Is Your Business Suffering from a Content Gap? Here's How Freelancers Can Bridge It

We’ve all heard the phrase “content is king,” and while some of us might be tired of reading about it, the trope stuck around for a reason: it works. But here’s the catch—not just any content will do. It needs to be cohesive, strategic, and published consistently.

That’s where acknowledging your business might have a content gap comes in.

What exactly is a content gap?

Is it simply that it’s been a few weeks (or months) since your company published a blog? Or is it something deeper—like your content missing the mark with the target audience? Or, maybe your messaging is inconsistent across channels?

Many business owners have experienced some of these challenges at one time or another.

A content gap occurs when your content is outdated, the messaging is inconsistent, or, specific areas of your business—whether it's your blog, newsletter, or social media—aren’t getting the TLC they need. And in a world where content drives visibility and engagement, letting those content gaps widen could be holding your business back.

As you think ahead to your 2025 marketing strategy, ask yourself: Is content playing the role it should in your plan? If not, it might be time to rethink how you’re approaching it—and consider how freelancers can help you close those gaps for good.

It's a worthwhile investment.

Some stats from DemandMetric found that:

• Per dollar spent, content marketing generates almost 3x as many leads are traditional marketing.
• 70% of people would rather learn about a company through articles instead of seeing an advertisement
• 82% of consumers felt more positive about a company after reading some of their custom content.

Here's why and where you might have content gaps and how to hire freelancers to fix them.

Reasons Your Brand Has Content Gaps

I get it, you're busy and at the end of the day, publishing content isn't your priority. Here's how that shows up for your brand:

Your blog posts are old.

Your blog might have been a priority once, but now it's full of outdated posts that no longer serve your audience or rank well on Google. A blog that looks stale sends the message that your business isn’t keeping up. (And yes, consumers and search engines want to see dates on posts.).

Companies that hit "publish" on 16 blog posts tend to notice 3.5 times more traffic than those posting zero to four times a month, according to HubSpot data.

You don't feature evergreen content.

While trending topics are fun, evergreen content is what keeps your website alive in the long run. Content that is always relevant will help drive more people to your site. This type of content provides value over time, helping your brand build authority and topical authority that search engines like to see.

Evergreen content can drive almost 40 percent more traffic over time compared to time-sensitive posts, according to some Content Marketing Institute data.

You don't feature case studies or testimonials.

People check out Yelp reviews and Google reviews before dining at restaurant for a reason. Social proof is everything. Potential clients want to see real examples of how you’ve helped others. (Yep, I have one on my home page of a happy freelance client.)

If you don’t showcase your success stories and the brands you've worked with that would interest your audience, someone else will and captivate your audience's attention and money.

How Freelancers Can Close the Gap

Now you have an inkling of what your brand's content gap looks like, here's how hiring freelancers can help.

They Can Conduct a Content Audit and Strategy

You're in the weeds with your business but freelancers are experienced in taking a look at the big picture of a brand. They can review your current content, assess what’s missing, and develop a strategy that aligns with your business goals. A proper content audit creates a roadmap for what needs updating, what can be repurposed, and what fresh content should be created. Do you?

Freelance Writers Can Help You Repurpose Existing Content

Freelancers know how to make the most of what you already have. Got an old blog post? They can update it with new research, add relevant SEO keywords, enhance it with media like videos, social media callouts, and infographics.

A freelancer experienced in social media marketing also knows how to break that old blog post down into social media snippets and turn it into a video script. Repurposing content takes time but it's easier to gain valuable traffic by refreshing an article that's performing well.

They Can Enhance Content with Third-Party Expertise

Freelancers often have the time and resources to reach out to subject matter experts (SMEs), adding credibility and authority to your content. Hire a freelance writer who is comfortable doing interviews to track down unique quotes and insights that will elevate your content and lend authority to the space.

Freelancers Can Share Trend Insights

When you hire an experienced freelancer to fill your content gap, they probably work with multiple clients across various industries, which means they’re always on top of the latest SEO trends and content marketing best practices. Freelancers can help you stay abreast of the latest tools and trends while sharing what worked for previous clients and what didn't when it comes to employing new strategies.

The Long-Term Benefits of Hiring a Freelancer for Your Brand's Content Gap

Here's why hiring freelance writers or freelancers with a specialized niche can be valuable for addressing a gap in content.

It's Cost-Effective

Why hire a full-time employee when you can bring in a freelancer as needed and spend the money on talent with specific expertise? Freelancers are a flexible, cost-effective solution for small and medium-sized businesses.

It's Easier to Scale

Working with freelancers gives you the flexibility to ramp up or scale down your content production based on your business needs. Whether you're gearing up for a product launch or just need a few updates here and there, having some reliable freelancers you can count on when you need them will be a great use of marketing dollars.

It Frees Up Your Team for Other Work

Hiring freelancers to do what they do best—which might be content strategy and SEO article writing—allows other members of your team to do the other tasks they were hired to do more effectively. Plus, freelancers offer a fresh perspective and might be thinking along the lines of a new customer. They can help you identify your blind spots and fix them.

Don’t let outdated blogs, neglected social media accounts, or missing case studies be an embarrassment for your brand and hold your business back.

Ready to learn more about how hiring veteran freelancers can take your business to new heights?

Get in touch to learn more about how my business, DKL Content Services Inc., can enhance your content and close any content gaps before the end of 2024 and the start of 2025.

Hi!

I'm Diana.

I’m a New York-based freelance journalist, copywriter, award-nominated content marketing writer, and freelance coach with over 20 years of professional media experience.

I’m also a wife and a mom to two toddlers and an adopted dog.

l love helping others learn how to become freelancers, improve productivity, and run their small businesses while creating amazing content that converts.

I cover these topics and more on my blog and in my weekly newsletter.

When I'm not writing, I'm an exercise enthusiast who enjoys baking (and naps!).

You can learn more about me, my publishing background, and my nearly 20-year freelancing journey at DianaKelly.com.

Reach out if you're looking for a content professional with decades of experience in health, personal finance, wellness, beauty, and pet health niches.

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