A marketing department can choose between hiring in-house and outsourcing work by considering each tactic on its own, Corey Eridon writes. You can outsource lead generation for verifying contacts, qualifying leads or booking appointments. Consider hiring a pay-per-click pro if you don't have the time or ability to focus on it beyond automatically generated results. A search engine optimization third party should be well rounded, knowing on-page and technical SEO, not just SERP rankings. Even content creation can be outsourced, but only if the brand strategy is rock solid, Eridon writes.

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