Content marketing is an umbrella term to describe all of the different content forms that one can create.
This can include:
Case Studies and White Papers
Website Copy and Landing pages
Graphics and Animation
Podcasts and Webinars
And so much more!
Depending on the type of content and quality, you can spend anywhere from a few hundred dollars to $10,000+ for a single piece of content.
A logo design could cost you $250, while an animated explainer video could cost in the ballpark of $5,000.
Typically, content is charged by an hourly or project-based fee. However, an agency should give you a firm price before starting, no matter their pricing model.
As a rule of thumb, quality is better than quality. When thinking about what content you should create, think about the content and distribution channels that will serve you the most. If you don't have a great video or sales deck to help explain to your customers what makes you unique, that might be an excellent place to start.
A great set of questions to ask when brainstorming content are:
What will provide value to my customer?
What questions can I help answer?
How can I better support my sales team?
How can I build trust?
Apart from creating beautiful content, content agencies will help strategize what and how you should create. The best content agencies will develop a clear plan with a foundation based on research and data. Their process will usually include a meeting to discuss your goals, a follow-up meeting to present their plan, and additional meetings to review drafts of the content.
You don't get to be featured on Small Business Mentor if you settle for mediocre. All of the agencies featured on our site have incredible results with case studies and reviews to support them. Whether it's incredible design or getting their customers a massive return on investment, success is the number one goal. They put in the extra effort to make sure you're successful, and they don't stop until the job is done. If the results don't blow us away, or they settle for "good enough," they don't make the cut.
Contracts shouldn't be 40 pages long with a bunch of fine print. Agencies should give friendly and clear reminders about upcoming renewals, deadlines, and results. If the agency messed up, they should make it right. Your ad budget shouldn't be increased just because the agency wants to make more money off of you, and they should audit their work regularly. We believe you shouldn't have to watch over an agency's shoulder to make sure they aren't ripping you off.
You should be able to ask for specific pricing for each service that is being given. Retainers are okay if they can specify how many hours they spent on each of the services they delivered to you. That way, you and the agency can make data-driven decisions on how to spend your hard-earned money. Any agency that can't give you specific pricing or help you calculate an accurate return on investment isn't looking out for your best interests.
Any business owner knows that the customer isn't always right. However, if you need help with something small and the agency starts referencing the contract you signed, we don't think that's fair. Even better, if the agency is proactive and you don't even have to ask, they get a gold star. The agency should be there to help and support you (within reason) to help you accomplish your goals. Additionally, the agency should include all services needed to perform the job well in the original contract. If they knew they were running your advertising, didn't include landing page design in your contract, and then blamed poor results on not having landing pages - they aren't looking out for you.