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I can’t have someone else write this post.

Trust me, some weeks I wish I could! But, I’m the host of the show. The founder of the company. My voice. The Forge3 vibe. The 5,000+ people who read these articles have come to expect me to show up in their inbox.

The same is true for your business. Only you (or someone else on the INSIDE) can truly communicate your vibe to the outside world!

I think about the conversation I had with an agency owner last week. He was asking if we could write all of his blog posts, emails and social posts.

Nope. Sorry. We’d love to, but we can’t.

I know it’s tempting to outsource everything. It’s hard to find the time. It’s too confusing to know how to do it. Whatever the reason.

But it’s YOUR job to tell YOUR story!

Let’s visualize it. Here are a few of our latest Instagram posts.

Some things you just can't outsource - 1

It would be pretty hard to outsource those, right?

But, there are some things that you can (and probably should) outsource. I’m going to focus on content in this email, since that’s what the agency owner was asking about last week.

Let’s say you want to do even more to play the SEO game. Well, a big part of SEO is content (see here).

Think about what people type into search to find you. Your content should include those terms, along with your location or the locations you care about servicing.

For example, if people are typing “home insurance allentown pa” into Google, your content should talk about home insurance and Allentown (local events, landmarks, companies, etc.). Rinse and repeat over time and your SEO is better for it.

So, while this type of content is always best coming “from” you or your team, it is possible to outsource some of it. You could have a service (like Scripted or The HOTH) write content around the topics related to your agency and post that content to your website (or have us do it if you’re using ActiveAgency).

That way, you can focus on the pieces that you can’t outsource, like talking about your culture, telling stories, answering common questions and sharing photos and other behind-the-scenes content.

That’s what people really care about anyway!

You can’t outsource you.

Author Jeff Teschke

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