Content marketing should be an integral part of your cohesive marketing strategy, provided the work volume is perfectly dealt with. Some of the more successful businesses have already implemented this approach which targets content creation and even cross-platform promotion. However, many enterprises who are on the lookout for expansion are fast delegating work to freelance marketing firms. While this satiates the workload to a certain extent, it might actually be a passive roadblock to your overall growth.
Firstly, a freelance content marketing firm is the easiest to set up sans investments and intuition. The proliferation of several marketing channels, therefore offers us with a host of alternatives when content creation is considered. Any freelance content marketing service is expected to meet your volume and quality requirements for the time being, unless your business grows into something big. However, freelance content marketing might not be the most effective strategy for you unless you go easy on the envisioned goals and aren’t as ambitious as you should be.
In this post, we will talk about 8 specific reasons why freelance content marketers can actually disappoint you in the long run:
Failure to Meet Volume Needs
A newly established content marketing agency is expected to handle only nominal volumes of work. While this might initially work for you, things are expected to get stretched in the long run. Be it blog posts or eBooks, freelance content creators are usually bankable to begin with before moving into the oblivion.
If the business starts growing and readers start demanding for more pieces of content, a specific firm might not be able to handle all of your professional requirements. Moreover, some organizations serve multiple clients at once and it gets exceedingly difficult for them to maintain the perfect professional balance.
Most businesses deploy their own content marketing strategies before forwarding the idea to the freelance marketers for initiation. However, availability is more of an issue when these content creators are concerned. More often than not, these businesses need to hire other content marketing firms or even individuals for getting through with rest of the workload.
Lack of Specialization
Brands and businesses are never restricted to only one form of content. While you as an entrepreneur desire myriad content formats and niches to work with, the hired content marketing firm might not be able to deliver. The content marketing strategy needs to expand in order to remain viral and most freelance content marketers are usually incompetent towards doing the needful.
Narrowing the niche is great for targeting the audience but as a startup the business needs to focus on diverse entities to grow bigger. This is where a proper content marketing firm comes to the rescue unlike any freelance marketer who usually stays behind the eight-ball.
While some might be capable of completing the task, the timeline in picture can actually supersede the comfort zone and prescribed deadlines. Lastly, inexperienced freelancers hardly like to move out of their bubble which isn’t actually a good thing for your concerned business.
Inability to Maintain Momentum
A marketing campaign with content at the forefront requires momentum to flourish. However, many pieces of content are denounced after a one-off campaign courtesy the lack of interest and the inefficiency of the freelance content marketers.
These are wasted opportunities where companies prefer barreling the content once the requirement has been fulfilled. Freelance content creators lack the vision, zeal and even quality to move ahead with a halted strategy. If you are looking to maintain the momentum and leverage the existing editorial pieces, it is better to opt for a more dependable content marketing firm instead of a freelancer.
This approach helps you create lasting campaigns besides keeping up with the cohesive editorial calendar.
ROI Takes a Hit
Returns on a specific content marketing strategy might be difficult to perceive but they are actually possible to track in the long run. The idea here to tie up a specific strategy to the sales funnel and keep measuring the returns.
However, a freelance content marketer might not be able to achieve the same owing to the restricted schedule and lack of intuition. For tracking the desired ROI, the content marketing campaign needs to evolve and delve into deeper waters. This is when metrics are clearly displayed. Opting for a freelance service provider hampers the emotional quotient and impairs your return tracking capabilities.
Lack of Dependability
For a business to flourish, it is important that the content marketers are well-versed with the operations, history and even the mission of that specific organization. This sort of relationship is very hard to build and maintain with a freelance content marketer. The concerned freelancer might not be available during the crunch hours when a specific demand comes up.
Therefore, scheduling content is tough when you are dealing with a freelance content provider. Dependability, which is one of the content marketing precursors can be easily compromised if a freelance content marketer is hired for the job.
A content marketing strategy isn’t all about researching and writing. This concept goes right into the realms of PR, SEO, social media promotions, engagement and even traffic. Therefore, if a business is hiring a content marketing firm, it is important to understand whether the specific organization is capable enough. Most freelance content marketers fail to understand the basics of promotion and content engagement when the bigger picture is looked at.
They usually fail to understand the channels which need to be targeted once the content is created. Apart from that, they fail to offer that extra push to the content which is then restricted before reaching influencers for promotions. Most freelancers work superficially and for them drafting the content is where the job finishes. Neither do they use distributions and content promotional tools, nor do they repurpose the created content across multiple domains.
Suppose you are dealing with Instagram tweaks, Snapchat stories and other social media hacks as a part of the content marketing strategy. The best approach would be to integrate these ideas with other expected searches, made by users within the same audience base. Be it offering information about WhatsApp updates, Kik Login features and evolution and ways to use Viber— a content marketing approach must be flexible in order to survive the acid test.
This is where pivoting the content comes to play and most freelance content marketers fail to understand this trait. They lack the efficiency to modify stuffs and myriad editorial plans in case the current approach flounders. This is more of a restriction which keeps businesses away from hiring the services of a freelance content marketing firm.
Content marketing via freelancers can be an overarching issue for most businesses. Be it problems with quality or the volume handling inadequacies, a freelance content marketer can actually take the entire business down, in a matter of hours.
There is an inclination to outsource content in some cases when the employees fail to produce the preferred piece. But it is only advisable to use freelance content marketing services, sparingly.