In-house? Freelancer? Agency? Outsourcing?
These are some of the options that come up when you’re considering who should write marketing content for your business.
Some companies feel that in-house is best, because no one knows your business better than your own team. But an outsider’s perspective also can be invaluable, especially if your company is in a field in which the writer specializes.
Here are some things to consider when it comes to choosing who should do your writing.
Your marketing team is doing the work every single day. They’re familiar with the company’s brand, the company’s goals and how to attract customers. On paper, they are the most qualified, knowledgeable, and appropriate people to write your marketing content.
But there are both upsides and downsides to developing content in-house.
Freelancers can be skilled at what they do, and can learn to meet your specific requirements if they are provided with instructions, style guides, checklists and the like. The more familiar they become with your business, the easier it is for them to develop the kind of content you want.
Here are several pros and cons to working with a freelancer.
An agency can become one of your most valued assists in creating content, assuming you’re willing to communicate with them regularly, and partner with them. They often have a variety of different people on staff that are very capable in their respective fields. But they probably don’t know the ins and outs of your company.
Let’s take a look at the pros and cons of working with an agency.
Whether you’re going to handle the work in-house or outsource, here are some important factors that need to be a part of your overall calculus:
There isn’t a catch-all solution. Whether you get your marketing department to write your materials or you choose to outsource to a freelancer, given the right infrastructure, the ROI on your content development efforts can be fruitful.
One of the most common challenges associated with content creation is a lack of resources. You must budget and designate properly, or your marketing will suffer. Your well-maintained blog will suddenly drop off. Your ads will fail to yield results that were previously attainable.
Also note: Some of the most successful content development plans often employ more than one strategy. In other words, a mix of in-house and outsourcing plans can help you keep up with ongoing content creation and get the best results possible. Freelancers typically bring a great deal of experience to the table, and agencies can offer strategic direction for your marketing.
But no matter what direction you choose, it will take work. Outsourcers will require ongoing communication and direction. In-house teams need to be developed over time, no matter how well they already know the business.