+49 30 208.989.780

How to Find the Right Content Marketing Agency

Last updated on 02/28/2020 at 12:06 PM.

Sooner or later, most companies will face a decision about whether to handle their content marketing themselves or outsource it to a content agency. Both options offer advantages and disadvantages – though outsourcing comes with significantly more opportunities than risks. Here, we give an overview of the advantages of recruiting an external partner and explain what to look for to find the best agency for you.

Content Marketing Agency

Outsourcing Your Content Marketing?

Your first challenge is to ascertain which content marketing skills are already present in your organisation. Of course, there is significant temptation to do everything internally. Recruiting an external partner represents a huge leap of faith on your part, as you’re handing over the reins of your content marketing to somebody else.

The benefits of outsourcing tend to outweigh the concessions you’ll need to make. Agencies are usually able to provide a more favourable overall package, since only a tiny minority of companies have the internal skills to handle all areas of content marketing with finesse. In contrast, external partners offer experienced professionals with the ability to efficiently drive your project forward. This often results in even lower costs than if you’d chosen to handle your content marketing in-house, since it usually requires more resources and personnel than originally planned.

Obtain a Market Overview

Begin by obtaining a solid overview of the market situation. Since different content marketing agencies tend to focus on different aspects of the industry, you might find it helpful to concentrate on the core competencies required for your project. The various types of agency include SEO, social media, media, inbound, and PR, all of whom will work to continually expand your company’s content offering.

Be aware: Not every firm that claims to offer content marketing will offer the right content marketing for your firm. It’s vital to sound out exactly which services each agency offers and whether the market provides more suitable alternatives.

Planning, Research, and Content

A successful content marketing strategy always follows a certain pattern. When working with an agency, it’s essential to complete the following steps:

Planning and research: As a first step, you must clarify your wishes and goals for the marketing campaign. As you do so, you should take into account factors such as use cases, success indicators, themes, competitors, and target group. Next, check whether your ideas are practically feasible.

Begin by examining the behaviour of customers on your own website (onpage analysis). You must also factor in your search engine ranking (offpage analysis) and social media analysis, which takes account of the prevalence of your chosen topic in social networks. Competition analysis is a further and equally important consideration in the planning of successful campaigns.

Concept and production: Your content concept defines your targeted buyer personas. Once you have the right theme and suitable formats, the trigger will follow. The preparation you undertake for lead scoring and nurturing determines how efficiently you will filter leads and convert interested parties to paying customers.

Content curation is a cost and time-effective way to produce high-quality content. To take advantage of this, you need to find suitable source material, adapt it for your target group and enhance it with your own content. Whether or not your content reaches the target group will be decided by the channels on which it is seeded.

Your company-owned media channels (owned media) and third-party channels, such as social media (earned media), will convey your content to your potential customers. For items of content that resonate particularly well, it may be worthwhile investing in paid content. Facebook ads can further expand your reach.

The quality of your content is the most important determining factor in the success or failure of your marketing campaign. Look at the agency’s work. Collaboration is only worthwhile if your external partner will provide you with good copywriters, SEO expertise and, where necessary, multi-media specialists. Have sample content produced for your project in order to better assess the level of quality on offer.

Evaluation and Measurement of Success

An agency’s service consists not only of the planning and implementation of a content strategy, but the subsequent evaluation, which is equally as important. Before deciding on an agency, ensure that your potential partner has worked with you to establish measurable success criteria. This is the only way to ensure that the progress of a project can be determined as needed.

Regular, comprehensive, transparent analyses of project progress are essential for monitoring its success. Furthermore, you must agree with an agency on which software will be used – for marketing automation purposes, for example.

Put the Agency Under the Microscope

Gather and evaluate all the information you can find about the agency. This includes their website, social media presence, and testimonials from previous customers. The agency’s Google ranking can also provide insight. If it only appears on page 3 or 4 of the search results, this doesn’t say much for their SEO capabilities.

Talk to the manager and try to answer the following questions: Does the provider make a serious and professional case, or are they just selling you hot air? Do they have time for you? Are they easy to reach? All of this allows you to draw conclusions about the team you will be entrusting with your project. If you have a personal feeling one way or the other, you should listen to your gut.

Taking Time to Consider Pays Off

Content marketing is a holistic strategy requiring resources, planning, specialist knowledge, and patience. Be careful not to trust providers who promise rapid success. In the medium and long term, rush jobs usually prove counterproductive.

With on-site content marketing, it usually takes at least six months for the first clear success stories to emerge. Off-site, it can take as long as 6 to 12 months. Because of this, it’s important to evaluate any prospective agencies carefully before you commit. Only a partner who is a right for your company can make your content marketing a success.


Speak with the experts – contact us!

Gerrit Grunert Founder & CEO Gerrit Grunert

Gerrit Grunert is the founder and CEO of Crispy Content®. In 2019, he published his book "Methodical Content Marketing" published by Springer Gabler, as well as the series of online courses "Making Content." In his free time, Gerrit is a passionate guitar collector, likes reading books by Stefan Zweig, and listening to music from the day before yesterday.

