In today’s marketing landscape, content is king. As the world becomes increasingly digitized, and businesses struggle to stand out in a sea of online noise, it is essential to have a strong content marketing strategy in place. This is particularly true for in-house marketing agencies, which are tasked with creating unique and engaging content that resonates with audiences.
In this article, we’ll explore the importance of content marketing in in-house marketing agencies, the growth areas in the industry, the increase in qualified talent, and the significance of building strategic content and operating as a media company.
Creative Growth Areas: Video, Motion Graphics, Digital Design, and more
One of the biggest growth areas in content marketing is video production (shooting, editing, and production), motion graphics, digital design, creative strategy, brand development, animation, and campaign development. As more businesses invest in content marketing, the demand for these skills has grown dramatically.
While this is good news for creative professionals, it also means that they need to keep evolving to keep up with the latest trends. They must stay up-to-date with the latest techniques, tools, and software to stand out in a crowded market.
Increase in Qualified Talent: What It Means for In-House Agencies
Another interesting finding in recent surveys is the increase in highly qualified talent in almost every category of creative professionals. This is a positive sign for in-house marketing agencies, as it allows them to create better and more diverse content for their clients.
However, this also means that creative professionals will need to wear more than one hat to differentiate themselves from others in the industry. Content creators must not only have technical skills such as design but also creativity, business acumen, and strategic thinking.
The Organizational Structure of Creative Teams: Focus on Bottom-of-Funnel Programs
Cella’s research found that most creative teams sit in the organizational structure under marketing, but they focus on bottom-of-the-funnel programs. About 75% of them say that they focus on acquisitions, lead generation, or sales/revenue.
This raises the question: what about content marketing? Is it being overlooked, or is it being done in those other funnel categories? It seems that content marketing and content strategy have integrated and commingled with other advertising and marketing content.
Integration of Content Marketing and Content Strategy: The Future of In-House Agencies
All this research points to two trends. First, content marketing and content strategy have integrated and commingled with other advertising and marketing content. This integration is essential and highlights the importance of having a holistic, multichannel approach to content.
The second trend – the more provocative one that we see with our consulting clients – is that more businesses are using external providers for thought leadership and content marketing efforts.
Outsourcing Thought Leadership and Content Marketing
Businesses have brought all the classic, well-worn agency activities in-house for cost and efficiency. However, they still delegate things like strategic thought leadership and innovative content marketing programs to external providers, which may actually differentiate them.
The advantage of outsourcing is clear – it allows businesses to access unique skill sets, fresh perspectives, and innovative strategies. However, it’s also vital for in-house agencies to develop their capabilities in content marketing and content strategy.
Focus on building strategic content
To achieve this, focus on building strategic content such as digital data, asset management, and technology, as well as strategic content marketing such as thought leadership, operating as a media company, and building an audience. In-house agencies must become more than mere content creators; they must use their expertise to drive business outcomes.
By developing strong capabilities in these areas, in-house agencies can deliver more value to their clients and stand out in a crowded market.
Operating as a media company
One way to differentiate yourself is to operate as a media company – creating content that informs, educates, and entertains your audience. This requires a strategic approach to content creation and distribution, using a mix of owned, earned, and paid channels.
Building an Audience
Building an audience is another critical aspect of content marketing. By creating content that resonates with your target audience, you can build a loyal following that will engage with your brand and share your content. This, in turn, will drive traffic, leads, and revenue.
In conclusion, content marketing is an essential component of in-house marketing agencies. By developing strong capabilities in creative areas such as video, motion graphics, digital design, and others, in-house agencies can create more engaging and effective content for their clients.
Moreover, by focusing on building strategic content that drives business outcomes and operating as a media company, in-house agencies can differentiate themselves and stand out in a crowded market. By doing so, they can deliver more value to their clients and achieve long-term success in the industry.