Rachel Lindteigen says, “Something I see clients struggle with regularly is the question, “Who should I trust to create our content?” I get it. It’s hard to know who should speak for your brand. Do you want it to be the marketing team, your agency, a freelancer, a dedicated writer or another option altogether?

There are many options, and often, different departments have varying goals and agendas. Sometimes brand teams speak about their brand completely differently from the way the e-com team speaks about it.

Let’s look at the options:

Marketing team

The marketing team is likely a great resource for content development. You may even have trained writers and creative resources on the team. They’re responsible for the company’s identity, and often, branding.

The marketing team may work online, offline or both, and they likely have researched your customers and know who they’re trying to reach, what type of messaging works and where to reach out to them”.

Who should create your content?

Marketing Land

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