You’re probably already aware that maintaining a strong online presence is the key to your company’s success, but there’s more to promoting your business than just developing an attractive website. It’s common knowledge that businesses that publish content on blogs and social media profiles generate more leads and convert more sales than those that don’t. However, taking on the task of online marketing yourself is unrealistic when you’re also focusing on running your business. More companies are hiring content marketing agencies that have the expertise and personnel to get the job done.

If you’re thinking of bringing on a firm to handle your online marketing efforts, it’s important to find the right fit. When you want a content-based approach, you need to separate the agencies that specialize in content strategies from those that concentrate on SEO. Your results and success depend upon hiring the firm that develops your campaign around content, as opposed to search engine rankings.

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The Focus of a Content Marketing Agency

These companies will take a close look at your company, structure and industry, then develop content that’s related to what will help your target customer. Buying cycles are particularly important here, because content marketing agencies seek to capitalize on the types of information your prospect wants at the time they need it. Search results and keywords are less of a focus; rather, these firms concentrate on how to phrase information so that it results in interaction and engagement from the potential customer. The goal is to make the material relevant and position it at the right time and the right place before your audience. The bulk of the strategy is handled through online efforts, but some tactics are taken offline as well.

How SEO firms approach marketing

An agency that’s geared toward SEO spends more time analyzing data and analytics in the online world of search. They calculate visibility on search engine results pages and assess traffic, while also keying in on the trends and habits of web surfers. These marketers use the data they’ve collected to create the best possible content that will boost a company to the top of the search rankings. As such, their efforts center on exhaustive keyword research, such as search volume of a certain phrase and ad auction competition for trending terms. They optimize content around these keywords to increase online visibility among searchers.

The Key Difference Between a Content Marketing Agency and an SEO firm

The main concept that separates an SEO firm from a content marketing agency is what motivates each to develop a certain type of content. An SEO company will make decisions and create content around the search-related data and metrics that it has collected and analyzed. Content marketing agencies develop their strategy and material based upon the personalities and needs of the intended audience. They consider customer buying cycles, and how to place informative, educational content before an audience when they need it most.

How to Determine the Right Fit for Your Company

Obviously, there’s no one factor that can help you decide whether an SEO firm or a content marketing agency is the best fit for your company. However, if you’re just starting out in online advertising, a content marketing firm might be a good approach to take the leap. This type of strategy gives you a greater understanding of your audience and how you can ease their business pain, which forms the foundation of high value, focused content. It’s typically only after you have a more established online presence that you’d want to use SEO to increase your visibility through search-based content.

You might even consider a combined approach that enables you to get the best of both worlds. 

Only a true content marketing agency can deliver the right approach when you’re seeking to generate quality leads and engage potential customers with quality content. There’s nothing wrong with hiring an SEO firm, but keep in mind that it’s difficult to give content the proper attention to detail when you’re also trying to optimize search engine rankings. Do you have experience with either type of firm? Have you taken a combine approach to your online marketing and seen great results? Please feel free to offer thoughts and advice below.

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