How to decide on the proper content material advertising company

Content marketers who blog regularly get 55 percent more website visitors and 67 percent more leads than those who don't. Companies that prioritize content marketing see a 13 times higher ROI than companies that don't.

It's no secret that content marketing works.

What is difficult is to come up with fresh content day in and day out that your readers will find educational and valuable. After a while, the content marketing arms race can become a problem. When you have the right content marketing agency, it's easier to grow. It's easy to create content that is focused, helpful, and profitable.

Know your content marketing goals and desired results

Research from the Content Marketing Institute shows that 80 percent of B2B marketers use metrics to measure their content performance, 65 percent have KPIs set, and 43 percent measure their content marketing ROI.

Do you?

If you are unsure of your goals and desired results, content marketing can become an expensive black hole. Successful content marketing starts with setting goals. The metrics and KPIs you use will depend on a few different factors – the size and location of your company, your industry, and your circumstances. Here is a list of the top six metrics marketers have used to measure their content marketing performance over the past 12 months.

  1. Email engagement (e.g. open, click, download)
  2. Website traffic (e.g. page views, unique visitors, backlinks, conversions)
  3. Social media metrics (e.g. shares, consequences, views, likes)
  4. Conversions (e.g. traffic to leads, traffic to subscribers, leads to sales)
  5. Number of participants (e.g. number of episodes, growth, withdrawals)
  6. Search rankings

What should your goals and desired outcomes be?

When it comes to content marketing, there is no shortage of metrics. If you want, you can track more than 50 metrics in your company. This doesn't help if your focus is on vanity data that won't help you grow. You probably want to turn your attention to the metrics that are directly related to your sales.

That is why goals and results are so important.

Being aware of the goals and outcomes you want will give you a better grasp of the metrics you need to track. These metrics will tell you whether or not you are getting close to your goal.

Here is an example.

When you run a SaaS business, your focus is on improving the top five metrics.

  • Increase in Monthly Recurring Income (MRR)
  • Declining user churn rates
  • Falling costs per acquisition
  • Increasing average sales per customer
  • Increase customer lifetime value

When you focus on these goals, your content marketing metrics are directly linked to these too. If you're a SaaS company, prioritize content marketing metrics like traffic, subscriber numbers, and conversions. This would have the greatest impact on your SaaS business.

  1. What exactly do I need to stay in business? (e.g. $ 75,000 per month, 300 basic customers, churn rate of 4.7% or less)
  2. Which areas of my business cost me money? (e.g. low return on advertising spending, high acquisition costs, high churn rates)
  3. Where do my least profitable customers come from?
  4. Which content generates the most revenue?

Start with the core metrics in your company. Ask yourself these four questions to get a better idea of ​​your core metrics. You can always add more metrics if you need more data.

9 characteristics that make a great content marketing agency lists more than 13,873 content marketing agencies on its website. New agencies are added every day. How do you know the agency you choose is a good fit for you? What are the characteristics of a great content marketing agency?

You need to know what to look for in an agency.

Here is a list of the properties and characteristics you will need to find the right agency for your business.

  1. A good reputation: Good reviews and testimonials are a good place to start. When looking for an agency, they should have a portfolio of well-written content, as well as online reviews, case studies, or testimonials that they can provide. You want to go deeper. The agency you choose should have a portfolio of relevant content for you to review. You should also have a good reputation with journalists, publishers, and influencers. If you come across red flags here, they must explain why.
  2. No ethical gray areas: Your agency should take a tough stance on obvious issues such as plagiarism, inaccurate or misleading content, or material that is socially inappropriate. But you should also take a clear position on ethically murky issues such as pay-for-play, paid links or unknown conflicts of interest. If exposed, these unethical steps will cause permanent damage to your business, even if your agency did it with another client.
  3. Project management skills: Content marketing depends on the deadlines. When you work with journalists, partners or influencers, you need an agency that enables you to deliver content on time and on budget. An editorial calendar can be difficult to manage. Your agency should be able to process this data for you. Ask them to show you their project management process.
  4. Clear objective: Your agency should be familiar with your goals and objectives. You should understand your business well enough to track and manage the key metrics and KPIs you need to grow. The right agency should be able to show you how each metric fits your goals and results.
  5. Consistent ROI: Experienced agencies create content that consistently meets your goals. Your content development keeps you as a customer ahead of your competitors. It's pretty easy to check the ROI. Ask about case studies in the related references.
  6. Expertise: Your agency should have experience creating content in the same industry or field. You should have in-depth knowledge and experience in your industry, company, product or service. If they do not have the required expertise, they should be able to demonstrate that they have experience in a similar subject or niche.
  7. A stable team of content creators: Good content marketing agencies have a list of reliable writers on their team. Stable writers have mastered writing, grammar, logical consistency, and storytelling. These writers should be specialists who have the expertise or experience that you need.
  8. Customize your voice, tone, and style: Seasoned agencies shouldn't have a problem finding their client's brand voice. It should be easy for them to create content that sounds like what their customers would say, using the tone and style their customer is already using.
  9. For people and search engines, write: Agency content should be created to attract the right visitor at the right time, regardless of whether you are speaking to a cold audience, subscribers, customers, followers, fans, or a combination.

