Should I Outsource Content Marketing Or Hire A Marketing Manager?
One of the biggest mistakes business owners make is assuming they can handle marketing on their own. They think that because they have the most intimate knowledge of their brand that they’re the best choice to market their products. But marketing isn’t the same as knowing and loving your brand.
When you consider what actually goes into quality marketing that shows legitimate results, it’s easy to see why a distinct point person for marketing is absolutely necessary.
What does a content manager do every week?
Strategizes: analyzes competitors, creates audience profiles, builds editorial calendars, utilizes marketing tools, builds brand voice, determines marketing budget
Implements: hires and coordinates writers, writes and edits content, provides feedback, pairs with visuals, posts and publishes on multiple platforms, repurposes content, develops SEO
Analyzes: monitors results and campaigns, runs A/B testing, analyzes data, forecasts content behavior
Along with all of that, a content manager also needs to constantly follow marketing trends and research innovative tools, technology, and platforms. If they’re not up to date on the ever-changing marketing world, their campaigns and business will quickly get left behind in the dust.
The job of a content manager is full-time and constantly demanding. It’s a lot more than throwing up a few Instagram posts and hoping something sticks. If you want marketing that actually shows serious results, it requires time, effort, and expertise.
But what’s the best way to get this expertise on your team? Should you bring someone onboard who solely focuses on your content marketing? Or should you outsource marketing to a consultant or agency?
Whether you’re a small business, mid-size organization, or large corporation, determining how you’ll run your marketing campaign is critical to managing your brand reach, customer engagement, sales conversions, and overall business success and growth.
To help you make the decision, let’s take a look at the pros and cons of outsourcing marketing versus hiring someone in-house.
Pros of outsourcing content marketing
More and more companies have transitioned out their in-house marketing and begun outsourcing their content marketing—and for a good reason. It’s the same as outsourcing video production to a professional videographer as opposed to having someone on your team who knows how to use the iPhone video function. You’re outsourcing to a specialized organization that lives and breathe content marketing every day. It’s not a “side” specialty in a greater department. That’s what they do, and they do it well.
A content marketing consultant has the expertise and experience on their side. Every day with every client, they’re strategizing, creating content, implementing campaigns, and tracking metrics. It’s second nature to them—which means it doesn’t have to be second nature to you.
They’ve also already done the hard work of hiring the best content managers. They bring the best talent on their teams to keep their business strong. So you save a lot of time having to go out and hire these content managers for your own company. By outsourcing to an agency, you’re hiring an entire team of skilled marketers right at your fingertips—without the hiring time or cost of salary.
The best agencies can only stay in business if they are constantly innovating and keeping up with the marketing sphere. So you can safely assume that if you’re hiring a content managing consultant (that has good reviews and strong experience), they’re staying up to date with the market and coming up with new ideas to grow your business.
Outsourcing gives you confidence that you’re handing over the profit-generating marketing department to a professional team dedicated to proving key metrics.
Cons of outsourcing content marketing
Unfortunately, there are a lot of agencies out there that will take your money and not show any results.
Some agencies simply don’t have the expertise or they have a short-term outlook to marketing. If your company isn’t looking at the long-game of your marketing strategy, they’re likely not interested in legitimately bringing your business to the next level. You want to be aware of these short-term marketing companies looking for a quick buck from you.
Some also use a template approach, so every client has more or less the same marketing strategy. If they aren’t consulting with you and coming up with a customized plan for your individual needs, there’s a low likelihood that you’ll actually see any results.
So, in general, there are very few cons to outsourcing your content marketing strategy. You’ll save money and time while gaining access to an experienced team that shows incredible results—but it’s important to select the right consultant or agency.
Pros of in-house content manager
Hiring a content manager in-house can maintain a level of consistency long-term. You train a specific person to strategize for your individual business needs, and they become highly accustomed to your brand voice.
Additionally, you have more control over timeline and deliverables. You have the ability to speed up or change deadlines, because they’re working solely on your team. For example, if you have an unexpected launch of a new product, your in-house manager can get on it that day. An agency may have a slower response rate (but not always).
Cons of in-house content manager
An in-house marketer costs a lot more in the long run. For high quality talent, you have to pay a competitive salary and benefits package, as well as the cost of acquisition and training. For that same quality with an outsourced consultant, you generally pay a much lower monthly fee and you don’t have to pay for benefits.
It can also be a challenge to track the performance of your content managers. Digital marketing is not as straightforward as other departments, so it can be harder to determine and track performance metrics. In some cases, this makes human resources more challenging, especially with regards to feedback, payment, bonuses, promotions, and letting go.
In the same way you want to choose the right content agency, you have to be careful of the content manager you hire in-house. There are a lot of “content managers” interviewing out there with little to no experience, calling themselves managers because they know how to use social media. As we reviewed in the beginning of this article, content managers do a lot more than just throw up a few posts here and there. Understanding and implementing marketing strategy, trends, and tools are essential to success of the department. You want to hire someone with legitimate experience to see legitimate results.
There’s a higher risk when hiring in-house than outsourcing. You’re making a long-term hire, but you can try out an agency for a month or two. so there’s a lot of emphasis placed on the hiring process for a content manager. Plus, hiring can take a lot of time, energy, and expense for your business.
How do you choose?
Outsourcing gives you access to a team of skilled marketers who live and breathe digital marketing. Their goal is innovation, since that’s the only way they can stay in business.
Hiring a content manager in-house can maintain a level of consistency, but there’s a much higher cost and risk. If you want a high quality marketing campaign, you need top talent—and that comes at a cost. When you hire an external consultant or agency, you’re getting that same level of talent (if not more) at a lower price.
Overall, more companies are choosing to outsource to third-party agencies because they’re seeing high value and powerful results.
If you’re interested in investing in marketing that will take your business to the next level, you’ve come to the right place. Contact Palm Beach Content Company to skip the challenging process of finding a genuine, transparent, results-driven marketing company. We’ve got you. Get in touch now for a free consultation for your customized marketing plan.