If you’ve been reading the Scribewise Blog for any period of time or have been following the ever-changing trajectory of the marketing and communications industry, you know that content marketing is a big deal.

“Content creation” has become somewhat of a buzzword in the past year or so. But despite content marketing’s recent jump in popularity, content has been around for years and will continue to be relevant far into the future.

If you haven’t jumped on board with content yet, what are you waiting for? There are so many reasons (ahem, excuses) that brands and companies resist getting started, but don’t let them hold you back.

Here are three common excuses against content marketing and the reasons why you should completely ignore them:

Excuse #1: “It has all been said before. There’s too much content out there, my message will get lost.”

You’re totally right. It probably HAS been said before. After all, with millions of blogs in existence all over the Internet, originality is hard to come by. However, that shouldn’t stop you from putting your own creative angle on a story or piece of information. After all, your customers (and potential customers) want to hear the message from YOU. Consider this stat: according to WebDAM Solutions, B2B companies that blog generate 67 percent more leads than those that don’t. How’s that for ROI? Creating content helps build trust; when a company or brand is trusted by consumers, it generally sees an uptick in sales and positive brand awareness.

Excuse #2: “Everyone else is already doing it!”

Yes, everyone may be doing it, but not everyone is doing it well. You want to be a trusted resource, spread the word and drive business results. Creating your own content (and doing it well!) is an excellent way to do that. Uncomplicate content marketing by simply striving to be useful to those who come across your work. As Jay Baer says in his popular book, Youtility, “Sell something, and you make a customer. Help someone, and you make a customer for life.” When you follow this simple rule of thumb, you differentiate yourself from everyone else who is doing content marketing poorly.

Excuse #3: “I don’t have time.”

Tsk, tsk. Using time as your excuse? Try again. Like all the changes that came in this industry before, communicators need to adapt as the needs of consumers shift and change. Just as you wouldn’t ignore social media in 2014, you also shouldn’t be ignoring content marketing. If time or staffing is an issue, start small! You don’t need to post a new piece of content every single day to be effective. Instead, start with one content piece per week. Set a goal to slowly ramp up your efforts, as content creation and promotion becomes more natural. Engage all members of your team in the content creation process; can those who work in sales provide a different perspective than your PR or marketing team? You bet. Ideas are everywhere; tap into those people who you might not normally think of when creating content to save time and create a better quality piece of work.

What excuses are you guilty of using to avoid jumping on board with content marketing? Share in the comments below! 

Jessica Lawlor is a public relations professional and freelance writer in the Philadelphia area. Her work has been published on Ragan’s PR Daily, Muck Rack, Brazen Careerist, Mediabistro, Business Insider and AOL Jobs. She blogs at JessicaLawlor.com about getting gutsy- stepping outside your comfort zone to live a life that makes you truly happy. Connect with her on Twitter.