Considering how effective and valuable content marketing is to businesses in the digital age, it’s no surprise that there is an intimidating number of them to choose from. But separating the pros from the posers is important, as it can mean the difference between a significant boost in sales and your marketing budget going down the drain.
Being in the advertising business, they’re obviously good at marketing themselves, making it all the more difficult to find one that delivers on their promises. With this in mind, we’ve put together a guide on choosing a reliable and effective content marketer for your business.
Let’s start by taking a look at the different approaches you can take to hiring a content marketer.
In-House Team: While an in-house team is inevitably going to be your most expensive option, there are several advantages. For instance, full-time workers will do a better job of capturing your brand and working with other departments in your company to produce content that ties in with your other strategies.
Freelancer: The idea with hiring contractors is that you can piece together a team of individuals who are experts in their respective fields. Offering work on a per-job basis means it’ll be more affordable than an in-house team, but you’ll have less transparency when it comes to what they’re doing.
Agency: This is widely considered the best option for a number of reasons. It takes a group to produce great content, making them more effective than individuals. Agencies are often cheaper, and they’re contractually obliged to perform as their reputation depends on it. A good agency will also have more experience, making troubleshooting easier.
A good content marketing agency should be able to provide a track record of how they’ve helped the businesses they’ve worked for. Get in touch with their clients and ask about the approach they took, how they enhanced their marketing strategy, and whether they fully achieved the goals that the client had in mind.
The tools and resources that content marketers have at their disposal are constantly evolving. This makes it important to ensure that the agency you hire is up to date with the latest technology for measuring engagement, finding new audience segments and providing an actionable report that shows how well they’ve performed.
Your agency needs to be on top of your audience. While you can probably provide some of your own research, they should still take the initiative to better understand exactly who they need to market your business to. This also applies to your brand. Are they going to take the time to get to know you, or will they just start producing content immediately?
From here, it mainly comes down to taking a dive into your chosen agency’s capabilities and what sets them apart from their competitors. Don’t hesitate to conduct interviews and get a full understanding of exactly how they can help your business. If they can offer the return on investment you’re looking for, then that agency is your best bet.
26-09-2019 - Martin Butters