Businesses approaching content creation may find themselves at a fork in the road. Is in-house or outsourcing content going to be the best fit for their needs? This choice can have a lasting impact on your brand, resources and capabilities.

Each business will have its own set of requirements for content and finding the best approach is key. In this article, we’ll break down the advantages and disadvantages of tackling it yourself or letting someone else take the reins.

The importance of content

Content is the backbone of how businesses communicate today. It’s more than words on a page and images on a screen, it’s a significant way to connect with your audience. A powerful approach to content creation helps to build your brand, stand out and keep your audience coming back for more. 

Without compelling and relevant content, businesses risk becoming invisible in a crowded online marketplace. Understanding the importance of content is the first step for any company looking to thrive in the digital age.


Some businesses may prefer to keep things close to home. Let’s explore the pros and cons of handling content in-house. 


  1. Controlled process: With in-house content creation, you’re the captain. Having direct oversight means you get to steer the content creation process exactly how you want it.
  2. Company-specific knowledge: Nobody knows your brand better than your in-house team. Their day-to-day involvement provides an intimate understanding of your brand’s identity, values, and nuances.
  3. Alignment with brand voice: Consistency is key in building brand identity. In-house teams may find it easier to maintain a unified brand voice across all content. 


  1. Resources: Doing it all in-house doesn’t come cheap. It demands a significant chunk of your resources – both in terms of time and money. The personnel needed to handle diverse content needs, from writing to design, could strain your budget and staff.
  2. Limited expertise: Your in-house team may be fantastic, but they can’t be experts at everything. When you need highly specialised content, like intricate technical writing, the lack of diverse expertise might pose challenges.
  3. Potential for burnout: In-house teams are on the front line day in and day out. The continuous demand can lead to burnout among your team members. This burnout not only affects productivity but may also impact the quality of the content they produce.


Sometimes, businesses opt to let external experts handle the heavy lifting for a multitude of reasons. Here are some of the pros and cons of outsourcing.


  1. Cost-effectiveness: Outsourcing content creation often proves more pocket-friendly than maintaining an in-house team. With external experts, you can cut overhead costs, allowing you to allocate your budget more efficiently.
  2. Access to diverse skill sets: When you outsource, you tap into a pool of specialised skills. Need a killer infographic or technical writing? External experts bring a range of talents, ensuring that your content needs, no matter how diverse, are met with professional proficiency.
  3. Scalability: One size doesn’t fit all, and outsourcing understands that. As your project demands fluctuate, outsourcing provides the flexibility to scale up or down swiftly. This adaptability ensures you get precisely the amount and type of content you need, precisely when you need it. 


  1. Communication: Effective communication is crucial for outsourcing success. Differences in communication styles or understanding can occur. However, partnering closely with the agency, setting clear expectations, and fostering open communication channels mitigates this challenge.
  2. Turnaround times: External agencies may have varying turnaround times based on workload and project complexity. Businesses should establish clear timelines and expectations from the get-go to ensure that deadlines align with their internal needs.

Deciding the best approach 

Whether you’re leaning towards in-house efforts or considering the outsourcing route, making an informed decision for your business is crucial. First, evaluate your content needs and consider budget constraints. Outsourcing offers cost-effective access to a whole range of skills, while in-house teams offer long-term control. 

It’s worth considering how your business needs to approach content long-term. Outsourcing can be useful for long-term projects or specific one-off projects. However, in-house works best solely for ongoing strategies and can help to provide consistency during that time. 

Balancing these factors ensures your chosen approach fits with your immediate needs as well as your overarching business goals. 

Discover more about how to approach content from the It Works blog, or get in touch to find out more about our content services.