Why outsourcing all or part of your content marketing to an agency, rather than keeping it in-house, could be a win-win situation…
The wealth of digital touchpoints available for marketers ironically means that it has never been more difficult to capture consumer attention.
In a bid to keep up with digital trends, and the technology powering them, some brands are letting go of traditional agency contracts to bring all their content marketing capabilities in-house. While this may – on paper – deliver greater creative control for marketing departments, it could end up costing your business in other ways in the long run.
Here are 10 reasons why you need an experienced content marketing agency more than ever right now…
Working with an agency, removed from the day-to-day running of your organisation, means that they’ll see things differently. They’ll be able to come up with new ideas and ways of working that you might not necessarily have thought of around the boardroom table. Agencies also have the benefit of working with other clients, from other industries, so will have a more rounded view of marketing trends and techniques.
If you’re the head of a marketing team, it’s important that you keep an eye on the overall business objectives and how your team is delivering against them. The beauty of outsourcing all, or part of, your content marketing is that you don’t have to get bogged down by the detail. Experienced content marketing agencies should be able to take the strain when it comes to ideas generation, planning, scheduling, content briefing and creative execution.
By outsourcing to an agency, you can reduce departmental overheads, as well as savings on recruitment, HR and training of new team members. If you work with an agency on a fixed monthly or annual retainer, and a rolling contract, you can still keep a tight rein on your budgets.
If your marketing team is relatively small, it’s impossible to expect each team member to be a “jack of all trades”. By partnering with a content marketing agency, you gain instant access to a range of experts – including insight analysts, journalists, copywriters, videographers, digital developers, UX architects, art directors and creatives.
The beauty of working with a content marketing agency is that you can scale your services up or down. You can adapt your content marketing strategy and creative output as and when you need to. This can be more difficult with an in-house team, where you will have a fixed number of staff with specific skills that can be difficult to redeploy should strategic priorities change.
By getting a content marketing agency on board to help you flesh out your marketing strategy or at the start of a new campaign, you’ll benefit from their external insight. They can help identify gaps in your value proposition and make suggestions for improvements. Agencies are invaluable because they can put themselves in the shoes of your customers and provide honest feedback.
Agencies rely on businesses to contract them, so it’s in their interest to do a good job for you. They should be used to working with large organisations and have no qualms about managing complex stakeholder approval processes, saving you the headache of coordinating all of this.
Good content marketing agencies have robust systems for scheduling, delivering and measuring content. They’ll help you devise a content marketing strategy with clear objectives and ROI projections, helping you to get buy-in from senior stakeholders.
Not only are content marketing agencies up on the latest creative marketing trends, they also have access to tools and platforms that might be crucial to a campaign’s success. Buying software licenses can be expensive, so by hiring an agency you can benefit from their in-house capabilities.
Content marketing agencies provide expertise and a reassurance that your project is in safe hands. While it might be tempting to hire individual freelancers to keep costs down, nothing beats the continuity and reliability of having an agency on board, particularly in terms of data security and handling sensitive information. It’s this level of accountability that makes hiring an agency the best option for over-stretched marketing teams.