13 Crucial Questions to Ask a SaaS Content Marketing Agency Before You Hire Them

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Finding a content agency is easy. You’ll have plenty of options waiting to churn out as much content for your SaaS as possible.

But finding the right content agency is a whole other story. One that will not only create content for your blog, but also use it as a levarage to grow your business without spending extra money on ads.

One that will be your growth partner – not a contractor that tries to meet the quota each month.

In this article, we prepared 13 questions to ask a SaaS content marketing agency that is the best fit for your SaaS company.

1. Do you have experience in my industry?

Agency that knows nothing about your niche is a huge red flag.

And no, answers like: “We have vast experience in multiple industries” won’t cut it. Content marketing is a complex area, with tons of nuance depending on the industry you work in.

That’s why you should always pick an agency that has a solid understanding of your niche and experience working with companies similar to yours.

They will bring tested strategies and tactics to make sure your content works from Day 1. They won’t experiment on every single thing about your content – focusing only on the most significant tests and iterations.

And after you hear your agency of choice actually worked with companies similar to yours – you should ask them the next question on our list:

2. Do you have any case studies?

The agency you hire should be able to show you both examples of their work and the results it brought to their clients.

Case studies is the easiest way to get all of this info in 1 place. A good case study will show you the process behind achieving specific results and help you understand if the agency’s methodology resonates with your business.

You may also ask the agency to send you case studies that are the most relevant to your business. It’ll save you from scrolling through all of them, without landing to any conclusions.

3. What tools do you use?

Asking this question will tell you two things:

  • The level of expertise: A good agency should use respectable tools to create and optimize content, such as Semrush, Ahrefs, Moz, Frase, etc. At StoryAngled, we use Semrush to monitor and optimize our clients’ content performance.
  • The content optimization approach: Not all agencies offer their clients real-time performance monitoring and optimization. Feel free to ask about it during an interview. A good agency will show you how they make sure your content benefits you long-term.

Another, smaller (but still important) benefit, is getting access to those tools and playing around with them. It’ll help you understand how your content performance changes over time and how it contributes to your business growth.

4. How will the project be managed?

The best content marketing agencies are experienced in managing multiple content campaigns for many clients. While hiring an agency, ask about the way your content campaign will be organized.

Specifically, make sure the agency answers those questions:

  • Who will be responsible for monitoring the progress of the campaign?
  • Will you be able to monitor how the projects are going?
  • Who will inform you about the progress and results of specific projects?

At StoryAngled, we set up dedicated ClickUp spaces for all our clients:

Usually, we give 1-2 client’s team members access to this space, so they can stay in the loop about the progress and share their ideas in the comments.

Apart from that, we communicate with our clients via Slack to inform them how the content production is going – or how many wins we had this week 😉

5. What services does the agency offer?

This may surprise you but not all agencies offer the same services. Some focus primarily on SEO content, others help you with video marketing, etc.

It’s crucial to understand what exactly you’ll be paying for each month and see if this scope of services is most optimal for your company.

For example, at StoryAngled, we primarily focus on helping you build channels and formats with the highest organic growth potential, such as:

  • SEO: Organic long-form content is still one of the best ways to establish trust with your buyers, especially in B2B SaaS.
  • Social Media Thought Leadership: Showing up on socials and sharing your knowledge about the niche you’re targeting can be a great way to attract more customers to your SaaS – and increase your chances to build a strong community around your product.
  • Lead Magnets: A valuable piece of content that attracts potential users of your product. These can be gated or not, but they should solve 1 pressing problem your audience experiences.
  • Digital PR/Link Building: Featuring your brand in major publications and niche-related blogs can be a stamp of approval for your product.

If you want to know more, let’s hop on a call.

6. Why do you love marketing?

This question might seem funny at first, but you should ask it for a very specific reason. Marketing is an area where innovation is the norm. The people you’ll be working with on your content should show a drive to adapt to new technologies and trends.

This question also informs you about the philosophy the agency follows when promoting your product. The last thing you want is an agency that manipulates users to buy from you.

You should aim to find a partner that’s focused on the entire customer life cycle – not just acquiring leads for your SaaS.

7. How do you measure success?

Content marketing is tricky because it has plenty of metrics you can track. Some of them are called “vanity metrics” – these might show some kind of growth, but it’s hard to attribute it to any new business for you.

