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

Robotic Process Automation Software – Review

In an era of digital transformation, businesses are constantly striving to enhance operational efficiency. A staggering amount of time is spent on repetitive tasks that can often distract employees from more strategic work. Enter Robotic Process Automation (RPA), a technology that has revolutionized the way companies handle mundane activities. RPA software automates routine processes, freeing human workers to focus on

RPA Revolutionizes Banking With Efficiency and Cost Reductions

In today’s fast-paced financial world, how can banks maintain both precision and velocity without succumbing to human error? A striking statistic reveals manual errors cost the financial sector billions each year. Daily banking operations—from processing transactions to compliance checks—are riddled with risks of inaccuracies. It is within this context that banks are looking toward a solution that promises not just

Europe’s 5G Deployment: Regional Disparities and Policy Impacts

The landscape of 5G deployment in Europe is marked by notable regional disparities, with Northern and Southern parts of the continent surging ahead while Western and Eastern regions struggle to keep pace. Northern countries like Denmark and Sweden, along with Southern nations such as Greece, are at the forefront, boasting some of the highest 5G coverage percentages. In contrast, Western

Leadership Mindset for Sustainable DevOps Cost Optimization

Introducing Dominic Jainy, a notable expert in IT with a comprehensive background in artificial intelligence, machine learning, and blockchain technologies. Jainy is dedicated to optimizing the utilization of these groundbreaking technologies across various industries, focusing particularly on sustainable DevOps cost optimization and leadership in technology management. In this insightful discussion, Jainy delves into the pivotal leadership strategies and mindset shifts

AI in DevOps – Review

In the fast-paced world of technology, the convergence of artificial intelligence (AI) and DevOps marks a pivotal shift in how software development and IT operations are managed. As enterprises increasingly seek efficiency and agility, AI is emerging as a crucial component in DevOps practices, offering automation and predictive capabilities that drastically alter traditional workflows. This review delves into the transformative