Content Marketing Consulting

You recognize the importance of quality content for your site to stay competitive, but you might lack the time, resources, or expertise to elevate your site to its full potential. When you hire a content marketing agency, you gain access to a team of strategists and producers. However, the driving force behind this process should be a skilled content marketing consultant.

Content Marketing Consultant

A content marketing consultant is a professional or team hired to provide expert advice on developing a content strategy that educates your audience and encourages action.

Why Seek Content Marketing Consulting?

According to SEMrush, 77% of organizations have a content marketing strategy, yet only 9% rate their strategy as excellent. The reality is, many growth-focused businesses lack the time or tools to effectively implement and manage their content plans.

This is where a content marketing consultant steps in. As an industry expert, they know what it takes to stand out and generate leads, utilizing tools like white papers and infographics.

Your business should consider hiring a marketing consultant if:

• You lack the capacity to organize, execute, test, and track a content marketing strategy, or you’re unsure how to use marketing tools effectively.
• Your current approach or marketers aren’t delivering the desired results.
• You don’t have the budget to hire full-time employees for a marketing team to launch your campaigns.

A Day in the Life of a Content Marketing Consultant

Initially, a content marketing consultant will review your business objectives and evaluate your current online content marketing setup.

They may request existing assets or marketing materials (such as buyer personas) and any project management tools you use. They might also conduct their own analysis using Google Analytics to assess your website and content performance, as well as study competitor strategies.

Understanding your goals and expectations is crucial. Are you aiming to enhance inbound marketing and guide consumers down the sales funnel, or is your focus on lead generation to attract high-value accounts?

By analyzing your brand’s current messaging, the consultant will identify the best strategy to achieve your goals. An external perspective on your marketing efforts helps pinpoint areas for improvement to better reach your target audience.

After thorough evaluation, the consultant will suggest common improvements to boost your online content and marketing performance. This might involve optimizing landing pages or increasing visual content and email marketing efforts.

If you opt to handle marketing in-house, you can implement these recommendations with your own team. Alternatively, the consultant will work with their team of content creators to execute the plan and deliver assets for your review before publishing.

Crucially, the consultant will establish a baseline report to measure the impact of their strategy. Key metrics they will track include organic traffic and leads, hoping to see positive trends in response to their efforts.

Depending on your contract’s duration, they may adjust their strategy or reinforce their current approach to sustain results.

6. Will They Provide Content?

There are different kinds of consultants. Some will come up with great strategies but leave the execution to you. Other content marketing agencies offer consultancy services and have teams to produce the blog content, videos, and web design work they recommend.

Understanding your own internal capabilities is crucial. If you are comfortable creating content in-house, you can use the guidance provided to improve performance. Alternatively, having a team of specialists create the content can free up your schedule, allowing your marketing team to focus on other efforts.

7. What Services Come Standard in a Typical Contract?

Inquire if you can consult your consultant whenever questions arise, or if there are hourly charges for additional time spent reviewing strategies and providing answers. Some teams offer complimentary rounds of edits, while others may charge for extra changes after the initial draft. Knowing how your contract works will help you understand the workflow and budget accordingly.

8. What Questions Are They Asking You Upfront?

Consultants should ask numerous questions upfront to understand your business, buyer personas, and marketing goals. They will want to grasp your objectives and expectations from the relationship, as well as gain familiarity with the marketing channels and materials you already use and any success you’ve had with them.

Consultants may involve content creators in these initial meetings to ask about the brand voice and messaging you want to include or avoid in the content. If you’ve tried SEO, influencer marketing, or email marketing, presenting your efforts and results can help consultants tailor their strategy to improve your outcomes.

9. Will They Do the Reporting and Analysis?

Almost 40% of marketers find proving the ROI of their marketing activities to be their biggest challenge. You need a consultant who simplifies this with intuitive reports that offer clear directions for improvement. If you’re not familiar with their reporting style, it can be challenging to understand the ROI and its impact on your business.

The metrics used to measure success vary by marketing channel. For example, social media campaign ROI is determined by content sharing and brand engagement, which increases website traffic. However, for SEO investments, tools like Google Analytics are used to track conversion rates and see if visitors took the desired actions on re-optimized landing pages.

For businesses new to content marketing, it’s easy to be distracted by metrics that don’t matter long-term. While more social media likes, site visitors, and pageviews are encouraging, they are vanity metrics that don’t necessarily increase revenue. Content creators and consultants focus on generating marketing-qualified leads, better conversion rates, and increased customer lifetime value.

Ask your content marketing consultant to present results differently if needed. You should be able to determine if your investment is worthwhile or if adjustments are needed to achieve desired outcomes.

10. Is It a Cultural Fit?

Don’t underestimate the importance of finding a consultant who aligns with your values. Do the employees seem like people you want to work with? Check their blog to gauge their values and personality to ensure they offer the relationship you seek from a consultant.

Outsourcing high-level marketing efforts doesn’t mean eliminating your internal marketing department. Your team can be instrumental in helping the consultant understand your promotional goals and past efforts. While the consultant improves content and inbound leads, your team can continue other complementary marketing initiatives.

Hiring a content marketing consultant can effectively jumpstart a campaign and create optimized materials that deliver results. This enables your business to focus on marketing channels that impact your bottom line.

How to Choose the Right Content Marketing Consultant

Selecting the right content marketing consultant is crucial for the success of your marketing efforts. Here are some key factors to consider:

Experience and Expertise

Look for a consultant with a proven track record in content marketing. Check their portfolio to see the types of clients they have worked with and the results they have achieved. Experience in your specific industry can be a significant advantage.

Communication Skills

Effective communication is essential for a successful consultant-client relationship. Ensure that the consultant can clearly explain their strategies, processes, and the rationale behind their recommendations. Good communication helps in aligning your goals with their efforts.

Client References

Ask for references from past or current clients. Speaking with these references can provide valuable insights into the consultant’s working style, reliability, and effectiveness. It’s a good way to gauge their ability to deliver on their promises.

Strategic Approach

Understand the consultant’s approach to content marketing. Do they start with a thorough analysis of your current strategy? Do they offer a customized plan tailored to your business goals? A strategic and personalized approach is more likely to yield positive results.

Tools and Technologies

Inquire about the tools and technologies the consultant uses. Are they up-to-date with the latest marketing technologies, such as SEO tools, content management systems, and analytics platforms? Using advanced tools can enhance the effectiveness of their strategies.

Budget and Fees

Discuss the consultant’s fees and ensure they align with your budget. Understand their pricing structure and what services are included. It’s important to find a balance between cost and the value they bring to your business.

Cultural Alignment

Assess whether the consultant’s values and working style align with your company’s culture. A good cultural fit ensures smoother collaboration and better long-term results. Their approach should resonate with your team and organizational values.

By carefully considering these factors, you can choose a content marketing consultant who is well-suited to help you achieve your marketing goals.