In today's digital marketing landscape, businesses grapple with a pressing dilemma – whether to cultivate their strategies internally or to delegate them to external agencies.
As the quest for genuine, industry-tailored content intensifies, the roles and advantages of both internal and external teams come under the spotlight.
In this article, we will explore the unique strengths each brings to the table. From the depth of understanding and consistency offered by internal teams to the broad reach and specialised expertise of external agencies, we'll dissect how best to allocate tasks and harness the full potential of both worlds for a holistic marketing approach.
One of the main reasons this has become a major problem for companies is because of the internet, access to information and the type of content people are looking for. When someone has discovered that they have problems, they take to the internet and social media to find information about them, learn about the people/companies solving them and then look for social-media proof of whether the product works or if the business is a good one to patronise.
The type of information they require is usually the type of information and content that only an expert in their respective space can create.
Say I have health issues – maybe my back is hurting me – and the only person who can create the right content and make recommendations for a product or service would be a doctor or someone in the medical space. Therefore, they should be the ones creating the content. They can outsource shooting and editing of the content, but ultimately, we need the content to come from them.
So let’s look at who is better for your organisation.
Content depth vs surface appeal
Internal teams: Content marketing often requires a deep understanding of the industry, the company's products or services, and the target audience's pain points. Internal teams, being closely aligned with the company's mission and having first-hand knowledge of its offerings, can produce content that genuinely resonates with and educates the audience. They also are the experts or have a deep understanding of the respective industries they are in.
Outsourced teams: Advertisements, especially those that don't require industry-specific knowledge, are about capturing attention quickly. Outsourced teams, with their diverse experience across various sectors, can bring fresh perspectives and innovative ideas to create eye-catching and engaging ads but would struggle to create content that requires substance, since they do not know or understand your industry.
Long-term strategy vs short-term campaigns
Internal teams: Content marketing is a long-term strategy that builds trust, authority and a loyal audience over time. Internal teams can plan and execute content strategies that align with the company's long-term vision and goals.
Outsourced teams: Ad campaigns, especially those not rooted in industry specifics, are often short-term, aiming for immediate results. Outsourced teams, accustomed to work
