Did you know that content marketing costs 62% less than traditional marketing and generates approximately three times as many leads?
It’s no wonder why 91% of B2B marketers spend time thoroughly researching a content marketing agency that perfectly matches their brand's needs.
But how do you know whether you’ve picked the right one?
To help you elevate your technology or FinTech brand, we’ve put together five key features to look out for when selecting a B2B content marketing agency.
Technology is constantly evolving and becoming more advanced. So, you need a content marketing agency that keeps its fingers on the pulse of all the latest tech trends. Having this extensive knowledge enables them to speak to your target audience and understand what makes your brand unique.
Not only do they need to have a great understanding of technology, but what also separates the best content marketing agencies from others is whether their copywriters have the ability to turn complex, jargon-heavy subjects into digestible and informative content that anyone can understand.
This will help your content connect with your audience and provide them with the solutions they need. This is particularly important if your audience is far from being ‘tech-savvy’.
Did you know that the first five results on a search engine results page (SERP) receive 67.6% of clicks?
You could have the most brilliantly written and designed content, but your target audience is unlikely to come across it without a solid SEO (search engine optimisation) strategy in place.
SEO allows your content to rank higher on search engines, so when your target audience searches for a specific search term, your content will pop up on top of the SERP. A higher ranking will lead to an increase in organic traffic and potential leads.
With over 84% of B2B businesses having a content marketing strategy in place, ranking high on search engines has become increasingly competitive. So, when investing in content marketing, you must find SEO experts that can take your content to the next level and have it seen by the right people.
The average internet user spends 10 to 20 seconds on a page before losing interest. To keep them on your website and keep them engaged, you must have brilliant copy accompanied by eye-catching visuals.
As you know, technology and FinTech information can be complex; therefore, visuals can help push content further by breaking down the difficult text and making it more accessible. It can also highlight key information users are looking for while skimming over the text.
Not only does harmonising content and design make for a seamless user experience, but well-designed graphics can also help your audience retain information for longer.
Statistics show that when people read or hear information, they can only recall 10% of it three days later. However, if the information is paired with visual assets and great design, they will likely retain 65% of that information three days later.
Although the design is crucial, if it’s not done right, it can overpower your copy. This will confuse your audience as there is little context to the design. So, you need to find a content marketing agency that can harmonise copy and design right from the very beginning of the content’s life cycle.
“We noticed early on that sourcing design to an external company ruined the seamless flow of the content. As the design was not implemented at the start of the content's life cycle, it looked out of place. So, we introduced a content design service and ensured our designers and copywriters were constantly communicating throughout a project.”
- Kathryn Strachan, Managing Director of CopyHouse.
Would you purchase a product without reading the reviews? Or would you walk into a restaurant without checking their hygiene rating? Then why would you opt for a content marketing agency with little to no evidence of their claims that they provide a great service?
When researching the right content marketing agency, check out their case studies. Keep an eye out for the problems they have helped their clients solve, the results they obtained, and what their past and previous clients say about them.
There are four questions you should ask yourself:
Alongside case studies, you can also look at any online reviews they may have received. You can check websites such as Google or Clutch. Taking a look at clients' feedback will give an insight into what it’s like working with the agency and whether you can trust them.
It is crucial to have a customer-centric marketing approach. If you cater to everyone, you’ll reach no one. That’s why you must find a B2B content marketing agency that focuses on your customer avatar and how to cater content that will help nurture them through the sales funnel.
Don't forget, there is an individual on the other side of the screen who has needs, pain points, and problems that require your solutions. Although they may not be the final decision maker, your content must cater to them and the final decision-maker specifically.
Researching and delving deep into who your customer avatar is and how you can better interact with them requires a lot of thought.
For example, you need to consider their pain points, what’s keeping them up at night, how you can solve their problems, and the tone of voice or content that will grasp their attention.
To successfully identify your target audience and get your content in front of them, you need a content marketing agency that knows how to figure out who they are.
Look for an agency that will collaborate with you to define specific personas. Agencies that take the time to truly understand your customers are better equipped to create targeted content marketing strategies that speak to the audience.
As a marketer, you should be on the lookout for a content marketing agency that caters to your unique requirements. What works for one company may not work for yours, so it's important to do your homework.
Whilst researching, keep the five tips in mind and make sure you select a content marketing agency that shows your brand in the best light, boosts traffic, and helps you generate strong leads.
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