Crispy Content® Mailing List

100% Crispy Content® and 100% no spam!


More topics you might like

15 Content Tools We Still Use In 2020 | Part 1

We present the tools we use at Crispy Content® to realize content production. Today: Content Discovery and Content Planning.

#Decoded: Content Marketing und SEO mit Brian Dean Teil 2

Die besten Hacks von SEO-Genie Brian Dean: Erfahrt, mit welchen Strategien ihr euer Ranking verbessert und packende Online-Videos erstellt.

#Decoded: Content Marketing and SEO with Brian Dean Pt. 1

The best hacks from SEO genius Brian Dean: Learn which strategies work best for content marketing, PR and landing pages.

TikTok Marketing: 6 Reasons B2B Brands Should Use It

TikTok is one of the quickest growing social media platforms at the moment. We show you 6 reasons why B2B brands should use it too.

Decoded: Content Marketing with Gary Vaynerchuk Part 2

Learning from the "Content God" - Part 2: Learn from GaryVee which social media strategies will make you successful in 2021.

Decoded: Content Marketing with Gary Vaynerchuk Teil 1

Learn from the "Content God": Find out how GaryVee reaches millions of fans with micro-content, storytelling and an authentic brand - part 2 follows.

An Entrepreneur's Guide to Social Media Management Software

Still wondering what sets real social media pros apart from the rest? Social media management software they pay for. We list the ones that are worth to pay for.

Content Marketing: Email Marketing with Noah Kagan Part 2

Do you want to generate leads and more sales through effective email marketing? Discover tips 6 to 8 from online marketing expert Noah Kagan.

Content Marketing: Email Marketing with Noah Kagan Part 1

Want more leads and sales through effective email marketing? Discover the first 5 tips from online marketing expert Noah Kagan - part 2 follows.

The Customer Journey

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the customer journey.

The Conversion Funnel

In "Content Marketing 101" Crispy Content® highlights the most important topics in Content Marketing – here we focus on the conversion funnel.

The 7 Steps SEO Audit

In this article, content marketing expert Gerrit Grunert from Crispy Content® shows how anyone can perform an SEO audit in 7 steps.

Social Media Marketing Decoded mit Michael Stelzner – Part 2

You want to improve your performance on Facebook, Instagram, LinkedIn and TikTok? Discover 6 practical tips from Social Media Examiner Michael Stelzner.

Successful Blogging: 14 Effective Example – Part 2

Blog success factors, blog millionaires and your next steps - all this in the second part of our little series on "Successful Blogging".

Content Marketing: SEO Hacks by Neil Patel – Part 2

You want to improve your ranking in the search engines and get more traffic to your site? Discover 7 practical SEO tips from digital expert Neil Patel.

Successful Blogging: 14 Effective Example – Part 1

We have collected 14 blog examples that have been successful over the last six years. And we have investigated why this is so. Here comes part 1!

Google Featured Snippets: Opportunity or Risk?

Featured snippets ensure zero-click searches, 50.33 percent of all search queries end up on the Google homepage. Is that chance or risk?

Social Media Marketing Decoded with Michael Stelzner – Pt. 1

Looking for ideas for your marketing on Facebook, Instagram, LinkedIn and TikTok? Discover 7 practical tips from Social Media Examiner Michael Stelzner.

Content Marketing: SEO Hacks by Neil Patel - Part 1

You want to improve the search engine ranking of your website? In our series we present the most important SEO tips from digital expert Neil Patel.

FREE Online Course: "Making Content” (7 Lessons)

An online course with 7 lessons to produce high-quality digital content – quickly, easily and affordably.

10 Steps For Your Perfect Website Content Strategy – Pt. 2

A guide for content marketers who want to develop a website content strategy. The second part deals with features, structures, keywords and governance.

10 Steps For Your Perfect Website Content Strategy – Pt. 1

A two-part guide for content marketers relaunching a website. The first part deals with goals, target groups, positioning, topics and formats.

15 Content Tools We Still Use In 2020 | Part 2

We present the tools we use at Crispy Content® to realize content production. Today: Content Production and Content Distribution.

Post COVID-19: 10 Reasons Germany will be Your Next Market

There will be a future after COVID-19 - and it probably looks more promising in Germany than in most countries of the world. We show you why!

How to Do Content Production for Blogs with Airtable

In this detailed overview, we explain how complex content production projects can be completed with Airtable.

"Car dealerships need social media marketing"

The car industry has been severely affected by the corona crisis. Gerrit gives tips on how the crisis can be used as an opportunity with social media.

Content Marketing Agency – 10 Lessons Across 10 Years

With our ten lessons from ten years as a content marketing agency you can save time, money and stress by reading this now!

Gerrit Grunert: A HubSpot Interview with CIO Applications

What does an international company have to consider when choosing a German HubSpot partner? Gerrit Grunert reveals this in an interview. Read it now!

SEO in Real Life

Here we explain how Google works with a small, real-life theater game from our SEO workshop. Learn more here!

