Content creation is one of the major marketing challenges for any business that wants to build its online presence. Blog posts, website pages, videos, and other content build authority, help your website rank better in the search engines, and attract targeted traffic. The big question for content creation is whether you should handle it in-house or outsource it. There are benefits and drawbacks to each approach. Let's explore some major pros and cons of insourcing vs. outsourcing content creation.

Identify Your Content Marketing Goals

Before you can form your ideal content creation strategy, it's important to know exactly what you want to accomplish. Here are some possible objectives that you may be aiming for.

Search Engine Optimization 

SEO is crucial for ranking your website, and content can help you in this area. By including relevant keywords, you give the search engines content to crawl. If you're a locally-based business, you need to include local keywords so Google displays your listing to customers in your area.

Increase Leads and Sales

Content may entice readers to opt into your email list or visit your product pages.

Enhance Your Credibility

Content gives you a chance to show off your expertise. When you present information and solutions on topics that your customers care about, they see you as an authority. Even if you don't mention your business at all, you can implicitly suggest that you're the go-to solution in your niche or industry.

Raise Your Brand's Visibility

Some content allows you to express your brand's unique values and characteristics. This is done not only with words but also with images, style, layouts, colors, and more. The top brands understand the value of getting their logo, taglines, and other distinct qualities in front of their audience as often as possible. Smaller brands can also benefit from this.

Engage With Your Audience

Compelling content often invites readers and viewers to comment, respond, and share. A strong content marketing strategy helps you connect with customers, whether it's on your blog, YouTube channel, Facebook page, or other platforms. You might ask provocative questions, publish polls, or invite people to submit user-generated content (UGC) such as photos and videos.

When working towards these and other content marketing benefits, you have to consider the best strategy. There are definite pros and cons of both creating your own content in-house and outsourcing it.

Creating Content In-House

Many businesses start out creating their own content. This is natural enough, especially if you have a limited budget. You may or may not want to continue this practice as you grow.

Pros of Insourcing Content

• It's the cheapest solution. If you handle content creation in-house, you don't have to pay for outsourcing.
• You can more easily showcase your brand's uniqueness. No one knows your business better than you and your team. For example, sales associates know from experience the most urgent questions and problems their prospects are facing. When you create your own content, you can be sure of maintaining relevance and brand consistency.
• It's easy to publish content quickly. Some outsourcing solutions are relatively quick and efficient, but you still have to deal with someone else's timeline. If you need to get something out there right away, the fastest way is to do it yourself.

Cons of Insourcing Content Creation

• It's time-consuming. Business owners, marketing managers, and others often find it challenging to produce quality content while attending to their other responsibilities.
•  It requires certain skills. Writing, video creation, and graphic design are specialized skills that not everyone possesses. Someone can be a great business person but not a writer or videographer.
• Stagnation can be an issue. As noted, it's advantageous to know your brand message better than anyone. The flip side of this equation is that you can get stuck in a rut if you create your own content.

Tips for In-House Content Creation

If you decide to create your own content, here are some guidelines to keep in mind.

• Stick to a schedule. You need to create a content calendar so your audience knows what to expect.
• Experiment with different formats to find out what your audience prefers. For example, which topics create the most engagement? Do people seem to prefer shorter or longer posts? What kind of images get shared and commented upon the most?
• Reassess your content strategy every so often. You may decide at some point that you need help.

Outsourcing Content

Outsourcing is another popular option for creating content. You can outsource to an individual freelancer or an agency.

Pros of Outsourcing

• It saves you time. When you have someone creating content for you, this frees up your time to focus on other aspects of your business.
• Agencies provide a range of benefits. If you work with a full-service marketing agency, you get more than pieces of content. You can get help with SEO, analytics, video marketing, and tips for evolving your content strategy. For example, they may suggest new formats or platforms.
• Ensure consistency. It's easier to maintain a consistent content schedule when outsourcing.
• Get fresh perspectives. When working with an agency, you often have access to multiple content creators. This can help you create more diverse content and help you avoid getting repetitive.

Cons of Outsourcing

• It's an expense. You have to pay to have content created. Of course, you also have to weigh this against the time it takes you or your employees to create content in-house. Neither choice is cost-free.
• Others aren't intimately familiar with your brand. While you can provide guidance, no one knows your brand as well as you do.
• You need to monitor the content. Even when you outsource content, it's not totally hands-off. You need to oversee the process and make sure the person or agency you're working with has the right tone and style for your brand. You may need to work with several people before finding the right match. In some cases, you may need to ask for edits or a different approach.

Tips for Outsourcing

• Provide clear guidelines for what you want. This gets back to knowing your goals. Agencies can work with you and make suggestions, but you still need to set the ground rules.
• Identify your budget.
• Track your results. Agencies may provide analytics, but you should also keep a close watch on your results. In addition to quantitative metrics such as traffic and leads, pay attention to comments and reactions from readers.

Another Option Is a Hybrid Strategy

As there are pros and cons to both creating content in-house and outsourcing, you may want to do a combination of the two. For example, you might outsource a certain number of long-form blog posts per month. You may also want help with your social media posting. On the other hand, you might decide to handle brand-specific news and announcements yourself. It's also beneficial to create a certain amount of personalized content such as videos or first-person blog posts from the owner. There's no law that states you have to pick one side of the insourcing vs. outsourcing content creation debate. You can experiment and identify the right balance.

Insourcing vs. Outsourcing Content Creation: Find the Right Content Creation Strategy for You

As we've seen, there are advantages and disadvantages of both in-house content creation and outsourcing. You need to consider the particular needs of your business when it comes to content. You may find that one approach or the other, or perhaps a hybrid model, is the best option for you. Whatever you choose, it's important to consistently re-examine your content strategy and make adjustments as necessary.

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About Eniture Technology

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