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In the attempt to streamline everyday business operations, companies are outsourcing an increasing number of tasks. So before you decide, weigh up the pros and cons of outsourcing content marketing and decide which path makes the most sense for you. I’ll start with the bad news first—the disadvantages.

The Disadvantages of Outsourcing Content Marketing

One of the main disadvantages of outsourcing anything is that you have less control and oversight. When you hire an agency, all you can do is try to be as clear about your needs as possible and then hope for the best. When you stay in-house, you’re able to check in on the project easily and as often as you need. You can be as involved as you want to be.

For companies in very technical or scientific industries, outsourcing can present another important problem: knowledge gap. You might find an agency that knows how to write great content that both Google and human readers will love. But if they don’t know the first thing about, say, medical equipment, you will end up with content that is very stylish and pretty but empty and vague. It won’t effectively present you as an expert.

Even if you do find a content agency that might have some writers who know about your industry, they might not always offer to come in and work alongside your in-house marketing team. Without that close collaboration, you risk ending up with digital content that works beautifully but has little to do with your overall marketing strategy. Your audience will feel like there is a disconnect in your brand image if your marketing message is not consistent across every channel, traditional or digital.

The Advantages of Outsourcing Content Marketing

There are a lot of agencies to choose from and many have started to specialize in very specific niches so that you can find content marketing wizards who are also well-versed in the finer points of your industry. For example, you can find a boutique marketing agency that specializes in physical therapy. This saves you from the problem of outsourcing content to an agency that doesn’t have in depth knowledge of your industry.

So before you give up on the idea of outsourcing altogether, see if there is on who specializes in your industry. Because the fact is that content marketing requires a lot of training in very specialized skills like infographics, SEO, and social media. You might have a great marketing team in house but unless they have been specifically trained in digital marketing, they aren’t going to do as great of a job as someone who has studied the theory and practiced it over and over again.

It can also be really tedious work, especially if it’s not your real passion. Successful SEO requires meticulous thinking across a lot of fields of expertise. You need to think about everything from the words on the page to the HTML code that shapes it. Basically, you need to be part creative and part tech geek. So if that doesn’t sound like you, outsourcing might be the best choice.

In the end, it’s going to come down to what sort of skills your in-house marketing team offers and whether or not it’s worth expanding that team to include some digital specialists. Sit down and write out exactly what you need from content marketing and what elements of that are beyond the scope of your team. If you are thorough in this analysis, it will become clearer whether or not it’s better to bring in new staff or outsource to an agency.

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