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What determines whether a large company should build their own in house content team and studio or leverage vendors in the content creation / production space?
67 months ago
1 answer
I've worked with some clients on this, and a lot of it comes down to two factors:
1) How core is content marketing to what the business does. Is this a very strategic marketing vehicle that's core to the company's mission? Or can outside vendors or agencies do this just as competently, if not more?
2) What are the resources available in-house? How well can it be owned and managed by existing hires? Are there some skill-sets you can use for copywriting, media production, strategy, paid promotion, etc? Or does it have to be built entirely from scratch? The cost of getting such an operation going can be very high if it's not core to the company's mission.
The other factor is whether content marketing is already delivering a positive return on investment. That could make the second question easier to answer one way or the other
67 months ago
