How to Choose Content Marketing Services for Your Organization
Learn the fundamentals of content marketing strategy and why you need to call in the professionals to make it work.
by Megan Kramer-Salvitti
We see it all the time: A company, frustrated with being outspent on ads and ignored in inboxes, decides to try content marketing. But instead of investing in hiring experts in content marketing strategy, content creation, and measurement, they dump the job on their already overworked marketing team.
Overworked marketer trying to do ALL THE JOBS.
The trouble with that — aside from bandwidth challenges — is content marketing requires a nuanced skillset compared to traditional or digital marketing. Content marketing skills center on creating, distributing, and optimizing high-value content to engage and nurture an audience rather than directly selling to them.
Forward-thinking and cost-conscious organizations bolster their own marketing teams by partnering with a quality agency that offers turnkey content marketing services.
“Organizations that leverage content marketing services can enhance and amplify their overall marketing strategy, including paid media and advertising,” says Joe Stella, CEO, BackPocket Agency. “Beyond direct promotion, content marketing enables meaningful audience engagement by providing value-driven content. This approach fosters trust, strengthens brand relationships, and cultivates long-term customer loyalty.”
What Is Content Marketing?
Content marketing is a marketing technique that uses the development and distribution of relevant, valuable, and consistent content to attract and engage a target audience.
One of the key words here is ‘valuable.’ Content marketing differs from traditional marketing and advertising because it’s less about self-promotion and immediate sales, and more about the value you’re providing to your audience. When done right, it attracts, engages, and builds trust — turning passive audiences into active customers.
“The single largest differentiator between content marketing and marketing is the critical focus on storytelling — the ability to meet an audience where they are and build a connection by providing value, education, and inspiration,” says Michelle Jackson, Chief Strategy Officer, BackPocket Agency. “Put simply, without that connection, content marketing cannot drive results.”
Content marketing efforts often include:
- Email marketing
- Digital marketing (e.g., websites, blogs)
- Social media marketing
- Print marketing (e.g., magazines, newsletters)
- Multimedia marketing (e.g., video, podcasts)
The key to successful content marketing is developing and implementing a strategy for producing and publishing content that is manageable and sustainable for your organization, helps you meet your marketing goals, and integrates content as an inherent part of your marketing process. The types of content you include in your strategy should make sense for your organization while reaching your target audience where they are.
What Are Content Marketing Services?
Content marketing is about much more than just content creation. Sure, writing and editing are a big part of content marketing, but they’re just the tip of the iceberg.
Content marketing services encompass strategic planning, content promotion, measurement and analysis, content optimization, and more:
- Content strategy development: Put simply, your content strategy defines your content efforts — how and why you will create, distribute, manage, and measure content — and how they will align with business goals. Content strategy development may encompass audience research, content pillar creation, competitor analysis, and more.
- Content audits: In a content audit, you’ll analyze your existing content across all channels to determine what’s working, what’s not effective, and what needs to be improved. Content audits can also unearth older content that can be refreshed and optimized, which is known as repurposing content.
- Audience analysis: Knowing your audience is a critical step for successful content marketing plans. In-depth audience research can uncover helpful details about your audience’s paint points, motivations, and behaviors — so your content can support those needs. Another helpful step is to create audience personas based on that audience analysis. Audience personas are fictional profiles that represent members of your target audience that you can use to help focus your marketing efforts.
- Content planning: Content planning includes setting up content calendars (also known as editorial calendars) and mapping out deadlines. A content calendar is a detailed schedule of when, where, and what type of content you plan to publish. Content calendars can include upcoming pieces, status updates, planned promotional activity, partnerships, and holidays and observances.
- Content creation: Content creation includes all types of content to be published. This can include short- and long-form articles, photos, infographics, videos, podcasts, social media content, whitepapers, and more. It’s not just a writing step; it involves creation of multimedia deliverables.
- Social media management: Social media is constantly evolving, and content marketers have to keep pace with current trends, guidelines, and strategies. They can help you determine which social media channels are right for your organization, the types of content to post, and when to post.
- Search engine optimization (SEO): If you produce content online, content marketing services typically include SEO. Like social media managers, SEO experts stay up-to-date on current SEO practices and algorithms, so your content continues to rank well with search engines like Google, which increases the likelihood it gets seen.
Your team when you ask them if they'd like more marketing support.
- Content promotion and campaign management: Content promotion is the process of distributing content via both paid and organic channels, which may include platforms like social media, industry publications, and e-newsletters. A strong content promotion strategy includes a multichannel approach that connects with audiences and drives awareness. If you decide on paid promotion, content marketers can plan, launch, manage, and optimize the campaign.
- Performance monitoring: Once your content is published, it’s important to regularly assess its performance. Performance can be determined by viewing digital analytics (e.g., click rates, views, traffic) or running reader surveys. Analytics and audience feedback can provide insight into well-performing content topics and themes, which you can use to plan and optimize future content.
Outsourcing these services to content marketing professionals can help your organization gain access to a team of experts skilled in crafting content that aligns with your brand, elevates your presence and credibility, and supports your goals. Plus, it frees up you and your team’s time and resources.
Want to know more about what content professionals do and how they can help your organization? Watch a day in the life of our Chief Strategy and our Senior Content Manager.
