8 questions that’ll help you find the best content agency for you

Except, it’s actually a big and sometimes very nuanced ask. Before you know it, you’re neck-deep in options, unexpected possibilities, a growing no-no list and unsolicited opinions from across your whole company.

Comms and marketing colleagues, help yourself help your organisation by asking yourselves these questions before you whisper a word about your search to the outside world.

Ask yourself this…

Does your business:

1. Need full service or niche expertise? Agencies will often promote a full-service approach, but sometimes, you need a master rather than a jack of all trades. Hire an expert in ESG comms if that’s required, rather than risk a diluted approach.  On the other hand, it can be really helpful if you have a copywriter and designer who actually know each other and work together to deliver a full piece.

2. Prefer a retainer or ad hoc model? Retainer – they’re there whenever you need but can be costly. Ad hoc – you pay on a project basis but there’s a risk they won’t have the resource available when you need it! This comes down to scope and need.

3. Favour innovation or tradition? More specifically, do you want an agency to push creative boundaries and create a truly bold, unique voice for your organisation? Or do you really need stricter adherence to a brief or a tried-and-tested formula? Knowing this will avoid a lot of potential frustration further down the road, on both sides.

4. Require B2B or B2C expertise? They’re (obviously) very different beasts, so an agency should really be specialised in one or the other – or at least have separate teams and resources for each.

5. Consider cost effectiveness as priority? Make this clear from the outset. After all, you really don’t want to see what you could have had if money were no object, when you already know you don’t have the budget for it.

6. Have legal compliance requirements that are on the trickier side? Give potential agencies a heads up and ask what experience they have on the legal side of things. Will they have a dedicated resource for compliance?

7. Need measurability and regular engagement reporting? Then familiarity with relevant software will matter. Do they know their Mentions from their Meltwaters? Share the concrete KPIs you’ll work towards and have prospective agencies outline how they’ll utilise data and creativity to get you there.

8. Want to see relevant references and testimonials? Relevant is key here; ask former or existing clients in your industry what their experience was like. If you’re in financial services, a glowing report from a travel client probably won’t tell you all you need to know. And do your own homework; don’t rely solely on obligatory references provided by the agency themselves.

Looking for content support, or simply interested in how an agency might help your organisation? Get in touch and we’ll let you know what we’re masters of – and where it’s best to look elsewhere.

Say hello: team@thecontentedagency.com