What does your content model look like – internal, external, or hybrid?

Your marketing department is thinking about which search engine optimized Content is to be produced for the company website this year.

But don't just think about what, but also how.

It's not easy to find the right magic formula for content that meets your marketing goals.

Do you have the resources to create content? internal to create?

Should you possibly be able to perform this task extern Outsource?

Or would you rather use one right away? hybrid A model for content creation?

How other marketing departments handle content creation

The extensive process of Search engine marketing (SEM – Search Engine Marketing) also includes content creation.

As many content managers will confirm, this is a labor-intensive process.

The approach to how and where content for websites is produced varies from company to company.

A large proportion of companies in Switzerland prefer to have their website content uploaded to a third party. in your own home . write

One reason for this is that internal production seems simpler, as outsiders would first have to undergo extensive training.

On the other hand, some content managers have had bad experiences with externally produced content in the past.

A small percentage of businesses outsource content creation. completely off or only created absolutely none.

The remaining companies pursue a different approach to content production. hybrid approach.

These companies therefore have content created both internally and externally.

Marketing departments see a key advantage in the fact that they can usually outsource much more production than they can do internally.

Few companies have a large number of in-house authors available, and many also shy away from the high costs of hiring them permanently.

Furthermore, external content production by professional copywriters can easily be scaled back if demand or budget decreases.

What types of content providers are there?

Companies that want to outsource all or part of their content creation have various options available.

Firstly, there is Agencies for Digital and content marketing, which usually offer a comprehensive service including customer management.

These companies often have a pool of authors at their disposal and can therefore offer texts for a wide variety of industries.

They are usually cheaper freelance authors, whose spectrum is naturally more limited.

On the other hand, they offer consistent tone and language and can therefore give websites a uniform style.

On Content platforms Companies can find authors with varying skills and commission texts ranging from simple to high-quality, depending on their budget.

Even the ever-improving ones AI text tools, which work with artificial intelligence, represent an option.

Finally, there is also the option of reading texts by PR agencies, Specialist authors or Guest bloggers to have it created.

Reasons for choosing the content provider

Marketing managers naturally want high-quality texts for their company websites and therefore pay particular attention to the Quality the contents.

The Price Content creation is in second place, closely followed by the Experience of the provider.

The scope of MAP was expanded in two key areas: Remove and Skills The copywriter plays an important role.

Good knowledge of Search Engine optimization (SEO) are just as desirable as the ability to capture the tone of voice of the respective brand.

Depending on the industry and product, for example, factual, promotional, original or humorous articles are commissioned.

Content managers also expect authors to translate dry information into language that is easy for the consumer to understand.

This means they themselves must understand the content in all its facets in order to be able to put it into understandable words.

In many cases, this also includes in-depth industry and marketing knowledge.

Many content managers like to use copywriters with whom they have already had good experiences.

Authors who offer a wide variety of content – ​​product descriptions, blogs, video scripts, etc. – generally have the best chances of getting assignments.

What challenges arise when outsourcing content creation?

Generally speaking, it is not easy to find authors with practical experience. industry experience or even to find niche knowledge.

And a copywriter with the necessary expertise may not be able to work in the fresh environment. Style & Design write the one you want.

External copywriters who fully meet all of a client's requirements are therefore often referred to as unicorns – they are rare.

If a freelancer or agency delivers below-average content, this is particularly problematic for time-critical projects.

As a content manager or marketing manager, you should therefore check the Portfolios carefully reviewed by external authors and agencies.

If you are satisfied with the quality, you can place your order with a clear conscience.

In any case, the following are important: precise briefing and good communication with the copywriter or the agency's account manager.

While this rarely happens with individual authors, it can occur when working with agencies. Inconsistencies come, for example, in writing style.

This is especially true if the agency cannot always provide you with the same authors.

Therefore, create a detailed Design guidelines for texts and communicate these.

Such a style guide should include examples of your preferred style and the tone of the texts.

The effort is worthwhile and helps external authors with orientation.

Basically, you need to invest a certain amount of time at the beginning with new authors – both internal and external.

Ideally, you will be rewarded with perfect content.

What are the trends in content production?

Most companies will maintain the same approach to content creation as last year, whether internal, external, or hybrid.

However, some marketing managers want to create more content internally because they have the necessary expertise there.

Others, based on positive experiences with external agencies or authors, would like to outsource more.

However, very few companies intend to create content exclusively in-house.

Outsourcing content production is an increasing trend overall, driven by the need for scalability.

Ultimately, it will be the task of content managers to find the best approach and the best mix for their companies.

It remains important for freelancers, agencies and content platform operators to keep their ear to the ground.

Only in this way can they meet expectations and ensure the future success of their industry.

Conclusion

There is no single, universally accepted approach to content writing – neither across industries nor specific to individual companies.

So how should you approach content production this year and beyond?

This question must be answered as individually as your company's situation is unique.

Are you relying on a purely internal model?

Do you outsource 100% of your content creation?

Or will you opt for a hybrid approach?

We would be happy to advise you in detail and also help you with other topics related to SEO, SEM and SEA.

Let's start with our extremely helpful SEO advice start!