How to Choose the Best Content Marketing Agency

February 8, 2019

Selecting a content marketing agency is not an easy decision. Selecting the best one for your company can be an even more difficult decision for business owners.

You must trust your time, money, and brand in the hands of another company and team, knowing that they will manage your content, SEO, and other online marketing campaigns better than your team.

When it’s time to make a decision, you want to make sure that you are choosing a good content marketing company that can meet your business needs and bring you the results you are looking for.

Over the past few years, we have grown PoofNewSales into one of the most reliable and effective content marketing agencies in the country. In this time, we learned a thing or two about what goes into making truly effective content. We made this guide for you in order to make sure you invest your time and money in a content marketing agency that is worth it.

In this article, we will discuss: 

  • What to look for in a content marketing company
  • How to choose a content marketing agency
  • What to expect from an agency
  • What makes a truly great content marketing strategy
  • Tips for getting the most out of your agency

Before we go into detail with each of these categories, let’s first analyze a few things you should keep in mind when choosing a Content Marketing Agency: 

How Much Does Content Marketing Cost? 

Content marketing costs, which may be a bit on the high side initially can lead to a steady increase in customers and sales over time. Here are some (very general) price ranges for content marketing services:

  • Monthly Retainer: $750 to $5,000+
  • Contract Services: $500 to $7,500 depending on length and nature of contract
  • Project-Based Pricing: $1,000 to $10,000+ for large ongoing projects
  • Hourly Consulting: $100 to $300 per hour

These figures are based on a Moz survey of 500 SEO specialists, consultants and agencies. The price ranges fluctuate a lot. Your specific business needs will change these numbers a lot, which is why it is very important to get a complete consultation with the agency.

How Quickly Can I Expect Results From My Content Marketing Company? 

When it comes to content marketing, a strategy that is focused on long-term success is usually what is going to work out best. Of course, this doesn’t make sense for all companies but as a general rule of thumb, you should allow 3-6 months before expecting to see dramatic changes. Building organic search traffic takes time.

Do the sales increase that you will gain from this partnership outweigh the cost of working with them? This is the best way to figure out if the pricing is worth it to you and something you should pursue. Don’t be afraid to ask a content marketing agency these types of questions, like:

  • How much can you improve my sales in a year?
  • How long does it typically take to see results?
  • What is the most important type of traffic for my site?
  • What type of content makes the most sense for my business?
  • How often should my company be producing content?
  • How do you choose your content topics?
  • What type of SEO practices do you have in place?

We have more questions to ask a content marketing agency in the hiring process in a section below. After figuring out what your monthly internet marketing budget is, time to search for the right agency fit.

7 Things To Look For In A Good Content Marketing Agency

So, what should you look for in an agency? 

You want to keep each of these characteristics in mind when choosing the best content marketing solution for your business:

how to choose a content marketing agency

1. Make Sure They Have A High Quality Website 

Any SEO or Content Marketing Agency should have a beautiful website filled with excellent content.

If you go onto their site and it isn’t updated, or they aren’t putting out quality content, those are immediate red flags.

I mean it’s what their business is based off if they aren’t doing it for themselves, why would they do an excellent job for you? It’s like the saying, “Don’t trust the skinny chef”.

what to look for in a content marketing agency

2. Look at Their Past Work

The second thing you want to look for on their site is their past work. Ask questions like:

  • Do they have a lot of testimonials saying how good they were to work with?
  • Do they specialize in your industry?
  • Have they ever worked with a company in your industry?

If you cannot find this information on their site, you should contact them in order to ask more about their past work.

If they do not have experience in your exact industry, this shouldn’t make or break because of course a lot of content marketing companies can perform at a high level inside a new industry, but it does add a level of comfort sometimes to see that they’ve worked in your industry before.

how to select a digital marketing agency

3. Organic, Original, Quality Content 

Look, we can’t lie to you, the quality of your website content is EVERYTHING. It makes the first impression on any visitor to your site. It is the first impact they have of your brand story.

And I mean everything.

Google has specific algorithms that check and analyze hundreds of factors that go into the rankings of every site on the internet for t heir various keywords and phrases. If you do not work with a company that understands this to the fullest degree, it doesn’t matter how much money you spend on content, it will never go anywhere. 

So, you want to be sure that when you do get the chance to see a prospective content marketing agency’s work, that they are producing content that is up to par.

You should look for: 

  • Well researched topics
  • Content that blows the competitors away
  • A strong understanding of your industry and business
  • Solid understanding of your audience
  • Production of multiple types of content

This is also where SEO comes into play.

7 tips for selecting a digital marketing agency

4. A Solid Understanding of Search Engine Optimization (SEO) 

At the end of the day, SEO is a very broad term. It can include things like review generation, fixing broken links, backlink strategy, and hundreds of other techniques.

