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Finding a content marketing agency can be like shooting fish in a barrel, there are plenty of them and most are really good at what they do. But, choosing the right marketing agency for your business becomes a little more tricky. Get this right, and you're on track to unlocking your business's true potential. Whether you're a small start-up or an established corporation, a proficient content marketing team that not only understands your industry but matches your culture and the way you work can significantly enhance your online presence, build brand awareness and drive sales.
The UK, with its vibrant marketing landscape, boasts numerous agencies that promise to elevate your brand to new heights. So, how do you determine which agency aligns best with your business aspirations?
The truth is - there is no BEST content marketing agency, no "one size fits all", no single content agency that can be named as the "go-to" - sorry! But, here we have provided a guide to help you find and engage a marketing agency that can elevate your brand, content, reputation, awareness and most importantly - drive real growth.
Key Takeaways
Discover the hallmarks of a top content marketing agency
Learn how to evaluate an agency's past work and successes
Understand the importance of a robust content marketing strategy
Find out how asking the right questions can help you avoid failure
Explore the significance of collaboration in achieving marketing success
Finding the Right Content Marketing Agency
A Marketing Agency that Wins has Lost Many Times
The first step in elevating your brand's digital presence is to partner with a content marketing agency that has a proven track record in digital marketing services and content production. Agencies that have successfully driven growth for businesses in a similar industry to yours. Why? Because they bring a wealth of experience and strategies that can be tailored to suit your unique business needs. Also, they will know what doesn't work, they will have deployed strategies and tactics for clients that failed - this is important. If you have the appetite, engaging an agency that isn't scared of trying new and fresh ideas is what will help you really stand out. Deploying the same strategies as everyone else can just create more white noise.
A strong reputation is what sets a content marketing agency apart from its competitors. This isn't just about having a slick website or a fancy office. It boils down to the results they've achieved for their clients. When an agency consistently meets and exceeds client expectations, it naturally builds a strong reputation in the industry. Potential clients are often drawn to agencies with glowing testimonials and case studies that speak volumes about their effectiveness.
Client testimonials provide invaluable insight into an agency's capabilities. They offer a glimpse into the agency's work ethic, creativity, and problem-solving skills. Just be careful though, often agencies (and other businesses) leverage testimonials from ex-clients by way of reward or reimbursement. So, follow-up on those claimed testimonials and speak directly with their clients and ex-clients.
Sometimes, agencies get fired and clients move on for various reasons - it's important to understand these reasons but also understand how the agency handled the divorce. If a breakup does happen and you choose an agency that isn't a fit for you, you want to be sure there's an amicable breakup and the agency will continue to support you during any offboarding.
Being a Marketing Expert Without Limits
We've already mentioned the importance of engaging a marketing agency that isn't scared of trying new and fresh marketing strategies, but expertise in your industry is a crucial consideration. An agency that understands the nuances of your sector can develop content strategies and design digital content that resonate with your target audience. They stay updated on industry trends, ensuring that the content they produce is not only relevant but also engaging.
Here are just a few examples of the industries we have worked in and the nuances we have learned about what any agency you engage should be aware of:
Industry | Key Marketing Nuances |
Search & Recruitment | The need to build credibility, authority and presence is a priority due to the highly saturated market. Job seekers can take up a lot of time but must be handled correctly to avoid reputational damage. Executive Search agencies can leverage the profiles of active job seekers to initiate conversations with CEOs and Board Members. MPC (Most Placeable Candidate) campaigns can work well for mid-senior level roles. Targeting PE and VC firms has shown great success for some. Highly targeted account-based-marketing approach is necessary for recruitment agencies targeting small or niche markets. |
IT & Technology | Generalist IT support services typically require a high-volume outbound approach due to the long contract terms of their prospects. Specialised IT companies operating in AWS, Azure or GCP need to clearly define their offering and target audiences. Running multiple segmented campaigns through a complex multi-channel approach is necessary to generate sales in this arena. SaaS companies have very little credibility threshold to overcome so the need for content marketing is lower however, a solid brand and website is necessary especially in the FinTech and Cybersecurity space. High-volume outbound, multichannel approach across email, LinkedIn and telephone outreach typically works well here. |
Manufacturing | Manufacturing companies find it easy to generate conversations with potential buyers but are subject to long buyer journeys and customer supply chain requirements. A low-level content marketing approach coupled with active promotion across email marketing and LinkedIn outreach can have a huge impact on generating interest from new buyers. Manufacturing companies should understand the delayed ROI from marketing due to long buyer journeys. |
Construction | Sub-contractors working for principle contractors can generate an ROI very quickly from direct marketing through targeted calls and emails. For materials suppliers a direct marketing approach will also work but there can be extended buyer journeys especially if its a new or innovative product as it must be spec'd into a project. Targeting architects as well as contractors is a proven approach in this regard. Don't ignore the power of content marketing though. |
Professional Services | Almost all professional services companies must focus on a content marketing approach. Building their credibility, authority and presence is the only way of truly scaling a business like this as the credibility threshold is extremely high in most cases. Look for a marketing agency that has a multichannel or omnipresence approach to marketing for accelerated growth. |
B2B marketing often involves technical or specialised subject matter, when selecting a content marketing agency, check they have writers, strategists, and account managers who understand complex offerings and can translate them into compelling content.
