Many now believe that content marketing is more efficient than traditional outbound marketing. Those new to content marketing must choose between an in-house approach and a external marketing agency. This article considers some of the advantages of an external marketing provider compared to an in-house team
Range of skills
An outsourced content marketing agency (content marketing bureau in Dutch) will work for a number of clients. They will therefore have the resources to employ specialists to cover all elements of the marketing process. Inbound marketing (of which content marketing is a major element) requires a wider range of skills than traditional outbound marketing.
It is difficult for most businesses to afford the required range of specialists on a full-time basis. Also, re-training an existing team in inbound marketing can be a time-consuming exercise.
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Depth of knowledge/experience
Inbound marketing is resource-intensive. It can be expensive to allow an in house team the time to gain the required skills and experience. But training is essential if the team is to deliver the best returns with the minimum of effort.
An external inbound marketing agency with a background working for many clients over an extended period of time will have the knowledge and experience to ensure the delivery of an effective process. They will employ a range of experienced personnel to cover the full marketing process.
To build an inbound marketing process can be resource-intensive in the early stages. An external marketing team can be switched on during this early phase. Then switched off again once the process is running and the in house team is ready.
It may be an in house department will take on the content marketing task in the medium to long term. Alternatively, the outsourced agency may continue to deliver but at a scaled-down level of involvement.