When it comes to finding the best content marketing company and SEO,  there are mainly a few things your want to focus on: 

If your content marketing agency can explain each of these things to you in plain English, why they are important to your business, and how they plan to put them to use, you probably have a winner.

It’s not the end of the world if your content marketing company doesn’t fully understand SEO, but then you will have to go through the pains of finding the best SEO company.

Often times, this can lead to confusion between both teams, and really fails to maximize the efficiency of your content marketing.

7 things to look for in a digital marketing agency

5. Transparency and Confidence

You want to work with an expert. If the content marketing company that you are considering does not have the pride and the courage to show you what they have done on their site, through their work, you should be weary of them.

On top of this, when you do speak to a representative, you want them to be someone who speaks about results, and what they are going to be able to do for your company.

Because results are what you are paying for. Content marketing experts should be able to guide you completely through the process of how they research and plan out their content, how they produce it, and how they monitor its results in order to understand how it performs.

how to choose a digital marketing company

6. Continually Upgrading Content

Remember earlier when we talked about how long it takes for content marketing campaigns to see results?

Well, let me let you in on a little secret: 

Repurposing and upgrading your blog content is the single best way to increase your search traffic and lead generation in just a few weeks.

This is what we at PoofNewSales do for each one of our clients. Even if you do not have existing blog content, you still have a website and pages which could use some sprucing up.

We take the first few days of working with a new client to upgrade all of their top performing pages to take them to the next level with quick and measurable results.

choosing the right content marketing agency

7. Timely and Organized Reporting

Most people don’t classify themselves as nerds, but let’s face it. Anybody that is REALLY into content marketing is a data nerd.

Make sure the company you choose to work with gives you weekly or monthly (at least) reports on how your website is doing. Keep them accountable and have them fill you in on everything they’re doing to help your site and how it’s working.

There’s no magic here, so it’s going to take time, but being able to look back after 6 months and see the exact route your company took to get where it is now, can be an invaluable tool to keep improving your business.

Set up certain goals with your agency to track monthly that you want to know how it’s going. Some key things most businesses will want to track are Website Visitors, Conversion Rate, and Dwell Time.

These are just some examples as every business will have different things they want to focus on. For more about key content marketing KPIs to look for, read this guide

where to find the best content marketing agency

4 Tips for Selecting the Best Content Marketing Agency 

When searching for the best content marketing company for your needs, there are a few helpful tips you can put to use to make sure you make the right choice.

1. Start With Your Inner Circle

Is there anyone you know or trust that is in this line of work? Have any of your business owner friends talked about how much their business has improved since working with the blank and blank company?

When it comes to giving up any sort of control or letting people into your business, the relationship you have with that person or company has to be very strong. That’s why looking towards people you already know or have been referred to you is a solid way to go.

2. Ask For A Sample Post

You want to make sure that whichever content marketing service you choose is the right choice. What better way than asking them for a sample post specifically tailored to your business?

In our experience, almost any agency you ask this will be more than willing to oblige. If they aren’t, this should raise some red flags about working with them. We offer free content marketing consultations for all of our clients to help them understand exactly what to expect from our services.

3. Help Them Understand Your Audience 

When it comes time to hire a content marketing agency, you can expect them to have an extensive knowledge of their craft. To some extent, this includes understanding audiences, industries, and competition.

However, no one knows your customers better than you do. By translating this to your content marketing agency, you are leap frogging them to a level of understanding that may have taken them a few weeks to really narrow down and fine tune.

4. Take the Time to Understand Content Marketing

So many people expect content marketing to be the end all be all solution to their client acquisition. And don’t get me wrong, it plays a huge role in all stages of the marketing funnel. BUT, in order to do their best, you need to have realistic expectations from them and understand how their services fits into your existing marketing strategy.

This means that you need to understand the differences of inbound vs. outbound marketing and the balance you should maintain between them. By doing this, you will not only allow your agency to focus on what they are best at, but how to take their product and distribute it to your audience.

If you are looking to learn more about content marketing before outsourcing, check out this awesome guide to Everything You Need to Know About Content Marketing that we made here.

Choosing the Right SEO Agency for Your Company

So now you know what to look for when trying to find the content marketing agency that best fits your business.

If you are actively searching for the right company, maybe the team can be of help! Click the button below to schedule your a free consultation.

poofnewsales content marketing free consultation

One thought on “How to Choose the Best Content Marketing Agency

  1. I totally agree to these points. Especially, previous work. It is important to go through the feedbacks and reviews from the agency’s existing or previous clients. Thanks for sharing these useful tips! It was very informative in choosing the right content marketing agency.

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