How to Hire the Right Content Marketing Consultant? A Comprehensive Guide
What is a Content Marketing Consultant?
Content marketing consultants help businesses establish their credibility and authority within their respective industries or niches by creating and implementing a content marketing strategy. This strategy involves crafting high-quality content, promoting it to the right audience, and tracking campaign results to ensure effectiveness. SaaS (Software as a Service) and e-Commerce businesses are particularly well-suited for content marketing because they have a wealth of opportunities to publish valuable content that addresses customer needs and challenges. This content can take many forms, including blog posts, case studies, e-books, product tutorials, product reviews, and feature updates. By effectively utilizing this content, SaaS and e-Commerce businesses can attract and engage potential customers by establishing their credibility and trust through content, and ultimately drive business growth.
Why Do You Need a Consultant?
Despite having a content marketing strategy in place, many organizations struggle to execute and manage it effectively according to a study by SEMrush. This is often due to a lack of time, resources, or marketing expertise. A content marketing consultant can provide the guidance and support needed to overcome these challenges and achieve successful results.
If you are not satisfied with the results of your current content marketing efforts or lack the resources to hire full-time marketing staff, consider consulting with a content marketing expert. They can help you develop a comprehensive strategy, execute your plan effectively, and achieve your marketing goals.
10 Benefits of Working With a Content Marketing Consultant
By partnering with a seasoned content marketing professional like Manzar Mashhood, you get the following treasure trove of benefits.
Boost Your ROI with New Insights
A content marketing consultant can help you improve your content marketing strategy and achieve your business goals. They can provide valuable insights into your current efforts, identify areas for improvement, and recommend strategies to help you generate qualified leads and improve your search engine ranking.
Generate better quality leads with compelling content
A content marketing consultant can help you create a strong content strategy that generates leads and supports your business goals. They can help you identify the right content to create, optimize it for search, and align it with your products and services.
A consultant can also assess your current content strategy and make recommendations for improvement. By working with a consultant, you can avoid wasting time and resources on ineffective strategies and focus on creating content that engages and converts your target audience.
Get more done in less time with content marketing consulting
Content marketing can be time-consuming and overwhelming. A content marketing consultant can help you plan your content, develop a more efficient workflow, and save you time and money.
A content marketing consultant can help you identify where inefficiencies lie in your current process and recommend improvements. They can also steer you away from common mistakes that can further waste your time and energy.
A Roadmap to Actionable Steps
A good content marketing consultant will understand your current situation and goals, identify the next steps, and create a personalized road map for you to follow. This strategic plan will provide you with peace of mind and relief, and the action items it outlines will help you create a to-do list and get started on improving your content marketing efforts.
Get more website traffic with better SEO
Content marketing and SEO go hand in hand. SEO helps people find your content when they search online, which can lead to more traffic, better visibility, and more qualified leads. By optimizing your content with keywords, meta descriptions, and other SEO techniques, you can make it easier for potential customers to find you online.
If you’re not an SEO expert, you may miss out on these opportunities. A content marketing consultant or coach can help you develop an SEO strategy that will improve your website traffic and search engine rankings. They can also assess your current performance and guide you to the actions you need to take to improve your results.
Gain Expertise and Influence in Your Industry/Niche
Content marketing goes beyond SEO and customer journey. While these are important, establishing authority in your industry sets you apart in the competitive online space. Thought leadership and original insights demonstrate your uniqueness, especially as AI tools produce generic content.
A content marketing consultant can help you identify opportunities for unique content. They bring an outsider’s perspective, spotting gaps and untapped areas of expertise. While tools assist, a consultant’s creativity and experience are invaluable, positioning your brand as a trusted industry leader. This content can make the difference between a sale and a lost opportunity.
Continuously Improve by Embracing Emerging Trends
Content marketing consultants stay up-to-date with the latest trends and best practices in marketing and SEO. This means you don’t have to spend time reading blogs, watching videos, or listening to podcasts to stay on top of the latest content marketing strategies.
Consultants have in-depth knowledge of both established and emerging tactics, allowing them to provide valuable insights into where the content marketing industry is headed. This can help you make smarter decisions for your business.
Social Media Engagement and Amplification
Content marketing consultants can help you leverage social media platforms to amplify your content’s reach and engage with your target audience. They can develop social media strategies, create engaging posts, and manage your social media presence effectively.
