Is it Time to Bring Your Content & Social Media Marketing Back In-House?

After years of working in content marketing & social media both in-house and in-agency land, I’ve seen first-hand the benefits and challenges of both approaches. 

Over the past decade outsourcing content marketing has become the norm as we digitised our marketing, but over time, this can lead to a disconnected & siloed approach from your own brand and audience.

Where the industry is right now: 

You read a content plan concept your agency partner has sent over and think “we could’ve done this better ourselves”, not because the agency doesn't understand content marketing or have a strong understanding of best practices, but because they aren’t you. They don’t speak to your customers every day. 

When I was in-house, we lived and breathed the brand every day—our content was personal, genuine, and closely tied to the business’s core values of creating customers for life. We had industry record engagement rates because our content was embedded into our customers lives. We knew them so deeply, we were an extension of their day. 

When I worked with agencies, while they brought fresh perspectives, trend opportunities to jump on, there was often a feeling that we were chasing short-term results rather than building lasting brand affinity.

The message could get diluted, the audience connection decreased and it was hard to feel in control of how our brand showed up online which with 81% of Australians active on social media each month, the concern grew daily.

The inside of a Business Owner or Marketers brain in 2025: 

Picture this, you’ve invested in outsourcing your content marketing, but you’re second guessing everything you post.

Despite being active on social media, your content feels disconnected from your brand, and you struggle to prove the value of your efforts. You know your brand and your audience better than anyone else, but your content doesn’t reflect that. 

You decide to bring it back in house. Have full control over the strategy and narrative internally. You begin to write a new strategy, yet struggle to keep up with the day-to-day tactics.

Your strategy gets pushed to the side as a nice to have. Maybe next quarter we’ll have time. Yet what do you even put in your strategy? What is a content funnel? How do I even start? 

You turn to trends and memes or worse, doom-scroll what your competitors are doing trying to find inspiration when really it's draining your authenticity.

It’s frustrating to see other brands killing it while you feel stuck, relying on quick hacks that don’t build sustainable growth.

Another quarter passes and you say “next quarter we’ll finally prioritise a new strategy”.

Do you, or does another brand campaign become the priority? 

Why it sounds like I’m in your head: 

Because I’ve been there. I say to people any social media problem, roadblock, thought or idea you’ve got, I’ve had. Which is why I know there’s a third option. Not done for you, not done yourself, but done with you. 

Imagine a world where your internal team runs the show. Your content marketing strategy is owned in-house, fully aligned with your brand, audience, and business goals. You’re no longer chasing quick wins but have built a scaffold for long-term success. 

Your brand’s content connects with your community in a genuine way, making your audience feel like your brand is part of their life, not just a once off transaction. Your team is confident, empowered, and consistently delivering high-impact content that builds community, loyalty and brand trust. 

It can exist, just not with the done for you model.

That’s why I believe in bringing content marketing back in-house—especially with the right support to guide you. The 'do it for you' agency model has dominated the last decade, but I don’t believe it will dominate the next.

It’s not about doing it all alone, but about collaborating with experts who can empower your team, build internal capabilities, and ensure your content reflects your brand’s unique story.

Your brand, your customer insights, your team + my frameworks, expertise, and support.

Done with you, not for you- because no one knows your brand, your business and your customer better than you do.

Want to have a confidential chat on your content marketing for 2025?

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