Should You Hire A Marketing Agency to Create Your Content?

If you're struggling to keep up with content creation, it's natural to ask: Should I hire a marketing agency to help us create content? Maybe your team is stretched thin. Maybe your blog has gone dark. Maybe your leadership team is demanding results, and you need a fast solution.

Hiring an agency can sound like the answer. But content isn't just a task to check off. It's how your buyers build trust with your brand.

Done right, content shortens the sales cycle. It answers questions, builds credibility, and creates momentum in the buying process. So before you outsource it, you have to ask: Are we outsourcing a task or are we outsourcing the trust-building our company depends on?

In this article, we’ll walk through why outsourcing content usually falls short, what the most successful companies do instead, and how you can build an in-house content engine that drives real revenue.

The Problem with Outsourcing Content Creation

Agencies offer an appealing pitch: You get a team of writers, editors, and strategists. You don’t have to hire. You get content delivered to your inbox every week.

For companies without internal resources, that can feel like a huge relief. But there’s a deeper cost that doesn’t always show up right away.

Most agencies simply don’t have the insider knowledge required to create high-trust, buyer-focused content. They don’t sit in your sales calls. They don’t hear the objections your prospects raise. They haven’t lived your customers’ challenges.

This lack of firsthand context creates surface-level content. It may be well-written, but it lacks depth, specificity, and perspective. And that kind of content rarely earns trust or drives qualified leads.

Why You Need to Build Content In-House

Your content is your voice. It’s how your buyers get to know you before they ever talk to a sales rep. It’s how you demonstrate expertise, address concerns, and build momentum.

And no one can do that better than your own team.

The companies we see winning with content have one thing in common: they treat content as a core competency. They don’t outsource it entirely. They hire or train a content manager. They involve subject matter experts. They create a rhythm of publishing that reflects their brand’s unique perspective.

This in-house approach leads to faster production, higher quality, and content that actually aligns with sales goals. It also encourages real collaboration between marketing and sales, since everyone is invested in the outcome.

You don’t need a massive team to make it work. You need a system, a few committed contributors, and someone to own the process.

What Marketing Agencies Can Support (But Not Own)

That’s not to say marketing agencies have no role. In some cases, they can support your team by providing frameworks, conducting research, or helping with editing and optimization. The key is to make sure they are supporting your content creation, but not replacing it.

Use agencies to fill temporary gaps or help you launch a strategy, but be cautious about relying on them long term. Their value comes from enabling your team; they’re not meant to act as a substitute.

Avoid relationships where the agency becomes a crutch. If the only people creating content are external, you lose the opportunity to showcase your real expertise.

Common Risks of Outsourcing Content

Companies that fully outsource content often run into the same problems. They get content that sounds ‘fine,’ but doesn’t sound like them. Revisions take too long. Writers miss the mark. Sales teams stop using the content because it doesn’t reflect real buyer conversations.

Eventually, the content pipeline slows or stops entirely. You spend more time fixing content than publishing it. ROI stalls.

These are signs that your content program lacks ownership. And without ownership, you won’t get results.

You can’t outsource trust. If your buyers don’t believe you understand them, they won’t buy from you.

What Great Companies Do Instead

The best-performing organizations bring content creation in-house. They hire a content manager to own the editorial process. They coach internal subject matter experts to contribute their knowledge. They hold weekly or monthly content meetings to plan and prioritize.

Content becomes part of the culture and a core part of how they go to market.

They still work with external partners occasionally, but those partners play a supporting role. They might edit drafts, manage SEO, or provide feedback.

This model is more sustainable and much more impactful.

How to Know You’re Ready to Own Your Content

You don’t need a huge marketing team to make in-house content work. If you have subject matter experts who understand your buyers and a team member who can manage the process, you’re ready.

Even a single marketer with the right mindset and coaching can launch a high-performing content program. Add a few tools and a repeatable workflow, and you’re on your way.

Most companies already have what they need. They just need to commit to doing it themselves and get the right support to build momentum.

Build the System, Don’t Rent It

So, should you hire a marketing agency to create your content?

In the short term, an agency can help you get started. They can offer guidance, frameworks, and support. But if you want content that actually earns trust, drives traffic, and supports your sales team, you need to build that capability in-house.

It’s your voice. Your story. Your expertise. And your buyers want to hear it from you, not a third party.

Want help building a content team and system that works? At IMPCT, we coach companies to create in-house content programs that align with sales, scale over time, and build lasting trust with buyers.

When you own the system, you own the results. And when you own the voice, you win the buyer.