Content marketing is leading the way for effective marketers. Many businesses hire content marketing agencies to help develop and distribute their messaging. However, there are some potential content marketing agency problems you want to consider.
The advent of the internet and social media has revolutionized the world of marketing. Information is more accessible than ever before. Consumers can be more selective in the brands they want to patronize.
For this reason, content marketing is crucial to a company’s success. Brands must deliver the right message to the right audience at the right time. Content marketing agencies can help build a successful strategy for this. In fact, 46% of marketers spent up to $10,000 last year on content marketing efforts. Businesses appreciate the value of investing in content and hiring qualified professionals to create high-quality material.
A good agency can help build your audience. They can create valuable messaging that earns your audience’s trust. This, in turn, can increase your revenue. After all, 71% of consumers will spend more money to support a brand they trust.
Content marketing agencies offer numerous benefits. However, they also have their downfalls. Do your research. Make sure hiring an agency is the best decision for your business.
- A content marketing agency provides expertise, objectivity, resources, and saves you time.
- When you hire a content marketing agency, there’s going to be a learning curve.
- Agencies could sacrifice content quality based on your budget.
- A content marketing agency might bump the priority of your assignments.
Why Consider a Content Marketing Agency?
There was a time digital marketing simply involved sending promotional emails to prospects. Today, consumers expect to receive useful information. Emails don’t just sell a product. They provide helpful information that educates the consumer.
Content marketing agencies are full-service allies for your company. They can supplement an overwhelmed internal team. Or they can completely take over the role of creating articles, guides, information graphics, and reports. All of these drive traffic to business websites.
People search the internet because they have a problem or a question. Content that solves those problems and answers those questions earns customer loyalty. When your audience views you as a reliable resource, they’re more likely to value you and spread the word about your offerings.
Agencies employ a long-term strategy that drives traffic and growth. They present your company as a resource, enabling you to develop ongoing relationships with your customers. This leads to loyalty, conversions, and word-of-mouth advertising.
The Role of a Content Marketing Agency
Content marketing is part of a company’s digital marketing campaign. Agencies assist businesses in solidifying their online presence. They help develop high-quality content that engages people.
By delivering useful, targeted information, an agency attracts potential customers. They can provide anything from email campaigns and web content to social media posts and even develop articles that employ a weekly blog subscription service.
Some benefits of outsourcing to a content marketing agency include:
- Expertise: An agency provides a collective experience and skill set. They’ve tried numerous approaches. They’ll know the best way to develop strategized content for your business. They also have a well-rounded team working for you. They can provide a wealth of knowledge on multiple content topics.
- Objective third-party perspective: A content marketing agency has no personal ties to the inner workings of your business. This perspective gives them the freedom to offer insights and recommendations. They can identify missed opportunities without the pressures of internal bias or loyalties.
- Valuable contacts: Content marketing is only successful if it reaches the right people at the right time. It can be challenging to build relationships with publications that target your audience. An agency can provide a list of contacts to help deliver your message effectively.
- Timesaving efforts: A content marketing agency is continually evaluating the latest trends. They do all the research and analysis needed to develop a successful marketing strategy for your brand. Then, they create and distribute your content for you. This saves you the time of gathering, writing, and publishing your content.
A content marketing agency can help in many ways. However, there are potential content marketing agency problems. It’s best to know them to determine whether hiring an agency is the right option for you.
4 Potential Content Marketing Agency Problems
Content marketing can be achieved with the help of an agency. It could also be done by an internal team. Before you decide which is best for you, do your homework. Here are four little-known facts about content marketing agencies.
1. There’s a Learning Curve
A professional agency brings diverse experience to your projects. However, no one knows your brand better than you. Before committing to a long-term relationship, discuss your business in detail. Find out whether the agency has worked with brands in your industry.
Keep in mind an agency will need a little time to become well-versed in your field. As you set your content calendar, allow padding for edits, rewrites, and polishing in the beginning. It shouldn’t be long before the agency is creating quality content that resonates with your audience.
Source: Athletic Institute of Excellence
When you outsource your work, you surrender some control. While this can be hard, it doesn’t have to be a negative. Employ an agency that understands the balance of taking the lead while keeping you informed.
Hiring a content marketing agency doesn’t mean you have no say over your messaging. There should be checkpoints where you give approval and feedback. A strategy shouldn’t be implemented before you know what it is.
If you find yourself in a relationship without transparency, you might have to reconsider your agreement. An agency should be able to explain their strategy clearly. They ought to come to you for consent. If they don’t, they may not be a reputable company.
3. They May Sacrifice Content Quality
Hiring a content marketing agency can be pricey. As you may expect, fees are typically charged hourly or per package. What you may not know is that many agencies use freelance writers. These writers charge the agency their own rates. Then, the agency has to mark up their cost to cover the fee of the writer and any other project expenses.
Source: Freelance Writing
Depending on your budget, an agency may have to employ the cheapest writer available. Not the best one for the job. This could mean you’ll be getting a writer with less experience. This may result in more mistakes and more work. When discussing fees, be sure to ask about writer experience and how it correlates with your budget.
4. They Might Bump Your Priority
Content marketing agencies only have so many writers. As assignments come in, they’re constantly having to re-prioritize their workload. Some jobs get bumped down the list based on deadline, relationship with the company, and even budget.
Turnaround time is impacted by edits, rewrites, and the addition of new projects. A quality agency has the capacity to adjust schedules without causing delays. They should be able to reassign projects or move deadlines without upsetting your timeline. You’ll want to ask these questions ahead of time to ensure your deadlines won’t be jeopardized.