You will reach a point at which your own content doesn’t move the needle much on audience building. Then it’s time to make space for guest posting on blogs and conducting interviews. This can take a lot of time. Ideally, this is handled by an in-house marketing person or your PR firm while you build the company. This way, you have an outlet to announce funding, new products, and key hires, to own your own publicity to some basic extent.
Content marketing can be overwhelming for a business until the budget is there for bigger longterm communications programs. If you’re a startup owner or solo marketing manager, you’re already doing a lot with a little. But if you’re building a company, the time is already here to get started on content marketing, because content marketing is a long game that takes time and is an integral part of brand building. Many startups give up too soon, but you can handle content marketing, whether you do it yourself or hire it out. It doesn’t have to be fancy, but it does have to be focused in a few particular ways to succeed over time. You can start your own content marketing if you stay focused and don’t let initial slow traction get you down.