Buyers Guide for Hiring a Content Marketing Agency

In today’s digital age, content marketing has become an essential component of any successful marketing strategy.

In a recent report from Ahrefs,

  • 67% of marketers reported that content marketing generates leads
  • 72% said that content marketing helps to educate the audience, and
  • 63% said it helps build loyalty with existing customers.

Content marketing allows businesses to connect with their target audience, establish themselves as thought leaders in their industry, and drive conversions. That much is clear.

What is sometimes less clear, is how to create and implement a content marketing strategy to position your business for success when you don’t have the necessary resources or expertise in house.

This is where a content marketing agency comes in.

Hiring a content marketing agency can bring a wealth of benefits to your business. They have the experience, skills, and tools to help you create and execute a comprehensive content marketing strategy that will drive results. 

However, with so many content marketing agencies to choose from, it can be challenging to find the right one for your business. That’s why we’ve created this buyer’s guide to help you navigate the process of hiring a content marketing agency.

What to Consider Before Hiring a Content Marketing Agency

When choosing a content marketing agency, it’s important to consider their expertise in the digital marketing channels most relevant to you and in SEO (search engine optimization).

A strong understanding of SEO techniques can help ensure that your content is seen by the right people and drives traffic to your website. Additionally, an agency with a dedicated SEO team can help you achieve higher search engine rankings and visibility, resulting in more qualified leads.

Another important factor to consider is the agency’s ability to meet your business needs. A content marketing agency that takes the time to understand your goals, target audience, and brand voice can execute high-quality content creation in way that resonates with your audience and drives results.

A good digital marketing agency will have a team of experienced writers, editors, and graphic designers who can create custom content—such as email marketing, white papers, infographics, and sales copywriting—that resonates with your target audience and sets your business apart.

Don’t forget to check the agency’s presence on LinkedIn or other relevant channels to gauge their credibility and reputation in the industry for achieving similar business goals.

Define Your Content Marketing Goals

Before you begin your search for a content marketing agency, it’s essential to have a clear understanding of your content marketing goals and objectives. This includes:

Identifying Target Audience

Knowing your target audience is crucial for creating effective content. A content marketing agency can help you define your ideal customer personas, including their demographics, interests, and pain points along the buyer journey.

Need templates? Here’s one for defining your ICPs and for documenting your customer journey.

Determine Budget and Resources

Executing a content marketing strategy can be expensive, so it’s essential to have a clear understanding of your budget and resources. A good content marketing agency will audit your existing programs, identify where you have the most potential to succeed, and offer advice on where to put your budget for maximum impact.

Set Clear Objectives and KPIs

Having clear objectives and KPIs in place will help you measure the success of your content marketing strategy. A content marketing agency can help you define and track these metrics, allowing you to make data-driven decisions about your content.

Researching and Evaluating Potential Agencies

When it comes to finding the right content marketing agency, it’s essential to do your due diligence. Here are some key steps to take when researching and evaluating potential agencies:

Check Out The Agency’s Websites and Social Media

A content marketing agency’s online presence can tell you a lot about their capabilities and expertise. Take a look at their website, blog, and social media profiles to see the type of content they produce.

Evaluate Past Client Work and Case Studies/Testimonials

Ask to see case studies and examples of the work the agency has done for other clients. This will give you a sense of their capabilities and the results they’ve been able to achieve.

Contact Agencies for Proposals and Information

Once you’ve narrowed down your list of potential agencies, it’s time to reach out to them for proposals and more information. This will allow you to get a better understanding of their services, pricing, and approach to content marketing.

Assessing Agency Fit and Compatibility

Once you’ve researched and evaluated potential agencies, it’s important to assess which one is the best fit for your business. This includes not only evaluating the agency’s capabilities and expertise, but also determining if their working style and culture aligns with your own.

Scheduling Meetings with Agency Reps

Scheduling consultations and meetings with agency representatives is an important step in assessing fit and compatibility.

This allows you to have face-to-face or virtual conversations with the agency’s team members and get a sense of their communication style, approach to working with clients, and overall personality.

