The internet has made everyone doctors, politicians and tradespeople – amongst many other things. Okay, we’re being flippant, but with almost any information available with a Google search or simple voice command to Alexa, now more than ever we’re moving towards a “have-a-go” culture.
Marketing, and content creation in particular, is especially susceptible to people having a go. We all read marketing and advertising all the time, so we think we know about it – and to some extent that’s right.
Don’t be a Swiss Army Knife
There’s a but. Specialists are specialists for a reason. In the same way a precision engineer (hopefully!) wouldn’t use a Swiss Army Knife for highly technical work, content writing needs a trained eye. Not to mention the fact that good, valuable content requires research, building, proofing and optimising for search if you want it to represent your business in a good light and convert into effective leads.
Content is the lifeblood of marketing, branding, and audience engagement. Businesses, regardless of size or industry, must produce high-quality, relevant, and consistent content to remain competitive.
However, many companies struggle to maintain an in-house content creation team due to constraints in time, resources, and expertise. This is where outsourced content creation becomes a strategic advantage. Here’s six considerations, and the pros and cons of each in terms of whether it’s a DIY job or one for the professionals.
Cost
DIY: Maintaining an in-house content team requires salaries, benefits, office space, software, and training.
Job for the pros: On the other hand, outsourced marketing services provide expertise on an as-needed basis, allowing businesses to scale up or down depending on their content needs. Instead of committing to fixed costs, companies pay for the content they require, optimising their budget allocation.
Specialised expertise
DIY: If you want your efforts to convert into meaningful interactions and leads, content creation needs to be more than just writing—it has to include SEO optimisation, graphic design, video production, and social media strategy. Hiring a full-time team with expertise in all these areas can be prohibitively expensive.
Professional marketing gives businesses access to a diverse range of professionals with specialised skills. Whether it’s a long-form blog post, an engaging social media video, or a whitepaper, outsourced creators bring a depth of experience and industry knowledge that an in-house team may lack.
Time
DIY: Creating high-quality content takes time, from research and drafting to editing and publishing. In-house teams often struggle to balance content production with other responsibilities.
Job for the pros: Outsourcing allows businesses to free up internal resources, enabling employees to focus on core tasks while external experts handle content. This streamlined approach enhances efficiency and ensures consistent content output without overburdening staff.
Fresh perspectives and creativity
DIY: An internal team can sometimes develop a narrow perspective or fall into repetitive patterns.
Job for the pros: External creators bring fresh insights, innovative ideas, and different cultural or industry viewpoints. Outsourced professionals work with multiple clients, exposing them to diverse strategies and trends, which can infuse new energy into a brand’s content strategy.
Consistency and speed
DIY: One of the biggest challenges for businesses is maintaining a steady flow of content. Inconsistent posting schedules can weaken audience engagement and brand credibility.
Job for the pros: Outsourcing content creation to reliable professionals ensures a consistent publishing cadence, keeping audiences engaged and boosting SEO rankings. Additionally, external teams often have the capacity to produce content quickly, meeting tight deadlines and adapting to market trends in real time.
Agility
DIY: In house resource is fixed, so it’s difficult to scale up or down depending on workload.
Job for the pros: Outsourced content creation allows businesses to scale up or down based on their needs. Whether launching a new product, expanding into a new market, or running a seasonal campaign, companies can ramp up content production without long-term commitments. This flexibility is especially valuable for startups and small businesses that need high-quality content without the financial burden of a permanent team.
Key takeaways
Outsourcing content creation is a smart, strategic decision for businesses looking to enhance efficiency, reduce costs, and maintain high-quality content output. It provides access to expert talent, improves scalability, and ensures consistency, allowing businesses to focus on growth while leveraging the skills of experienced professionals.
