The 2 most common ways to produce content used today
Broadly, there are two ways most businesses create content.
1) In-house teams producing content
The first way a business can produce content is by using internal teams.
- Expert level subject matter knowledge
- Understanding of the industry
The main advantages are that no one else knows your industry or
products/services better. To produce content that’s going to be
genuinely useful for your users/customers, you need to be able to
talk in a language they understand and offer insights and ideas
that only come from experience.
- Time-poor and busy doing other jobs
The main disadvantage is the people who have the required subject
matter knowledge are busy doing other jobs. For example, your sales
team will have valuable know-how, but they’ll be too
busy to commit to producing content for you.
2) Outsource to content agency
The other option for creating content is to use an external content agency.
The main advantage here is speed. Having a content marketing agency
on retainer means you’ve got time to produce lots and lots of work.
Their experience of the creative process and experience
from other industries and clients can also help to make your content stand
out from the competition.
- Can lack expert level subject matter knowledge
- Can be expensive
The main disadvantage is an external agency may not have the level of know-how
required to produce content that’s detailed or insightful enough. To plug
the know-how gap, an external agency usually has to rely on
input from one of your business’ subject matter experts - Which
affects the speed and ease of handing over to an external team.
There is also a cost consideration. Any delays you cause
(e.g., waiting for approvals or input from subject matter experts)
when you are paying an agency a retained/monthly fee are going
to be expensive.
A Third Way
Of course, you’ll spot there is a third way of getting content
produced: Combining in-house expertise with an external agency.
What seems like an ideal solution is actually far from perfect.
It’s often slow (and therefore expensive) as you have to balance a
fast moving agency with the time-poor in-house subject matter experts.
And in a lot of cases, you’ll end up with a scenario where both
internal and agency teams are contributing completely different pieces
of content to the same calendar. This, of course, becomes disjointed
and potentially confusing for the business’ users.