How To Choose a Content Marketing Services Provider: Jump-Start Your Digital Presence With the Right Content Marketing Agency

Content Marketing
How To Choose a Content Marketing Services Provider: Jump-Start Your Digital Presence With the Right Content Marketing Agency
Article by Bisera Stankovska
Last Updated: December 30, 2022

If we take into account that content marketing generates 3x more leads than outbound marketing and costs 62% less, it’s never too early to embrace content and tap into its potential. 

However, creating content that generates leads, discovering fresh ideas and creating content that drives engagement are the top three challenges marketers have. If you’re faced with the same troubles, you’re probably considering bringing outside help, and we’ll show you how to choose a content marketing services provider in only six steps.

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What Are Content Marketing Services?

Content marketing services involve creating, managing and promoting various types of content such as blogs, videos, webinars, infographics, e-books and other forms of digital media to gain a wider audience for the company. 

A reputable content marketing service provider should find the right balance between providing helpful information and promotions related to a company's products or services. 

Services offered by content marketers also include:

  • Coming up with a winning content marketing strategy
  • Researching topics related to industry trends or customer interests and producing quality content
  • Researching competitors' content strategies
  • Tracking analytics to measure the success of campaigns 
  • Keyword engineering
  • Optimizing online channels such as social media, email campaigns or content distribution networks
  • Making data-driven decisions when modifying the content strategy 

As a result, companies can enjoy increased website visibility, higher search rankings and a boost in customer engagement through appealing content that drives conversions.

How To Choose a Content Marketing Services Provider

To make the process as simple as possible for you, we created this easy-to-follow guide: 

Step #1: Define Your Goals 

Before you begin exploring your options and choose a content marketing service provider, define your goals clearly. Ask yourself what outcomes you want to achieve through content marketing—is it increased website traffic, more engagement on social media, higher brand awareness or something else? 

There are different types of content marketing, so you better assess the type of content you need—do you need help with the concept, storytelling in content marketing and writing or with design, SEO optimization and distribution? You should also consider which platforms are most suitable for your target markets. 

If you have no idea where to start, research the key benefits of content marketing and latest trends to find inspiration for goals for your business. This knowledge can provide valuable insight into which services may be best suited to help reach your objectives. 

Once you have a solid idea of the desired results, use these objectives as a guide when evaluating potential companies and how they can help your business reach them. Instead of flipping a coin with your options, well-defined goals will narrow down your search. 

Step #2: Research Your Options 

If you’re to find the right match, you have to invest some time in research to find reputable companies—and then thoroughly evaluate each business. Aside from researching the company’s history, you can always look for reviews online to determine its credibility. 

Remember, you already have your goals established, so do your research around those goals. When choosing a content marketing agency, look for: 

  • Evidence of expertise and credibility 
  • Pristine reputation 
  • Skilled team
  • Well-established project management processes 
  • Clear communication

Check different providers—their portfolio, client list, team background and past work samples. Ensure they offer the range of services needed to match your brand objectives and identify key capabilities such as quality assurance processes to meet expectations, flexibility in responding to changes or adhering to deadlines. 

What people are saying about their work can tell you a lot about a potential partner. If possible, try reaching out directly to past customers and ask them about their experiences with the company—this kind of first-hand information is invaluable when making an informed decision. It won’t hurt to check if they have a track record of successful campaigns for similar companies or industries too. 

Nowadays, many businesses publish educational content and this can be a good source of information as well. Read any case studies they have published on their website, but don’t stop there—ask them questions to ensure they are the right fit for your project.

You can also check our base of top content marketing agencies or, if you have more specific needs, niche providers such as dental content marketing companies. All of the companies we listed meet the highest quality standards, but we encourage you to check yourself. 

Get connected with the right content marketing agency for your project.

Step #3: Think About Your Budget 

There are many different types of services and packages providers offer, so there’s certainly one that will fit into your allotted budget. Go a step further and dig deeper into what your competitors are investing in their content marketing strategies and find out what they’re getting for their money to ensure you’re making the best use of your available resources.

Consider whether the company offers any special discounts or promotions for longer-term engagements. Understand how long a particular campaign or service might take to produce results and review cost estimates from each content marketing services provider before committing—it's essential you stay within budget while still getting quality results. 

