Study: Which Content Marketing tasks are typically in-house or outsourced

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Study: Which Content Marketing tasks are typically in-house or outsourced

A team of online marketers usually have a lot on their plate, especially when campaigns are using multi-channel strategies that involve social media, blog content production, email and pure SEO.

These tactics thrive on content, and because the demand for quality has been escalating in the past few years, there has also been a call for expert writers, graphic designers, and content distribution marketers that are competent enough to compete against thousands of other online marketers.

However, you can’t rely on outsourcing for the entire content marketing operation, because would deprive you of managerial control and supervision. You need to do some of the things in-house to keep you in touch with the activities of the campaign.

So which of the usual tasks are better off delegated to an outside firm? For reference, let’s take a look at a study conducted by MarketingProfs and Content Marketing Institute.

Here are some of the findings:

B2B Content Marketing Insourcing and Outsourcing

  • 56% of B2B marketers create content in-house exclusively

  • 1% of B2B marketers outsource all content creation and 43% use a combination of in-house and outsourced content creation

  • 43% of B2B companies use both in-house and outsourced content creation resources

  • 65% of large companies outsource content creation and 44% overall outsource B2B content creation

  • 91% of B2B content marketers tailor their content in at least one way

  • 59% of B2B content marketers segment content by individual decision maker profiles

Which content marketing tactics are outsourced?

  • 64% of B2B marketers outsource writing

  • 54% of B2B marketers outsource design

  • 30% of B2B marketers outsource content distribution

  • 22% of B2B marketers outsource editing

  • 13% of B2B marketers outsource measurement & analytics

  • 8% of B2B marketers outsource content planning & strategy

  • 5% of B2B marketers outsource buyer persona creation

More marketing teams outsource writers and graphic designers because these are rare commodities which are vital to the whole content-driven campaign. A few years ago, business people and specialists would just post content on blogs without so much concern on the linguistic and visual technicalities of their articles. But since content quality is now imperative for lead generation success, writers and designers are tapped to fill in.

Obviously, administrative tasks such as measurement and analytics, planning and strategy, and buyer persona creation are still under the to-do lists of in-house personnel, because these obligations already entail crucial decisions and alignments with the company’s goals and objectives, and are rarely shared with people outside of the business.