Content: Outsourcing or In-House?
Creating good content has gone beyond the “nice to have” into the must-have” domain for businesses from small to large. To keep your audience engaged you will need video content, as well as compelling blog content, on your social feeds and digital outreach strategies. Buyers crave quality content, users gobble it up … but it can be a daunting task to produce in house.
This article will outline a few key areas as you consider whether this can be managed under your roof or if the professionals are needed.
There are some obvious disadvantages to outsourcing; budget and brand awareness are the first to consider. By insourcing content you have more assurance that the content will be a true reflection of your expertise and quality. Brand consistency and client awareness are other advantages to keeping the content projects in house.
On the flip side, by outsourcing you are assured that the time spent on task will be by professionals who understand the nuances of content production. There’s no sense in producing bad content, it will reflect poorly on your brand.
Consider the following:
End Goal: The first consideration is what quality of content is required? Is this this a fly-on-the-wall iPhone video style shoot? Or do you need a more polished product?
Equipment & Staff: You will need equipment and the people to manage that equipment. Consider the expense of not just the equipment but the person hours involved with your staff.
Creative Skills & Training: Producing quality video involves a process from concept to completion. Video brief prep, storyboard conceptualizing, scouting, equipment, pre-production, production (the actual videography), animation, editing and post production.
Lighting/Audio/Music: Will you require audio (I.e. interview style)? If so, you will need an audio set up as well as proper lighting. Videos with poor audio and lighting do not perform well.
Conclusion: Can a Hybrid Model Work?
A hybrid model which involves leadership by in-house staff in a collaborative arrangement with a content marketing agency can be an effective solution. With clear directives, as well as roles and responsibilities the content goals can be fulfilled. The end result, if done right, can ensure brand consistency at the same time as ensuring the content quality is high, resulting in higher customer retention and engagement.
For over 15 years, Fresh Air has worked seamlessly with businesses, corporations, associations and non profits in a collaborative and healthy environment. Contact us to discuss your project or aspirations.