing your content.

Okay, I’m down to outsource, but how should I do that?

If you’ve come to the realization that you don’t have time for content, you don’t enjoy it, and it’s not your strength, then the next logical question is “How do I outsource content?” Once of the first options people consider is a freelance service, but there are some serious problems with that.

The risks of using a freelance service like Upwork or Textbroker for content

As someone who has dabbled with using freelance platforms like Textbroker before, I can tell you firsthand why your business wouldn’t benefit from something like this:

  1. You get what you pay for. If you’re paying $10-$20/page, you’re going to get content that sounds like it was written for $10-$20/page. When I was still working as the SEO & Content lead at my digital marketing agency, we dabbled with Textbroker because our in-house content team was so overwhelmed and couldn’t handle the amount of projects we had on our plates. We quickly found that we weren’t happy with the quality, no matter which writer we chose, and decided to bite the bullet and ditch the freelancers. It’s your business’s reputation on the line, after all. You just can’t afford to publish content that sounds bad.
  2. Your content won’t sound like you. Freelancers, by nature, tend to be low commitment. In other words, they handle your handful of pages and then move on. They don’t really know your business or your industry, and the content reflects that. No investment in your business means less personalized content.
  3. It doesn’t actually save you time. You end up spending just as much time giving instructions and editing as it would have taken you to write it yourself. By using a freelance platform like this, you’re still responsible for coming up with the content ideas, giving them the keywords, and writing up all the instructions. You’ll also be the one responsible for editing and publishing the content on your site. You’re essentially doing everything but writing the content. If you’re writing good content, you know that the research and fine-tuning takes up half or more of the time.

Hiring an agency to handle your content

So what does that leave you with?

No secret here – we’re big fans of outsourcing your content marketing to an agency!

If you don’t have time or want to handle content on your own, and you’re wary about using a freelance platform like Textbroker, a content agency could be the way to go.

The benefits of handing your content over to an agency like Soapboxly include:

  • We handle the ideation: Never spin your wheels trying to come up with topics again!
  • We know SEO: With strong backgrounds in SEO, you can be confident that your content will have the best chance at ranking in search engines.
  • We get to know your company and industry: As your recurring content marketing vendor, Soapboxly will get to know your unique company and the industry you’re in so the content actually reflects your unique brand and writes with topical authority.
  • We’re content pros: While a freelance service might attract “writers” who are really just people looking to make some cash on the side, Soapboxly offers career content marketers who will deliver professional quality content.

If you’d like to learn more about what it’s like to work with Soapboxly, drop us a line! We’d be happy to take content off your to-do list for you.