‘Content Marketing: What To Consider Before You Outsource’ – ‘Marketing Land’ Article
Rebecca Lieb says, “How many major brands want to create their content marketing in-house? One hundred percent. That isn’t a made-up statistic. This was an actual finding a couple of years ago when I was conducting content marketing research, interviewing senior executives from over 50 brands such as Nestlé, GE, Adobe, IBM and Coca-Cola.
The next finding was even more interesting. We asked these brands what type of agency they were likely to select for content creation: an ad agency, PR agency, social media agency, or one of the much smaller breed of storytelling agency (e.g., Story Worldwide) when they did outsource.
Once again, a result was universal. While responses were divided more or less equally among the shops they would consider, some 95 percent of these executives said social media shops would not be considered candidates. “Too boutique-y” “too trendy” were the top reasons provided”.
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