Content Performance Analysis and Optimization
Content marketing consultants can track and analyze the performance of your content, providing valuable insights into audience engagement, traffic sources, and conversion rates. These insights can be used to refine your content strategy and optimize your content for better results.
Peace of Mind and Focus on Core Business
By partnering with a content marketing consultant, you can free up your time and resources to focus on your core business operations. You can delegate content creation, strategy development, and performance analysis to a trusted expert, allowing you to concentrate on what you do best.
12 essential skills for content marketing consultants
Analytical Skills
1. Communication
Communication is the key to a successful content marketing consultant. You must be able to clearly and concisely communicate your ideas to both clients and team members. This includes being able to write well, speak effectively, and actively listen to others.
2. Critical and Creative Thinking
Critical and creative thinking are essential for developing effective content marketing strategies. You must be able to evaluate the current market landscape and identify opportunities for your clients. You must also be able to come up with new and innovative ideas for content that will resonate with your target audience.
3. Data Analysis
Data analysis is essential for measuring the success of your content marketing campaigns. You must be able to track key metrics such as website traffic, social media engagement, and lead generation. This data will help you identify which content is working and which is not, so you can make adjustments to your strategy accordingly.
4. Problem Solving
Content marketing consultants often face challenges, such as tight deadlines, budget constraints, and changing client needs. You must be able to think critically and creatively to find solutions to these problems.
Technical Skills
5. Google Analytics
Google Analytics is a powerful tool that can be used to track website traffic and user behavior. Content marketing consultants should be familiar with Google Analytics so they can use it to measure the success of their campaigns.
6. Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
SEO and SEM are essential for ensuring that your content is seen by your target audience. Content marketing consultants should have a strong understanding of SEO and SEM so they can optimize their content for search engines.
In the past, content marketers were primarily focused on creating high-quality content. However, in today’s competitive online landscape, it is no longer enough to simply create great content. Content marketers need to understand how to optimize technical SEO factors, such as website speed, to ensure that their content is discovered and indexed by search engines like Google and Bing. Optimizing for technical SEO also ensures good user experience on your business website as a slow-loading website can also lead to a higher bounce rate, which means that people are more likely to leave your website before they have a chance to see your content.
SEM skills are also becoming increasingly important for content marketers. By being able to run effective ads on Google Ads and LinkedIn Ads, content marketers can help businesses reach a wider audience and generate more leads in fairly short amount of time.
7. Email and Social Media Marketing
Email and social media are two of the most effective channels for reaching your target audience with content. Content marketing consultants should be familiar with email marketing and social media marketing so they can create and distribute engaging content on these platforms.
8. Usability Testing
Usability testing is a process of evaluating how easy a website or piece of content is to use. Content marketing consultants should be familiar with usability testing so they can ensure that their content is easy to read, understand, and navigate.
Business Management Skills
9. Financial Management
Content marketing consultants often work on a budget, so they need to be able to manage their finances effectively. This includes being able to track expenses, create invoices, and negotiate pricing with clients.
10. Project Planning and Management
Content marketing projects can be complex, so it is important to be able to plan and manage them effectively. This includes setting goals, creating timelines, and delegating tasks.
11. Negotiation
Content marketing consultants often negotiate contracts with clients. It is important to be able to negotiate effectively to ensure that you are getting paid fair value for your work.
12. Delegation, Recruitment, and People Management
Content marketing consultants often work with a team of freelancers or contractors. It is important to be able to delegate tasks effectively, recruit new team members, and manage people’s performance.
10 key questions to guide your search for the right content marketing consultant
What is the culture and dynamics of their team like?
Consider the experience and expertise of the consultant or team. A consultant with a diverse portfolio can provide valuable insights from their previous work. During initial consultations, inquire about the team’s structure and specialties. Some consultants may handle all aspects of content creation, while others have dedicated teams for social media, writing, and graphic design. Assess whether you prefer a single point of contact or a team of specialists.
Understand the team’s collaboration process. Ask how they ensure seamless integration between different content types, such as social media posts and editorial content. Inquire about their communication channels and project management methods. While your primary contact will likely be the content marketing specialist, it’s crucial to grasp the overall workflow to ensure smooth execution of your marketing strategies.
