Many small businesses take a slapdash approach to content marketing instead of working with a freelance content marketer. While a lack of budget for marketing activities is usually the justification, business owners should realise:
- Content marketing shouldn’t be an afterthought
- They have more important things to do with their time
The truth is that marketing can be done badly. If you don’t understand your target audience, or how to use specific platforms correctly, then you could be wasting your time with your efforts.
If working with a freelance content marketer, even for only a few hours a month, takes some of this responsibility off your shoulders, then it’s worth the investment. Your time is precious, especially when your strengths lie elsewhere.
So how can you benefit from working with a freelance content marketer?
If you don’t have the time to take photographs and videos of what’s happening in and around your business, then you need someone to do it for you. Blurry photographs snapped on a mobile phone won’t stand out on social media (and, let’s face it, look a bit amateurish).
But what if you don’t have the budget to bring in a professional photographer for every event?
Then you need someone who has a good eye and the right equipment to take good quality photographs for you.
This person will be skilled at getting the right shot, but aren’t professional photographers. When a high-quality photo shoot or videography session is needed, they can often recommend and liaise with a professional to come in and get more polished images/videos.
- According to Sprout Social, 58% of consumers prefer visual-first content, with their preferences being graphics and images and produced video.
When it comes to text, a marketer with a background in copywriting will be able to nail your social media captions, compose your mail-outs and update your blog with catchy, fluent content. They can put together a punchy headline and a call to action–they will understand how to write appropriately for different mediums and how to write for the web with SEO in mind too.
Every content marketer will have different strengths, but they’ll generally have the eye and talent for the day-to-day running of your content activities. Plus they’ll be happy to work with a professional when required.
Refers to creating content (see above), plus management of how content is disseminated across social platforms and communication channels. This means that you can take a larger step away from marketing activities, leaving everything in the capable hands of your content manager.
This works well when you have a weekly/monthly meeting to catch-up on notable events coming up, or community initiatives that you’d like your content manager to promote, for instance.
Business owners shouldn’t be tempted to interfere with content management or strategy—this can lead to a ‘too many cooks in the kitchen’ scenario, where platforms are updated at the wrong time of day with mistakes, or even a curt reply on Twitter can negate a well-developed brand tone of voice.
Trust your content manager and fight the urge to post, even if you think it’s helpful (a content manager would rather that you shared images with them directly instead of posting them yourself!),
Content strategy is more analytics-driven, meaning that content management is influenced by metrics and testing.
From understanding the best time of day to post on every platform to conducting A/B testing on mail-shots, a strategic approach ultimately means you identify how you can most effectively communicate with your specific audience. This is key to getting them to perform the action that you want–signing up for a newsletter, buying a ticket, visiting your website etc.
This will usually be tacked on to content management, where your community manager will monitor your social accounts and respond to any customer inquiries.
This is crucial for small businesses, when potential customers are likely to ask about hours of operation or services. People expect timely answers and it never bodes well when a company’s social media account isn’t active or hasn’t been used in three years.
According to Sprout Social:
- For 45% of consumers, social media is one of the first channels they go to in case they have any questions or issues.
- 21% of consumers would rather message a brand on social media instead of calling up customer service.
- 21% of consumers are more likely to buy from brands that they can reach on social media.
This also ties into general engagement with relevant communities and hashtags, as many social media platforms reward accounts that are active and contributing to wider discussions. This means that you’re more likely to be seen on other people’s feeds and stay at the forefront of people’s minds.
Working with a freelance content marketer can therefore be a budget-friendly, holistic solution to your marketing needs; all of these aspects of content management can take up different amounts of time, so it’s worth knowing what activities you want your content marketer to focus on, as all hours will be billable. Rates will also vary depending on the level of detail your business needs too.
A good content marketer is an invaluable asset to even the smallest operation.
So why not get in touch and see how we can work together?