Hiring a content marketing agency requires a lot of trust. You’re partnering with marketers who are going to create content on behalf of your business, and you need to feel confident that those marketers will do your brand justice. To find a team of content specialists you trust with your brand voice, look for the following eight qualities.
Experience Across a Variety of Industries
There are advantages to working with a content marketing agency that focuses on one industry. The agency will already be deeply familiar with the industry, and it won’t take long to bring them up to speed with your business. However, there’s also a risk that the agency will fall into a rut of producing the same type of content over and over again, never distinguishing your company from your competitors.
On the other hand, content teams that have worked with a wide variety of clients have demonstrated an ability to adapt their tone and strategy as needed. They’re more likely to bring a fresh perspective to your marketing and may present ideas you’ve never considered.
To find out if the content marketing agency you’re vetting is versatile, check their website for testimonials or case studies from other clients. Ask to see samples of their work for several different industries. If their samples include a variety of content types, such as infographics and videos, that’s even better.
A Team of Avid Researchers
The content writers you hire need to unabashedly love doing research. They may not know a lot about your industry at the beginning of the engagement, but they should work to get so familiar with your business that they’re basically an extension of your in-house team. In addition to becoming well-acquainted with your products or services, they also need to research your audience thoroughly. They should uncover audience insights to help them create content that resonates with the right people at the right time.
The Ability to Harness Your Brand Voice
A good content specialist will master your brand voice so that all content from your company sounds consistent. They may familiarize themselves with your brand voice by reading existing content you’ve provided and by interviewing members of your team. They should be good at asking questions that elicit insightful answers from your team and other interview subjects. Additionally, they need to be good listeners. They should be able to distill what you and your team have told them into a clear brand story.
Finely-Tuned Communication Skills
The last thing you want is a content marketing agency that drops off the map once you begin an engagement, resurfacing once a month to deliver content assets without comment. Even if you like the idea of a hands-off approach, you probably still want to know that you can reach your content team when you have an idea to share and that they’ll factor your ideas into their strategy.
When you interview content specialists, ask them how often they will meet with you and what kind of response time you can expect from them if you reach out between meetings. Find out what kind of collaboration tools they use so that you can exchange ideas.
An Enthusiasm for Teaching—and Learning
Is your agency so enthusiastic about content marketing that they want to share what they’ve learned with the world? Look at the content they’ve produced for their own business—are they keeping up with trends in digital marketing and making sure their audience stays informed? Evidence of this might include a regularly updated blog with well-researched posts, a video library, downloadable white papers, or webinars.
Commitment to the Full Content Marketing Process
If all you’re looking for is someone to write content for your business, you could hire a freelancer or two. If, however, you want content that meaningfully contributes to your business goals, you should work with an agency that performs market research, develops a strategy, produces content that aligns with that strategy, and then promotes the content to maximize its impact. Your agency needs to understand that content marketing doesn’t just mean churning out a few blog posts and calling it a day.
Collaboration Across Departments
Content marketing shouldn’t exist in a silo. In many cases, your content strategy can be enhanced with search engine optimization, social media marketing, and paid search—and your agency should make recommendations when your business can benefit from multiple services. Ideally, your content writers should have experience with SEO and should know how to tailor their content to both readers and search engines.
Tracking and Reporting Capabilities
Your agency should never produce content just for the sake of it: they must follow a strategy that aligns with your marketing goals. They need to look at more than just vanity metrics like page views; they should be able to show you how their efforts tie into downloads, purchases, lead generation, and other conversion metrics that matter to your bottom line. Your content team should also be transparent. Make sure they can walk you through how they measure results and what different metrics mean.
Are you currently vetting content marketing agencies? We’re biased, of course, but we think you should contact Leverage to learn more about our content marketing services. We’d love to talk to you about how we can grow your business with high-quality content.
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