When things get busy at the office, marketing tasks are typically the first to be put on the back burner. You can always write that blog post next week, and skipping just one newsletter won’t do any harm, right?

The problem is that “next week” or “next month” can turn into much longer. Before you know it, your marketing program is stagnant and outdated — and once you fall behind, it’s tough to catch up and regain momentum.

Why consistency is so important

There are several reasons why consistency is key when it comes to content marketing. Regular emails, blog posts, and social media updates boost your reputation:

• Trust. Delivering content on a regular schedule builds customer expectations and trust. Breaking that schedule of communication damages your readers’ perceptions of your reliability.
• Professionalism. Regular communications demonstrate professionalism, while spotty or irregular content can make you look less polished.
• Relevance. Keeping in touch with your customers and prospects keeps your message relevant and your company at the forefront of your readers’ minds.

With B2B marketing, doing something is always better than doing nothing. According to the Content Marketing Institute (CMI), 9 out of 10 B2B organizations use some form of content marketing. That means your competitors likely use content marketing as well. When you fall behind on your content marketing program, you risk being overshadowed by a competitor that’s producing more consistent, timely content.

The secret to staying on top of content

Many B2B marketers find that outsourcing at least part of their content creation can help them stick to a consistent schedule. In fact, CMI notes that 62% of B2B marketers used a mix of insourced and outsourced content in 2012.

But there are many other benefits to outsourcing your content marketing efforts besides keeping your campaign on a dependable schedule:

• Outsourcing your content generation keeps you competitive by helping you keep up with content marketing trends and expectations.
• A good provider will be familiar with your industry and take time to build a relationship with your business so that they can help your strategize and develop new marketing ideas.
• Outsourcing to a content marketing agency can be much less costly than doing everything in-house — especially when you consider the cost of hiring a skilled team of copywriters, editors, graphic designers, SEO experts, PR pros, and others.

As the holidays approach and 2013 comes to a close, many businesses will face the common conundrum of being too busy for content marketing. Make the decision to outsource some of your content marketing burdens before you get behind. Proven Systems’ experts can dust off your B2B email newsletter and blog program and make sure you stay consistent — no matter what’s going on.