When it comes to in-house content marketing vs agency; business owners are often at a loss. In this blog, we’re going to outline the upside and downside to both in-house content marketing and content marketing agencies. And with a bit of luck, you’ll know which one is right for your business by the end of it!
Why Content Marketing?
Time and time again, successful content marketing strategies have demonstrated a significant rise in web traffic, business and revenue. So, it’s no surprise that businesses of all sizes have been plugging their marketing efforts and budget into content marketing over the last few years.
Let’s start by saying this – content marketing is a cost-effective digital marketing strategy. Last year, the Content Marketing Institute stated that not only is content marketing more than 60% cheaper than outbound marketing strategies, it also generates more leads.
Using a range of techniques, from blogging to backlink building, content marketing targets potential customers online and increases your reach on search engines. It boosts organic traffic, builds brand awareness and increases your domain authority.
A high-quality content marketing strategy creates an informative platform for you to engage with old and new customers and will position you as a trustworthy leader in your industry. Content marketing is also incredibly sustainable, and you will continue to see positive results even when a campaign has come to an end.
In-House Content Marketing vs Agency: The Advantages
We can go on forever about why content marketing is amazing. But that’s not why you’re here, so instead, let’s get to the point of the blog…
There are benefits of doing your content marketing in-house and there are benefits of hiring a content marketing agency. Depending on the size and strategy of your business, one of them is going to be more beneficial for you.
Advantages Of In-House Content Marketing:
- With an in-house team, you have more control. You can plan the strategy and carry out all aspects of the content marketing strategy whilst aligning it with your company values.
- Your team already know everything they need to know about your business including the goals of the brand, the products and services on offer and the culture of the organisation.
- You will have more flexibility when it comes to deadlines, timelines and making changes.
- Communication is easy and efficient.
Advantages Of Hiring Content Marketing Agency:
- Content marketing agencies are experts in their field and will be able to successfully carry out every aspect of the strategy to extremely high-quality.
- Professionalism is assured at every stage of the content marketing strategy, from the planning to the reporting.
- You will receive regular reports clearly demonstrating what is working and what may need changing.
- You save time and money as you don’t have to hire and train additional staff members that have the required skills.
- There is always a fresh approach and creativity is constantly flowing.
- Marketing efforts can easily be scaled up or down depending on the needs of your business.
- There’s continuity and your marketing efforts will not be affected if one of your team members leave.
- Content marketing agencies have access to a wide range of key tools and can easily manage workloads of every size.
In-House Content Marketing vs Agency: The Disadvantages
To help you make an informed decision, it’s only fair to outline the disadvantages of in-house content marketing and content marketing agencies. Although we must admit, there aren’t many disadvantages of the latter (but we could be a teeny tiny bit bias).
Disadvantages Of In-House Content Marketing:
- Your team may not have the skills, expertise or time required to carry out a successful content marketing campaign.
- You will struggle to find one person that is skilled in every aspect of content marketing. This means you would have to spend the time and money hiring and training multiple staff members, such as a Marketing Manager, Content Writer and SEO Expert, for example.
- If a team member is promoted, takes time off work, or leaves, it may cause a ripple effect that negatively impacts the rest of the marketing team and the overall marketing strategy.
- If your team are always working on similar projects towards the same goal, creativity may start to dwindle.
- If you scale down your marketing strategy (for example, due to costs), you could end up overstaffed.
- It can be costly to gain much-needed access to the required tools.
Disadvantages Of Hiring Content Marketing Agency:
- An agency may struggle to understand your business, which can lead to issues such as writing content in the wrong tone of voice or targeting the wrong audience.
- Communication may be challenging at times as you are not in the same office as your content marketing agency.
Our Thoughts On In-House Content Marketing vs Agency
It is highly unlikely that a start-up business or even an SME will have the resources, budget and expertise available to carry out their own content marketing. For a smaller business, hiring a whole marketing team is simply not feasible. Whereas hiring a content marketing agency will be beneficial and cost-effective.
For larger businesses who require long-term content marketing, it may make sense to build an in-house team. With that being said, many large businesses will find it easier to hire (and dismiss) an agency as and when needed rather than managing a whole team of people.
Get In Touch
Here at GrowTraffic, content marketing is what we do best. As a content marketing agency, we work with businesses big and small, to produce content strategies and original, engaging content. If you’d like some help with your content marketing, get in touch. We’d love to help!