Busted! Top 3 Myths About Working With a Content Marketing Agency

Jun 2015

Busted! Top 3 Myths About Working With a Content Marketing Agency

“There just isn’t enough time to get it all done!”

I can’t tell you how many times I’ve heard this cry from my fellow marketers. As their teams’ workloads become heavier and heavier — and as budgets force them to do more with less — they feel powerless to start doing the things that can take their content marketing programs to the next level.

If your team has more items on their task list than hours in the day to do them, it might be time to call in a content marketing agency. As you ask around, you might run into some common myths about working with outside resources, and today, we’re BUSTING three of the biggies.

Myth #1: “They won’t ‘get’ our business”

Some marketers doubt whether an outside party can understand their companies and their audiences to a point where they can create engaging impactful content.

It’s a myth we often have to address here at Resonance, and after more than four years in business, I can tell you this: We’ve worked with clients of all shapes, sizes, and types, and each one has been pleasantly surprised with our ability to understand their needs and to speak in their voices.

Keep In Mind …

  • Ask potential partners about their “onboarding” process. Make sure they have a process in place by which they gain a deep understanding of your industry, your company, and your audience.
  • Keep in mind that the first couple of months with a new agency are a time for learning and adjustment. Review carefully all the drafts they send you, and don’t be shy about asking for revisions to ensure that the content represents your brand accurately.

Myth #2: “We’ll lose all control over our content marketing program.”

This is a common fear that prevents many marketers from picking up the phone. But a good agency understands their purpose: to act as a strategic advisor and take care of the day-to-day “heavy lifting,” while you remain firmly in the driver’s seat.

Keep In Mind …

  • Ask potential partners about their review process, and make sure you will have the chance to review any content before it gets published — including social media posts.
  • Request references from your potential partners, and when you call them, be sure to ask about how the agency ensures that the clients remains in control.

Myth #3: “Agencies are expensive.”

Agencies are “expensive” in the same way that mechanics are “expensive.”

If my car is having an issue, sure, I could learn how to fix it (probably from a YouTube video that may or may not be reliable), go buy the tools and take more time learning how to use them, and struggle through a task that’s totally outside my comfort zone … while running the risk of messing things up even worse and ending up having to call a tow truck. Or I can save a huge amount of time and frustration and just call the professional to begin with.

Content marketing is what these agencies do — all day, every day. They work efficiently and they’re up to date on the latest trends. They have the tools and they know how to use them. They can probably to do in one hour what might take you three. Still sound “expensive?”

Keep In Mind …

  • As you review pricing for potential partners, make sure you understand exactly what is included, and consider how much time it would take your team to do the same things on a consistent basis.
  • Speaking of consistency, remember that most marketing teams experience peaks and valleys in their workloads. Something that you can easily handle today might be impossible during trade show season or a product launch. Consistency is one of those values that’s built in to the client-agency relationship: they will continue to deliver regardless of what else is going on in your company.

OK, your turn — which myths have you encountered when it comes to working with content marketing agencies? Please share them in the comments. We’d love to hear from you!


Ask RachelGot questions about outsourcing your content marketing? Hit me up at AskRachelparker.com!








About the Author

Rachel Parker, Founder & CEO of Resonance Content MarketingA self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or business.

content_marketing_50 BizSugar KredFeatured Author on Business 2 Community

Our Clients Are Saying

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Produced ROI Result

    Form.io needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


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