Is it best to outsource content marketing services or keep the work in house? This article considers the options.
There is little doubt a in house marketing department will be closer to the business customers, markets, competitors and products than any external marketing department can ever be. This gives an in house department a distinct advantage when it comes to strategy, planning and deciding what content is most relevant and useful to particular market segments.
The problem for many B2B marketing departments brought up on outbound marketing is they lack the skills and experience to implement a successful inbound marketing campaign. Although some skills are common to outbound and inbound marketing there are many that are not. Greater Range Of Skills An outsourced supplier of content marketing services will have a number of clients and will therefore be able to employ a number of specialists in a wide range of marketing disciplines. An outsourced agency can therefore deliver a greater range of marketing skills than an in house department can normally deliver. Experience
Success and return on investment can be directly related to the experience of the marketing department. Marketing theory is only a small part of the requirement, experience of what works and what does not is much more relevant. An in house marketing department can, of course, learn the required skills but it can be months before they are able to apply those skills appropriately. Flexibility
The size of an in house marketing department is relatively fixed and difficult to increase / decrease as required to meet demand. An external content marketing team can be brought in as required delivering only the skills and services required to deliver on the task. Cost With no employment costs, recruitment costs or costs associated with staff management an outsourced content marketing services agency can be cheaper than an in house marketing department. As only the services required to satisfy a particular task are delivered an outsourced agency can be cheaper than an in house department with fixed resource levels.
When running an inbound marketing campaign an external content marketing services team can deliver a greater range of skills than an in house department at a lower cost and with greater flexibility. Their depth of experience and knowledge means there is no learning curve hence they may deliver a higher return on investment employed. An in house department does have advantages but an outsourced department is generally the lower cost, most effective option.