How to choose the perfect content agency for you

26/07/2024

We’ve all been there. That moment when you’ve decided—perhaps after several sleepless nights, tense marketing team meetings, or a frustratingly ineffective content strategy—to take the leap and hire a specialised content agency.

There’s just one little problem: Which agency do you choose? It feels like finding a needle in a crowded, albeit talented, haystack.

But hey, you’re in the right place.

In this article, we’ll discuss why it’s better for you to outsource your content, how to find the perfect content agency, what to expect, and the questions to ask.

Why it’s better to outsource your content

When researching potential business solutions, buyers heavily rely on content. During this time, 46% reported an increase in the amount of content they consumed. So, basically, you need content if you’re looking to increase your sales.

But, if you’re a marketer juggling multiple responsibilities, outsourcing your content strategy and creation to a specialised content agency can be a boon. In fact, 57% of the most successful marketers outsource their content activities.

Outsourcing can provide you with some much-needed breathing space, kick your marketing initiatives into high gear, and improve your Return on Investment (ROI). The benefits of taking this route are:

By delegating your content needs to professionals, you can focus on the important aspects of your business. With experts handling your content production, creating high-quality content becomes less of a challenge.
Outsourcing content is an excellent option if you need to produce content at scale. If content is a key driver for your business, a specialised content agency will help you meet these massive demands efficiently and professionally.
Don’t underestimate the importance of compelling and high-converting content in driving conversions. With its expertise, a specialised content agency will craft content that is engaging and primed to convert.
A specialised content agency will have a strong understanding of Search Engine Optimisation (SEO) best practices. They’ll ensure that your content is positioned to rank well in search engine results and gain the visibility it deserves.

But what is a perfect content agency?

Yes, no one is perfect. But you can always find a content agency that’s perfect for you.

According to the Content Marketing Institute (CMI), 65% of marketers say that finding a content partner with adequate topical expertise is their biggest challenge. Additionally, 41% find it challenging to find a partner who can understand or empathise with their target audience.

To put it simply, the perfect content agency will offer a deep understanding of your specific industry niche with a stroke of innovative ideas and consistent, high-quality content output. An agency that aligns with your strategic goals while understanding your brand’s unique voice.

It’s a team of content strategists, copywriters, editors, and SEO experts, each with unique skill sets. These specialists should work together towards a common objective: creating content that attracts, engages, and converts your target audience into loyal customers.

But here’s the thing. While an agency might be perfect for one business, it might not hold the same appeal to another. This is because businesses vary in their needs and goals. Hence, your perfect content agency boils down to the one that can align with YOUR business values. The one that can understand and translate your specific needs.

What to expect from the perfect content agency

So, what exactly should the perfect content agency bring to the table? It’s actually a mix of attributes that include:

1. A strong track record

The ideal content agency should boast a proven track record of success in delivering high-quality content solutions to clients across various industries.

Look for an agency with a history of producing exceptional results and driving tangible business outcomes for its clients. A solid track record is a testament to the agency’s expertise, reliability, and commitment to client satisfaction.

2. A comprehensive portfolio

Another key indicator of a good content agency is a diverse and comprehensive portfolio. The agency’s portfolio should showcase a wide range of content projects, demonstrating its versatility, creativity, and ability to cater to different client needs and objectives.

A strong portfolio of diverse content types (blog posts, whitepapers, videos, or social media content) will guarantee the agency’s proficiency in crafting compelling content across various platforms.

3. A dynamic team of experts

Behind every successful content agency is a team of skilled professionals with expertise in content strategy, creation, and measurement. The perfect content agency should have a dynamic team of writers, editors, and strategists who are passionate about producing exceptional content.

Look for an agency that prioritises talent development, continuous learning, and collaboration to ensure its team remains at the forefront of industry trends and best practices.

4. The ability to add value to your brand

Beyond delivering content, the perfect content agency should be a strategic partner invested in adding long-term value to your brand. They should take the time to understand your brand’s unique voice, tone, and values and then tailor content solutions for you accordingly.

Additionally, the agency should offer insights, recommendations, and guidance to help you achieve your business goals and stay ahead of the competition. They should be more than just a service provider—they should be a trusted ally dedicated to helping your brand succeed.

5 questions to ask potential content agencies

Choosing the right content agency involves asking the right questions, which can often make or break your decision. It’s important to establish a firm grasp of the agency’s capacity to meet your specific needs. To do so, here are five crucial questions to ask:

1. How well do you understand my industry and niche?

Your business deserves an agency that understands your industry’s uniqueness and niche inside out. Ask the agency if they are familiar with your target audience’s pain points, preferences, and behaviours and able to craft content that resonates with your ideal customers. Additionally, inquire about their experience working with other businesses in your industry and their track record of success in delivering effective content solutions.

2. What expertise does your team have?

A diverse and talented team with a proven track record of success is essential for achieving your content goals, and it’s vital to ensure these individuals can deliver high-quality content. Ask about the qualifications, experience, and skill sets of the team members who will be working on your account. Also ask about their areas of expertise, industry knowledge, and any relevant certifications or training they have.

3. Can you share examples of relevant work?

An agency’s past work and style reflect its competency and understanding of diverse content needs. Request to see samples of their previous projects, case studies, or client testimonials that demonstrate their ability to deliver high-quality content. Additionally, ask about their experience working with businesses like yours and their success in driving results for them.

4. How will we communicate and track progress?

Transparency, responsiveness, and proactive communication are key factors in establishing a productive and successful partnership with your content agency. Ensure the agency can keep you updated, provide constant improvements, and remain accountable. Ask about how they usually communicate, whether it’s through email, phone calls, video calls, or project management platforms. Also ask about their approach to project management, including how they track progress, manage deadlines, and address any issues or concerns that may arise.

5. Can your services scale with my business?

Your business requirements can change, and your agency should be able to adapt its services to meet your changing needs. Ask about their scalability and flexibility in accommodating growth, seasonal changes, or evolving marketing objectives. Discuss how they handle increased workloads, additional content needs, or shifts in strategy without compromising quality or efficiency.

Why ONO Comms is your perfect content agency

At ONO Comms, we can be your perfect content agency. We’re a team of content strategists, copywriters, editors, and SEO professionals who work together to ensure your content perfectly fits your business and your audience’s requirements.

From performing content audits for existing content to developing content strategies, creating content, and offering tips for content measurement, we have all the services you need to ensure the success of your content and marketing efforts.

To get started, you can choose to contact us directly or schedule a free consultation with our founder.