In-House Agencies: Expanding Roles, Talent, and the Impact on Content Marketing Strategy

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.

Explore more

How Is AI Revolutionizing Payroll in HR Management?

Imagine a scenario where payroll errors cost a multinational corporation millions annually due to manual miscalculations and delayed corrections, shaking employee trust and straining HR resources. This is not a far-fetched situation but a reality many organizations faced before the advent of cutting-edge technology. Payroll, once considered a mundane back-office task, has emerged as a critical pillar of employee satisfaction

AI-Driven B2B Marketing – Review

Setting the Stage for AI in B2B Marketing Imagine a marketing landscape where 80% of repetitive tasks are handled not by teams of professionals, but by intelligent systems that draft content, analyze data, and target buyers with precision, transforming the reality of B2B marketing in 2025. Artificial intelligence (AI) has emerged as a powerful force in this space, offering solutions

5 Ways Behavioral Science Boosts B2B Marketing Success

In today’s cutthroat B2B marketing arena, a staggering statistic reveals a harsh truth: over 70% of marketing emails go unopened, buried under an avalanche of digital clutter. Picture a meticulously crafted campaign—polished visuals, compelling data, and airtight logic—vanishing into the void of ignored inboxes and skipped LinkedIn posts. What if the key to breaking through isn’t just sharper tactics, but

Trend Analysis: Private Cloud Resurgence in APAC

In an era where public cloud solutions have long been heralded as the ultimate destination for enterprise IT, a surprising shift is unfolding across the Asia-Pacific (APAC) region, with private cloud infrastructure staging a remarkable comeback. This resurgence challenges the notion that public cloud is the only path forward, as businesses grapple with stringent data sovereignty laws, complex compliance requirements,

iPhone 17 Series Faces Price Hikes Due to US Tariffs

What happens when the sleek, cutting-edge device in your pocket becomes a casualty of global trade wars? As Apple unveils the iPhone 17 series this year, consumers are bracing for a jolt—not just from groundbreaking technology, but from price tags that sting more than ever. Reports suggest that tariffs imposed by the US on Chinese goods are driving costs upward,