If you have the time and resources available to you, then by all means, create that content in-house. Get every department on board, get several different employees contributing, and create as much content as you possibly can. But if you don’t feel that you have the ability to create enough quality content in-house, then hiring a marketing and PR agency to help can be the best way to go. They can help you develop a strategy, implement it, and then continually tweak it for the best possible results.