What kind of expertise does your content provider really need?

Published By
Alina Olkhovska
Published On
September 19, 2023

First of all, do you even need a content provider? Content outsourcing is a great way to gain more resources that can be used to achieve success with your content while saving time and dedicating it to other crucial aspects of your business. However, it is crucial you access your own situation and make a decision based on your personal needs.

Let us remind you of some basic benefits of choosing to work with a content provider

More expert knowledge and ideas

Content providers specialize in creating high-quality, engaging content that captures the attention of your target audience which means you can take advantage of their expertise and access a wider range of ideas that can help you stand out among your competitors.

Brand guidance

A content provider can help you develop your brand’s messaging and tone, ensuring that your content aligns with your overall brand strategy. They can also provide valuable insights into your target audience, helping you to create content that resonates with them and drives engagement.

More infrastructure

By working with a content provider, you get access to the latest tools, software, and technology which can save you time and money and allow you to focus on growing your business while your content provider handles the heavy lifting.

Areas of expertise in a marketing agency

Marketing agencies can offer a range of different services, so it’s important to consider their areas of expertise when outsourcing content. Here are some of the different areas of expertise you might want to look for

Website and Creative

A marketing agency with expertise in website and creative services can help you build a mobile-friendly website that is optimized for search engines and makes it easier for your potential customers to find you online. Website and creative agencies can also help you create landing pages, product copy pages, blog posts, and any content that goes on your website as well as even assist you with graphic design, or logo creation to enhance your brand’s visual identity.


Branding services mostly specialize in developing a strong brand identity and differentiating your personal messaging from competitors in your industry. They can help you define your brand’s voice, create brand guidelines, and develop a consistent visual identity across all channels. If needed, they can also provide you with some insights on brand strategy, positioning, and audience research.

Paid Search

The paid search involves creating and optimizing data-driven PPC campaigns to help you reach your target audience through search ads. A marketing agency with expertise in paid search can provide AdWords-certified specialists and software tools to automate and optimize PPC bidding. Additionally, their expertise can include help with keyword research, ad copy creation, and landing page optimization to maximize your ROI.

Social Media

Social media services include building social media campaigns to reach and engage audiences on platforms like Facebook, Twitter, and Instagram or any platform you chose for improving your presence. If you are working with video content, a marketing agency can help with YouTube video marketing and normally with paid social media ads, like LinkedIn ads. They can provide content creation, community management, social listening, and analytics services to help you grow your social media presence and drive results.


Search engine optimization agency creates target keyword lists and develops strategies to improve your domain authority and rank higher in search engine results pages. A marketing agency with SEO expertise can help you with on-page optimization, off-page optimization, technical SEO, and local SEO as well as manage SEO and PPC together to ensure the respective strategies complement each other and maximize your results.

Public Relations

Public relations services include messaging, reputation management, media relations, and content marketing. A marketing agency can help you create compelling content to generate buzz and attract positive media coverage. They can also help with crisis management and other reputation management services to help you maintain a positive online image.

Email Marketing

Email marketing providers serve to develop email campaigns to nurture leads, drive traffic back to your website, and earn sales. They provide email automation software services, as well as help with email list segmentation, A/B testing, and other optimization techniques to maximize your email marketing results.


If you run an eCommerce business, a marketing agency with expertise in eCommerce can help you build and manage your website, including Amazon marketing services to help you reach a wider audience on one of the largest online marketplaces. They can also help with product listing optimization, advertising, and more.

Must-have skills agency professionals need

Now let’s look at some skills that are important for a content provider and demonstrate their expertise no matter what area they specialize in.

SEO knowledge

Let’s be honest: nowadays most content requires being optimized for search engines. Therefore, your content providers need to have a basic understanding of search engine optimization (SEO) and know how to optimize it for search engines to deliver high-quality content that ranks. That way, you do not need to do double work and still spend hours or even days optimizing your content.

Research skills

Content providers need to be skilled at researching various topics to ensure that the content they create is accurate and well-informed. You don’t want to receive generic blog posts or articles so make sure your provider actually knows how to do in-depth research and select only relevant, unique information.


The content industry is dynamic and constantly evolving. Content agency professionals must be agile and adaptable to change in order to keep their content up to date. They need to be ready to adjust to new trends, platforms, and technologies in the industry as well as be open to new experiments.

Customer empathy

Understanding the audience is crucial to creating content that resonates with them. Professional content providers need to have empathy for you as a client, pay attention to your needs and know how to create content that corresponds with your target audience’s preferences, and pain points.

Killer collaboration skills

In order to deliver the best results, content professionals must know how to set up an effective communication process. That requires working effectively with a team of writers, designers, developers, and other professionals to deliver high-quality content as well as professional communications with the client to fulfill their needs. Effective communication also includes the willingness to keep clients informed and updated throughout the content creation process and setting up a convenient process for both.

Managing a team with diverse capabilities

A content agency is likely to have a team with diverse capabilities, including writers, designers, developers, and marketers. Just having them as a team is not enough so content agency professionals need to be able to manage and lead a team with different skill sets and backgrounds effectively to maximize their skills for delivering an outstanding copy for you.

Finally, when you are looking for a great content provider, pay attention to a few more things that can help you evaluate whether you are working with a professional who can actually deliver the quality content you need.

A Clear Process and Effective Communication

At the beginning of your cooperation with a professional agency, they should inform you about who you will be working with, the time frame of the project, and the process of content production until your results are delivered. If you understand all the “whats” and “hows,” that means the agency has a well-established process and is professional in its field. Additionally, effective communication means the agency has the willingness to keep clients informed and updated throughout the content creation process, which is crucial to delivering content that matches your requirements.

Make sure your content provider has a clear process for creating content, which includes communication and collaboration with clients. At the beginning of your cooperation, they should tell you who you will be working with, when the work will be completed, and why certain decisions are being made.

Previous results

The professional agency knows that clients want to see real results so they always present case studies that demonstrate their ability to satisfy their previous clients’ needs and deliver high-quality content. When you read the case studies, pay attention to the measurable outcomes, such as increased website traffic, lead generation, or social media engagement, and inform the reader about how the client’s problem was solved by the agency.

Industry contributions

An expert content provider should be actively creating useful resources for their industry, including ebooks, blog posts, or even webinars where they share their expertise and provide best practices for content creation.

A trustworthy reputation and lasting partnerships

Check if the company has a strong reputation in the industry, with client testimonials and recommendations that speak to their professionalism, reliability, and ability to deliver results. Even better if they show long-term clients who continue to work with them on multiple projects throughout time.


As we already mentioned, a professional provider should be transparent about their process, pricing, and deliverables, telling you exactly what you are getting and being willing to answer any questions you may have. It is in their interest to inform you as clearly as possible about all the stages and levels throughout working on your project.

Open to constructive criticism

Look for a provider who is open to constructive criticism and feedback. If the agency is willing to listen to your suggestions, that means they can improve their work and better meet the needs of you, their client. They also should be willing to collaborate with clients to make sure the final product meets their expectations.