The struggle is real.
“Should we hire a blogger or write our own blogs?”
Many companies get stuck right here after they commit to content marketing. This question quickly becomes a quandary (and often — and unfortunately — leads to giving up on business blogging).
Can we afford to outsource our blogs? Can we find a quality blogger? Will they understand our business? Do they get SEO? Maybe we can handle it internally? Who’s actually going to write this content? How do we avoid grammar mistakes? Do we even know how to blog?
Like I said. The blogging struggle. It’s real. And the right answers to these questions will require you to explore and evaluate many factors.
Here’s the good news.
Either option could work for you. There are convincing arguments for each and this will be your roadmap to determining if you should:
a) hire a blogger
b) write your own blogs
or maybe even
c) do both!
Let’s start with the pros/cons of keeping things internal and writing your own blogs.
Writing Your Own Blogs
Sounds scary, right?
Making a decision to keep your blog writing “in-house” will stretch your organization in a good way, or possibly bad way. From my experience, this decision takes more planning, thinking, and money than hiring a blogger but, the long-term benefits are much greater.
Let’s start with the pros.
The PROS of Writing your own Blogs
1.) You understand your company’s “voice” better than anyone
Blogs will resonate with your website’s audience at a deeper level
2.) Expertise is within a short walk or quick phone call (or maybe sitting next to you!)
“Hey Bob, talk to me about how this product works.”
3.) You don’t increase overhead expenses
4.) There’s no onboarding phase needed to understand your market & products/services
5.) It’ll galvanize the people involved
IF they understand the ‘why’ and non-statistical reasons to start a blog
Peaches and rainbows, right? Well, maybe not. Consider the cons.
The CONS OF Writing your own Blogs
6.) It takes time, resources, and people
Often, the busiest of people in your organization
8.) You commit, but not really
Blogging for 3 months and stopping will generate zero results. Consistency is key!
9.) You don’t write
Writing is a creative skill; editing is another. You need both
10.) You don’t understand how SEO plays a role
If you get your SEO wrong, your blogs won’t rank and drive traffic
Now let’s flip the coin and explore hiring a professional blogger to write your blogs.
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The numbers are promising when it comes to business blogging. However, are the benefits easily obtained? I’d argue that the process is easier to get WRONG than right.
Hiring a Blogger
Blog writing companies (like our friends at Sweet Fish Media) are growing because it’s easy to see the value of outsourcing your blogs. You get blogs on your website quickly, and they’re written well, and it’s economical.
However, outsourcing your blogs is not a silver bullet for your content marketing.
Hiring a blogger doesn’t mean you “set it and forget it”. You still need to be involved partially. Before throwing this critical responsibility to someone outside your company, know what this service really involves.
Let’s start with the pros again.
The PROS of Hiring a Blogger
11.) They can start writing immediately
Need a quality blog in a week? Done!
12.) They’ll coordinate research
Most blog writing services will spearhead the research through emails, calls & in-person brainstorms saving you time
13.) Editing is done for you
Typos? Proper grammar? Fuhgeddaboudit. Done!
14.) They understand how blogs should be written for the Web
They get how to write and format website content
15.) They’ll stay committed to a schedule
When company deadlines and emergencies are imminent, new blogs will typically get put on your back burner. But, not with a hired blogger!
Wow! All those benefits sound heavenly, right? Well, consider these cons before signing any contracts.
The CONS of Hiring a Blogger
16.) You lose some control
Putting out content for everyone to read, written by someone outside your company, could be a scary thought for leadership
17.) Depth of content will be limited
No amount of research from a blogger will ever be better than the years of wisdom and perspective your internal product/service experts will pour into a blog
18.) They add to your monthly expenses
Blog writing services range from $250 per blog to thousands of dollars for a monthly service. You will need to budget for at least 6 months to see real results
19.) An unhealthy focus on just quantity
Since some blog writing services charge by the blog, they have a tendency to believe “the more blogs, the better.” They are misinformed. Ensure you rise above the deluge of crappy content
20.) Loss of details
“Details matter, it’s worth waiting to get right.” – Steve Jobs. Key details, that should drive documented website goals (e.g. Opt-in of some sort) might not make it into the blog because of a misunderstanding or communication issue
Next Steps: Evaluate Pros & Cons, choose an option, commit for 6 months
Paralysis through analysis.
I love this concept (and it’s fun to say).
Mostly because it’s a reminder that sometimes — especially in content marketing — you need to act (even if there are unknowns) to avoid over-thinking strategy. Action leads to progress.
If you spend months debating these pros and cons and never make a decision, you’ll be exhausted before you publish a single blog.
If it’s clear that writing your own blogs is the way to go, then maybe some content marketing training is the next actionable step. If hiring a blogger is a foregone conclusion because of a lack of resources and time — Google “Blog Writing Services” and start contacting companies.
My point? Commit yourself to the chosen option for at least 6 months and then evaluate your experience. You can always change directions depending on what works and what doesn’t.
So, jump in. Embrace your decision. At the very least, you’ll have a handful of blogs to show for it and some lessons learned moving forward with your content marketing.