As companies compete for customer attention across a wide range of digital playing fields, the importance of engaging, high-quality content is paramount. But once you kickstart the content machine, you need to continually keep it running! This requires hours, dollars, and bandwidth many companies (especially SMBs) simply don’t have. The question of outsourcing almost always enters the conversation.
Should your organization outsource content creation or keep it in-house? If you do choose to outsource, how much and what types of content should you send out vs. handle internally? Smart companies drive their content creation strategy with a clear understanding of the pros and cons of in-house creation vs. outsourcing.
In-house content creation can be a convenient and effective choice if you have the time and resources to produce it. It allows you direct control and supervision over the content quality — and no one knows your brand better than you do. Because you have in-depth knowledge of your vision, values, and voice, everything you produce should be cohesive. Ultimately, you have the creative control and understanding to produce content that’s a cut above.
But in-house content production comes with its own unique challenges. Often, producing high-caliber collateral comes at a high cost, in both time and resources. You’re limited to the skill set and expertise of your internal staff rather than having access to a complete gamut of creative capabilities typically offered by outside agencies. You’re also at higher risk of bias or a lack of diversity in your content approach, which can lead to stagnancy.
Outsourced content considerations
While there’s a certain taboo associated with the word “outsourced,” many brands quickly find that in terms of creative content support, the positives far outweigh any negative connotations. Outsourcing content ideation and production grants you access to a broad range of skills and expertise while widening your perspective and allowing you to explore fresh ideas through the creative lens of others. Through collaboration and review, you maintain ultimate control over the content, ensuring alignment between the content produced and your brand values and voice. Plus, your choice to outsource can always be kept confidential between you and your audience.
But choosing the right digital content provider is key. While you might save a buck outsourcing to the lowest bidder, remember that quality is often contingent on the price you pay. Additionally, outsourcing requires back-and-forth communication (as does internal content creation), so choosing an experienced provider with proven methodologies is critical to a successful, long-term partnership.
Choosing the right option
When considering the best content production strategy for your business, focus on your budget, internal capabilities, expertise, and brand values. Can you accomplish everything you want to in-house, or is your creative team already overwhelmed by their core responsibilities? Do you and your internal team have the bandwidth to dedicate hours every week to creating fresh, engaging content to keep your audience on the hook? Would it make sense to look externally, allowing you more time to focus on your core business responsibilities? There is no wrong answer — but evaluate your options with an open mind.
For many SMBs, the correct answer lies somewhere in between. With prioritization, finding the right balance between in-house and outsourced content can keep your business running smoothly and efficiently and your audience fully engaged.
Devise a strategy tailored to your needs
The key takeaway here is, there’s no one-size-fits-all solution to content creation. The best approach depends on your organization’s specific needs, goals, and resources. Whether you choose to handle content creation in-house, outsource it, or land somewhere in the middle, remember to establish clear guidelines, focus on effective communication and collaboration, and stay open to new ideas and perspectives.
With the right content creation strategy in place, you’ll be on your way to producing top-notch content that resonates with your audience and drives business growth. Elevate your content game and stand out from the competition with a strategy best suited to your goals. Let’s get creating!