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How to Choose a Content Writing Agency

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The content creation process is often strenuous, especially for busy businesses without dedicated marketing help. If you’re struggling, a content writing agency can help.

Content writing agencies serve businesses through content creation. For example, they can develop everything from website content to whitepapers, depending on your specific needs. Plus, they handle the entire process from intake to final draft so you don’t have to.

A quick Google search will result in many content agencies you could reach out to. But not every agency is going to be a good fit. The guide below will help you make the right choice.

See: Signs It’s Time to Outsource Your Content Marketing

Start Here: Content Writing Agency or Freelancer?

When it comes to outsourcing your content, you have two main options: outsource to a content agency or hire a freelancer. Hiring a freelancer is a great route for businesses that have in-house content teams that need additional support. However, if you don’t have an in-house team, we recommend an agency. 

Here’s why:

  • Agencies are often full-service, meaning they handle everything from content project management to final deliverable. They take care of the hard work so you can focus on your business.
  • Agencies take the time to get to know your audience so they can create content that truly connects with them, time and time again.
  • Agencies often have a team of experienced writers tasked with your projects. This means each piece of content is of the highest quality while still being delivered on time.
  • Agencies can help you scale your content efforts quickly. Instead of needing to hire additional writers for busier times, your agency can handle the increase with ease.

5 Steps for Choosing the Right Content Writing Agency

Finding the right agency that fits your business will take a bit of elbow grease. Why? The right agency will be able to deliver the content you need, fit well within your current processes, and have experience in your niche. Let’s get started.

1. Determine What You Need

The first step is to determine what content you need from your agency. For example, are you looking for blogging? Do you need new website copy? Are you looking for ad copy for your next PPC campaign?

You should also consider how much content you need and when. For example, do you wish to publish a blog each week? Do you need your website copy completed within the next couple of months?

Understanding your needs will ensure you choose an agency that has the ability to deliver on the what, when and how.

What If I Don’t Know What I Need?

Not sure what content you need? Then you’ll want to choose an agency that offers content marketing strategy too. These agencies can get to know your goals and develop a content plan to help you achieve them.

2. Shortlist Content Writing Agencies

With your goals down pat, the next step is to create a shortlist of content agencies to connect with. There are many ways to do this. For example, you can search for agencies online or ask for recommendations on social media.

As you research, consider what you’re looking for in a content partner as that’s essentially what your agency will be. For example:

  • Are you more comfortable with an agency in your area? Or is any location a-okay with you? 
  • Are you looking for an agency that’s niche-specific? Or an agency that’s well-versed in many industries?

Don’t forget to check out the agency’s website to learn more about their process, previous work and the types of industries they serve. Once you have a shortlist of agencies that seem to tick all of your boxes, it’s time to dig a bit deeper.

3. Get to Know How the Agency Works

Let’s talk about process, shall we? No two content writing agencies will work the same way.

The agency you choose should have a process that meshes well with your own.

This is critical to the success of any content project.

For example, an agency may request all communication be done via Slack or another collaboration app. If you and your team don’t use these tools, the agency may not be the best fit. Or, if the agency’s processes rely on Google Workspace yet your team uses primarily Microsoft 365, it might be best to consider another option.

Schedule a call with your prospective agencies and ask questions about their process. You may find they’re fully flexible, even if the tools they use aren’t the same as your own. 

Here are some additional questions to consider:

  • What is the agency’s method for managing projects?
  • How are revisions handled?
  • How will the agency communicate with you?
  • Does the agency take care of uploading content to your content management system (CMS)?
  • What is the agency’s pricing structure?

4. Request Writing Samples & Testimonials

The agency you choose will be responsible for creating the content assets for your business. This content will be what your customers will see and will help tell the story of your brand. Quality matters.

You’ll want to assess the content each agency you consider creates before moving forward. If the agency doesn’t have an online portfolio, feel free to ask for writing samples. Even if they do have a portfolio and you wish to see something specific, ask! They should be more than happy to oblige.

While reviewing samples, keep an eye out for glaring grammar mistakes and spelling errors. While a few mistakes here and there are okay (we’re humans after all), several in a single paragraph are not.

It may also be helpful to look at each agency’s testimonials to see what others are saying about their experience. If the agency doesn’t display their testimonials or reviews on their website, you can ask for those too!

5. Consider a Test Project

At this point, you should have a couple of agencies that you’re thrilled to move forward with. And if so, we recommend trying out a test project to see the content creation process in action. This will allow you to see potential pitfalls and ask questions along the way.

If all works out well and you’re happy with the final result, you may have just found the perfect content partner for your business.

Need Content Help? We’re Here for You!

Here at CCS, we have the absolute privilege to partner with many businesses just like yours. If you’re struggling to create website content, we can support you too. Reach out to us today by sending us a quick message.

Custom Content Solutions

A Content Marketing Agency
Since 2013, Custom Content Solutions has been offering brand-driven, audience-focused SEO content to small and mid-sized businesses. By leaning into the Connection Copywriting Method, created by founder Cari O’Brien, we deliver search-optimized copy for websites and blogs that connects with ideal audiences and converts them into dream clients.

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