Organic search often works best when internal teams and outside partners each focus on what they do best. An Information Center sits close to your expertise, so your team usually has an important voice in planning topics and reviewing content.

Strengths of your internal team

• Deep knowledge of your customers, products, and services.
• Understanding of what questions really matter for sales and support.
• Insight into which messages fit your brand and which do not.

These strengths are hard to replace and should guide your content direction.

Where an agency or partner can help

• Structuring an Information Center and planning content calendars.
• Drafting articles based on interviews and provided outlines.
• Managing technical details, analytics, and on page optimizations.

A healthy mix often looks like this, your team sets priorities and provides insight, while a partner handles much of the execution inside a clear framework.