You’re a subject-matter expert.
There’s no question about that.
But when it comes to content creation, your knowledge of a topic isn’t enough.
Marketing know-how probably isn’t your strong suit – and that’s okay.
You should be focusing on your speaking and on developing other products you can offer to your audience.
It’s time to build a case for outsourcing content creation.
Here’s why you shouldn’t try to handle it on your own.
What’s the point in creating content that Google won’t value and won’t boost your ranking?
There isn’t one. You’re wasting your efforts.
An inbound marketing agency knows how to write blogs, create videos and develop a social media presence that gets real results.
Your buyer persona is a collection of attributes you would find in your ideal customer.
Who typically hires you to speak?
If your blog isn’t generating enough interest or bring in leads, your content might be failing to reach your buyer persona.
Outsourcing content creation is an advantage because a marketing agency knows how to target the content to your specific audience.
Don’t worry, though. There’s plenty of room for your input.
Here are tips for working side-by-side with an agency.
Your editorial calendar is the holy grail for planning content.
It’s your guide to what you’ll be putting out weekly, monthly and quarterly.
Your editorial calendar will show:
Often overlooked factors that are part of your overall content strategy are events like conferences, trade shows and webinars (those you attend and those you host).
The agency with will want to know what the roles and responsibilities are of each member on your team – at least the ones they’ll be working with.
What does each person like to do and what are they itching to hand off to someone else?
Make sure you let the agency know how much of the content creation your team wants to be a part of.
Don’t forget to take into account freelancers, designers, any automated systems or CRMs you use and how your current content is created.
Sidenote: You may be attempting to be a one-man show. You may not have any help. If that’s your situation, it’s even more crucial for you to partner with a marketing agency.
When outsourcing content creation, your marketing team (even if you ARE the marketing team) and the agency you’re partnering with need to be on the same page.
You’ll need to outline your sales process so that they understand who is hiring you to speak, how they find you and why they choose you.
A great marketing agency will help you move the process along, ensuring that you’re staying on track and reaching your audience.
Trust is a huge part of working with a marketing agency.
Keep the lines of communication open.
Once you both know what each party is bringing to the table, you can work together toward a common goal – growing your speaking career and bringing in more revenue.
As a keynote speaker, you probably have your hands full just managing your schedule.
Marketing yourself is important, but your efforts are better spent in your area of expertise.
Outsourcing content creation takes some of the burden off of you and leaves the task in the qualified hands of people who know the most effective ways to reach your audience.
Find a marketing agency that specializes in working with speakers and let them do what they do best.
Is your content failing to get the traction you want it to? Would handing it over to an expert take the worry off your shoulders?