It’s not a bad way to go if you do it right – you keep your money in your company, and have greater control over how resources are used. The question is, can the in-house team get it right? Here are a few suggestions to help you ensure that things go the way you want them to.

Your content comes from a lot of different sources, thus you can’t have every marketer, PR person and advertiser on your staff stuffed in a room with every blogger, tech writer and exec – each group needs to have a representative, and those individuals need to meet on a regular basis to create a gameplan for your content team.

Make sure that everyone knows exactly what is expected of them – this increases the likelihood of you getting the performance you want out of each individual. Also, make sure a schedule is in place to ensure that your content doesn’t all appear at once (blog updates, social media updates, radio/TV ads, etc.), leaving the next few days or more with nothing.

What does your company already SEO rank for? You can’t know where you are going if you don’t know where you are right now – so ensure that a tangible method is in place for progress tracking, both for already ranked keywords and new ones that will be selected. Executives may take some convincing that SEO is serving the company well and needs greater focus.

You have to keep track of everything, from interactions on social media sites to unique visits on your blog – don’t discount anything as being beyond measure, as there is an analytical tool out there for it somewhere! These kinds of measures will show which efforts of the team are producing results, which need tweaking, and which are wasting resources – so listen to the stats!

These are just a few ways to ensure that keeping marketing in house for your business proves successful, and while it does require patience to implement some of these ideas the benefits are well worth the effort.