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  • Melinda Ayre and Sheree Mutton


You might be tempted to DIY your content marketing for a number of reasons. But while content marketing might seem straightforward, it takes time and expertise to do it well and get results.

Content marketing agencies analyse your audience, build brand awareness and boost sales. They nurture long-term relationships with customers by creating quality content such as blogs, social media posts, videos and more. Currently, just half of business-to-consumer owners outsource their content marketing and only 39 per cent have a content marketing strategy. When hiring a content agency, seek one with expertise in your industry, a strategic approach to content, creative capabilities, data-driven decision making and employ great communicators!

1. They have expertise in your industry

When looking for a content marketing agency, it's important to find one that has experience working in your specific industry. A good content marketing agency will have a deep understanding of your target audience and be able to create content that resonates with them. They should also be familiar with industry trends, terminology/jargon, and regulations that may affect or impact your content. Look for case studies or references from the agency's previous clients in your industry to get a sense of their experience and expertise.

2. They have a strategic approach to content

Content marketing is more than just creating blog posts and social media updates. A good content marketing agency should take a strategic approach to your content, developing a clear plan that aligns with your business goals. They should be able to articulate their content strategy and explain how it will help you achieve your objectives, whether that's increasing website traffic, generating leads, or building brand awareness.

3. They have creative capabilities

The best content marketing agencies are also creative agencies. They should be able to create visually appealing content that engages your audience and tells your brand's story. Look for agencies that have a portfolio of work that showcases their creativity and their ability to create a variety of content types, such as videos, infographics, and interactive content.

4. They use data for decision-making

Effective content marketing relies on data to make informed decisions. A good agency should have a deep understanding of analytics and SEO, and be able to use data to optimise your content strategy. They should be able to track key performance indicators (KPIs) and provide regular reporting on your content's performance. Look for agencies that have experience with tools like Google Analytics and SEMrush, and can use data to make data-driven decisions about your content.

5. They have strong communication skills

The best content marketing agencies employ great communicators. They should be able to explain their strategy, recommendations, and progress in a way that's easy to understand. Look for agencies that are responsive to your enquiries, and provide regular updates on your content's progress. A good agency should be a partner in your marketing efforts, working with you to understand your business goals and create content that helps you achieve them.

Finally, a note. Know that results won’t be instant. If a content marketing agency promises to deliver quick results, be wary. Content marketing takes time.

With the right agency by your side, you can create content that engages your audience, drives traffic to your website, and helps you achieve your business goals.

Did you know? Despite the best intentions, 58 per cent of small businesses spend less than five hours weekly on marketing!

Are you ready to reach your content goals? Contact us on (02) 9825 9600 to organise a personalised content marketing brainstorming session for your brand or business.

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