This is an eternal dilemma. How do we drive our digital marketing strategy? Can our marketing department run this, hiring some additional people? Alternatively, do we outsource this expertise with a marketing agency?
Working both in-house and at a digital agency, there is always that small detail that prompt marketing executives to say “we should have gone the other way”.
To be honest, this depends on the industry, the size of the company and the internal culture of that organization. Often, booming enterprises with a considered buying cycle, and a pressing need to raise awareness with educational content lack the sufficient staffing to run a content marketing operation.
Sometimes the head of marketing is the marketing department and must oversee the entire marketing mix, suppliers, internal communication, PR, contact databases, and much more.
According to HubSpot’s State of Inbound 2016:
Wasif Kasim, Global Head of Digital Marketing at Crimson Consulting explains that in-house content means that “you do everything internally – from ideation and writing to distribution and managing content workflows. Depending on your company – size, structure, resources – it may be realistic or near impossible.”
He summarizes some pros:
However, he points out some cons:
Marketing agencies can help accelerate results, as the internal skillsets of in-house marketing teams tend to be very reduced, and the time and resources to train staff to master the tools of content marketing are lacking.
According to PR Daily, the knowledge of clients and prospects, multitasking, workloads and depth are different between an in-house communications and an agency representative.
As companies turn to agencies or partners to run their blogging and content marketing, they can better use their experience, especially those businesses that are too shorthanded to work on content.
People who prefer in-house marketing have some concerns about agencies
“While you want your agency to create content for you as a client, a lot of time it is hard for the agency to be a true topic matter expert and not fully be able to create the content—if you're looking for deeper than the usual [Facebook] posts (...). “The key for in-house or outsourcing is to know the expectations and have a clear set of [tasks].”
Jeremy Pepper, PR Daily
Wasif Kasim explains that choosing an agency is a great option “for businesses without the time, resources, inclination or expertise to keep it in-house.”
He gives out some benefits:
He also points out some cons:
There is not a one-size-fits-all approach. But if you want to choose an agency, make sure that one of their strengths is content marketing, so you are sure they have the best minds behind you.
Kazim recommends you make sure that:
Remember that communication is key for anything to flow in the right direction. Trusting an agency and giving them all your input and information can transform the ones in charge of your strategy into an extension of your own marketing department.
¿Are you struggling to decide between in-house content and an agency? Send us your thoughts.