When you first start a company blog, you have a lot of choices to make. What should you write about? How will you carve out time to keep it up to date? What voice will you use? Sidebar or no sidebar? How often do you update? But while these are important characteristics of your blog, you’ll need to make an important decision -- who will write it.
Fortunately, you have a number of content sources from which to pick. You could keep it in house and ask different people at your company to contribute to the blog or assign one communications person at your company to take over. You could also outsource the writing to any number of freelance specialists or agencies.
However, we’re here to point out the pros and cons of hiring a content marketing firm to write your company blog. The decision is not just about who can produce words. For a marketing director or CMO, it is about whether the blog can help create qualified demand, support sales conversations, and use budget wisely.
A content marketing firm is usually worth considering when your team needs more than writing capacity. The right partner should help you:
If your team already has strategy, subject-matter access, editorial discipline, and enough time to publish consistently, you may not need outside help. If the blog is inconsistent, too inward-looking, or disconnected from lead generation, a content marketing partner can reduce waste and make the investment more accountable.
Feedback and constructive criticism are an essential part of the writing and marketing process. The more ideas you have, the better the selection you have to choose from. And it’s often easier to see the solution to a challenge when you’re outside of the situation.
That outside perspective is especially valuable when your team is too close to the product or service (they often are). A good partner can help translate internal expertise into buyer-facing content that answers the questions prospects actually ask before they are ready to talk to sales.
👉 It's important to note that you may not need an external partner to write for you, but to plan what to write about and align with sales. Visit our content marketing strategy page to learn more about the content marketing strategy services we offer.
A content marketing firm takes into account the technical and human needs of your blog and balances both. Instead of writing for search engines and using jargon-heavy copy, a content marketing partner should help you optimize your blog so that it’s written for your prospect, comes up in relevant searches, is easy for AI search tools to understand, and still sounds like your company wrote it.
While your own company employees are certainly capable of writing and certainly more knowledgeable than an outside writer, trying to do this without a clear process might not have the best results.
We've seen B2B companies turn to an external partner after getting bogged down trying to write for themselves. They often go too far in-depth and are too technical for the ideal target audience to understand.
If your blog is too technical, you’ll end up with a blog full of SEO advice that misses the buyer’s intent, or you’ll have a well-written and compelling blog with little to no online marketing value.
The most common problem we see on B2B company blogs is writing that doesn’t speak to the right audience. Instead of crafting careful customer personas and writing to meet their needs, companies often assign the blog to an in-house marketer and expect them to fill up the editorial calendar on the fly.
The result? Random updates, press releases, company news, event announcements and other news that isn’t likely to engage or convert a person who’s comparing solutions. A content marketing firm, on the other hand, will take the time to understand the type of prospect you’re writing the blog for and develop the blog accordingly.
For a marketing leader, this is a budget issue as much as a content issue. A busy editorial calendar can still waste money if it attracts the wrong audience, creates unqualified leads, or never supports the questions your sales team hears from real prospects.
Beyond writing your blog for the right audience, a content marketing firm can also help you develop each blog post with the most important call to action message. When people discover your blog by clicking a link on Google, you have the unique opportunity of presenting other information they may find helpful. Different blog posts and different calls to action encourage customers to further engage with your company in new ways.
A content marketing partner can help you understand how to get prospective clients to click from the blog to the pages of your website that encourage people to give you their contact information, such as downloading a useful guide, subscribing to relevant email follow-up, or requesting a conversation.
This is also where strategy matters. Before you hire a firm simply to “write more,” ask whether the partner can help you connect topics, offers, forms, CRM follow-up, and reporting. If those pieces are disconnected, the blog may generate activity without helping qualified lead generation.
Before you decide whether to keep the blog in-house or bring in help, ask a few practical questions:
If you are unsure about the time and coordination required, it helps to look at what a realistic B2B content marketing strategy takes before assuming your internal team can absorb the work.
Your company blog is a valuable marketing tool that you can use to refine your value proposition, educate customers, and form relationships with prospective customers.
You can certainly do this on your own without the help of a partner, but carefully consider the questions above. Do you have the time and resources to write? Do you know what to write about? Can you tie the work back to measurable marketing outcomes?
Are you in the process of starting a company blog? Maybe thinking about shutting yours down? Contact us today to see if you can turn your blog into a business development tool.
Last updated: July 2026