It’s dependent on so many factors, like your business goals, audience, platform and what you are wanting to achieve with your content.
That’s going to be different for every business out there.
For example, a bespoke cake company, that has chosen to focus on only Instagram for content marketing most likely will only spend 10–30 minutes per day.
Taking a series of photos of the bake-off and completion photos as well as behind the scenes story reels.
Quick, efficient and simple but will have a great ROE (Return On Effort) if executed correctly.
Check out Bespoke Cakes London below.
For another example, let’s look at someone like me.
My goals with content marketing are to dominate my industry and breakthrough all the noise.
I am not going to do that with only 30 mins per working day.
My personal business goals are going to require me to spend more time creating content than the average Joe.
We are talking 2–3 hours, 7 days a week on average.
Even with these variables, there are some key points you can use to help you figure out what it’s going to look like for you and your business.
Know Your Content Strategy
Sounds kind of simple that when you plan out your content strategy you will have a better idea of how much time you are going to need to invest.
However, if you haven’t planned out your content strategy this will be a good place to start. (another blog post coming soon)
Know The Tasks Needed
Unfortunately, there is so much more to content marketing than meets the eye.
Individual tasks could include Research, Copy, Photos/Graphics, Video Recording, Video Editing, SEO Strategy, Audience Management, Content Promotion and there’s more I haven’t mentioned.
If you know the tasks needed to create, publish and promote the content you will have more of an understanding of how much time is needed.
The tasks needed are going to be different for each platform and the type of content you are going to produce.
Let’s just take a blog post, for example, research shows that it takes an average of 3 hrs 57 minutes to just write the post.
Some bloggers spend 6 hrs just writing the post.
That’s not taking into account for the additional tasks needed.
Like research and promotion.
What’s Better Quality or Quantity?
Thought leaders have dividing views on whether you should go for quality or quantity and so do I.
You are now thinking “How do you have dividing views yourself?”
The answer is simple, no one knows the answer to this.
Some say you are better off being consistent and producing extremely high-quality content that sets you apart.
While others say that you are better off churning out content faster than potato chip factory cuts chips and letting your audience tell you what resonates with them.
Personally, I am going for a mixture between both, part quality, part quantity. For some types of content I am going to put a little more effort into the work but for the majority it’s going to be raw, uncut and out into the world as fast as possible.
My plans to dominate the scene requires quantity and my production value will increase later down the line when I can have more resources dedicated to content marketing.
Should You Go In-house or Outsource?
Although the trend is mostly larger companies and online entrepreneurs that produce most if not all of their content in-house, I personally believe we will see more and more small businesses going the route of in-house content marketing.
Let’s be clear here though, I also think that some of the tasks should be outsourced but a lot of content marketing can be done in-house depending on the strategy you are wanting to implement.
YouTube, for example, all the video content could be shot and produced in-house with just a smartphone.
Yes, it’s not blockbuster film quality but smartphones have great cameras in them today and you would be amazed by how much video is produced with smartphones.
The BBC News in the UK solely use smartphones in remote locations away from the studio and is broadcasted internationally via TV and the internet.
If smartphones are good enough for the BBC, they are certainly good enough for the majority of uses.
The unedited clips then can be passed on to an outsourced video editor, that will trim, enhance, add effects, background music and so on ready for you to upload.
In-house you can bounce ideas back forth without the need to set-up meetings, you can create content fast and produce more content at scale.
The downsides though is that many content producers in-house are often wearing multiple hats juggling multiple roles inside the business which can lead to less time being dedicated to content creation and as result could show in either quality and/or in the lack of content.
A whooping 62% of businesses outsource their content marketing to professionals and agencies that will produce them content to their specification.
Nearly every task on the list can be outsourced like content idea brainstorming, research, creation, editing and uploading just to name a few.
Outsourcing can solve some big hurdles when it comes to content marketing:
Accessing talent to help translate ideas into reality.
Staying ahead of the content game. (it’s their reputation on the line)
Understanding all the in’s and out’s, like SEO and keyword research.
Outsourcing can be more expensive but will most likely be a more consistent way of producing high-quality content that is data-driven and resonates with your audience.
In 2021 consumers require more connection than ever before and whether you decide to tackle content marketing yourself or outsource make sure you have a winning formula that resonates with your audience.