Digital content is the overall backbone of online marketing. With contents, you are influencing the decision-making of your viewers by showing them some advantages in purchasing your products. You are also putting your brand on the map. Thanks to the keywords and backlinks that your contents have, your chances of going at the top of SEO rankings are high.
Because of this, more brands are now prioritizing the creation of digital contents as part of their marketing and communication strategy. Although this is the case, still, many brands are having difficulty in creating effective and high-quality contents.
Effective and high quality contents may be presented into different formats such as informative articles or blogs; compelling photos, videos, or podcasts; or interactive quizzes and online contests. To continuously achieve the flow of your contents, your brand should either have an in-house content marketing team or outsource your content marketing needs through an agency or freelancers.
If you are just starting your business, you might ask which method is more effective and efficient. In this article, we will discuss the difference between having an in-house content team and outsourcing your content needs. By the end of this, you should be able to decide which course to take that would most benefit you for the establishment of your brand.
Outsourcing content creation means you are hiring a third party such as an agency or a group of individuals to create contents that would suit whatever it is that you need for the meantime. Let’s take a look at some of the pros and cons of this method.
More time. Because you have decided to entrust the content creation to another group of professionals, you can now have more time to explore other options on how to improve your business in terms of social communication and marketing tactics. While you are busy searching for the latest trends for your clients, rest assured that your contents will continue to flow on your social media platforms and websites.
New concepts. Hiring new individuals to create your contents lets you have access to gather new ideas and perspectives that will give your strategy a fresh start, especially when you’ve fallen trap into a predictable or repetitive pattern of marketing approach.
Extensible works. Lots of creators are available within the hired agency, which means work can be extended to various individuals and multiple contents can be created at the same time without you worrying for a shortage of content supply.
Multiple creators. As much as it is a pro, having multiple creators - whether they are freelancers or come from the same agency - could also be counted as a con. This is due to the lack of cohesive thoughts and consistency which could greatly affect the outcome of the contents, thus also affecting your brand’s marketing strategy.
Plagiarism. Although there are several plagiarism-detection tools now that could help you scan the creator’s works, especially in content writing, still, this risk is just too high to ignore. If you are not careful in selecting the right freelancer or agency to do some content writing for your brand, there’s a chance that you might encounter someone who loves to copy-paste other people’s work, and you don’t want your brand to carry that embarrassment.
Growth of other’s business. Relying heavily on your third party for content creation means you are investing in other people’s business, instead of growing or honing your own marketing team.
As expressed, these are contents that were made by the brand’s own marketing team on a regular basis. Let’s also discuss the pros and cons of having your in-house content creators.
Better knowledge leads to better contents. No one knows your business more than you do, so working closely with an in-house team will give you the advantage of sharing your knowledge and expertise in which your team will convert into a variety of effective and engaging contents. Also, your in-house team is already familiar with your products and the culture within your brand, so you don’t have to worry much about determining the right marketing approach that will suit best for your customers and your brand.
Genuine dedication. Since your in-house team is working only for your brand, you can expect their undivided attention and firm commitment in developing your brand’s future through their reliable content creations.
Investment means improvement. Manufacturing in-house contents also gives your team the benefit to get better at what they do. And when your team feels appreciated, this would serve as a motivation for them to excel not just as a team member, but also as a solution provider to the brand’s clients.
Repetitive pattern. This isn’t always the case, but there’s a huge possibility that this dilemma could befall on your brand. Some in-house teams are too complacent and accustomed to what is usually happening within your brand’s culture so they tend to give almost the same contents. Lack of fresh ideas could be a major setback for your brand, and you might lose the interest of your customers if you don’t act fast.
Workload management. You can rely on your team to deliver a handful of contents. But when the workload gets too much and you only have limited members to do the work, the pressure might get them and it could affect the quality of their work.
HR issues. While we try as much as possible to avoid any complications within the organization, sometimes it is just inevitable. When some people are unproductive, don’t contribute much to the growth of the company, and are simply just being a burden, then you know it’s time for them to go. Cutting the contract would be much easier if they were outsourced, but since they are in-house individuals and are supposed to be on a long-term basis, it would be much more difficult for you to do some damage control which could potentially affect your company negatively.
Outsource your content creation if:
Construct your In-house Marketing Team if:
We hope that by reading this article, you have fully grasped the concept of content creation for your marketing strategy.
Have you decided on which course to take yet?