After a period where many companies leaned heavily on outside agencies for content production, a number are now reversing course and building in-house teams instead.
Reasons for the Shift
- Faster turnaround without waiting on external approval cycles
- Deeper product knowledge that's hard for an outside agency to fully replicate
- More consistent brand voice across everything published
The Trade-Off
In-house teams require ongoing salary investment rather than flexible project-based spending, which only makes sense once content needs reach a certain steady volume.
A Hybrid Approach
Many companies are landing on a mix - a small in-house core team supplemented by freelancers for overflow work.