A guide to evaluating a content marketing agency for customers prospects.

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.