Who should create your content?

Two people creating content

Small business owners and big enterprises face the same dilemma – who should create their content. You might be asking yourself which one is the best fit for your company – a freelancer, an in-house team or a copywriting agency. While it is often a matter of budget, skills, and availability, you need to consider some other factors too. So let’s have a look at who should create your content.

Do It yourself

If you are just starting and your budget is tight, you might want to tackle the content-creating task yourself. But here are some cons:

You might soon find out it is too time-consuming and keeps you away from what’s more important – running your business. Hence, you will delay all the decision-making and eventually, content creation will suffer and other areas too.

Not knowing what makes your audience tick is another hindrance on the way to hitting the right note with your content. In the end, you will get frustrated with poor feedback and spin wheels creating more of what doesn’t work at all.

And lastly, the mounting frustration can lead to writer’s block. Lacking fresh ideas for content is the least favorable situation when you already run behind schedule.

But, if this is the only solution you can afford right now, here are some pros:

Creating your content is a budget-friendly way to start the process. You are in charge of what to create and how to do it. So if you are full of creative ideas, intuition, and some data to guide you, you might have all the ingredients of a successful content strategy. And from then on, you will get all the credit for the results the process will yield.

Yet, despite all the control and success you rejoice alone, you might need another pair of eyes to help you overcome potential bottlenecks. And those are: creative block, lack of time, or sheer volume that you think is required to live up to the expectations of your audience and your own.

At this stage, the answer to the question-who should create your content-might be different. You will likely turn for help to a freelance writer.

Freelance writer

Freelance writers can provide enough expertise in the writing domain to take the burden off your shoulders.

A content writer specialized in your area will also spend less time researching and planning as it is their bread and butter.

On the other hand, a generalist will be able to add some additional value you did not see at first, with insights from other industries. Whatever option you go for, a freelancer’s skillset will add a professional touch to the content you produce, and some much-needed variety.

On top of that, a freelance is still a tight budget’s ally.

Yet, there is a but to this option.

The content a freelancer produces for you might fall short of your expectations. Therefore do not be misled by the impressive credentials or heaps of impeccable samples . The accountability of getting the right results relies on you. So, if you don’t give guidance as to the goals, format, length, frequency, and other variables, their work might not be up to scratch despite their best intentions and know-how.

But let’s assume your business is big enough to boast an in-house marketing team. If they are the ones who create your content, how well can they handle the process?

In-house team in charge of your content

It is a fit solution for small or medium-sized businesses. The in-house teams offer the capacity to tackle increased needs to elbow their way in the crowded market.

The know-how of the team is an advantage.

They have sufficient knowledge about the company. And can easily distill the best pieces and showcase them in varied types of content formats.

Their expertise in creating content is proven already, so it is low risk to entrust them the task. Even when it is time to experiment trying out new types of content, failure might be an educational experience. Once the lesson is learnt the content can only get better.

Tasking your team with content creation gives you complete control of the process. And monitoring the outcomes remains straightforward without any third party meddling with the data.

With no outsiders involved in the content creation, the data about the success or the failure stays confidential. And it can be used to build a more enticing campaign in the future. Or simply, the insights serve as a launchpad to create something drastically different. That is if they suggest that the creative direction is wrong. That learning might not be present when someone else has access to the data.

But you would be wrong thinking that having the in-house team on the job had no disadvantages.

The in-house team might be immersed in projects requiring immediate attention. Hence creating content might be pushed on the back burner. This is not an ideal option when you strive provide fresh and relevant content regularly. Prioritizing content strategy over other essential but not necessarily urgent tasks proves difficult without a firm commitment to producing up to date pieces of content consistently.

No matter how big your team is, there might not be enough experts to create quality content. Let’s face it. Not everyone has a gift of writing. Likewise, not everyone is an apt graphic designer. And only a few combine the traits of a good writer, creative graphic designer, strategist, analyst, and project manager. So before you drop a bomb on your team, check whether they have the qualities to take on the task.

And if they don’t or the timing is wrong, you would likely search for a copywriting agency.

Copywriting agency

By far, the priciest option of all. But as a tradeoff, you diminish the risks so prominent in other solutions. Have a look.

An agency can introduce you to people who have the expertise. You will hardly run into the problem of talent shortage. And that’s independent of how narrow your field is.

An external team will dedicate to your project to the extent you ask of them. They might be involved in other projects at the same time. But agreeing on the deadlines and the scope of the project will determine the number of resources to assign to deliver it on time.

The risk of not meeting the deadlines is still there no matter what the agreement might establish. Meeting them is a two-way street. On one side, the agency is responsible for getting the right people assigned to the project. On the other, it is your expectations of the deliverables that you need to set clear at the onset of the project.

Creating content is no longer an option if you want to create buzz about your activity, become a go-to source of information, or increase sales. It is worth establishing your content goals before you get down to creating it. Having your expectations clear of the content you aim to produce, will help to find the right people to accomplish the mission.

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