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7 Internal Criteria
forDeciding Between a
Freelancer and an Agency
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76% of marketers are increasing the amount of content they will produce in 2016
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CONTENT
Is your marketing department structured to handle that volume?
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Help can come from a content
marketing agency or freelance
writers, but which is right for your
business?
Time to look inward
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Here are 7 Internal Criteria
forDeciding Between a Freelancer and an
Agency
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#1: Infrastructure
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#1: InfrastructureOrganized Content
Marketing TeamLimited Internal Infrastructure
You already have writers, editors, designers and managers tasked with keeping the whole process running on schedule.
Your organization isn’t structured like a publication with the ability to edit and manage a high volume of content.
Freelancers may help if your issue is merely bandwidth.
An agency that specializes in content can handle the bulk of these tasks and deliver you a finished product without a large time strain on your internal team.
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#2: Content Strategy
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Despite marketers creating more content than ever before, the number that have a documented content strategy has actually decreased to only 32%
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Either create your content strategy before outsourcing content marketing, or work with a marketing agency that can help you formulate a strategy.
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#3Volum
e
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High Content Volume
Low Content Volume
If your content demand is high, managing a single agency is easier than managing a community of freelance writers.
If you have a low need, which a single writer can handle, a freelancer may be an easy option.
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#4: Service Needs
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Single Service Multiple Services
Freelancers usually specialize in one type of deliverable, whether it is written content, graphic design or other marketing.
An agency may have a wider breadth of services they can offer you, such as social media management, content management services and other complementary marketing services.
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#5: Lead Times
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Predictable Content Calendar
Unpredictable Content Calendar
You have a concrete editorial calendar that allows you to predict your needs a month or even a quarter out.
Your blog and other content relies on commenting on timely industry news or your web content often requires quick revisions.
Either an agency or freelancer should have no issue meeting your delivery needs.
A marketing agency can assign multiple people to your account and are generally much more responsive to your needs.
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#6: Level of Complexity/Expert
ise
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Understand and clearly communicate this need before reaching out to either an agency or a freelancer.
How complex is your product or service?
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#7Budge
t
B2B marketers allocate an average 28% of their total marketing budget to content marketing. The most effective companies allocate 42% of their budget.
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Understand the entirety of your content marketing needs and your internal resources before determining what mix of freelancers and content marketing agency is right for your content community and your outsourcing budget.
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For more info, check out our whitepaper “Agency vs Freelancers: Options for Scaling and Augmenting Content Creation”
Learn how to evaluate each option and how to create a content outsourcing strategy that fits your needs.
What’s the right mix for your outsourced content
marketing?