Content strategist, agency or in-house team: who to hire
Translated from Russian.
In short
Everyone needs a content strategist: they build the foundation that all of a brand's content then stands on. But who produces that content, an in-house team or an agency, depends on the task. Showcase content can be made in-house and even partly automated. You need an agency where you need expertise you don't have.
Who needs a content strategist
In short — everyone. The logic is simple: whether it's big pharma, FMCG or the corner grocery store, the funnel is basically the same. Everyone has customer personas, and those customers have information needs: what they're looking for, what they doubt, what worries them before buying.
Understanding this and turning it into a system takes experience. A strategist builds the foundation all brand content will stand on, no matter who makes it: an in-house team or an agency. Without that foundation, both models work blind.
When an in-house team is enough
If your team makes showcase content — announcements, new products, promotions — there's no point overpaying an agency. Many companies now automate this process entirely with AI, and in many situations that's enough.
When you need an agency
You need an agency where it has expertise you don't: for example, a medical editorial team for pharma, experience launching media or working with influencers. Or simply when you like their approach. It's hard to talk about the benefit in general terms: every client's capabilities are different.
| Content strategist | In-house team | Agency | |
|---|---|---|---|
| What they do | the foundation: audience, needs, strategy, metrics | regular and showcase content | complex formats, special projects, media |
| Who needs it | everyone, before launching and when rebuilding | when content is clear-cut and repeatable | when you need expertise you don't have in-house |
| Risk | a strategy without execution stays on paper | getting stuck in routine without growth | paying for work without a clear business goal |
The main mistake: no business goal
We've had plenty of meetings with large brands that answered the question “what business goal does your content serve?” with “to publish posts”. That's one way to do it, but honestly, we don't get along with clients like that. Content without a goal can't be measured, which means it can't be improved.
It's not just our problem. In a Content Marketing Institute survey of B2B marketers, the top challenge was creating content that prompts action: 40% said so. Another third can't measure their content's effectiveness.
Content marketing is a relatively new field in Central Asia. In the US people have been talking about the power of content for a long time: Bill Gates's essay “Content is King” came out back in 1996, and Seth Godin said content marketing is the only marketing left. Our market is only now getting there, which is why “why do we need content?” comes up so often.
How to choose an agency at the first meeting
If I were the client, I'd simply ask the agency to tell me about itself in its own words and watch for two things: how they talk and what numbers they show.
The biggest red flag is a contractor who doesn't ask questions. If you hear “it's all clear”, there's an 80% chance the result will be mediocre. A good team first tries to understand your problem and then proposes a solution. I try to bring passionate people into the agency and around it: people who always want to do something great and jump into the “so how do we do it” discussion.
Consultation or agency
In this role I'm a bit like a therapist who tells you whether you need a clinic. Not the best analogy, but a funny one. A consultation is a quick and economical way to understand what's working for you and what isn't, what options you have and what results you can expect. If you then need a team, I'll invite you to talk to us as an agency. If not, you'll leave with a clear plan.
Key points
- Everyone needs a strategy: every business has a funnel and an audience with information needs.
- Showcase content can be made in-house and partly automated.
- You need an agency when you need expertise you don't have in-house.
- Without a business goal, content doesn't work in any model.
- When choosing a contractor, listen to how they talk, look at their numbers and notice whether they ask questions.
Not sure which model suits you? Message me on Telegram at @maximfetisov: in a consultation we'll work out what your business actually needs. The format and price of a consultation are on the Services page. If you have your own team, take a look at corporate training.
Sources
- Content Marketing Institute: B2B Content and Marketing Trends — Insights for 2026
- Bill Gates, “Content is King”, 1996
- Seth Godin: “Content marketing is the only marketing left”
