7 Red Flags When Hiring a Content (or Content Strategy) Agency

While there are a lot of legitimate agencies out there, there are also a lot of sleazy ones. What’s even more dangerous are the agencies that seem to do almost everything right, but dip their toe into sleazy practices. 

Since quality content is key for drawing customers, hiring a content agency you can trust is crucial for your success. Knowing what to look for—and especially what to avoid—can save you a lot of wasted time (and money). 

The Best Digital Marketing Agencies Don’t Follow These Practices

Just in talking to some of our clients who have dealt with other agencies, we’ve learned that rampant dishonesty really does exist in this market. If you notice any of these things happening while interviewing or working with a content agency, run the other way. 

1. They Promise a Certain Dollar Amount, or Super Fast Results

A good content agency will use their expertise to put all the right marketing pieces in place, but they can’t guarantee specific results. For instance, posting two optimized blogs per month will likely draw more of your target audience to your website, but there is no way to promise 5,000 more visits a month or $10,000 in new sales within the year. If they promise it will, don’t trust them. 

Along the same lines, if an agency boasts about how quickly they can improve your customer base, they’re not experts in the field. It often requires 6-12 months of high-quality SEO content before seeing meaningful results, and that’s only if we can get roughly 24 really good pieces published within that time frame. So if you choose a package with 4 posts per month, that’s 6 months before seeing the dial move. If you only do two each month, progress will take a year. One a month takes two years.

Needless to say, if it sounds too good to be true, it probably is.

2. They’re More Focused on Selling Packaged Services Than on Learning How to Solve Your Problems

An initial consultation should never begin with “this is what you need from us.” Instead, it should start with “tell us what you need.” 

Too many times when hiring a content agency, businesses are told upfront that they must have certain services: Social media management, four blogs per month, Google analytics, videography, etc. But the best digital marketing agencies will offer tailored solutions after learning about your business, your customers, your budget, and your goals. In fact, they will even tell you when a service you request isn’t in your best interest, and offer a better alternative.

If the company you are looking to hire doesn’t use a specific strategy to meet your unique marketing needs, consider it a red flag.  

3. They Can’t Show You a List of Satisfied Clients

An agency can tell you they are SEO certified, or that they know how to use WordPress. But if they aren’t willing to show you a portfolio of other businesses they have helped succeed, there’s probably something fishy going on. Trustworthy, experienced digital strategists are very proud of their success stories, and they’ve built relationships with business owners whom they’ve helped succeed. 

Ask the agency for a list of happy customers who will be willing to talk about their experience. If they can’t produce it, keep looking for another agency.

4. They Speak in Buzzwords You Don’t Understand

While those of us in the marketing field strive to learn all we can about the businesses we help, there are certainly times when we don’t understand the language of certain industries. Our job is to perform as much research as possible to get to know the lingo, so we can write content that appeals to your audience. It is NOT your job to do the same when it comes to marketing. 

The best digital marketing agencies know how to communicate marketing concepts in simple, easy-to-understand terms. When you walk away from a strategy session, you should have a clear understanding of what the agency will be doing with your money. If you feel like they’re talking above your head or you can’t comprehend what they’re saying, they’re probably not a good fit.  

5. They Insist on Owning Your Accounts

Quite often, marketing agencies create websites or social media pages but don’t allow the client to have access to it. It may seem like the intention is to offer peace of mind that everything is being handled, but it’s actually a manipulative way to hold clients hostage. 

If your money pays for digital marketing platforms, they’re yours. If you ever choose to leave an agency or decide to make changes to those accounts on your own, you should have access. The best digital marketing agencies will make sure you have it.  

6. They Are Spotty When it Comes to Regular Updates

Sure, it’s a big relief to hand off your marketing to the experts and assume they will deliver great results. But it’s only fair that you should stay involved to make sure results are happening (after all, it’s your money)! Whether you agree to meet weekly, bi-weekly, or monthly, the agency should be able to show you reports of what’s working, and discuss strategies for any changes needed. 

If your agency doesn’t schedule regular meetings, return your calls, or even send you a periodic email update, it’s time to choose a partner that’s more transparent. 

7. You Don’t Know Where Your Money is Going

Content marketing is a big investment. Once you pull the trigger and decide to hire a content agency, you should be involved every step of the way. If you’re told that a certain price will cover advertising, writing, and publishing, that’s where your money should go. A reputable agency will even tell you how to get the best deal; for instance, paying a monthly retainer rather than a single price for each service. 

Once they get going on your marketing plan, a trustworthy partner won’t decide to stop creating blog posts and instead purchase an expensive ad without telling you. And if they think it’s in your best interest to open a Yelp account, they’ll ask you first. 

What’s really scary about some agencies is that they stop doing what they promised and pocket the money that’s not being spent. If you’re not in regular conversations about your budget, or you’re not seeing the work the agency promised, tell them to get lost.

Wondering How to Find a Good Agency to Help with Content? Just Ask WHI!

The key thing to keep in mind is that the best digital marketing agencies are truly passionate about solving marketing problems, and are not just in the business to make a paycheck. Here at Words Have Impact, we have a team of strategists, writers, and project managers who strive to deliver content that not only draws customers in, but that makes them want to learn more about your business. That’s the best way to make sure you keep selling products and services! 

If you’re ready to speak to a team of experts who care about your success, contact us today.