Twice in the last couple weeks, I’ve received a call from an organization that had built an internal content team, launched its content initiative and then… nothing. They were frustrated. Nothing was moving forward. The writers were struggling to deliver what they wanted and the marketing managers were struggling to provide proper direction. And they definitely had buyer’s remorse over the folks they had hired.

There’s a natural tendency to want to hire content creators in-house. The logic is that “they’ll immerse themselves in our business, get to really know our culture and be able to speak in our voice!” Which makes perfect sense… and sometimes it even works out that way.

However, building a team internally is hard to get right. Writers form the backbone of any content team, but it’s often difficult to choose the right people who understand your business, are good writers, are efficient writers and that fit into the culture. Finding those perfect content creators can prove very challenging.

Marketers are from Mars, writers are from Venus

Marketing is, increasingly, a science. Writing is an art (no matter how “scientific” SEOs try to make it, the best writing – the content that human beings want to read and share – is always going to be more art than science).

Hiring writers is not as easy as you would think it should be. Marketers typically hire other marketers who are extroverts; not all the time, but it’s fair to say that’s the majority of us. However, many writers are more introverted – consequently, a brilliant writer might not be great in a job interview.

Even if you hire the right content creators for your particular situation, then you have to manage them. Writing is not a skill that automatically happens at the same pace all the time; there is a discipline to writing every day, but sometimes it looks anything but disciplined. That means that not every work hour is created equally. Managing a team of content creators requires this understanding and an acknowledgment that the process is almost certainly going to be lumpy. If you’ve ever worked in a newsroom, you’ve seen this in action – a typical newsroom day features lots of standing around, kibitzing with coworkers, surfing the Internet, and then frantic surges in activity.

Learn more about the Scribewise Outsourced Newsroom

In short, managing a newsroom day-in, day-out, can be challenging. So outsourcing at least some of your content creation can be a smart approach.

Here are the advantages of an outsourced newsroom:

You don’t have to manage the daily content creation process. As detailed above, content creation is hard to manage, hard to judge progress and hard to know when you’ve got it right. Stepping outside the content creation process enables the head of marketing to view the content as the audience would.

You can scale up and down without the overhead of hiring. Provided you have a flexible retainer agreement with your outsourced newsroom, you’ll be able to imagine and execute big projects while maintaining the steady flow of content you need to keep the engine running. Rather than having to either hire someone temporarily (which leaves you at the mercy of whoever is available), or piling work on employees, you can lean on the agency to get it done.

You get leading edge thinking on content marketing. An internal content team is focused on your business. An external agency is going to be focused on both your business and the content marketing landscape. Yes, you could argue that this divided attention creates a gap in efficiency.

You get another viewpoint. One of the most difficult aspects of creating a viable external voice for an organization is putting yourself in the audience’s shoes. Within any organization, it becomes more and more difficult to step outside the inside baseball and align the voice with those external perceptions. By outsourcing the newsroom function, you are getting the consultant’s viewpoint, and they should be able to serve as a bridge between the internal message structure and the context of the larger environment.

More time to do the voodoo that you do. As detailed above, writing can be laborious. Sometimes it goes quickly, sometimes it’s just … work. As Hemingway once said, “I don’t like writing; I like having written.” Marketers shouldn’t have to spend time and energy doing something that can drag them away from the core value they bring to the organization.

When considering whether or not to outsource any function – finance, IT, content creation, whatever – an organization has to decide whether it considers the function a core competency. At first glance, content creation would appear to be a core competency for marketing – but most organizations quickly find that it is not. These marketing departments are great at setting strategy, but the time intensive, never ending work of executing a content marketing strategy often proves elusive.

It’s been said that people who like sausage and news should never watch either being made. In many ways, outsourcing content creation works for organizations because you don’t have that front row seat to the chaos.

Which can make the content creation process a whole lot easier.