You have a great product or service, you have an incredible website, and your branding is beyond spectacular. Yet, it is still hard to get those numbers rolling right? Generally, the answer lies in content marketing, or more accurately, the lack of. The content industry is growing at a rate of 16% annually, and it is expected to surpass the $400 billion dollar mark by 2021.
Content agencies in 2019 are pulling the digital marketing industry forward, providing companies with quality content that optimizes the acquisition of leads, communication with clients and higher sales.
How Can Your Company Outshine The Competition?
The answer is content. Smart content allows you to explain the problem your product is solving, to tell your story, and make compelling arguments as to why your product or service is the best solution.
Quantity and quality of content will allow your company to stay relevant, competitive and generate increased traffic.
How to Find Content?
There are many ways to acquire content. Different pros and cons associated with each choice.
- You can write (highly difficult if you are already running a company)
- You can hire a freelance solo writer
- You can hire an in-house team
- You can work with a content agency
Today we will take a detailed look into how to find a content marketing agency to seriously grow your business.
How Can You Find the Right Content Agency?
Define Your Goals
Before starting your search for a content agency, you need to define your needs and goals.
Defining your goals is not always simple. The most obvious goal is that you want to increase your revenues, but usually, such a goal is broken into smaller goals that help you identify what needs to be improved during the customer acquisition journey.
Examples of goals you might need to define are:
- Clean up your branding and your story
- Set your Key Performance Indicators (KPIs)
- Redo your web content to match your upgraded branding guidelines
- Define monthly milestones you need to hit in order to get from where you are to where you need to be.
- Define your tone and style
- Set up a blog
- Streamline your social media.
These are some general goals to give you an example of how to begin understanding your own needs better. Once you are clear on what you need, you can decide which parts will be allocated to the content agency.
Will the content agency pick up your web content refurbishing? Your blog? Your social media content?
Start Your Search
Once you feel that you are clear on what you need, you can begin searching for candidates. Do a general search online for content agencies and see what pops up.
Word of advice, do not just stick to the top three results that might come up. Take your time and look further, you will discover many smaller, more affordable agencies who will provide quality work for less.
Generally, the top results on Google do not necessarily signify better options. It simply means they have placed money on advertising their brand. They might be the best match for you, but it is worth taking the time to look further.
Some agencies might be specializing in particular industries, while others are big enough and can cover a variety of industries. If your product is going international, and let’s say for example your next target market is Germany, you might want to take a look at German content agencies and so on.
Check Online Ratings And Other Credentials
Once you identify your top options, take a few minutes and look further into each one. Their website, their mission and the industries they work with, etc. You will get the general vibe and begin gravitating to a few particular ones.
Now it is time to reach out and speak with someone from the agency. Before you communicate with them, write a clear email of who you are, your company and a summary of your goals.
Ask to arrange an appointment, and make sure you have all your questions lined up for the meeting. Clear communication is key. Each client is a completely different case for content agencies, and the better description and instructions you are able to give, the better the result.
Once you send out the email, check out their response time. If they are quick to answer back it is a great sign of a professional company that will pay close attention to your needs and goals.
In the event that a content agency replies that they cannot work with you, do not take it personally. It might be that they are not specializing in your industry at this time.
Explain Your Goals and Vision
Once you decide on a content agency, explain what your goals are in more detail.
- How much content do you need?
- Do you need to educate your potential clients?
- Are you coming out with a new product and you want to do a pre-launch campaign?
- Are you looking to promote affiliates in your content?
- Are you looking to engage your audience or just inform them?
- How long do you want the articles to be?
The above are just simple examples. You know what you need best, organize your expectations as best as you can, but also be open to suggestions. See our next point.
Ask For Their Feedback And Ideas
Content agencies work with many clients and are exposed to content daily. They know what works and what doesn’t.
They also have content industry insights and an understanding of the recent trends.
Some agencies might come to you with their ideas for your product. This is a great sign, indicating creativity and a proactive approach.
You do not have to accept their ideas, but always take time to consider.
- Is there excitement in the communication?
- Are they taking ownership of your goals and vision?
- How fast do they reply to your requests?
- Are they transparent?
Agree On A Budget
Contrary to what some business owners, entrepreneurs, and start-ups might believe, content agency prices are affordable. Working with a content agency might even make more sense than hiring a full-time in-house team in many cases.
Some agencies might have a fixed cost if you sign a long term contract, which might make more sense, especially if you are looking for a strategic approach. In other instances, you might agree on a per article price, per page, etc.
One thing is for sure, working with the right professional content agency will upgrade your digital image, and you will notice substantial result on your campaigns.