9 Questions to Ask Before Choosing Your Content Marketing Agency

There are many solid reasons to hire a content agency instead of a full-time writer. From saving time to maximizing your financial budget, a content marketing agency can help increase your efficiency while producing the high-quality, engaging content that your audiences crave. 

While the decision to hire a content marketing agency can be made in a heartbeat, choosing the right content marketing agency for your business requires a bit more thought. Here are nine questions to ask yourself to make sure you’re setting yourself up for a great working relationship with a content marketing agency.

1. What type(s) of content do I need? 

Not all content marketing agencies offer the same services. Some agencies offer a variety of full-service options like writing, videography, SEO optimization, and strategic consultations all under one roof, while others specialize.

The types of content you are looking to produce will greatly influence which agency you choose. If you need strategic services in addition to videos, it may be more beneficial to go with a larger agency that can meet all of your needs and keep your brand consistent across platforms. On the other hand, if you’re more interested in long-form written content (think blog posts, case studies, or white papers), then you would be much better off choosing a content marketing agency that specializes in writing.

2. What is the cadence I want for my content?

It’s important to have at least a rough idea of the scope of work you’re looking to hire out before you start hunting for an ideal content marketing agency. Are you looking for weekly blog posts? Monthly newsletters? Quarterly white papers? The amount of content you need will influence the total cost and length of your contract with the agency, so it’s important that you decide ahead of time how much you should budget for your content marketing. 

Once you have a good idea of how much work you’d like to hire an agency to do, you’re ready to bid out services.

3. What’s my timeline?

In addition to the amount of content you need to produce, you’ll also need to be familiar with your timeline to publication and upcoming deadlines. Most content agencies require specific notice in order to turn around a quality piece of content. While many outsourced agencies can pull off tight deadlines when requested, be prepared to pay rush fees.

Make sure you know and communicate your deadlines ahead of time so you can give your selected agency partner sufficient time to produce great content. Don’t forget to also budget plenty of time to review first drafts and make revisions if needed. 

4. What is my content marketing strategy?

Having a well-defined content strategy will ensure your content marketing efforts work together to achieve one — or several — overarching goals. It’s much easier to get your content agency partner on the same page when you can clearly share your strategy and vision. If you don’t currently have a plan in place, be sure to ask potential agencies about helping you form a content strategy. 

5. What do I know about my audience? 

The secret to successful content marketing is consistently publishing content that appeals to your audience. This audience-first approach means focusing less on your brand and more on who you’re reaching. Before you start brainstorming topics or writing outlines, make sure you’ve taken the time to understand your audience. It may be worth contracting an agency to do some research for you and analyze your current SEO tactics before you discuss creating content. 

6. Do I want to be involved in the creative process?

Before signing a contract with a specific content marketing agency, make sure you know what their workflow looks like. Some agencies like to touch base with you multiple times throughout the project, while others prefer a more hands-off approach. It’s important to compare their workflow and style to yours. Do you want to be hands-on and involved in every step of the process? Or, are you okay giving them a brief and waiting to see the finished product? Select an agency whose workflow is compatible with you and your team. 

7. Am I the main point of contact or someone else on my team? 

There is no right or wrong answer to this question. It depends entirely on personal preference and assigned responsibilities on your team. However, it’s good to know your preference before signing on with a marketing agency. Larger agencies tend to assign one account manager (we call them a “managing editor” at Comma) who handles your account and communicates any directions or edits you give them to the creative team. Others are structured so you can work directly with the writers or producers creating your content. 

If you tend to be a little more hands-on in your work style, you’ll likely prefer working with a content marketing agency that encourages open communication between clients and writers. 

8. Am I a good client? 

Keep in mind that while you are looking for the best content marketing agency, agencies are looking for great clients! The world of content marketing is changing, and one of the biggest shifts is that agencies are being more selective about who they choose to take on as clients. It’s no longer just about who has the biggest contract or who is willing to pay the highest rate per piece. Instead, content agencies are looking for clients who will be a good fit for them and with whom they can develop great relationships over time. (For example, we have a strict “no jerks” policy at Comma. Not worth it to us!) 

Take a few minutes and reflect on these questions: 

• Are you easy to work with? 

• Do you clearly communicate ideas and instructions? 

• Do you respond to emails in a timely manner? 

• Is your feedback professional and direct?

• If you were your own client, would you want to keep working with you? 

9. What does success look like to me?

By setting and communicating clear goals in a kickoff with a content partner, you can measure your overall success and make changes for the future. Make sure you clearly define what success looks like in working together. This could look like producing a high volume of quality content, or it could focus more on communication touchpoints. Setting these goals ahead of time will help you decide if you should renew your contract with the same agency, or look for a better fit for your next content marketing project. 

Looking for a content marketing agency that cares? Schedule a free consultation with the Comma Copywriters team and let’s see if we’re a fit for your content needs.