The team should be made up of an intelligent bunch of leaders not just mid-level or entry-level executioners.
The leadership team within a marketing agency is critical - check that you will have access to the leadership team too, will they be involved with the campaign on a regular basis? Is your business important enough for them to really care about your success?
Being a Small Fish in a Big Pond Often Doesn't Work
If you're thinking of just finding some big marketing agency and suffering the inflated cost associate with that because you feel "they must be good because they're big" - this logic is flawed, let's discuss.
The first thing to consider is being a small fish in a big pond will likely leave you feeling unloved, unwanted and under-serviced. Smaller agencies are often far more invested in their clients and do not suffer churn lightly. Of course, if you have a few hundred thousand to throw at marketing then you're going to need a larger agency that has the capacity to handle the workload. So, consider your budget too and match that with an agency size.
Another plus for the smaller marketing agency is that you're more likely to get the attention of the leadership team and directors - increasing the likelihood your content marketing campaign will succeed.
And finally, you will get much more of a bang for your buck with a smaller marketing agency as you won't be paying for a fancy city office and admin teams. Worth thinking about.
Content Strategy Above Design
A hugely overlooked element of choosing a content marketing agency is understanding the onboarding and strategy stages of the initial relationship. Does the agency invest in the research and planning of a content strategy before launching into a live marketing campaign?
A marketing agency might have a deep understanding of your industry and have studied your website then claim to know your business - but this simply isn't enough when they are planning on firing out content under your brand. No matter the experience and expertise of a marketing agency - there must be a planning stage, an allocated amount of time where they create and present a content marketing strategy.
Let's think about the worst case scenario...
Day 1 - you sign with a marketing agency.
Days 2-5 - the marketing agency spends time setting up accounts and systems to manage your account.
Day 7 - you have LinkedIn posts firing out from your profile completely misaligned to your voice, brand and audience.
Day 10 - you realise there's a new blog post on your website which talks about a service you're trying to phase out.
Day 20 - the marketing agency spent the last 10 days trying to realign their content to your expectations during a live campaign and while desperately attempting to keep up with the content commitment.
Day 30 - you fire the marketing agency because you lost confidence in their abilities and you lack the comfort they are able to handle your brand with care.
Then - back to the drawing board you go. What tends to happen from here is that any other marketing agency you speak to are tarnished with your bad experience. Do this twice and you will lose complete confidence in outsourcing your marketing which will leave your business stagnant or suffer a slow growth trajectory.
But, you won't make this mistake because you're reading this guide and now you understand the importance of selecting a marketing agency with a solid research and content strategy planning stage.
Content Promotion & Distribution is 80% of the Game
You won't be stuck for choice when looking for a content marketing agency with killer design capabilities and a content team with next level content ideas. There are many good agencies out there. However, if all you're going to do is create content to be gated on your website or posted on LinkedIn - this can be a very long game indeed and you might as well hire a designer internally or even a freelancer. What sets a good agency apart from a great marketing agency is their understanding and ability to promote and distribute content. Also building lists of engaged audiences which match your ICP.
Imagine a world where campaigns where mapped out on a quarterly basis, where meaningful content was created and posted across all your social channels and website (optimised for SEO) then actively promoted across cold email, your email newsletter and LinkedIn DMs. Imagine then that all of the people that responded or engaged with your content were included in a regular monthly email newsletter or even targeted using personalised email and telemarketing. Just take a second to understand the impact this would have on building an audience that is forever engaged in your brand and how that will then affect your conversion rates.
Well, this is just one example of a LIMIVEX approach.
Posting content on social media has a place in any marketing strategy but it's only a small piece to the puzzle. Find an agency that understands the importance of active promotion and distribution - not just one that can design and create visually striking content.
