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How To Choose A Content Marketing Agency: A Cheat Sheet

By Cate Conroy | Small Business

How To Choose A Content Marketing Agency: A Cheat Sheet image Wordcloud2 1024x530 300x155How To Choose A Content Marketing Agency: A Cheat SheetChoosing a content marketing agency can be tough, particularly if you aren’t sure what to look for in a firm.

We’ve put together a cheat sheet of the Must HavesNice To Haves and Don’t Needs of content marketing agencies.  We hope this helps you pick a firm that is the best fit for your organization.

Must Haves

  • A Blog & Social Media Profiles - Content marketing is storytelling.  It is important for agencies to understand these basic distribution channels so they can put them to work for your organization.  It is important to note that frequency of posts is important as well.  An agency should be engaged with their audience, new posts and interactions should occur on a regular basis.  However, when it comes to content itself, think quality over quantity.  If a group is posting daily but the information they provide isn’t helpful to their audience – think twice before hiring them.
  • An Understanding Of Different Mediums - Text is only one form of content, make sure your content marketing agency can help you decide which type of content is best for your audience.  It may be video, graphics or audio, but an agency needs to be able to assess the audience’s preference and advise you accordingly.
  • Storytelling Experience - An agency needs to be able to tell your brand’s story.  Look for a background that includes previous success with content campaigns, experience with different storytelling mediums (news outlets, social media etc.) and basic writing skills.

Nice To Haves

  • In-House Analytics - Data is an important piece of the content marketing puzzle. Some agencies will provide you with content analytics reports on a regular basis.  While having a firm provide you with their own analytics reports is a nice perk, every firm should ask for access to your analytics so they can be continually measuring their effectiveness.
  • Content Creation - Not all content marketing agencies provide content creation, some focus purely on strategy.  If you have copywriters and other content creators on staff, you may not need an agency to help with content creation.

Don’t Needs

  • Industry Specific Writers - While industry specific writers can be a wonderful asset to an organization, they aren’t as critical to a content marketing agency.  The agency should be focused on the ins and outs of content marketing, rather than those of your specific industry.  Instead, look for agencies with former journalists or people who are skilled at drawing out information from your team members.
  • Services Beyond Content Marketing - If you are looking for an agency to handle your content marketing, that is all they should be focused on.  Marketing is a huge field and while content overlaps with other areas of marketing like SEO & PR, a content marketing agency should be focused on your brand story.  Dipping a toe into other areas of marketing can make sense but when an agency’s offering become too general, they will lose the expertise that comes with specializing.

Marketers – we’d love to hear from you.  What Must Haves, Nice To Haves and Don’t Needs have you come across when evaluating a content marketing agency?  Tell us in the comments below.

This blog originally appeared on Concentric Content Marketing and has been republished with permission.

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