Google, which has always prized quality content as a key aspect of delivering an optimal user experience, is now in a position to realize its vision with the Hummingbird algorithm change that was rolled out in the second half of 2013. The new algorithm revolutionizes search by changing from keyword-based results to a new paradigm that analyses queries in context and then delivers results based on content that answers the questions posed by the search terms. As Google has planned all along, this places the development of quality content that delivers value to searchers squarely at the center of the vast majority of SEO campaigns.
While quite clear in terms of the types of content that will deliver results, the new paradigm poses a new challenge to small business owners due to the amount of work that is entailed in the development and execution of content marketing strategies. Considering what is at stake, there are 3 reasons to outsource your content marketing now.
Playing to strengths – Most businesses are founded based on the strengths of their founders, but developing content is usually not one of them. The focus on well-written posts now mandates that the content sponsored by businesses be of professional quality across different media formats that go beyond written text to include videos, podcasts and optimized images. Even in situations where founders are great writers, spending time generating content is probably not the best use of time versus running the business, meeting growth objectives, etc.
The sheer quantity of content that has to be created – The transition of professionally written content to the forefront of SEO initiatives also requires the publication of new materials on a regular basis, a task that will consume an increasing amount of time that, if not outsourced, will ultimately prove to be a burden on the key members of the staff. Again, the time spent on the creation of content will likely pull key people away from their core competencies.
Distribution – The increased amount of content has to go somewhere, and most businesses aren’t equipped for distribution through the channels that will deliver the best results. A firm that is experienced in the distribution of high value content can point specific materials to channels that can optimize SEO, marketing, and client acquisition activities simultaneously.
Running a business is more than a full time job and while the new paradigm in SEO presents numerous opportunities, there may not be enough hours in the day to do both successfully. Instead, by outsourcing your content marketing you can focus on running your business while a professional team widens your audience and builds your brand.