Want to know how you can create more blog content and spend less time doing it?
I’ve got one very short answer for you…
We should all be working towards some form of delegation when it comes to creating blog content for our businesses. There are many reasons for this, but here are 5 good ones:
- Some of the tasks involved are not a profitable use of our time
- The overall time commitment for blogging is not sustainable
- Delegation = accountability = consistency = results
- We need to play to our strengths
- We want the ability to scale up our content strategy
Let’s look at each of these reasons to delegate blog management in a bit more detail.
Some of the tasks involved are not a profitable use of our time
Do you know your Return On Time Investment (ROTI)?
We often speak about ‘Return On Investment’ (ROI) in the context of business; in financial terms, anything that we put in, we expect to get more out.
The same principle should be applied to our time.
As important as cash is for our businesses, time is an equally valuable asset. Therefore, we need to think about what our time is worth, and whether we are making a profit on it. I like to call this the “Return On Time Investment”, or ROTI for short.
To work this out, you’ll need to ask yourself 3 questions.
Firstly, what is the value of my time? For those of us who provide by-the-hour services, or who offer fixed packages based on some form of hourly rate, then working out the value of your time is very simple. You charge your clients a certain rate, therefore you should be thinking about the time you spend in your business in those terms as well.
If you’re an employee in an organisation, then you can divide your monthly salary into days and hours and use this figure as a guide.
Secondly, would you pay someone else that same rate to do these tasks? If you wouldn’t, you are not making a profit on your time. In other words, you are not getting a good ROTI.
Moreover, what else could you doing, if you weren’t spending your time on tasks that are below your true hourly rate? Perhaps you could be spending it on creating more content, or on business development, or delivering the billable work that generates revenue.
So if you’re spending your time on tasks that are below the value of your time, then you are not making a good Return On Time Investment, and you need to be thinking about how you can change that.
The overall time commitment for blogging is not sustainable
Have you ever spent some time working out how much time blogging takes up? Here’s a rough breakdown…
|Planning and research||30 mins – 1 hour|
|Writing||1 – 3 hours (or more!)|
|Proofreading and editing||30 mins – 1 hour|
|Sourcing and designing images||30 mins – 1 hour|
|Formatting, optimisation and publishing||30 mins – 1 hour|
Before you know it, one blog post could take up to 8 hours – a full day’s work – to produce!
Of course, these are rough estimates and will vary from person to person, and business to business. But even so, we have to think about whether all of this is sustainable to do ‘DIY’ on an ongoing basis.
In the early stages of our businesses, and even as our businesses grow, it’s important for us to keep cash in the business, so we’ll do almost anything to avoid spending money if we believe we can do it ourselves.
But in actual fact, this approach causes you to lose money. If we delegated some of these tasks to someone for a lower hourly rate, and instead spent time on generating more business, doing billable work etc, how much more would we gain?
Delegation = accountability = consistency = results
Consistency is a huge element in the success of your content marketing strategy – Kate McQuillan is living proof.
She started Pet Sitters Ireland in 2010. Seven years later, it is Ireland’s largest pet sitting and dog walking business, and is now a franchise. Kate attributes the vast majority of this growth to her blogging strategy.
In 18 months, she was generating 10,000 website visitors per month and had 30,000 Facebook fans. After 3 years, she had grown her revenue by 450%, taken on an office manager and had become a franchise, with 3 franchisees already on board.
She attributes the vast majority of this success to her consistency in delivering that blog content (you can read the story in her own words on Mark Schaefer’s blog, Businesses Grow).
So consistency is important. But consistency is also hard. If it wasn’t hard, there wouldn’t be so many “30 Day Blog Challenge” Facebook groups in existence! Even when we know the benefits of content marketing, many of us need an extra layer of accountability to get it done.
There are lots of ways you can get accountability. Joining an online community like the Content Marketing Academy is one, hiring a coach another, and joining a local mastermind group another.
But one of the best ways to get accountability is to delegate, because the very fact that someone needs you to send them your content so that they can do their job, means you are forced to stick to your own publishing schedule.
We should be playing to our strengths as entrepreneurs
As entrepreneurs, we also want to make sure that we’re playing to our strengths. We may wear a lot of hats, but if we spend too much time focusing on things that are outwith our core skillset, then this could be demotivating.
Content marketing should be fun! We don’t want it to become a chore, as this negativity could start to come across in the content itself. You need to make sure you’re always playing to your strengths and that your time and effort is being spent in the right places.
We want the ability to scale up our content strategy
Lastly, we want the ability to scale up our content strategy. Publishing one blog post a week is great, but it’s just the start. More blogs would mean faster and greater results, but without extra help it would soon consume your entire week!
Then there’s videos, podcasts, email marketing and everything else that goes into a truly prolific content marketing strategy.
If we want to stay ahead of the curve in our niche, at some point we’re going to need to do more than just weekly blogging, and we’re going to have to look at some form of delegation in order to make that happen.
- What is stopping you delegating part of your blogging process?
- What are your ambitions for your content marketing strategy?
- What questions do you have about delegating blog management?
Let me know your answers in the comments!