implementing content marketing is just the beginning. But then you have to answer the age-old question: Do you manage your brand’s content strategy on your own or do you contract this process to an agency? At first, you may feel it’s best to manage the content on your own. After all, no one knows better than you, the brand’s creator and developer. You’ve been this brand’s caretaker from step one; ensuring the brand experiences nothing but success. How could anyone else possibly deliver content that would come close to what you envision for your brand? On the other hand, your time is valuable. You’ve spent hours, days, weeks, months and maybe even years developing the brand and everything it stands for. It’s time you let someone else take the reigns, at least in one area of responsibility. Contracting out your brand’s content means more time in your schedule for other aspects of the brand’s presence. Using an agency to curate brand content is a solid investment in your brand’s future. Customers want good content. In fact, a recent study found that customers were more likely to commit to a brand or business that provided targeted, insightful content. Contracting an agency is a great option for your brand. But a main concern you’re probably having is wondering how you’ll know if the agency you choose can be trusted to curate content that truly reflects your brand’s mission, goals and endeavors. In order to decipher whether an agency can be trusted to deliver quality content for your brand, it needs to be evident from the start. Below are a few ways to sift through the weeds and find an agency you can trust.
Client FocusedA trustworthy agency is client focused. They’re more concerned with how your business experiences their services, rather than what goes into their bank accounts. A client-focused content agency works with you to create a bundle of services that fits your brand’s needs. A client-focused agency is also able to anticipate what your brand may need in the future. Maybe at this point in time you’re only looking to contract with the agency for your brand’s blog content. In the future, the agency will be able to demonstrate how they can be effective through other avenues of digital media, i.e. social media, lead referrals, email copy, etc. The right agency is prepared to discuss viable options that fit your budget and improve your brand’s exposure.
Selective ApprovalAgencies who select their clients carefully are more likely to be trustworthy content curators. Their goal isn’t to gain as many clients as possible; it’s to truly focus on clients whose goals and strategies align. An agency that’s selective is an agency that can be trusted to produce carefully curated content for your brand’s marketing strategy.
Case Studies and Content SamplesLook into what companies the agency has previously worked with. Are there content samples available that would demonstrate the agency’s ability to produce cohesive and impactful content? Have they worked with companies who have faced marketing hurdles similar to what your brand is experiencing? Can they show quantitative proof that their services have benefited these companies? Ask the agency to provide content samples for other brands they have previously or are currently engaged with. Also, discuss the possibility of receiving a case study or two that demonstrates the measurable proof behind their methods of achieving success through content marketing. Gain cold, hard facts, not just verbal confirmation of success with other organizations.
ExpertiseA content marketing agency can have all the bells and whistles in the world, but if it doesn’t have the expertise, it’s a no-go. A reliable agency employs content curators who are as diverse as the day is long. Diversity allows for a greater range of knowledge within the agency’s content curation services and provides your brand with rich and consistent content. Quality content agencies are fluent in multiple areas of expertise, and they continue to expand their knowledge base by keeping up with current marketing trends. Agencies worth working with aren’t static, but fluid with regards to knowledge base and industry expertise. Seek out an agency that not only produces content, but knows how to promote and distribute the content through channels like SEO, Social Media, Influencer Marketing, and PPC. Ultimately, it’s up to you to decide whether or not to source your brand’s content to an agency. Just remember as you’re deciding that reputable agencies will possess the following:
- A broad knowledge base about a variety of subjects and industries
- Content samples and case studies readily available upon request
- A client-focused mission dedicated to provide excellent customer service
- Selective approval based upon compatibility with potential clients and partners.