Does your content marketing consultant practice what he/she preach?
Evaluating a consultant’s expertise through their own content and online presence. Review the consultant’s own content to assess their expertise and focus. Check their website and social media presence to see if they effectively apply the strategies they recommend to clients.
Inquire about any relevant materials the consultants can share for further evaluation. If they specialize in SEO, verify their website’s ranking in organic search. If they claim social media expertise, assess the performance of their own social media platforms.
Is your content marketing consultant keeping up with the latest trends?
A consultant’s blog can reveal his/her market position and knowledge of current trends. The best marketing consultant will be well-versed in the latest trends and guide you in allocating your budget and resources effectively.
Marketing technology is a major current trend. Your consultant should combine content creation with martech tools, such as marketing automation and artificial intelligence, to enhance your strategy. By utilizing a marketing consultant, you not only invest in personalized SEO content but also benefit from the industry’s best tools and trends.
Does your consultant have any case studies or testimonials from satisfied clients that you can review?
Research the consulting firm’s website for case studies and client testimonials to see examples of the work they have done for previous clients. If you have the time, it is worth calling these clients to ask about their experience with the consulting firm. A five-minute phone call could save you a lot of time and trouble in the long run.
What industries or types of companies do you typically work with and are they similar to yours?
If you can’t find examples of work on the website, you should ask for examples of work the company has done for other businesses that are similar to yours. This will help you get a better idea of their preparedness to work with your company and the types of content marketing ideas they will bring to the table.
This is especially important if your company is in a niche or highly technical industry and you need your content to match that industry. You should also look at the language and sources the company uses to supplement their work to see if it is in line with your expectations.
Is execution included in their consulting services?
Different types of consultants exist. Some provide strategic plans but leave the execution to you. Others, like Manmash Consulting, offer both consulting and content production services, including blog posts, videos, social media marketing and web design.
Understanding your internal capabilities is crucial. If you can create content in-house, consulting services can help you optimize your efforts. However, if you prefer to focus on other marketing initiatives, consider hiring a team of specialists to handle content creation.
What standard services does your consultant offer in a typical contract?
When working with a consultant, it’s important to clarify the terms of your engagement, particularly regarding additional consultations or revisions. Some consultants may provide complimentary rounds of edits, while others may charge for additional time spent reviewing strategies or addressing questions. Clearly understanding the terms of your contract will help you manage your project budget and expectations.
What should you expect in your initial meetings with the consultant?
Before starting work with you, consultants will want to understand your business, your customers, and your marketing goals. They will ask questions about your expectations from the relationship and about the marketing channels and materials you already use. If you have any experience with SEO, influencer marketing, or email marketing, presenting your efforts and any results you have tracked can help consultants develop a strategy for you.
Consultants may include content creators in these initial meetings to discuss your brand voice and messaging. If you have already established a brand voice, consultants will want to understand what it is and how it should be used in written materials. They will also want to know if there are any specific messages you want to avoid.
Can a consultant measure the value of their content marketing efforts and explain it clearly in a report?
Many marketers struggle to demonstrate the return on investment (ROI) of their marketing efforts. A content marketing consultant can help by providing clear and easy-to-understand reports that show how content marketing activities are impacting the business. The metrics used to measure success vary depending on the marketing channels used, but ultimately, the goal is to increase revenue.
Businesses new to content marketing should focus on metrics that matter, such as marketing-qualified leads, conversion rates, and customer lifetime value. Avoid getting distracted by vanity metrics, such as social media likes, site visitors, and pageviews, as these do not necessarily correlate with increased revenue. Don’t hesitate to ask your consultant to present results in a different way if you need more clarity.
How to ensure that a consultant is a good fit for your company?
When hiring a content marketing consultant, it’s crucial to find one who aligns with your company’s values and goals. Review their blog and website to get a sense of their personality and expertise.
While outsourcing marketing efforts, consider maintaining an internal marketing team to assist the consultant and continue other complementary marketing activities. Hiring a consultant can help jumpstart your campaign and develop effective materials that drive results.
What is the typical pay range for a content marketing consultant?
Content marketing consultant salaries vary by country. Due to the specialized nature of this work, there is more information available about salaries and fees. The following numbers are based on salaries submitted to talent recruitment sites for content marketing consultant positions.
