5 warning signs every marketer should know. There are many content marketing firms out there, how do you pick the right one? Check out our research on the ROI of Content Marketing as compared to Native Advertising here: http://research.frac.tl/content-marketing-vs-native-advertising

1. IsYourInboundagencylyingtoyou?
Five Warning Signs Every Marketer Should Know

2. MOREBRANDS ARE
LOOKINGFOR OUTSIDE
HELP BECAUSE OFTHE
LEVELOF EXPERTISE–
An Agency’s portfolio
includes a breadth of
workunrivaledby a
single,in-house
marketer.
It’s no surprise why more brands are outsourcing their content
creation: An agency can take its experience across multiple
industries and successfully apply the best ideas to your brand.
An agency shouldn’t try to compete
with your in-house team – it should
elevate your efforts through a
shared dedication to great content.
However, all brands have the same concern before working with an
outside agency: How do I know whether or not it’s trustworthy?
Here, we’ll walk you through five warning signs that may indicate whether
or not an agency is lying to you.

3. You’re left with a bad first impression
after initial contact.
RedFlag#1
Isyourinboundagencylyingtoyou? 03

4. Initial contact that feels
impersonal is a good indicator of
low-quality work.
Some questions you’ll want to ask:
• What do you know about our brand?
• How will you help us reach our key audience?
• Have you worked with someone in our industry before?
• How do you measure success?
Free services – If it’s not
expecting you to pay, expect
little to no effort on its end.
Scripted pitch – When you’re
not hearing specifics about
your industry or brand, the
agency hasn’t done its
research.
Industry jargon – Promising
something will “go viral” leaves
an agency less accountable to
solid goals.
CluesAnAgencyisuntrustworthyIt’s easy to overlook critical questions when meeting with an
agency for the first time. You want to make sure an agency’s
pitch focuses on how it can help elevate your brand within your
industry and offers ways to reach your target audiences.
Isyourinboundagencylyingtoyou? 04

5. A simple online search provides little to
no information about the agency.
RedFlag#2
Isyourinboundagencylyingtoyou? 05

6. Digital marketers and agencies leave digital footprints, so if you
can’t easily find information about one, it’s a good indicator
that it has something it’s trying to hide.
Inbound marketing agencies can offer your brand an entire
team devoted to generating and promoting great content, and
these are some key positions you want an agency to offer:
YOUSHOULDFEEL
CONFIDENTTHATTHE
AGENCYYOU’REWORKING
WITHHASTHERIGHT
BACKGROUNDANDSKILL
SET,PLUSA LARGE
ENOUGHTEAMTOHANDLE
THEWORK.
AccountManager
Brand Strategist
Project Manager
Researcher
Programmer/Developer
Graphic Designer
Copywriter/Editor
Media Relations Associate
Isyourinboundagencylyingtoyou? 06

7. The agency doesn’t have a portfolio that
backs its “guaranteed” results.
RedFlag#3
Isyourinboundagencylyingtoyou? 07

8. Case Studies
There should be
concrete examples of
effective strategies
and client wins.
Previous Campaigns
Not only should there be
previous examples, but
you should also see an
evolution in content type.
Results
Look for exact figures
and growth percentages
along with short- and
long-term results.
An agency should have a portfolio readily available, and these can provide you with a great sense of its work.
What are some things you want to find in a well-rounded portfolio?
Press Mentions
There should be examples
of client placements as
well as articles that
feature the agency.
Isyourinboundagencylyingtoyou? 08

9. The agency doesn’t provide a concrete set
of metrics it uses to measure results.
RedFlag#4
Isyourinboundagencylyingtoyou? 09

10. The agency should have no problem proving its work gets results.
Here are some key metrics it should provide as ways it measures
success:
Social Shares Links Brand Mentions Traffic
Conversions Leads ROI
WATCHOUTFOR
DUBIOUSPROMISES,
LIKE ACHIEVING
SPECIFICSEORANKINGS
ORproducing
CAMPAIGNSTHAT WILL
simply“GO VIRAL.”
Isyourinboundagencylyingtoyou? 10

11. Below-market pricing usually indicates
lower-quality work.
RedFlag#5
Isyourinboundagencylyingtoyou? 11

12. Rates should reflect the amount
of time and resources required
for high-quality work.
Fractl took a closer look at how agencies are running their
content marketing programs. Our survey results revealed
that the common practice is to offer retainer packages.
These retainers tended to fall into four brackets: $1,000–$5,000,
$5,000–$10,000, $10,000–$50,000, and $50,000–$100,000.
Factorstoconsiderwhen
outliningyourbudget
Many brands are outsourcing their inbound marketing efforts
because they simply can’t produce the quality content they
need internally. As a business owner, how much should you
pay freelance writers and marketing agencies for content? Strategy – What are your
campaign goals? This will help
you understand the scope and
potential cost of a campaign.
Production – The cost of content
creation largely depends on
complexity and research.
Promotion – There are a variety of
options available for content
distribution, so pricing varies
depending on channel and overall
campaign goals.
Isyourinboundagencylyingtoyou?
Source:Fractl and Moz – The ROI of Content Marketingvs. Native Advertising
12

13. ANOUTSIDE
AGENCYISINTHE
BUSINESSTO SUCCEED,
ANDITWANTsTO
HELPMAXIMIZEYOUR
GROWTHAS MUCH AS
YOUDO.
Finding an agency that can work within your budget and deliver the
results you’re looking for isn’t difficult if you know what to look for
during your initial meetings.
Remember to keep these five red
flags in mind when vetting your
next inbound marketing agency.
The biggest takeaway? If anagency isn’t tracking orproviding insights into
howmuchvalue it’s driving for yourbrand,then perhaps it's time to look
elsewhere.

14. WE LEVERAGETHESCIENCE BEHINDGREATCONTENT.
OURMISSION:TOPRODUCETHEMOSTENGAGINGAND EMOTIONAL
EXPERIENCESONTHE WEB
Fractl is a full-service digital marketing agency that specializes in content marketing, social
media, and lead generation. Fractl focuses on the high impact of viral content marketing as
it relates to SEO, rankings, and online growth. Fractl is a team with a broad set of talents and
skill sets. Most notably, we maintain a highly talented team of programmers, writers, editors,
PR professionals, technical search engine talent, animators, graphic designers, project
managers, producers, and creative thinkers. Find out how our superior results can increase
your bottom line today.
© 2016 Fractl, Inc. All Rights Reserved
contact@frac.tl
www.Frac.tl

15. OUREXCLUSIVERESEARCHMAKESYOURWORKSING.