Marketing Managers, Here’s Why You need to Stop Writing your Own Blog Posts
To all those marketing managers out there who insist on writing your own blog posts, we offer this bit of advice:
Step away from the laptop.
It’s not because you’re not a whiz at writing engaging and informative blog posts. And it’s not because you don’t have a firm grasp of all things marketing. It’s also not because you don't have considerable expertise at steering the wheel of a busy marketing department.
Rather, it’s simply because you have much better things to do with your valuable time than writing blog posts, important as they may be. That’s because marketing managers hold a vital role within a company: plan and execute marketing strategies and control all of the communications between a company and its customers.
And that’s just skimming the surface.
Let’s take a look at just some of the duties of this complex and demanding role and why marketing managers should leave writing blog posts to someone else.
A Job of Many Hats
Marketing managers are a mainstay in the professional world, found across nearly every industry and in companies of every size. They can be a department head who leads a team of other marketers or individual contributors who handle the workloads themselves or delegate it to others. The job requires years of experience and specialized industry knowledge.
On any given day, a marketing manager can expect to wear many hats and juggle many plates. Here’s just ten of their responsibilities:
Develop market strategy across multiple channels
Create and execute integrated marketing campaigns (content, advertising, email, social media, etc.)
Identify new business opportunities and industry trends and incorporates new ideas into marketing strategy
Develop and oversee content strategy (including social media, newsletters, blogs, webinars, videos, and case studies)
Plan, allocate, and track a marketing budget for entire marketing department or a specialized area
Assist with paid advertising (including overseeing creation of design, ad copy, and landing pages)
Conduct market research and test new marketing messages, channels, and opportunities
Build and maintain relationships with media outlets, advertising agencies, and third-party vendors
Create and review advertising materials such as print materials, TV and radio commercials, and online advertisements
Analyze advertising returns and reports finding to upper management
Now, About Those Blog Posts …
After a review of just some of a marketing manager’s day-to-day duties, one might wonder where (or how) they find the time to write blog posts. And yet, some marketing managers persist …
Not that there’s anything inherently wrong with that. It’s only natural that a marketing manager would want to share their unique industry insight with the world. They also know that blog posts serve an important function within a company’s marketing strategy.
The Importance of Blogging
According to data, companies that blog at least 16 times or more a month receive 3.5 times more website traffic than companies that don’t. Companies with an active blog generate 97% more leads on their site than businesses who don’t have a blog. They also show your audience that you are more than just a business selling a product or service and that you care about sharing relevant and useful industry information.
Given their importance, blog posts should be well-thought out and executed; they’re too important to be jammed into a busy schedule. When done right, they can drive traffic, attract new clients, build a community, and show your audience that you are a trusted source.
But when rushed, the quality of writing and content scope is bound to suffer. The unfortunate result is often something poorly crafted, hastily written, and not a good representation of your company and your marketing strategy. If your blog posts are not providing value, it may be time to change your approach to them.
Focus On Strategy and Not Writing
Marketing managers need not totally divorce themselves from the blog post process; they simply need to focus on the strategy behind them and then leave the writing to someone else. That could be other members of the marketing team, a freelancer, or a third-party content provider who will make the quality of your blog posts their priority.
Why Working With A Content Creation Agency Makes Sense
Of these, partnering with a content creation agency represents the best solution. They will act as an extension of your team, investing themselves in your strategy as well as your company’s goals and philosophies. By knowing all they can about your business and market, a content creation agency can write exactly what you need. Their staff of expert marketing writers can also assist in writing and editing white papers, evergreen webpage content, and social media. They just might be able to help with content strategy as well.
Reclaim Your Time
Most of all, they will help save precious time. Not having to write a weekly blog will give busy marketing managers more time to concentrate on the really important stuff. It also eliminates the need to have a member of your staff do the writing. And since time is money, partnering with a content creation agency also represents a great ROI.
Leave The Blog Writing To Someone Else
Marketing managers, the evidence is clear: let someone else write the blogs, namely an experienced content creation agency that speaks the same marketing language as you. By putting your trust in a content agency, you're free to do that marketing voodoo that you do so well. Even though you’ll have to pay for their services, investing in a content creation agency will be well worth it in the long run.
Looking for a content marketing agency to handle your blog writing? Team Comma’s expertise in content marketing, copywriting, and editing will help you produce the type of high quality content people will want to read. Start with a free 15-minute consultation.