As the person who knows your business inside out, upside down, and sideways, you’ve probably convinced yourself that you can handle your own content. With all the free resources, planning tools, and content calendars floating around out there, it’s clearly doable.
You’re the boss and that means you’re the most qualified person to handle it.
Investing in content strategy would be a huge waste of time and money.
You don’t see your business the way your customers see it.
You don’t know how your time will affect your ability to produce – consistently and strategically.
You don’t know how your lack of expertise might influence the returns you may or may not get.
When you invest in your business through content strategy, what you’re really investing in is:
The time you wish you had.
The time you’ve estimated to tackle your content strategy solo? Double it – at least. Besides generating ideas that have strategic reach and relevance to your target audience, there’s also the work of outlining, writing, editing, considering SEO, formatting, finding the ideal imagery, posting to the appropriate channels, and promoting. Consistently producing content that hits the mark is a serious mindset shift and a sequence of events; not a low-hanging task or a one-time event. What you think you can get done in an hour could stretch through an entire week, piling up on your list of to-do’s and ultimately never seeing the light of day. And if something comes up out of the blue, what’s going to get pushed to the back of the line? Odds are it’s your content…again.
When you hand off your content to a trained content strategist, you allow that person to invest that time for you, buying your days back to propel your business forward and erasing the risk of routinely making content a last-place priority.
The experience you're not convinced you need.
Dentists don’t perform their own root canals. Chiropractors don’t twist their own necks. Generations have joked about the fact that the cobbler’s children have no shoes, but the startling sentiment has stood true all this time: when you don’t have time to make your own shoes, you end up going barefoot. While bootstrapping your content seems like the smartest, scrappiest way to go, keep your upstart costs in mind. What you feel you might cut corners on in cost you will definitely double down on in effort. Learning about content – real content that has a specific set of objectives – is just like taking on a second job title. You’ve got to buy and download the resources to learn about it, set aside the extra time to study it, and continually practice it until you become not only proficient, but fluent.
Why double your (already crazy!) workload when trained content strategists have dedicated their careers to helping you get some shoes on your feet and your business in front of the right eyes?
The process you're not aware exists.
We’re huge ambassadors for the relationship between design and content. We’ve written before about how investing in design without investing in content is a problem half-solved...a problem that sometimes looks like stalled websites that never see the light of day, disjointed brand stories that create friction between identity and message, or most frequently of all, stress about having to produce work you feel unqualified to do. That’s why we consistently partner with designers (like Kristin and Lindsay of Four Oh Seven!) who own their expertise and ensure that neither design or content happen in a vacuum, but always work in tandem ’til the very end. Together, our teams work on the frontlines and in the backend of your project, making sure the content matches wireframes and mockups. While you’re handling business as usual, we’re working together to make sure that content is on-brand and on-message, moving forward to meet your goals. We’re the ones doing the research and strategic thinking that attracts the right people, to the right story, to the right identity – every time.
When design and content meet in the middle, both processes marry to create a feedback loop that ensures your brand’s identity is served by your voice, and your voice is strengthened by your identity.
The enthusiasm you don't know you lack.
Finally, but most importantly, does generating your own content get you excited? Is it something you want to be spending hours on each day, week, and month for the lifetime of your business? Because if you’re planning to work your own content, then get very comfortable with the idea of writing and talking about yourself on a regular basis. Of all the concerns our own clients voice about creating their own content, a lack of love for not only the writing, but the vulnerability involved, rises to the top. (If we had a dime for every time our clients have told us, straight up, that they’re not writers...) It’s also worth noting that touting your accomplishments and wisdom is not for the faint of heart. What’s more, you might not even be aware of your own strengths enough to share them, in which case, the job of a content team is to pull all that expertise out of you, arrange it to reach the right audience, and position you as the best of the best.
If you have a hard time identifying and sharing what you already know – but fully recognize that you need share it in order to level-up your business – then it’s time to find the right team to support your efforts.
Content is more than a solo commitment. It's a relationship.
Beyond taking off the daily pressure to produce, investing in both design AND content multiplies your investment, rewards in recouped time, and adds to – rather than depletes – your precious reserves of entrepreneurial energy. Bringing in content and design expertise far beyond your own capabilities isn’t weak and it isn’t wasted; it’s simply choosing agility so that you can feel seen and heard rather than drained and frazzled.
That second set of hands you wish you could sprout to take care of your content for you?
It's not a pipe dream. It's a choice.
Make the right one that gives you the time, energy, and enthusiasm to keep moving forward.
This post was crafted by our friends at Lexicontent.
Lexicontent is an emotive storytelling studio, nestled between the art of content creation and the science of what moves you. A his-and-hers business born out of complementary strengths, we work with empathy-first brands, businesses, and nonprofit clients worldwide to solve the content equation through specialized processes designed to provoke greater self-awareness. We believe that a magnetic story, paired with an intelligent strategy, says it all. Learn more about our process, packages, and people at lexicontent.com.
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