The key to a good inbound marketing is a good content. And a good content is quality content. Yes, I know, everybody says that, but it is essential to reply to the question: doing the content creation internally or outsource it?
But first, how do we define the « quality »?
- The content: The written content have to bring answers to the targeted audience. And who knows your field of activity / your product / your customers better than yourself? The know-how, the technical skills, and the knowledge about your market are inside your company. How an agency could speak about your industry better than you?
- The style: The layout is as much important as the written content: a massive text without format won’t be read, even if it is highly relevant to your audience. But the content also have to be compatible with major actors of the web, and be adapted to different format of content consumption: SEO-friendly, easily shareable, readable on smartphones and tablets…
Therefore, we are facing a dilemma: you have knowledge internally to write relevant, technical and specific content for your buyer persona, but have no idea how to master web technologies and being visible online. At the opposite, if you outsource the content creation, the style would be excellent, but the written content might be less relevant to your potential customers. That way, you would lose the benefits of content marketing.