It also allows you to discuss any questions or concerns you may have about the agency’s capabilities and how they will work with your business.

Ask About the Agency’s Process and Approach to Content Marketing

It’s also important to ask about the agency’s process and approach to content marketing. This will give you an understanding of their methodology, and whether it aligns with your own business goals and objectives.

Understanding the agency’s process will also help you anticipate any challenges that may arise during the partnership, and how the agency will handle them.

Discuss Team Structure and Communication Preferences

Communication is key when working with a content marketing agency, so it’s important to understand the agency’s team structure and communication preferences. This will give you a sense of who you will be working with, and how they handle feedback, revisions, and updates.

It also allows you to set clear expectations for communication and responsiveness, ensuring that both parties are on the same page regarding how and when they will communicate.

It’s also important to consider the agency’s project management process. A clear and organized workflow will ensure that your content creation and optimization efforts run smoothly and there are no bottleneck red flags.

Make sure to ask about the agency’s use of marketing automation tools such as Hubspot and Pardot, tracking tools like Google Analytics, and keyword research tools like Ahrefs and SEMrush, as these can play a big role in your overall success.

When it comes to choosing the right marketing experts to work with, trust your instincts and choose one that aligns with your business needs and goals. This will give you the best chance of success, and will also help you build a strong and long-lasting relationship with the agency.

Consider Cultural Fit and Values Alignment

Finally, it’s important to consider cultural fit and values alignment. You want to work with an agency whose values align with your own and whose work culture is compatible with your business.

This will help to ensure that both parties are on the same page and that the partnership is successful in the long-term.

It’s important to take the time to evaluate the fit and compatibility of a potential agency, as this will help ensure that the partnership is a good match and will lead to a successful outcome for your business.

Negotiating and Finalizing a Contract

Once you’ve chosen the right content marketing agency, it’s time to negotiate and finalize a contract so your new marketing team will be able to start. This is an important step to ensure that both parties are clear on the expectations and responsibilities of the partnership.

Before finalizing a contract, it’s important to discuss pricing and payment terms with the agency. This will ensure that the cost of the services fits within your budget.

It’s also important to outline the deliverables and timelines for the content marketing services you will receive from the agency. This will ensure that both parties are on the same page regarding what services will be provided and when they will be delivered.

Finally, it’s crucial to obtain contracts and agreements in writing. This will ensure that both parties have a clear understanding of the terms of the agreement and that there is a legal document in place outlining the responsibilities of each party.

Working with Your Content Marketing Agency

Once a contract is in place, it’s important to establish open and effective communication with your content marketing agency.

Regular check-ins and progress updates can help keep the project on track and ensure that the content marketing campaign is meeting your business goals. These updates should include information on the current status of the project, any new developments, and what’s next.

The frequency of these check-ins should be determined in advance and agreed upon by both parties. This should occur frequently enough to ensure that you’re always aware of how content marketing campaigns are performing.

Having a dedicated account manager or a point of contact within the agency can also help to facilitate regular check-ins and progress updates. This person will be your main point of contact and will be responsible for ensuring that you’re always up-to-date on the status of your campaign.

Content automation can also be used to create efficiencies and track the performance of certain content marketing campaign metrics. This can help you make any necessary adjustments to improve its performance as you go.

For entrepreneurs and small businesses, having regular check-ins and progress updates can be especially important. With limited resources, it’s important to stay informed on the progress of your content marketing plan and make sure that your investment is delivering the results you need to grow your business.

Interrupt Media can be your Content Marketing Partner

Hiring the right content marketing agency is essential for the success of your content marketing efforts. It’s important to take the time to do thorough research and evaluation to find an agency that is the best fit for your business.

At Interrupt Media, we understand the importance of finding the right content marketing partner. That’s why we offer a complimentary strategy session to help you learn more about how our agency can work with your organization to support your content marketing initiatives.

Our team of experienced marketing strategists, professional writers, and a dedicated account manager will work with you to develop the content marketing campaigns geared to get you the online visibility, search engine results, organic traffic, or business growth you’re trying to achieve.

Ready to take your content marketing to the next level? Schedule your strategy session today.