This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.
This is the fourth in a series of posts based on the transcript from the video - How to overcome the challenges of content marketing - from the May 2014 seminar, How to be an Effective Content Marketer.
Featuring a number of brand marketers who have established successful content marketing processes, this panel will discuss the challenges associated with content marketing and share strategies to overcome them.
- Todd Wheatland, Head of Strategy, King Content
- Anton Buchner, Senior Consultant, TrinityP3
- Luana Zugman, Senior Manager, Strategic Marketing — Legal, Tax & Accounting, Thomson Reuters
- Skye Murray, Marketing Manager, Robert Half Recruitment
Last time the panel talked about how to manage risk with your content marketing strategy and what they learned from mistakes made on their content marketing journey.
In today’s post, the marketing panel discuss whether to outsource their content marketing or do it in-house. They also share their experiences on the best ways they have found to carry out their content marketing strategies.
What is the optimal way to do content marketing?
I’d now like to talk about structures and processes so, what does the panel think is the optimal way to do content marketing? Do you need to do it in-house? Do you need to outsource it? Is it a combination of both? What’s the best solution? What are your experiences?
In our case, we’ve adopted a combination so we’ve got external agencies working with us and that’s very important because it does help us with strategy and editorial calendar and have it organised and then making sure that we always have content in place and that we stick to what we were trying to achieve.
We are also trying to drive that internally very strongly, but internally is a cultural shift and internally it does take a lot more time. But it’s important to try and bring everybody in the organisation with us so it’s really trying to get the right mix.
How do you make an internal cultural shift?
How do you make that cultural shift internally?
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