As representatives within a B2B marketing agency work to improve upon their inbound and integrated marketing strategies, they may find themselves seeking outside assistance in producing effective content. Enter the content marketing agency.
The marketing landscape has evolved greatly in the past few years, paving the way for more of these organizations to deliver content-driven results to clients. Yet, given the increase in options, many companies seeking out these agencies may find it difficult to wade through all the choices.
Finding the agency that's right for your company's mission and goals begins with making the proper preparations. These are five essentials you'll want to keep in mind as you start the process of vetting a potential content marketing strategist:
1. Evaluate their strategy
The first question you should be asking internally is: "Do they practice what they preach?" A reputable and effective content marketing agency will regularly blog and feature new content on its own site. Simultaneously, that company must demonstrate effective social media, web design and search engine optimization practices. .
2. Understand the technology
This point works in two different scenarios: Complete reliance on the agency's technology or pairing their strategy with your own internal interface. In either case, you'll want to have an understanding of how the technology can adapt to meet your company's needs (1).
3. Know who you'll be working with
It's easy to get caught up in meetings with an agency's sales team; yet, at the same time, it's imperative you get to know other employees within the organization, particularly those who will be producing and delivering your content. By forming a relationship with those individuals early on, you'll have a better understanding of how an organization runs and who you need to reach out to in times of need.
4. Ask about past and current client success stories
It's imperative to get a sense of how an agency has helped other businesses, particularly those within your industry or those who demonstrated similar needs. Consequently, you should inquire about relevant case studies and explore the organization's portfolio, paying special attention to the quality of content.
5. Consider how results will be measured
Before your company can measure the effectiveness of its content, it must first understand the goals behind this marketing form. Your organization's marketing team should lay out what it hopes to achieve, whether that comes in the form of B2B lead generation, lead nurturing, social sharing or direct sales. Does the agency's proposed campaign hit on those needs? Using this evaluation to carefully select a content agency could result in a quicker ROI for your company (2).