United States
Content marketing consultants in the U.S. earn an average of $78,602 per year. This is significantly higher than the average salary for entry-level marketers, which is $40,000 per year. This suggests that becoming a content marketing consultant can be a desirable career move for those looking to advance in their marketing careers.
Canada
Content marketing consultants in Canada earn an average of CA$64,240 per year. This is comparable to the salaries of marketing consultants in different provinces across Canada. Entry-level marketing jobs in Canada also pay well, with beginners earning around CA$24 per hour and CA$46,800 per year.
United Kingdom
In the UK, content marketing consultants earn an average of £41,142 per year. This is significantly higher than the average salary for digital marketing consultants, which is £35,926 per year.
Pakistan
Leverage the cost-effectiveness of content marketing consultants in Pakistan, who earn an average of $15,000 USD per year. This allows you to hire a team of 4 content marketers in Pakistan for the same cost as hiring a single person in the US/Canada/UK. Not only do you save on labor costs, but you also gain the expertise of a team that can provide both strategic guidance and hands-on execution.
Are there any real-world examples of how content marketing consultants have played a role in achieving business targets?
Duolingo
Duolingo is a language learning app that has been using content marketing to great effect in recent years. The company’s blog is full of helpful and engaging articles about language learning, culture, and travel. Duolingo also produces a series of videos called “Duolingo Stories” that use short, animated videos to teach new vocabulary and grammar concepts. In addition, Duolingo has a strong presence on social media, where they share fun and relatable content with their followers.
As a result of its content marketing efforts, Duolingo has become a popular language learning resource. The company’s app has been downloaded over 300 million times, and it is used by people of all ages in over 190 countries. Duolingo’s blog posts are regularly shared on social media and have been featured in major publications such as Forbes and The Guardian. Duolingo’s social media presence is also strong, with over 13 million followers on Twitter and over 11 million followers on Facebook.
Patagonia
Patagonia is an outdoor clothing and equipment company that has been using content marketing to great effect for many years. The company’s blog is a treasure trove of informative and inspiring articles about outdoor adventures, environmental stewardship, and social responsibility. Patagonia also produces a series of videos called “Stories from the Field” that showcase the people and places that make up the outdoor community. In addition, Patagonia has a strong presence on social media, where they share stunning photography and heartfelt stories from the outdoors.
As a result of its content marketing efforts, Patagonia has become a beloved brand among outdoor enthusiasts. The company is known for its high-quality products, its commitment to sustainability, and its strong sense of purpose. Patagonia’s blog posts are regularly shared on social media and have been featured in major publications such as National Geographic and The Atlantic. Patagonia’s social media presence is also strong, with over 5 million followers on Instagram and over 1 million followers on Facebook.
MailChimp
MailChimp is an email marketing platform that has been using content marketing to great effect for many years. The company’s blog is a treasure trove of informative and actionable articles about email marketing, marketing automation, and small business growth. MailChimp also produces a series of videos called “The Email Marketing Minute” that offer quick tips and advice for busy marketers. In addition, MailChimp has a strong presence on social media, where they share helpful resources and engage with their audience.
As a result of its content marketing efforts, MailChimp has become a trusted resource for small businesses and marketers around the world. The company’s blog posts are regularly shared on social media and have been featured in major publications such as Entrepreneur and Forbes. MailChimp’s social media presence is also strong, with over 1.2 million followers on Twitter and over 800,000 followers on Facebook.
Top 3 online courses to enhance your content marketing knowledge
Active participation in the content marketing process is crucial for business success. By collaborating with your consultant, you contribute valuable insights that refine their understanding of your business and its goals. This enhanced understanding empowers them to craft a more effective strategy tailored to your business needs. To facilitate collaboration, consider enrolling in these three courses to gain a fundamental understanding of content marketing.
- Content Marketing Certification Course by HubSpot Academy (Free)
- The Strategy of Content Marketing by University of California, Davis (Coursera)
- Content Marketing Specialization by Northwestern University (Coursera)
How Manmash Consulting can help?
You can schedule a free strategy session with Manzar Mashhood, the founder and CEO of Manmash Consulting, to discuss your business’s content marketing strategy. There are no strings attached. You can reach out to Manzar on LinkedIn or via WhatsApp at +923331200550.
