So you want to outsource content marketing? Here’s the deal: follow a process. Finding a good partner in business is a lot like finding a romantic partner. Don’t rush it. Trust the process. Know what you’re looking for. Stay true to your needs. Find the best fit. Be a good partner. Simple enough, right?
It can be! We’ve put together a good process for finding the best content marketing partner so you can focus on researching a great fit. Here are six steps to effectively outsource content marketing:
1. Define Your Goals and Objectives
Before you outsource content marketing, it’s important to define your goals and objectives. In other words, what do you want to achieve and how do you want to measure success? Don’t go in blind! Consider the type of content you want to create, the channels you want to use, and the target audience you want to reach. Here are some examples of goals and objectives for fintechs:
Increase brand awareness – Creating high-quality, informative content that addresses the needs and interests of their target audience can get you in front of more eyeballs and broaden the reach of your brand.
Generate leads – Creating high-value, gated content that speaks to the needs and pain points of your target audience can engage potential customers and encourage them to take action.
Increase website traffic – Producing content that is optimized for search engines and shared on social media and other channels can drive more traffic to your website and increase your online presence.
Educate and inform – Fintechs face a trust and credibility barrier that content can help overcome by educating and informing an audience and becoming a reliable source of information.
Build thought leadership – You may be interested in creating high-quality, thought-provoking content that offers new insights and perspectives to establish your brand as an expert in the field and to differentiate from your competitors.
Increase conversions – By creating content that speaks to the needs and pain points of their target audience and encourages them to take action, fintechs can increase their conversion rates, boost signups and sales, and drive revenue growth.
2. Research Potential Content Marketing Agencies
The next step to outsource content marketing is to research potential content marketing agencies that specialize in fintech. Don’t skimp on this step. Look for agencies that have experience working with fintech companies and have a proven track record of delivering high-quality work. Consider the agency’s industry expertise, the services they offer, and their pricing.
Define your needs – Before you do anything, document what you want and need. Consider your goals, the types of content you want to create, your target audience, and your budget.
Ask for recommendations – Reach out to your network and ask for recommendations for content marketing agencies that specialize in fintech.
Check agency websites and social media – Once you have a list of potential agencies, review their websites and social media profiles to learn more about their services, expertise, and experience. Look for case studies, client testimonials, and examples of their work.
Check for industry expertise – Look for agencies that have experience working with fintech companies and have a deep understanding of the industry. Look for agencies that have worked with similar clients and can provide insights and guidance on the unique challenges and opportunities of the fintech sector.
Check for thought leadership – Look for agencies that are thought leaders in the fintech industry. Look for agencies that have published articles or spoken at industry events, and that can provide insights and guidance on industry trends and best practices.
Check for results – Look for agencies that have a proven track record of delivering results. Check for case studies or examples of their work and look for evidence that they have helped other fintech companies achieve their content marketing goals.
Reach out to the agency – Once you have identified potential agencies, reach out to them to schedule a consultation or discovery call. During these calls, you can discuss your goals and objectives and learn more about the agency’s approach and expertise.
3. Shortlist Potential Agencies
Once you have a nice list of several potential agencies to which you could outsource content marketing, whittle it down to a shortlist of the top candidates. This should include agencies that meet your criteria and have the expertise you require. Then, reach out to each agency to schedule a consultation or discovery call. During these calls, you can discuss your goals and objectives, ask questions about the agency’s experience and expertise, and get a sense of how they work.
4. Request Proposals
Review the notes from your discovery calls. Which agencies stood out? Do you need clarification on any points? Were any deal breakers? After your consultations, hone in on an even tighter list. Find the top three agencies and request proposals from each. These proposals should outline the agency’s approach, services, timeline, and pricing. Remember to review each proposal carefully and compare them against your goals and objectives.
5. Select an Agency and Sign a Contract
You made it! You’re down to the last step and you can successfully outsource your content marketing. Once you have the proposals in hand, spend some time reviewing each. Cross-compare each agency to identify differences in deliverables, pricing, communication, and each overall package. Select the agency that best meets your needs and sign a contract. Be sure the contract clearly defines the scope of work, deliverables, timeline, and pricing.
6. Outsource Content Marketing – Success!
But it’s not over yet. Once you’ve selected an agency and signed a contract, you should work closely with the agency to ensure that your goals and objectives are met. Make sure you set up regular check-in meetings. These may be more frequent upfront (maybe weekly) but should pare down over time as the agency proves its reliability and quality of work.
Be sure you’re acting as a reliable partner, too! Provide clear feedback on content, promptly review drafts, and provide insights and guidance on strategy and messaging. It takes two to tango and the output of the agency will depend on the quality and frequency of your participation.
Follow the steps above to effectively outsource content marketing. Take your time and do your homework. Rushing into a partnership with the first name that pops up on Google is not the best strategy, so follow a process that allows you to find the best agency to meet your needs. You’ll be happy you put in the effort and your content marketing program will grow and thrive.