[{"data":1,"prerenderedAt":74},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-should-you-take-content-creation-in-house":20,"i-material-symbols:person-outline":68,"i-material-symbols:calendar-month":70,"i-mdi:schedule":72},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":28,"seoDescription":30,"excerpt":31,"trimmedExcerpt":32,"content":33,"readingTime":34,"featuredImage":35,"postCategory":41,"relatedPosts":46},"post",41390,{"id":24,"name":25},"author-0301142015","Canto","2020-03-05T20:26:50","2025-11-19T12:52:42","Should you take content creation in-house?","should-you-take-content-creation-in-house","If brand consistency is a priority, having an in-house content team that lives and breathes your brand is key. Here are some questions to consider in this step.","Brands are rewriting the rules of content creation in 2020, investing in more in-house content. As consumers demand more in-depth and high-quality content, brands are turning to in-house teams to deliver content that stands out from the crowd. But is this the right move for your brand? Here are some questions to ask when making […]","Brands are rewriting the rules of content creation in 2020, investing in more in-house content. As consumers demand more in-depth...","\u003Cp class=\"wp-block-paragraph\">Brands are rewriting the rules of content creation in 2020, \u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2019\u002F12\u002F12\u002Fhouse-content-creation-set-increase-2020\" target=\"_blank\" rel=\"noopener\">investing in more in-house content\u003C\u002Fa>. As consumers demand more in-depth and high-quality content, brands are turning to in-house teams to deliver content that stands out from the crowd.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation.jpg\" alt=\"A group of people sitting around a table, engaged in busy discussion.\" class=\"wp-image-41391\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation-768x512.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">But is this the right move for your brand? Here are some questions to ask when making this decision.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--does-your-content-require-subject-matter-expertise\">Does your content require subject matter expertise?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The best content will provide useful information and fresh insights, and this usually requires subject matter expertise. If your product or service is particularly niche or technical, it pays to have an expert, or someone who has access to experts, create the content.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">An in-house content creator who has access to domain experts, such as leaders at your company and team members who live and breathe the product, will be able to connect with your target audience better than an agency or contractor that doesn’t have this access.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--does-your-team-need-to-be-more-agile\">Does your team need to be more agile?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Having an in-house content team means that your company can create content more quickly. \u003Ca href=\"\u002Fcustomers\u002Fcathay-pacific\u002F\">Cathay Pacific\u003C\u002Fa> decided to in-source their content creation as well as their digital asset management so that their team could respond more quickly to content needs and be more productive.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“Essentially, what we’re doing is trying to insource and share more,” Daniel, assistant production manager at Cathay Pacific, says. “One of the key benefits of having an in-house team is that we can respond to briefs a lot more quickly, making us agile and more productive and resulting in a lot more content-sharing.”\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--do-you-want-to-invest-in-developing-a-consistent-brand-voice\">Do you want to invest in developing a consistent brand voice?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The bigger and more recognizable a brand gets, the more important it is that the brand experience is consistent. Hiring outside writers and content creators runs the risk of brand inconsistency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If brand consistency is a priority, it pays to have an in-house content team that lives and breathes your brand.\u003C\u002Fp>",2,{"url":36,"url_md":37,"alt":38,"height":39,"width":40},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192438\u002Fin-house-content-creation-450x300.jpg","",683,1024,[42],{"id":43,"slug":43,"title":44,"path":45},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[47,54,61],{"featuredImage":48,"postId":49,"slug":50,"title":51,"description":52,"path":53},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19193317\u002Fcreative-assets-19-450x261.jpg",23428,"creative-assets","Creative assets: What they are and how to manage them for stronger campaigns","Creative assets are files that help companies build successful campaigns. Here are some unique ways they can be utilized.","\u002Fblog\u002Fcreative-assets\u002F",{"featuredImage":55,"postId":56,"slug":57,"title":58,"description":59,"path":60},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193519\u002Fdigital-footprint-450x450.jpg",35505,"digital-footprint","2 ways you can manage your digital footprint: A practical guide","Do you know what a digital footprint is? Do you know how to handle yours correctly? Read more all about digital footprints here.","\u002Fblog\u002Fdigital-footprint\u002F",{"featuredImage":62,"postId":63,"slug":64,"title":65,"description":66,"path":67},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191744\u002Fremote-marketing-450x338.jpg",45177,"remote-marketing","Key ideas to make your remote marketing projects successful","Remote marketing strategies allow teams to efficiently finish projects without in-person communication. Here’s a guide detailing some important tips.","\u002Fblog\u002Fremote-marketing\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":69},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":71},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":73},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789794106027]