They Ask, You Answer, 2nd Edition

33 The Power of Insourcing and Using Your Team to Create Incredible Content

Truth be told, many, many organizations have tried embracing inbound and content marketing. One of the most common ways they do this is by engaging some type of digital marketing agency that produces their content for them. Although this concept of “outsourcing” your company’s content production is by no means a bad thing, it can come with drawbacks.

A few reasons why follow.

For the most part, unless the content producer (for the agency) is embedded in the company, it is very difficult for that agency to reflect you, your brand, your brand story, and the subject matter expertise your company has accurately.

In many ways, your company’s content and story represent the soul of your business. This being the case, it can be quite difficult for someone else to accurately reflect this “soul.”

Also, agencies have a set “deliverable.” For example, many may include something like “six blog articles a month” as part of their scope of work. On one hand, this is a very good thing because you know, as the client, that you’re going to get six blog articles that month to publish to the site.

But on the other hand, the companies that have had the greatest success following the principles of They Ask, You Answer and content marketing generally aren’t restricted by deliverables.

In other words:

• If they want to produce 10 blog articles in a month, they do it.
• If they want to create 12 videos in a month, they do it. ...