The most successful SMBs recognize that at some point they’ll need to expand and delegate certain tasks, like content marketing. Creating and promoting content for your business is essentially a full-time job. It starts small when you initially deploy it, but it doesn’t take long for it to grow.
Given the low barriers to entry into freelance work, as opposed to launching an agency, there are countless freelance content marketers to choose from. Some with more skill than others. If you’re feeling iffy about your relationship with your current content marketer, then you may have signed on with one that is less than capable of meeting your needs.
Here are some of the common reasons why freelance content marketers could be disappointing you, along with tips for finding one that will exceed your expectations:
1. Difficulty Hitting Volume Needs
A brand that gradually incorporates content marketing into its strategy is likely focused on writing just a little bit of content initially. It usually starts with blog posts or emails, or even content marketing ebooks . If the content gains traction and the business grows, the frequency and variety of content should increase along with the growing demand from readers.
Initially, a freelance content marketer should have the capacity to manage smaller content needs on their own. As your business grows, they may not be able to juggle all of your projects and assignments – especially if they’re working with other clients and their schedule is already pretty full.
It can be frustrating to spend time creating deployment plans for content , only to find out that your content writer has no availability during that time. At some point, you should consider either bringing on additional content marketers and writers, or moving your content production over to an agency that won’t have any trouble meeting your content volume needs.
2. Trouble with Specializations
Brands utilize content in a lot of forms, and there are dozens of content formats you can use for marketing. As your content needs expand, you’ll need to lean more heavily on your content marketer for a wider variety of projects.
Unfortunately, it’s not uncommon for freelance content marketers to specialize only in certain types of content or in a very narrow niche . Those who have broader skill sets may still lack the experience needed to produce a type of content you need, such as an infographic. That certainly doesn’t mean they’re incapable of handling the project for you, but working on new projects that are outside their scope may take a bit more time to complete.
There are also quality concerns involved with inexperienced freelancers, compared to what an established content agency could provide with a staff of experienced writers and marketers.
3. Maintaining Momentum
In all the time I’ve spent researching content, I’ve come across countless microsites and branded content built around one-off campaigns. Seeing all that great content abandoned after its usefulness for the brand ran its course is particularly saddening.
Wasted content opportunities are often the result of a mindset where companies are solely focused on launching the campaign and barreling toward the finish line. Once the campaign is over, there’s no strategy to move forward with the content created before the launch, so they just leave it stagnant in forgotten pockets of the internet.
In the event you do want to move forward and maintain that campaign’s momentum, you would be hard-pressed to do so with a freelance content marketer. Trying to maintain momentum across multiple campaigns is quite a challenge since your freelancer has a limited number of working hours in the day and they can only produce so much content within that timeframe.
If you want to build lasting campaigns while maintaining your editorial calendar across the board, don’t overwhelm your freelance content writer with this massive task. Instead, consider developing a larger content marketing crew to balance your content production and prevent your current writer from burning out.
4. Inability to Show ROI