LinkedIn Marketing isn't the Only Marketing Channel
If you're finding yourself spending hours captivated by the content that other people are posting on LinkedIn, you're knee deep in the AI-generated words of your peers and lost in the adverbs of the great wordsmiths - it's probably time you found someone to take control of your social media presence.
Using LinkedIn to stay present and relevant is of course a crucial tactic (for most) that should not be overlooked, but if you're thinking you can simply post content everyday and achieve influencer status in a few months or that you will be flooded with leads and business opportunities which will drive sales for your company. Well, I'm sorry to tell you this just isn't the reality of LinkedIn marketing.
You will have more success posting once a week then spending an hour a day engaging with the content of others. Posting insightful comments on the content of existing micro-influencers.
We're not here to talk about how you should run you're own LinkedIn profile, I'm guessing you're here because you need someone to do it for you.
So, how do you choose a LinkedIn marketing agency that will create content that converts?
Firstly, don't just look for marketers on LinkedIn that are achieving a whole load of engagement on their own posts. Most of the time that engagement is generated through a POD group (artificial, automated likes and comments). Instead look for those agencies that have created consistent content for a range of clients across different industries. But, beware of agencies that oversell or overpromise the impact this channel will have on your business.
If you're hoping to achieve anything more than brand awareness, i.e. you expect a flurry of consistent inbound leads from posting content on LinkedIn, then you should really do more research and rethink your strategy entirely.
Overpromising on results is very easy to do by anyone, sell you a dream that you already believe in.
If growing your revenue is your primary objective - talk to an omnipresence marketing agency like LIMIVEX to consult and advise you on the best strategy, combination of marketing channels, content and tactics to achieve this. LinkedIn is not the only marketing channel, and just because everyone else is pouring their limited time into creating content to generate self-gratification from likes, doesn't mean it's right for you and your business.
Okay, just a few more points we think are pertinent to selecting a digital marketing team that can plan, create, promote and distribute digital content that converts.
A Social Media Strategy that Aligns
Now LinkedIn isn't the only social media channel but when we talk about B2B marketing - LinkedIn does need a special focus. But when choosing a content marketing agency, making sure they have an understanding of how the other social media channels could be leveraged for you is important - especially if you're already invested in Facebook, TikTok, Instagram or X.
Often, for smaller businesses the investment in these other channels just isn't worth it. Often organic reach is more difficult to achieve and the potential ROI becomes more difficult to measure. (That's not the case for all B2B businesses so be sure to work with an agency that will develop a solid strategy in the beginning).
If for example you're a search and recruitment company with a focus on attracting candidates then these other "secondary" social media channels might be worth the investment. Or, maybe you're a raw materials manufacturer with a B2C element to your business then of course, Instagram, TikTok and maybe Pinterest would be on the radar. There are many other examples of B2B organisations that might want to include these other channels even as "supporting" channels to help solidify your messaging coming from other channels. Just be sure you are not being overpromised on the results of social media and that you are investing in marketing with your eyes open.
Maintaining Control of your Outsourced Marketing Team
Transparency in communication is the glue that builds trust between an agency and its clients. From the initial consultation to the execution of strategies, clear and open communication ensures both parties are aligned and working towards the same goals. This transparency fosters a positive working relationship and helps in achieving the desired outcomes.
So, if we are moving such a critical function of our business to a third-party then how do we then maintain control without "stifling" or micro-managing? How do you ensure you're getting the attention you are paying for? And, how are issues handled when they arise?
If you have never outsourced marketing or any other function of your business before then it can be somewhat of a daunting prospect. Especially if you yourself have been heavily involved in the execution of this.
It's best to cover this section in a list of questions you should be asking your chosen marketing agency before signing.
Who will be working on your account and in what capacity?
How much time do they anticipate they anticipate they will need to spend on the account?
How you will have visibility of the work
At what stages will you need you be involved (approvals etc.) and what is the approval process?
How often will you meet with your marketing team?
What is the feedback loop and how do you raise critical issues?
Do they use a project management tool and will you have access to this?
Of course, there will be other questions you will want to ask that are related to your business and requirements but this is a good starting point.
I would be concerned if your communication method involves emailing a Team@ address or you don't have review meetings and instead you get a monthly report highlighting vanity metrics. You want high levels of transparency along with dynamic, instant communication - this will help both your marketing team and you in the short term as you get to know each other and align on the ways of working.
