For many Australian small and medium enterprises (SMEs), consistently creating high-quality content feels like an uphill battle. You know content marketing – blog posts, articles, social media updates, even website copy – is vital for attracting customers and growing your business, but finding the time and expertise in-house can be a real challenge. This leads many to ask: should we outsource content creation?
The answer, as with most marketing questions, isn’t a simple yes or no. It depends on your specific circumstances. We’ve worked with dozens of SMEs facing this decision, and here’s what we’ve learned. Consider these points when making your assessment.
- Your Content Marketing Maturity: If you’re just starting out, outsourcing can provide a crucial kickstart. Experienced content professionals can establish a strategy, identify key topics, and create a content calendar – things that take time to develop internally. As you mature, you might bring more creation in-house.
- Cost Analysis – Beyond the Hourly Rate: Don’t just compare the cost of a freelancer or agency to an employee’s salary. Factor in recruitment costs, training, software subscriptions (like SEO tools), and the time your existing team spends managing content creation. Often, outsourcing is surprisingly cost-effective.
- Specialist Skills & SEO Performance: Effective content isn’t just about good writing; it’s about search engine optimisation (SEO). A specialist content writer understands keyword research, on-page optimisation, and how to structure content for both readers *and* search engines. This directly impacts your organic visibility and lead generation.
- Focus on Core Competencies: Your energy is best spent on what makes your business unique. If content creation distracts you from your core strengths – delivering your product or service – outsourcing allows you to focus where you add the most value.
We often see businesses try to ‘do it all’ themselves, resulting in inconsistent content, missed opportunities, and ultimately, a poor return on investment. A hybrid approach can also work well – perhaps outsourcing specialist pieces like long-form guides or technical articles, while handling simpler social media updates internally.
To determine the best path for your business, we recommend conducting a content marketing audit. This involves analysing your current content efforts, identifying gaps, and outlining a clear strategy. From there, you can accurately assess whether outsourcing is the right move to accelerate your growth and improve your marketing performance.
