Creating content in-house gives you a massive advantage in the market. Yet, content creation is still one of the most outsourced items for in-house marketing teams. When you outsource your content creation (and organic distribution) you lose key advantages. The first is that you don't give your in-house subject matter experts the ability to speak your company's unique value prop or opinions. The second is you aren't in the weeds on social media every day hearing what the market is saying about your industry, so you're always one step behind and end up being reactive, instead of leading the industry. In this episode, Chris talks about why it's so important to bring content creation in-house, and what parts you can outsource without losing value.