So building an in-house content marketing team isn't easy. You need to really have a leader with newsroom management experience to be successful. The common pitfalls we see are: inability to foster ideation, challenges with management of assignment and pitch flow and the ability to hire and pay quality journalists to produce these assets. This is why we tend to recommend a virtual newsroom environment for those companies who don't have editorial domain experience. For our media partners who broker content marketing it's less about domain experience and more about cost structures and preferred strategies.