How To Create A Persona - Methodical Content Marketing

Why are personas important for content marketing? How many do you need? Read about this and more in Gerrit's new book "Methodical Content Marketing".

The Digital Transformation Of The PR Agency

How can PR agencies embrace the digital? This article by Crispy Content® reveals how PR agencies can master digital transformation in 4 easy steps.

An Interview With Territory’s Director Sandra Harzer-Kux

Crispy Content® interviews Territory's Managing Director about the hot topic of content marketing. Read about the first half here!

Campaign Management 101: Campaign Layering

Ever wondered how you can convey brand values in a more creative way across multiple platforms? This blog provides an intro campaign layering.

Methodical Content Marketing: Persona Pt. 1

What advantages does persona development have for both sales and marketing teams? What can they add to content marketing? Read more about this works.

Reputation Marketing and ROI

Reputation management has ROI? Yes! And it should be considered reputation marketing instead! How does this work? Read more in this blog to find out!

How Much Does A Content Marketing Strategy Cost?

How much does a content marketing strategy cost? Which aspects go into developing a strategy? The content experts at Crispy Content® break this down.

Mo' Money, No Problems – the Live Show from Searchmetrics Summit

How you can use an optimized customer journey to win over customers and many other topics in our Live Show from Searchmetrics Summit 2017!

Marketing Automation – From Persona to Personalization

Buyer personas are important, but how should you get your message across to individual users? Personalisation as an tool of marketing automation is the key.

Checklist: Competitiveness Analysis in Content Marketing

Only those with an eye on the competitiveness can position their content marketing strategy successfully. Here’s a handy checklist.

Return On Content Marketing Investment

You’ve invested in a content marketing strategy – but has it been worth it? We show you how to calculate the ROI for your content marketing.

Conversion Optimisation in Content Marketing

In this blog post, we show you how to optimise your conversion rate within your lead generation activities.

Content Marketing Strategy vs. Content Marketing Campaign

Campaigns are the beating heart of a content marketing strategy, not merely the icing on the cake. Here’s a recipe to try “at home”.

How to Find the Right Content Marketing Agency

Finding the right content marketing agency can be tricky. These are our insider tips:

Predictive Lead Scoring – A Glimpse Into the Future

Predictive lead scoring builds on traditional methods, but exploits the possibilities of modern technology much more effectively. We show, how it's done!

Big Data in Content Marketing

Here, you can learn why big data is so important to your marketing activities and how your company can best process user-generated data masses.

How to Create a Content Marketing Strategy

Those wishing to invest in content marketing require a tailored strategy. In six easy stages, we show you how to get one.

Lead Scoring: The Highest Form of B2B Marketing

We show you how to use lead scoring to evaluate potential customers more effectively and bridge the gap between marketing and sales.

Next Level Lead Nurturing

Turning leads into customers requires a care, time and a suitable strategy. Lead nurturing accelerates this process significantly.

Outstrip Your E-Commerce Competition

How can online retailers steer the purchase decisions of potential customers – in all phases of the buyer's journey?

The 3 Biggest Content Marketing Pitfalls

Bad content marketing is often marked by the same recurring errors – three of which are particularly severe.

Storytelling: Why the Brain loves Stories

Storytelling and mirror neurons? We explain how to use neuroscientific research to tell stories that will delight your customers.

7 Email Marketing Trends You Should Know

Those who allow email marketing trends to pass them by will soon be watching the competition do the same. It's essential to keep these 7 points in mind.

Conventional Marketing Doesn’t Work On Millennials

Millennials have announced it loud and clear: content marketing is the best way for marketers to reach their goals.

6 arguments why insurance companies should practice content marketing

How do insurance companies integrate content marketing into their marketing strategy?

5 arguments why financial services providers should practice content marketing

How important is content marketing to companies that deal with insurance, investment and financing and which strategies do they pursue?

Off-page analysis: Quality & quantity keywords

We’ll show you which SEO data is important for your keyword strategy and how you can benefit from your competitors’ success.

5 reasons hotel chains should practice content marketing

The Crispy Content Sector Review shows that hotel groups are still neglecting content marketing.

Six building blocks for successful localisation

We have created a checklist of the six building blocks of a high quality full service localisation.

4 reasons tour operators should practice content marketing

In our Crispy Content Sector Review we examine what companies within a specific sector can achieve with content marketing.

7 easy steps to the perfect long tail keyword

How can you improve your ranking efficiently and sustainably without spending money on it? We’ll show you how!

Storytelling competence check: How to spot content marketing talents

How can you even tell if an agency or freelancer can offer the required storytelling potential? We have compiled the key indicators for you!

Content Marketing on Instagram: 5 successful examples

We’ll show you how to realise your brand’s content marketing strategy using Instagram.

Content Marketing: 9 tips for a successful blog promotion

Networking, Social Media Marketing and Reposting: That's how you seed your Blog Content!

Your successful content marketing cycle in 6 steps

These 6 steps will help you develop your very own content marketing cycle.