Thousands of companies around the world are doing what you and I call content marketing, inbound marketing, or just plain "blogging." But let's be frank: The majority are frustrated.
Most don't get the real results, the leads, or sales they're looking for — and many are tired of waiting around to see if they'll happen.
If you fall into this category, it likely comes down to one thing: who's owning your content.
Creating content in the form of blog articles, case studies, videos, and more is an incredibly powerful way to grow your business in the digital age. But if you’re outsourcing your content creation to an agency or a freelancer, you're not setting yourself up for success.
Blogging works better when you write about topics your buyers care about.
The companies most successful with content marketing are producing several articles each week to rank for multiple keywords and drive traffic to their website. Companies that gain organic traffic and high keyword rankings tend to go on to gather leads and sales — all from their content.
Around half of all companies hire an outside agency to handle this all for them.
However, in my experience, companies that truly flourish with content marketing take full ownership of their strategy and execution in-house.
Now, why is this?
When you rely on an agency to create your content, in most cases, you will be hindered by the stipulations of your contract. This usually means a limited number of articles and time spent on your company's needs.
Production is often low and slow. You simply won't be able to produce enough content to achieve the results you're looking for.
Plus, those agency writers just don’t know your business the way they need to to create great content.
Don't get me wrong, agency folks are talented, but when it comes to content marketing for your business, what they create will likely be based on research and will rehash what they've made for similar clients. It's unoriginal.
Writers and creators outside your company are also likely not experts in your field. They won't naturally capture your brand's voice or unique company perspectives — at least not as quickly and consistently as you need it to happen.
That's why, if you’re serious about content marketing, you need to get off the sidelines and get in the game yourself.
You need to have a dedicated content owner in-house.