We Are Hiring a Content Agency.” Great! Where Do You Begin?

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

1. What Are Your Goals?

You need to be clear about what you want and why you’re reaching out to a content agency. If your current agency isn’t working well for you, identify the problem areas so you can find a partner that will fill in the gaps. Make a list of what you need your content to deliver. Go into your initial meeting with a content agency prepared with critical questions, much like you would approach a job interview.
Pro tip – The agency you’re interviewing should be interviewing you at your initial meeting! A good content agency wants to know how they can help you, not just talk about budgets and pricing.

2. How Does the Agency Address Your Content Strategy?

The best content agencies will tailor a content strategy based on your audience, your industry, your brand and any other elements that matter. You’re not looking for a package in which a copywriter creates content for 2 blog posts per month for your company. You want a content agency that will create the right content for your followers, that might be video, articles, eBooks, press releases, as well as blog posts and website content.
Pro tip – Talk strategy before cost. Listen to how well their strategy matches your business goals instead of broad, general ideas.

3. Can the Content Agency Deliver Results?

Many organizations have a large following, but that doesn’t mean the numbers add up to results. Don’t simply ask to see content samples. Ask for client case studies, testimonials, and references from current or past clients.
Pro tip – Ask how the agency measures content marketing results. Their answer should mirror your goals, instead of simply driving more traffic or directing more leads online.

4. Who Will Manage Your Account?

Many content agencies introduce you to the C-team, without ever telling you who will actually manage your account. You want to work with an experienced marketing strategist who understands how to find the right copywriters for your needs. The account manager serves as your brand advisor. You want someone you can trust.
Pro tip – A content agency worth its salt will bring in the account manager into the first meeting to understand the details of your