This is a lot for customers to do on their own. Because of this, 84 percent of marketers outsource their content creation activities.

How to work with a content marketing agency

You want to make sure that you are providing your content marketing agency with the tools they need to work hard for you.

  • Usernames and passwords. You can use tools like LastPass to handle credential management for your agency.
  • Work-related content. The content your agency needs to function. This includes marketing materials, brand and style guides, photos and media.
  • Legal content. The List of Do & # 39; s and Don & # 39; s Your Content Must Follow – Terms of Use, Privacy Policy, Return / Exchange Policy, Guarantee and Warranty Information, and Intellectual Property Details.
  • Case studies and awards. Your case studies, awards, recognitions, PR (positive or negative), testimonials, praise, review profiles – any recognition you have received in your company.
  • Good feedback. At the beginning, your agency needs a lot of input from you. A good agency will ask a lot of questions about your company. They need consistent feedback from you in order to create the kind of content you need.

Here are some tips to help keep your relationship with your agency healthy and successful.

Give your agency a contact person

Make sure your account has a dedicated account manager or contact point assigned to it. Make sure that your agency has access to a contact person in your company and with decision-makers if necessary. Make sure you both know when and how to reach out.

Set your expectations in advance

Your agency needs to know how to work with you. Do you want your agency to be practical or do you want them to focus on the work? Make sure your agency knows your expectations. Ask them to check that your expectations are realistic and achievable.

Describe your approval process

Are you an influencer or a decision maker? If you are unable to make important decisions for your business, you want to let your agency know in advance. You will likely need access to a decision maker at some point. If you are not a decision maker, give your agency an opportunity to get involved with them. This keeps the relationship between agency and customer stable.

Ask your agency for feedback

Sometimes agencies are nervous about offending their customers. Ask your agency for feedback on your feedback. Find out in advance if your thoughts were helpful or clear. Ask your agency how to provide better feedback at your next meeting.

How to Find the Right Content Marketing Agency for You

If you'd rather do your research from scratch, you can use reviews and sites like, G2, or TopSEOs to create a list of content marketing agencies. Use the criteria above to make a list of the agencies you can interview.

To make your job easier, we've made a list of the best content marketing agencies for 2020.

8 Top Content Marketing Agencies

1. NP Digital – Best for instant and consistent sales growth

NP Digital is my content marketing agency. I focus our agency on sales and the metrics that increase sales. Our focus in content marketing is on helping customers build a business that produces traffic, leads, and sales. Most agencies separate services such as technical SEO, link building or conversion optimization. We keep SEO and content marketing as a package deal.

2. Seer Interactive – Best for finding and content big data

Seer Interactive doesn't trust her gut. They use their data warehouse and tools to search millions of keywords instantly. Using big data, they look for new, hidden, and unexpected customer trends in highly competitive industries. They are one of the few agencies with a large query environment of 202 million SERP records.

3. Distilled – Best for technical SEO

As an agency, Distilled builds its content marketing campaigns on technical SEO. All services offered are focused on search. Distilled has created an Optimization Delivery Network (ODN) that customers can use to make changes to their website and run SEO split tests.

4. Fractl – Best for in-depth, research-intensive content

Fractl is a research-intensive, data-driven content marketing agency. You focus on rapid organic growth through a combination of content marketing, data journalism, digital PR and SEO. They have in-depth knowledge of specific industries and publish original research in magazines and well-known publications.

5. Column 5 – Best for data and content visualization

As a content marketing agency, Column Five focuses on the creative side of content development – storytelling, design, data visualization, interactive motion graphics and exhibition design. Creativity is the priority; Your agency uses a mix of organic and paid distribution to promote client content.

8. Single Grain – Best for conversion-driven content marketing

Single Grain uses its content marketing and conversion optimization services to increase customer conversions. They focus on fast and steady growth for each of their customers.

9. The Content Bureau – Best for B2B content marketing

These B2B content marketing specialists are female-owned, 90 percent female, and completely removed. They focus almost exclusively on technology, VC, and finance clients and focus on global companies that need consistent year-over-year growth.

10. Web Profits – Best for SaaS Content Marketing

Webprofits focuses exclusively on SaaS content marketing and advertising. These SaaS specialists use their experience as SaaS business owners to build other SaaS customers. You work with customers large and small, including Rackspace and Shopify.


It can be difficult to come up with fresh content for your customers every day. The right content marketing agency makes content development easy and straightforward. Choosing the right content marketing agency is not rocket science. You just have to ask the right questions.

It starts with your goals and results.

When you are aware of the goals and outcomes you want, you will know what metrics to track to achieve those goals. With the right goals and metrics, you can find, review, and select the right content marketing agency – you have the team you need to drive more sales for your business.