The Benefits of Bringing Marketing In-House

In today's digital age, digital marketing has become an integral part of every business' marketing strategy – especially social media, where there are 4.8 billion users waiting to become familiarised with your company on their news feeds.

Before I joined Cura Energy as a Marketing Executive, I could see from their previous content that they already had a strong focus on social media/marketing. In the latter part of 2022, the business made the decision to bring their marketing/social media in-house which led to them recruiting me as their first Cura Energy Marketing Executive!

I am proud to say that since joining the business we have had a surge in followers and engagement, and our marketing posts are improving day by day, making this an exciting opportunity for me to develop my own creativity and flair within the business.

Image: Cura Energy's Social Media Platforms

I thought this may be a good opportunity to speak with our Managing Director about what her initial thoughts were when making the decision to bring marketing/social media in-house. Here are her thoughts:

The Benefits of Bringing Your Marketing In-House

• Control and flexibility:

One of the benefits of bringing marketing in-house is the level of control and flexibility it provides. As a business, we retain creative control with the vision of building a marketing team that is connected to the brand.

This brings fewer opportunities for miscommunication and allows us to have a faster output. We can be nimble and reactive to our environment which is a very positive thing in our fast-paced industry!

The other key benefit is collaborative working within the office. Being able to break out into workshops and discuss potential posts, strategies, designs etc. means that various opinions are taken on board whilst devising ideas for content, which makes our output both more engaging and informative.

• Brand expertise:

We wanted to have an individual join the team that shared our values and this to reflect our Company brand. The aim is that our clients existing or potential recognise us as a business and what services we provide. Ideally awareness of the brand may include positive perceptions of the qualities that distinguish us from the competition!

• Integration with other departments:

For us, having someone work within the team has led to better collaboration and communication between departments, and this open communication has lead to the creation of brand-aware content, such as: informative case studies, interviews with the team, knowledge specific articles, etc. This is a great way of promoting the brand and creating an awareness of the exceptional work we do.

• Analytics and insights:

We are a results driven business and having the opportunity to understand our social media performance analytics is hugely beneficial. We now have the data to dig deeper allowing us to understand what works, providing us with opportunities to identify areas for improvement and optimize social media strategies for better engagement and results.

In conclusion, the business' decision to bring marketing/social media in house has meant they can: increase control and flexibility; maintain brand expertise; create more personal, brand-aware content; and gain more comprehensive analytics and insights.

From my perspective, it has been a great step forward in my career and I enjoy the challenge of getting to know this industry as it is still new to me. I also enjoy working alongside an equally supportive, creative, and energetic Managing Director who shares the same vision.

For other companies considering the same move, it is essential to consider the resources required to train and manage an in-house social media team/individual, as well as the potential challenges that may arise during the process. Despite the benefits Cura have seen by making this decision, ultimately, the decision to bring marketing in-house should be one that is based on the unique needs and goals of the company itself.