It's a fair question. Why do I ask?
Well, if you're outsourcing your content creation, you need to understand their background. What skills do they bring to the table? Can they think past linear executions and show you real strategy? Or are they simply mailing it in and doing whatever automated software is cool this month is telling them to do.
As I have said before, you can create and develop content sitting behind a desk. Sure, I'm writing this article. Sitting in my office, watching my 12-year-old lab stretch across the floor. However, I'm usually out talking to and getting to know my clients' audiences.
Once you do that, you can then begin to understand what is they want from your brand AND THEN what you can start creating. It's very organic. Not in it'll-happen-when-it-happens sorta way, but in a sense that you actually give a damn as a brand. Now you're actually listening.
Smart content can be developed, curated and diced up in different ways to not only work harder but be more efficient. For instance, look at Garden&Gun. Living in Charleston, SC, for 13 years before moving to the Asheville area, I am a big fan. They write great articles, and they know how to use them. Every so often I'll see a social post and I know exactly what issue it came from. The article was written a year ago, possibly, but it's still relevant and people probably forgot about it.
That's smart. They're using their own content efficiently.
So, think to yourself. (I can hear the wheels turning right now)
Who's doing my content? Do they know my brand? Do they know my audiences? Are they making it work as hard as it should?