Why You Need Content Marketing Services
A successful marketing plan is nearly impossible these days without content. But utilizing professional content marketing services can mean the difference between producing valuable, engaging content and spam that customers or members overlook or trash.
“Organizations that invest in content marketing services are able to complement and maximize their marketing efforts in areas like paid media and advertising,” Jackson says. “They’re also able to connect with their audience in meaningful ways beyond simply promoting their products or services directly. Content marketing empowers organizations to deliver true value to their audience, build trust, and drive long-term loyalty.”
In this video, Stella offers three questions you should ask potential agency partners to make sure they’re the right fit.
Here are 14 reasons why your organization needs content marketing services — and why it can be a game-changer:
1. Puts Your Brand on the Map
Great content helps people actually find your brand. Whether it’s through Google searches, social media, or word-of-mouth, killer content makes sure you’re not just another needle in the digital haystack.
2. Makes People Trust You
When you consistently share useful, interesting, and valuable content, people start to see you as the go-to expert. That trust makes them way more likely to do business with you.
3. Gets You on Google’s Good Side
Search engines love fresh, high-quality content. The better your content, the higher you rank, and the more people discover you without you spending a dime on ads.
4. Gets People Talking (and Engaging!)
Whether it’s a blog post, video, or an eye-catching infographic, good content sparks conversations. More likes, shares, and comments mean more eyes on your brand.
5. Turns Browsers into Buyers
Well-crafted content pulls in potential customers and guides them through the buying process. From educational blogs to compelling case studies, content helps turn “just looking” into “take my money, please.”
6. Makes You the Go-to Expert
When your content educates your audience and answers their questions, they start seeing you as the expert. The result? They’ll come to you first when they need what you offer.
7. Feeds Your Social Media Game
Running out of things to post? Good content solves that. Blogs, videos, memes, infographics — instant social media gold.
8. Keeps Your Customers Coming Back
Content isn’t just for getting attracting customers, it’s also for keeping the ones you already have. Regular updates, tips, and insights keep them engaged and coming back for more.
9. Makes You Stand Out from the Crowd
Let’s face it, there are tons of businesses like yours out there. Unique, well-crafted content helps you rise above the noise and show people why you are the best choice.
10. Saves Money in the Long Run
Ads stop working the second you stop paying, but great content keeps delivering results for months (or even years). The marketing that keeps on giving.
11. Gets Your Audience Involved
The best content gets people engaged — commenting, sharing, and even creating their own user-generated content (reviews, testimonials, social posts).
12. Supercharges Your Ads
Got a paid ad campaign? Content makes it way more effective. A great blog post or landing page means better engagement, higher conversions, and lower ad costs.
13. Gives You Valuable Insights
Content marketing isn’t just about creating, it’s about learning. Analytics show what people love (or don’t), so you can refine your strategy and keep improving.
14. Sets You Up for Long-term Success
Content marketing isn’t a one-and-done thing, it’s a long-term growth strategy. Over time, it brings in more traffic, builds stronger customer relationships, and fuels business growth without burning through your budget.
The bottom line: If you want to grow your brand, attract more customers, and build a strong online presence, content marketing is non-negotiable.
How to Choose a Content Marketing Services Provider
Finding the right content marketing services provider is important and will impact the success of your content efforts. Consider these steps to ensure you partner with professionals who are aligned with your specific needs:
- Define your goals: Clearly outline what you want to achieve with content marketing, such as increasing traffic, generating leads, or enhancing brand awareness.
- Research providers: Look for content marketers with a strong track record and positive client testimonials. Check their portfolio for relevant experience and work that inspires you.
- Evaluate their expertise: Ensure the provider has expertise in your industry and offers the specific services you need.
- Ask for proposals: Request detailed proposals or quotes to understand a potential partner’s approach, strategies, and pricing.
- Keep an eye on communication: Ensure they have clear communication processes and are responsive to your needs and questions.
- Compare and decide: Evaluate your options and choose the provider that best aligns with your vision and budget.
“Look for a content marketing services provider that takes the time to listen to your unique challenges and objectives,” Jackson says. “Content marketing isn't about out-of-the-box solutions; it's about creating custom, targeted, and personalized experiences through storytelling. Your partner should embody and prioritize that.”
Adds Stella: “Your content marketing services provider should be your partner — not your vendor. If they don't see your challenges as their challenges, and their wins as your collective wins, they're not the right agency to work with.”
Your Partner for Content Marketing Services
At BackPocket Agency, we're not just content creators; we develop comprehensive content strategies that align with your business goals. Our team will guide you through every step of the process, ensuring that your content not only tells your story but also drives measurable results. Partner with BackPocket and let's create a content strategy that fuels your business growth.
Megan Kramer-Salvitti
Senior Content Manager
With more than 10 years of experience managing print and digital content platforms, Megan helps associations and healthcare organizations do just that by bringing their ideas to life. Megan grew up helping her veteran father edit newspaper articles when he worked in public relations for the Army. Megan went on to win an award from the Society of Professional Journalists for in-depth reporting in college and later earned a master’s in journalism from Northwestern’s Medill School of Journalism. Megan now uses these skills to manage client content with accuracy, timeliness, and care.