Content Production: Agency vs. Freelancer

Coffee Thought Time: this one touches on the agency vs freelancer for content vendor debate.

I don’t think one vs the other matters, as long as the quality of the work is there.

I DO think that the only way it can work well for B2B (particularly in SaaS) is with a brand-level content team, and with someone to wrangle it from a strategic level, who is also an internal marketing generalist.

That means being an SME of sorts for product marketing, sales engagement, (being a halfway decent writer isn’t bad), and also having an understanding of how demand gen runs paid media.

That way, the result can be reused endlessly for proper content activation across all channels.

Moreover, regardless of whether you’re using a large agency or a single freelancer, you can’t expect them to know your products or how they react to the market.

It’s the client’s responsibility (that’s you) to develop ideas, connect them to your approach to addressing ICPs, and weave a story that makes sense.

For those that fear AI 🤖, as long as you’re driving (or prompting) them with deep knowledge and you have the human idea, it’ll connect and resonate.

Don’t be afraid to jump into the outline phase (in fact, it should look 👀 very similar to how you organize your overall marketing campaigns and product GTM.

Thought leadership needs to start with actual 💭 thought.