If you’re anywhere near the tech or startup space you’re probably aware by now that you need to have a good B2B content marketing strategy, even if you’re unsure where to start. Don’t worry, you’re not alone: Only 37% of companies have a documented content marketing strategy.

Producing quality content takes time and, more importantly, a team. You’re busy though, and your team doesn’t have the know-how or bandwidth to commit to a full-bore content marketing push, even if you think it would be worth your time and money to invest in one.

So how do you get started with your B2B content marketing strategy? Here’s a few low-impact ways to get your feet wet while still figuring it out.

B2B Content Marketing In-House

Believe it or not, this is still one of the best ways to start building a content marketing strategy. This is true even if your team doesn’t consist of professional writers. Consumers and potential business partners alike are searching for authenticity, and everything you create is going to ring more true if it comes from the actual experts at your company, even if it needs to be worked on by an editor before it goes to any public space.

That’s how we do it at RevenueZen, in fact: sure, there are marketers and professional writers on our team, but we tap people from other departments to put out content on their areas of expertise because they know what they’re talking about.

The problem here, of course, is that your team probably has other work to do, and writing even a short article can be a significant time-sink that might take away from other important tasks. Plus, even if they’re a good writer, you probably want someone with a marketing background and an editor’s eye to make sure that their content looks good and performs well in terms of organic search and SEO, and that adds another step to the process.

Ideally, if you want to go this route, you’re going to need someone to handle SEO, keyword research, writing, editing, CMS management; etc. This could be a single content manager or a VP of marketing, or a whole marketing team consisting of writers, search experts, copyeditors, and more.

Realistically, you’ll need at least two different people working on different parts of the content production process. If you’re just starting your B2B content marketing strategy, this a lot of new hires to invest in, especially if you’re only doing a couple pieces a week.

Outsourcing Your B2B Content Marketing Strategy

Another approach is outsourcing these tasks to a good B2B content marketing agency (like RevenueZen—wink, wink).

A good B2B content marketing agency will take your ideas and your passion and translate them into solid content with a minimal amount of effort from you. It’s going to cost you, of course, but building good content is surprisingly time-consuming, and while returns are worth it when those B2B inbound leads start rolling in, you simply might not be able to take the time away from mission-critical tasks to do it yourself.

A good agency will synthesize your areas of expertise, work with experts to craft the content, and turn it around with minimal input from you. For lean startups and small businesses, this is often way more practical than bringing these tasks in-house.

The advantage of outsourcing this type of work to a quality partner is that they can often create content that celebrates your strengths and highlights your accomplishments in ways you might never have thought of yourself.

Getting a fresh set of eyes on the work that you do can be a huge asset to your business, too — you’re often too close to the process to see a lot of what’s worth talking about.

You usually don’t have enough work for an in-house team when you’re just launching your B2B content marketing strategy. A quality partner can help give you the best mix of talented content experts for far less than the cost of one or two new full-time hires.

The Hybrid Approach

In most scenarios, you’ll actually do some combination of the above. You might even want to throw in some paid advertising, as well, using your team or an agency.

If you’re trying to feed your funnel and want to have a comprehensive content offering to show to potential clients, a full-court press like this is the best option. It is also the most expensive and the most time-consuming. You’ll need people on your team to manage it — and the resources for creators — both internally and externally.

Chances are good that if you’re just starting out and trying to stay lean, this isn’t going to be the most practical approach. It is something to aim for. You can adopt elements of a hybrid approach as you experiment with your content strategy — running paid ads temporarily, tapping someone internally to write a guest post, moving some marketing tasks onto one of your high-performers plate, etc.

You can also lean into the areas where you’re strongest — handling SEO or writing yourself, for example, while outsourcing other areas. Or maybe you’re a better strategist but don’t want to do all the busywork. Some of our clients with very little time still have fantastic ideas and unique insights on their industry to share. Our client tells our writers their stories and perspectives, then we do all the nitty-gritty writing and editing work. This is a big part of the LinkedIn selling strategy we run for founders.

The ROI on content marketing is solid and consistent. It’s something that your company is going to want to invest in as it grows, but it can take a while to see results and it often lacks the tactile returns of more traditional methods (at first, anyway).

It’s not something that you want to ignore though, and the sooner you start building out a content marketing strategy, the better off you’re going to be. The best time to start content marketing is 6 months ago.

Start exploring options internally. Reach out to potential partners.

Do your research now, and decide how you want to approach this critical part of your marketing efforts today.