Cost isn't Everything but it's Important
What's your budget? - it's the question most marketing agencies will ask during the initial discovery call but yet less than 10% of prospective clients will ever have an answer to this question
It's almost like companies think "well if I tell them my budget they will simply inflate their cost to that line". Let's analyse this way of thinking for a moment. Here's the steps that will follow without a given marketing budget:
It's likely you will go out to three or four marketing agencies that you like the look of. Without a budget each will come back at very different price points and typically base their proposal on your company size.
Each will propose a combination of different tactics to meet the price point they have assumed.
You will find it very difficult to compare agencies as they are all pricing for different things.
You should NEVER, NEVER, never choose a marketing agency based on price (with few exceptions).
Take a look at some fake proposals from fake company names we have put together...
Marketing agency | Price/mo | Service offering |
Joe's Marketeers | £1,200 |
|
We Are Marketers | £2,300 |
|
London Marketing | £1,800 |
|
Absurd Marketing | £3,780 |
|
Looking at these example proposals you might be tempted by the "cheap" option but if you have a £4,000 per month budget then Absurd Marketing are offering a whole lot more, coming in a little under budget - they would be the winner. But what you're missing is Joe's Marketeers are spending a month of strategy planning, they have three other clients in your industry and a much deeper understanding of email deliverability which will inevitably generate better results.
Your selection process is now completely flawed because you didn't explain what your budget was in the very beginning.
Now consider the following, had you provided a budget:
Marketing agency | Price/mo | Service offering |
Joe's Marketeers | £4,200 |
|
We Are Marketers | £3,300 |
|
London Marketing | £4,150 |
|
Absurd Marketing | £3,780 |
|
Now you're comparing apples with apples and Joe's Marketeers are looking far more attractive because you're not so comfortable on camera (disqualifying "We Are Marketers", "London Marketing" and "Absurd Marketing"). It's a little over budget but you can see they are managing the inbox and only running bi-weekly review meetings which has cut your time commitment down massively.
The moral of this story - if you're shopping around for content marketing agencies in the UK then set a budget at the very beginning. It's then up to the agency to create a compelling marketing strategy and combination of marketing tactics that fit with you and your business. You will save everyone a lot of time.
Marketing Services, your Brand & Finding a Fit
With all of this said, sometimes you just get a good feeling about an agency. You feel like you get along with the team and that they really care about your brand, don't forget the importance of working with people you like and trust.
Also, an agency that offers a full suite of marketing services allows you to grow into their wider offering. Scaling your marketing and tapping into the relevant expertise as you need it.
This guide has covered some of the key criteria you should consider and attempts to provide you with a clearer understanding of the differences between some content marketing agencies. Hopefully your next marketing agency will be with you for a long time because you took the time to choose wisely.
Frequently Asked Questions
What Is Content Marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a specific audience. It aims to drive profitable customer action by providing useful information to potential customers.
How Much Does Content Marketing Cost in the UK?
Content marketing costs in the UK can vary widely—ranging from a few hundred pounds per individual blog post to several thousand pounds per month on a retainer basis. The exact figure depends on factors like your campaign goals, content volume, distribution strategies, and the level of expertise required.
Why Is SEO Content Important?
SEO content is essential because it helps your website rank higher in search engine results pages. By optimising your content for relevant keywords, you can increase your visibility online and drive more organic traffic to your website.
What Does a Digital Marketing Agency Do?
A digital marketing agency helps businesses promote their products or services online through various digital channels. They may offer services such as search engine optimization (SEO), social media marketing, content marketing, email marketing, and more to help businesses reach their target audience and achieve their marketing goals.
Which Industries Do You Specialise In?
Our content marketing agency specialises in working with a diverse range of industries, including search and recruitment, IT and technology, manufacturing, finance, and more. We tailor our content marketing strategies to meet the unique needs and goals of each industry to help businesses succeed in their digital marketing efforts.
What is a content marketing agency?
A content marketing agency is a company that specializes in creating and distributing valuable content to attract and engage a specific target audience. They help businesses develop content marketing strategies, create high-quality content, and distribute it across various online channels to increase brand awareness, drive traffic, and generate leads.
Looking for a Content Marketing Agency?
LIMIVEX is a UK-based content marketing agency that blends strategy with creative storytelling, active promotion and distribution, ensuring you maximise the ROI on all of your content.
Our team of experts will craft compelling, search-optimised content to engage your target audience and build your credibility, authority and presence. Discover how we can take your content strategy to new heights.
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