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A guide to evaluating a content marketing agency for customers prospects.
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Evaluating a Content Marketing Agency
1.
www.yorkecommunications.com EVALUATING ACONTENT MARKETING AGENCY A guide
for customers and prospects © 2013 Copyright Yorke Communications. All Rights Reserved.
2.
A good content
marketing agency must demonstrate… • Research capabilities • Eye for detail • Sharp insight • Logical thinking • Creative execution If they don’t show it in their first meeting, how will it come out in their writing? © 2013 Copyright Yorke Communications. All Rights Reserved.
3.
How rigid should the
agenda be? “The measure of intelligence is the ability to change.” ― Albert Einstein You might want to approach the briefing meeting with a hardcoded agenda. That’s good because there’s no wastage of time -- but shouldn’t you also hear the agency out? And be prepared to shift course a little if there is justification required. © 2013 Copyright Yorke Communications. All Rights Reserved.
4.
How much should you
cover? You must focus on: • Your business and goals • What you want to achieve from a business point of view • Basic campaign denominators • The agency selection process • Transparency and dialogue © 2013 Copyright Yorke Communications. All Rights Reserved.
5.
…and then allow
the agency to express their point of view • How experienced are they? – People – Processes – Area of expertise • Do they understand the problem? • What kind of competencies do they bring to the table? • How flexible are they? • What specific high level recommendations do they have? • Will they fit? © 2013 Copyright Yorke Communications. All Rights Reserved.
6.
Listen to the recommendations • Are
there any similar solutions that can be discussed? • What does the agency recommend? What about the way forward? • Do avoid trying to show how intelligent and well read you are -- that comes out naturally from good and respected leaders! © 2013 Copyright Yorke Communications. All Rights Reserved.
7.
…and finally…. • Have you told
them enough about your company to make a pitch? • Are they really worth engaging with? • Have you made clear the expectations and outcome? • Have you given them a budget range? © 2013 Copyright Yorke Communications. All Rights Reserved.
8.
…and therefore Briefing an agency
should not be like ordering in a restaurant but rather a more interactive and consultative process. This is the age of interactivity after all! © 2013 Copyright Yorke Communications. All Rights Reserved.
9.
LET US HELP YOU! Visit us
@ www.yorkecommunications.com or drop a line to info@yorkecommunications.com © 2013 Copyright Yorke Communications. All Rights Reserved.
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