Creator's Block

Here at IMPACT, we produce a lot of content (and I mean A LOT) so I can't always consume every single thing we do. But the one thing I absolutely cannot miss each week is The Latest. The Latest is our hand-curated marketing-insights newsletter where I know I'm going to get a hit list of the top topics our IMPACTers and marketing community have been discussing throughout the week. So when I saw "Agency Outsourcing Is Broken" as the start of the subject line in one of the newsletters last week, I knew it was going to be good. The article linked was one written by Marcus Sheridan where he talks about why we need to rethink the relationship between client and agency. I. Was. Hooked. (And I wasn't the only one...) What Marcus says in his article is somewhat controversial but ultimately boils down to a single point: "When you own your content creation, you own the soul of your business." All too often, clients think they can outsource ALL of the marketing efforts to an agency and expect to see huge results when the