Should I trust my PR or social agency to produce my content?

What are the benefits to working with a PR or social agency?

Online marketing has become a challenge for many brands. Customers have high expectations about the presence that brands should have online, including websites and social media pages. They want to experience a consistent brand regardless of where they are on the web. For many businesses, the demands associated with keeping up with this level of marketing can be too much, particularly when one calculates the costs associated with bringing an entire digital marketing or PR team onboard.

A PR or social agency will allow you to employ the expertise of others without having to make them a part of the company. This will often save costs and allow you to scale your costs according to your unique needs. Since your online presence will be largely handled by experienced professionals, you can also be confident in how your brand is presented.


Should I trust my PR or social agency to produce my content?

This can be a challenging question and it depends largely upon the specialties and experience of your agency as well as your expectations. Agencies often have in-house writers that are experienced with researching different types of companies and producing high-quality copy. If you are in a highly specialized industry with very specific needs on niche topics, then you may not want to outsource this task. The content produced by third parties may be too general to really add value.


How do I know if my agency is qualified to produce my content?

To make this decision, it is critical that you assess the value of the content that is being produced. The person who writes your content must understand your unique service and your market in order make the investment worthwhile. Here are some tips to help you make this choice:

  • Speak with your agency representative about the experience and expertise of their writers. Ask them about the number of pieces that these writers have produced that apply to your industry.
  • Ask for a work sample. Look for the level of expertise and whether or not your unique audience would be able to appreciate the content.
  • Compare the sample to what your competitors are producing. Gauge the ability of the agency to regularly supply you with content that meets this standard.


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