So, you’ve decided that you need the strategic mind of a third-party content marketing consultant. The next thing to figure out is whether it’s a freelancer or an entire marketing agency that you’re looking for. 

As a content marketing specialist who’s been both self-employed and agency-side, I’ve got first-hand insight that might help you make your decision! Here’s what you need to know about each option.

What does a content marketing consultant do?

A content marketing consultant advises businesses on how to use content to support their wider digital marketing activity. This typically looks like creating content strategies designed to reach marketing goals – from increasing brand awareness to engaging a specific audience.

These content strategies will then inform content marketing plans, which outline the formats (think blogs, case studies, reports, and so on), topics, keywords, and distribution channels for each asset.

Some consultants will also take care of content creation; others will pass the strategies on to content writers to deliver. This may be writers they work with, or your in-house writers. Whether you choose a freelance or agency-side consultant, make sure you know exactly what they do and don’t offer!

Perks of hiring freelance content marketing consultants

I was a self-employed content marketing specialist for just under two years, during which time I got to know a lot of fellow freelancers.

This means I learned a lot about how freelancers work and the benefits for businesses, outside of my own experience.

Here’s what you should know:

• Freelancers tend to be less expensive than agencies. You’re only paying for the services of one person based on exactly what you need, whether they charge per project or per day. Agencies, on the other hand, often have set monthly pricing that helps to pay an entire team of people.
• You can hire freelancers for short-term projects. Just need a couple of blogs written? You’ll be able to find a freelancer who can take on smaller pieces of work. In contrast, you’re unlikely to find an agency that will sign a contract for just a few days or weeks.
• You can hire freelancers on retainer to suit your schedule. Perhaps you want a content marketing consultant to work for you every Monday, or to join your monthly marketing meeting. With a freelancer on retainer, you can make this work! Agencies will always consider your schedule for meetings and deadlines, but probably can’t consistently commit to working on set days.
• Freelancers can fill gaps. Whether you have a skills gap in your marketing team, or you’re currently hiring for a new in-house content marketer and need work picked up in the meantime – a freelancer can help.
• You can trial a freelancer before hiring them. For instance, you could hire a self-employed consultant for a small piece of work before deciding whether to give them a larger project or hire them on a retained basis. This is a smaller commitment than partnering with an entire agency.

You might like: How to set a budget with an outsourced marketing agency

Perks of hiring a content marketing agency

Alongside freelancing, I’ve also worked in three different digital marketing agencies. So, I’ve also got a good understanding of how different agencies operate, and why they’re sometimes the best choice for businesses.

• Agencies specialise in more than content marketing. A full-service agency will have content marketers, design specialists, digital marketing experts, all working in collaboration. If your marketing needs growing beyond content, you’ll benefit from these extra skills.Plus, it’ll be quicker for an internal team to deliver a large campaign than one freelancer (even if they do specialise in more than content marketing).
• Agencies may have more combined expertise. Many people, like our CEO Tanya Estrella, set up their own agencies once they’ve spent decades fine-tuning their skills. Then, they’ll hire a team of specialists with expertise to augment theirs. Few self-employed consultants will be able to compete with this.
• Agencies have account managers. This means there will always be a person dedicated to responding to your emails and keeping you up to date, while the project’s underway. In my experience, freelancers tend not to have the time to stay in constant communication with their clients – they’re too busy doing the work!
• Agencies may provide more structure. From onboarding documentation to processes for dealing with complaints – an established agency should have all the structure needed to ensure a smooth relationship with you. This isn’t to say that freelancers won’t, but I wouldn’t take it as a given.

You might find helpful: Tips for choosing the best digital marketing agency for you

Freelance vs agency – Which is right for you?

Hopefully you’re on your way to choosing between a freelance or agency consultant, but here’s a quick summary to help you further.

Freelancers might suit you if you have:

• Short-term projects
• Meetings or work needed on set days
• A smaller marketing budget
• Short-term skill or capacity gaps in your creative team

An agency might suit you if you need:

• Full-service marketing (multiple specialisms)
• Support with large campaigns
• Ongoing marketing activity and more reactive resource
• Regular meetings and communications

Explore real-world content marketing results from EV

The option you choose will come down to multiple factors, from your content needs to your budget. But one thing you shouldn’t compromise on is finding a freelancer or agency with a proven track record of getting great results for clients!

If you’re interested in what we at EV have achieved for our clients, I recommend reading The impact of outsourced marketing next. It’s a portfolio of real-world results from our content marketing services, so you can see what’s possible!