Accenture Interactive’s content practice employs around 5,000 full-time staffers globally.

Most large have consultancies have built in-house agencies able to service clients on multiple levels (content, creative, marketing, experience, etc.). And they are brining in a lot of money through it (for example, Deloitte Digital had around $1.6 billion in revenue, and PwC Digital had nearly $1.1 billion last year).

Donna Tuths, head of digital content at Accenture Interactive, was recently interviewed by Digiday and she added: “Our clients spend around $600 million a year on content while agencies only provide maybe $250 million of that content today.”

This means that globally, clients take care of close to 60% of their content production in-house.

In many cases, this might work well. Some corporations need to have content initiatives in-house, close to the business. But in most cases, it is always good to work with a content agency that can work on multiple levels (strategy, production, distribution), that can not only bring fresh eyes on the business (eyes very similar to the consumer’s), but also cross-breed best practices with other clients, making sure the brand can have a differentiating factor in its category.

In the end, a combination of the two will often be the perfect situation, with the agency supporting some content tactics that are executed in-house, but larger programs made possible through the agency’s expertise and capabilities.

“There’s an ongoing trend where brands consolidate their creative agencies and move their production to a single partner,” said Tuths.

Want to get your content team up to speed on this? Organize a team workshop or one-on-one coaching with an expert of our team. You can also book Alexandre to come and speak at your event!

When content marketing is done right, the best way it is done is by leveraging the experience and capabilities of a dedicated content agency.

I will let you read further on how Accenture structures its content operation in this Digiday article, and see how your content strategy, production and distribution is set-up to evaluate what the best agency structure should be for your brand.