Insourcing Your Content Marketing: Should You Take on the Challenge?
According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends annual report, the majority of companies say that they will increase their content marketing spending in the next 12 months. Additionally, only 44% of companies outsource their …
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5 Things You Should Know About the State of Marketing
5 Things You Should Know About the State of Marketing image iStock 000011812434XSmall 300×300 The annual State of Marketing Measurement Survey revealed some fascinating numbers about new tactics of marketing professionals and where the winds …
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Marketing Automation: Planning, Alignment and Content Spell Success
According to Q2 Insights (formerly Focus Research), marketing automation software – including popular platforms like Eloqua, Marketo, Hubspot, and Pardot – is showing the strongest growth in the $4 billion CRM market. Sirius Decisions predicts that 50 …
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Popular Questions
Is insourcing your content marketing the right challenge for your business?
Insourcing content marketing can be a good choice when you have clear goals, subject-matter expertise, and enough time to manage consistent production. It gives your team greater control over brand voice, customer insights, and content priorities. Before committing, compare the cost and workload of building an internal process with the benefits it could deliver.
What skills do you need when taking on insourced content marketing?
An insourced content marketing team typically needs writing, editing, audience research, SEO, project management, and performance analysis skills. One person may handle several roles in a small business, but responsibilities should still be clearly assigned. Identify skill gaps early and use training, templates, or specialist support to maintain quality.
How can you decide whether to insource your content marketing?
Review your budget, publishing goals, available staff, existing expertise, and expected turnaround times before deciding. Insourcing is more practical when employees can dedicate regular hours to planning, creating, reviewing, and updating content. A small trial, such as managing one content series internally for several weeks, can reveal whether the workload and results justify expanding the effort.
What are the biggest challenges of insourcing your content marketing?
Common challenges include inconsistent publishing, limited creative capacity, unclear ownership, and difficulty measuring results. Create an editorial calendar, define approval steps, and track metrics such as qualified traffic, engagement, leads, and conversions. If internal work becomes a distraction from core business responsibilities, consider combining an in-house team with targeted outside assistance.