These days, many brands are developing in-house departments to meet their increasingly demanding content needs. The thinking is that by having production close to home, they can make things… fast, cheap, AND good. It’s a trend – an experiment that many small and large businesses are implementing (Hilton, Heineken, AB/In-Bev, etc. are all building out their in-house departments). And I bet many of them find success with it, and I bet a few of them fail, too. Not because I want that to happen (certainly part of our business is helping our clients create content, but we really get paid for ideas.), but because so much of what I read about this in-house experiment focuses on the efficiency of the move (cheap and fast!) – the idea that a business can shave six or more figures off of their marketing costs. But what I don’t hear is people talking about how much better or more effective their content will be. But I do think the in-house experiment can work! And I support the businesses that are trying. And for those brave enough to do so, I thought I’d offer some adviceRead More
If you’ve been in marketing a little while, you know there’s an industry-wide mindset that producing content is of low-value, and that the best value an agency can provide is insight, strategy and good ideas. Production is a ‘commodity’ people say. Or, ‘brands will only pay for strategy and creative, not content.’
And I agree: The most valuable thing for any business is insight, strategy and good ideas.
But what if producing a brand’s content provided access to some of the best qualitative insight there is?Read More