Blog_12As companies continue to use content marketing services online and turn away from traditional methods, many are finding the task to be too time-consuming to keep in-house. At the same time, a higher level of expertise is necessary to stay current with newer technologies and tools for inbound marketing. Since it’s essential that you publish material to engage your prospects with relevant information, you might consider hiring a content marketing service to tackle your online efforts.

Of course, it’s not easy to find the right agency for your company when you want the best but need to stick to a budget. To help you with the decision-making process, consider a few characteristics the most reputable firms have in common.

1. The agency asks the right questions before providing answers.

A firm can’t tell you how they’re going to approach your marketing campaign until they know pertinent details, so be wary of a company that doesn’t start your first meeting by asking questions. They need to know your goals, expectations, budget and other key facts before they can put together a campaign for your company.

2. The have high level knowledge about your industry.

If you’re going to invest in an agency, make sure they can create educational, high quality content targeted to a sophisticated audience. This isn’t possible unless they have a thorough understanding of your market and your industry. Find out their background in your field and ask how they stay current with developments.

3. They connect you with actual writers when necessary.

While you may have just one primary manager for most communications, there are times when you need to work closely with the author of your content to get the right feel and tone you want. Ask whether the firm will put you in touch with writers if the situation requires it.

4. High quality content marketing services provide case studies upon request.

There’s no better way to measure the success of a content development service than to see how they’ve tackled previous challenges that are similar to your company’s issues. Request case studies from the firm’s other clients where they solved problems, such as low lead generation or high bounce rate.

5. They make storytelling a priority.

Instead of reviewing their website and looking at how the firm ranks for SEO, make sure they understand the importance of storytelling. Consumers want to connect with your brand, and this is best done through quality, compelling content on topics that matter to them most. Provide a specific goal you’ve set for your marketing strategy and ask how they helped another client achieve it.

6. Reputable firms will give you a peek at their content development process.

In addition to specific examples of solving client problem, request in-depth information on the content development process that serves as a foundation for their campaigns. You’re looking for detailed strategies and an outline of how they approach a new client.

7. While many agencies outsource, the best will be honest.

Online marketing has become very diverse, and it’s not always possible to have the best talent under one roof. Find out what services the agency outsources and to whom.

8. They keep an eye on your site analytics.

An agency should request access to your online metrics to see how well their efforts are performing and where they need adjusting. You’re paying them not only to develop the best content, but also to provide reporting on your marketing investment. If they create content and cross their fingers, you need to take a pass.

9. The best content marketing services will put you in touch with existing clients.

Avoid a firm that isn’t willing to connect you with their clients. If they do high-quality work, they should be thrilled to provide several references to tell you all about their success.

If you ask pointed questions on these qualities while interviewing content marketing services, you’ll be able to create a short list of great firms that can do wonders for your online promotion efforts. What do you think? Are there additional suggestions you’d offer to help a company hire an inbound marketing agency? Feel free to mention what helped you find the right fit.

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