Content marketing campaigns can cost anywhere between $6000 to $60,000 a month, but take into account associated fees such as setup costs and maintenance fees (if applicable). Beware of hidden expenses; demand all the fees for the services included in your package are clear and communicated upfront so there are no surprises down the line. 

Get quotes from multiple vendors and compare the services they offer against their pricing. Consider the time and resources needed to produce the content, as well as any extra charges for other services like design or editing. 

Step #4: Ensure the Agency Knows Their Stuff 

The content marketing agency you choose has to be up-to-date and equipped with the latest tools and trends in content marketing to meet current standards while being able to tailor their services to your specific, evolving needs. This ensures your content remains relevant, engaging and of high quality. 

They should be familiar with strategies such as search engine optimization (SEO), email campaigns, pay-per-click (PPC) advertising, social media management and other areas of digital marketing to guarantee maximum reach and impact. 

Appropriate certifications and accreditations are usually a sign that the agency has delivered and will deliver exceptional results.

Step #5: Schedule a Meeting

Once you’ve narrowed down your search based on all of the above, it’s time to meet with the agencies you believe can be a good fit. Ask them questions to ensure they have the necessary experience and capabilities to handle your project. 

Start by asking about the services they offer, their level of experience and expertise in content marketing and how their approach aligns with your needs. Inquire about their timeline for delivery, pricing structure and quality control measures. You can always request to see examples of their previous work to form an opinion if they are capable of achieving the desired results.

Don’t forget to get enough information about the level of customer service and support as this can come in handy if you face any bumps on the road. 

Step #6: Sign a Contract

A contract outlines the objectives of both parties and the parameters of the agreement,  giving security and assurance that the terms agreed upon will be upheld and no misunderstandings or disagreements in the future can arise. 

The contract should also address confidentiality and intellectual property rights, including who ultimately owns any content produced within it, thus protecting both parties from copyright ownership.

When drafting a contract, set out payment schedules and cancellation details, outline projected delivery times and provide an explanation of how performance reviews will be conducted to ensure successful completion of projects on time.

Signing this contract ensures all stakeholders are on the same page and that the provider is held accountable for their work.

Should You Outsource Content Marketing?

Considering 67% of marketers claim content marketers generates leads, 70% say it helps educate the audience and 63% agree it helps build customer loyalty, this shouldn’t come as a surprise. 

However, content marketing can be a difficult and time-consuming process. But, 70% of users prefer familiarizing themselves with a brand through articles and not ads, so you can’t ignore content marketing even if you don’t have the time to develop a strategy. 

Enter outsourcing content marketing.

55% of B2C marketers outsource content marketing as it brings countless benefits, including: 

  • Helps streamline the process
  • Gives you access to professionals who are well-versed in content strategies and methods that drive engagement and conversions
  • Saves you time and money by eliminating the need for in-house staff 
  • Allows you to focus on your core business 
  • Provides access to the latest trends and resources 
  • Expands your reach and helps you reach new audiences
  • Drives results faster through better use of techniques like search engine optimization (SEO)
  • Boosts brand awareness 
  • Delivers fresh perspectives that might lead to improved customer engagement and loyalty

With outsourced content, the responsibility of getting everything done falls on the service provider instead of yourself. Outsourcing content marketing is a great way to expand your reach, without taking away from the quality of your work. 

  • To ensure the process runs smoothly, you should: 
  • Set clear expectations upfront
  • Provide detailed instructions
  • Establish timelines and deadlines for completion
  • Have regular check-ins with content providers
  • Use well-defined metrics to measure success
  • Foster strong communication between all parties

Of course, don’t forget to follow our guide above. 

How To Choose a Content Marketing Services Provider: Key Takeaways 

When it comes down to selecting the right service provider for your content marketing goals, researching your options, assessing what you need and selecting one that meets those needs are all important steps in the process. 

It’s essential to understand the importance of finding a service provider who has experience in their respective field and who is willing to commit to contractual obligations. Ask them about any exclusive agreements or long-term commitments they're able to enter into upon signing the contract—this will give you a clear idea as to whether they are truly in it for the long haul or not. 

We’ll find qualified content marketing agencies for your project, for free.
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