For example, increasing your organic traffic alone shouldn’t be the primary goal of your content agency. Instead, they should look for ways to scale the qualified organic traffic for your SaaS. This means attracting more people who match your Ideal Customer Profile.

On the other hand, if you hear an agency promise things like:

  • “We’ll get you more followers”
  • “We’ll make you land on the #1 spot in Google”
  • “We’ll make you go viral”

Always remember to ask how they see it being translated into actual conversion rate increases.

8. Is any work outsourced?

Very often, agencies work with freelancers on things like content writing and graphic design. You should know which parts of the work the agency does for you is outsourced and how the agency makes sure its quality.

For example, if an agency works with freelance content writers on your blog posts, they should implement an editing workflow that ensures the content follows your brand guidelines.

Ask the agency what their process looks like here. If they can’t explain their approval process in simple terms, it may be a red flag.

9. How will you help our business?

Yes, this might sound like a basic question – but there’s a deeper layer hidden behind it.

The agency that answers this question should give you a response that’s specific and tailored to your unique business challenges, niche, or goals.

For example, if your target audience prefers highly-expert, long-form content, the agency should help you produce that instead of shorter listicles or social media posts.

By asking this question, you can determine if the agency shows expertise and consideration for your unique business. And if they give you a generic, high-level response – it might be a bad sign.

10. How do you use AI?

Yep, AI is here to stay with all marketers – content pros included. It can serve as a great partner for brainstorming, data analysis, and structuring. But recently, many agencies started relying too much on artificial intelligence to help them generate millions of words for their clients a month.

Unfortunately, most of those words were pure fluff which lead to Google penalizing the website’s visibility in search engines.

The truth is: An insightful, detailed content can’t be written by AI (yet).

We tested hundreds of those tools, but most of them gave us content that was mediocre at best – and absolutely awful at worst.

When interviewing an agency, ask them upfront about their usage of AI for content production. If they admit to using AI as a way to replace human writers and creators entirely – run.

11. Who is managing my account?

While working with an agency, you’ll have to grant them access to some sensitive information about your website. Google Analytics, Google Search Console, and your Content Management System are just a few of those.

While on a call with the agency, feel free to ask who will have access to this data on the agency’s side and how the agency makes sure your data is safe with them.

In our case, we prefer clients to create separate accounts’ access on platforms like Google Analytics or social media to minimize the spread of your personal account data.

Also, if possible, we use tools like 1Password or Dashlane to 100% eliminate the need to exchange passwords over email or Slack. This ensures no one unauthorized can access your business data.

12. When will I see results?

Content marketing is definitely a long-term game. The longer you do it, the more results compound and the biggest its benefits are.

But it doesn’t mean you won’t see any progress for 6-12 months while working with an agency. Quite the contrary – a good agency will implement a methodology that allows you to quickly test, get feedback, and iterate your content efforts to maximize its efficiency.

For example, at StoryAngled, we validate your content strategy by repurposing long-form content to social media posts. Socials have a much shorter feedback loop and helps us understand which topics resonate with your audience the most.

13. What will it cost?

The last question is of course about the investment you need to make if you decide to work with the content agency.

First, make sure you understand what exactly is included in the package. Usually, agencies’ pricing depends on the monthly content output.

Second, ensure there are no “hidden” costs. Some agencies price their clients for things like content strategy and keyword research separately. They should let you know about it upfront, so you’re not surprised after receiving the invoice.

Also, stay alert when you talk to an agency that promises to deliver the same results as their competitors for a much lower price. If it sounds “too good to be true” – it usually is.

Finally, feel free to negotiate the package with the content agency. You might not need every single element from the pre-made packages – or maybe you need some extra focus on a specific area. A good agency will stay flexible with their pricing to help you find the optimal solution for your business.

Conclusion

Choosing the right content marketing agency for your business is a crucial decision that can greatly impact your success. By asking the right questions such as those listed above, you can ensure that you are making an informed choice that aligns with your goals and needs.

If you want to work with a team of experts who are dedicated to helping your business grow through strategic content marketing, book a call with StoryAngled today. Let’s discuss how we can tailor our services to meet your unique needs and help you achieve your business objectives:

Kuba Czubajewski

Kuba Czubajewski

CEO and Content Marketing Strategist @ StoryAngled. He helped multiple SaaS companies from various niches generate organic leads with SEO and content. In his free time, he works on his own YouTube channel about the science of creativity. Huge fan of product-led content, cats, and baking.

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