So you’re thinking about using an on-demand content marketing agency to meet some of your production goals. Perhaps you’ve been thinking about this for a while, or maybe you read our blog discussing the benefits of an external partnership – but you’re not sure where to start.
Finding the right fit can be a lot like “Goldilocks and the Three Bears.” You want to find a content marketing agency that feels “just right,” but it’s not as easy as it seems.
Fortunately, we have a list of four qualities to look for in an agency to help you find a true partner who fully understands your goals and is committed to your success.
The Fantastic Four: What to Look for in a Content Marketing Agency
- They have depth and breadth. Regardless of your industry, it’s important that an on-demand content marketing agency has a team of skilled writers and editors at their disposal. This ensures they can scale to meet your needs and work on multiple projects at once. An agency that brings additional skills to the table like PR experience and proven editorial skills is an added bonus since you can trust them to deliver quality copy and even turn to them for expert guidance on messaging, content strategy, and public relations.
- They’re reliable. The last thing you want to do is worry about whether or not the projects you’ve outsourced will be completed on time. A reliable agency will keep you updated on progress and have a project manager who makes sure everything is running according to schedule. The point person should have strong organizational skills and stay in regular contact with you.
- They feel like a part of your team. The best on-demand content marketing agencies feel like a natural extension of your team after just a few meetings. They ask for resources like buyer personas, style guides, and messaging, so they can understand your target audience, voice, and brand. They’re readily available to join meetings in order to dig into projects and gain insight on how they tie into the bigger picture. They’re responsive to any questions you have and always keep the lines of communication open. Before long, you should feel like they know your products or services and your messaging just as well as everyone on your internal team.
- They just get it. This is perhaps the most important quality of an on-demand content marketing agency – and also one of the hardest to find. Oftentimes, there’s simply a lack of understanding when it comes to what quality content marketing copy actually looks like. Why? Well, when it comes down to it, it’s not as easy as it seems. Writing copy that’s engaging, concise, and on message isn’t an easy task – especially when you need to be doing it over and over again. It’s a skill that comes with years of experience in the industry.
Finding that “just right” on-demand content marketing agency that checks all the boxes may seem like an impossible feat, but it’s worth taking the time to explore your options. If you’re looking to speed up the process, referrals are often the best way to get a short list of top contenders.
As you meet with agencies, ask questions about their experience, their process, and their overall view on content marketing. Within just a few minutes, you’ll probably get a sense of whether or not they may be a good fit. Then you can start with a small project or two to test the waters before investing too much time or money. But when you do find a team that hits the mark and delivers content marketing gold, be sure to lock them in and hold on tight.
