What To Look For From A Content Marketing Company
In an earlier post, we looked at three reasons why it’s important to have quality content on your blog. If that resonated with you, you’re probably wondering how to get good content up on your site. Well, if you don’t have the time or know-how to do it yourself, then there are plenty of content marketing companies waiting for your business. So how do you know which one to choose?
Gary and I were just talking about some of the things we’d look for in a content company. So I’ll share those with you here.
1. A good content marketing company will ask why.
When hiring a content marketing company, you’ll probably discuss a lot of numbers. For starters, how many blogs do you want published on your site? Now, some companies might push for 4, 5, 12 posts per week. Whatever number is thrown out there, these questions should be answered first:
- Why do you want this content? (Not sure? Read 3 Reasons Why It’s Important To Have Quality Content On Your Website)
- Why do you want this much content?
- What results do you want to see and will this content help get you there?
If they can’t help you work through these questions, then you may want to rethink your options.
2. They care about the people using your site.
“User experience” or UX is a term that’s becoming more popular in this industry. If you hear it, the company is referring to how people interact with your site. And it’s probably a good thing that they’re mentioning it. Websites aren’t “statement pieces” like they used to be. Instead, they’re meant to be used, played with, etc. Take a look at this website as a really wild example of what people are starting to do with their sites. (It is a Norwegen banking service site, but you can still appreciate the visuals without understanding the text.)
In light of that, make sure your content company understands that you want the content on your site to be “handled” by your site visitors. You don’t want them to glance at it, and then keep moving on. You want them to stop, engage with the content, and look around for more.
Have you ever had a great “experience” on a website? Where everything’s at the tip of your fingers? Your content shouldn’t be any less part of that experience. A good content marketing company will create content that engages your readers and is easy to interact with.
3. A smart content company knows what SEO is.
Now just a word of warning, a lot of companies will say that they know SEO (Search Engine Optimization), but that doesn’t mean they can do SEO.
So how can you tell the difference? Without going into a lot about SEO, a quick tip is to check and see if they offer SEO as a separate service. If they say it’s included in their content, then your content may be “search engine friendly,” but your website isn’t going to get the full SEO treatment. In short, this means no one is going to find your content.
If the content marketing company that you’re talking to doesn’t offer SEO, then you have two options.
- Look for a separate SEO service.
- Hire a company that offers content marketing and SEO.
4. They care about quality.
Any company that you’re talking to should put quality as a priority. There are a lot of “spammy” services that will throw words together and call it content. As you may recall, one of the reasons you want to have quality content on your site is to build trust with your readers. Quality content shows that you know your stuff. Spammy content … makes you look like a door-to-door salesman.
How can you avoid signing up for low-quality content services?
Ask for samples of their work. They may point you to one of their current clients, or send you a sample blog post.
Look at the content on their website. Do you enjoy reading it or is it dry? Perhaps it’s full of grammatical errors that skew the meaning of the content. If that’s the content they are publishing on their own site, then you know that the content they create for your site won’t be any better.
5. A great content marketing company understands how to drive traffic to your site.
In other words, you’re looking for people with a plan. Optimization means that people can find you. Quality means that they’ll stick around. It’s the topics that will get more traffic to your site. You want a content marketing company who knows what people are looking for and can deliver content that meets those needs. Not only should their content represent you and your company well, it should also be able to reach out to potential customers.
You’ve probably seen articles that “go viral.” There’s a reason for that. Not only is the content high-quality, it’s engaging and relevant to its audience. A great content marketing company will know how to capture readers and develop a plan to produce that kind of content.
We hope this list is helpful!
As you search for a good content marketing company, be sure to check out our services! And if have any questions or comments, please don’t hesitate to reach out.
We look forward to hearing from you!