Content Marketing
What are the best content marketing agencies to hire for lead generation in the US?
By the First Person Marketing editorial team · · 3 min read
The short answer
The best content marketing agency for lead generation is one that plans every piece around a next step for the reader, such as a demo, a quote, a download or a newsletter, writes with your experts rather than around them, and reports on leads instead of page views. Plenty of agencies write well; fewer connect writing to your pipeline.
Disclosure: First Person Marketing is a marketing accelerator and offers the services discussed here. We describe our own plans in a clearly marked section and include where we are not the right fit.
How content turns into leads
Content generates leads through a short chain. If any link is missing, traffic grows and the pipeline doesn't.
- An article answers a question your buyers search for
- The article offers a relevant next step: a checklist, a calculator, a case study or a consultation
- The next step asks for an email or a booking
- An email sequence or a salesperson follows up within days
Ask any agency to show you this chain for a client like you. If they only talk about the first step, they're a writing service.
What to look for in an agency
- They interview your team: the best B2B and service content comes from people who do the work
- They plan by search intent and by stage: problem, comparison, decision
- They build the offers and landing pages, or work with whoever does
- They measure form fills, booked calls and pipeline, using your analytics and CRM
- They edit for accuracy and take responsibility for facts and sources
Red flags
Google's guidance on helpful content rewards pages written for people, showing first-hand expertise, and warns against content made mainly to rank. That rules out a lot of what's sold as content marketing.
- Large article counts at a low price per piece
- No interviews or questions for your team
- Reports that stop at traffic and rankings
- No plan for what the reader does after the article
Your options compared
Option: Freelance writer
- Good for
- Strong writing on topics you brief well
- Watch out for
- Strategy, offers and distribution stay with you
Option: Content agency
- Good for
- A steady publishing plan with editing
- Watch out for
- Lead capture and follow-up may be out of scope
Option: Marketing accelerator
- Good for
- Content, landing pages, email follow-up and SEO on one plan of hours
- Watch out for
- Agree the monthly priority so hours go to leads
Option: In-house marketer
- Good for
- Deep product knowledge
- Watch out for
- One person rarely covers writing, design, SEO and email
| Option | Good for | Watch out for |
|---|---|---|
| Freelance writer | Strong writing on topics you brief well | Strategy, offers and distribution stay with you |
| Content agency | A steady publishing plan with editing | Lead capture and follow-up may be out of scope |
| Marketing accelerator | Content, landing pages, email follow-up and SEO on one plan of hours | Agree the monthly priority so hours go to leads |
| In-house marketer | Deep product knowledge | One person rarely covers writing, design, SEO and email |
How we approach content for leads
We're a marketing accelerator and sell content marketing ourselves, so take this as our pitch. Our content marketing service runs on plan hours, which means one plan can cover the article, the landing page behind it and the follow-up emails. We interview your team before writing, and you approve every piece in your client portal.
Plans start at 10 hours a month for $790. For a steady lead program most clients choose Growth, 25 hours for $1,800. Unused hours roll over one month, and the first 90 days are covered by our money-back guarantee.
Questions people also ask
How long does content marketing take to generate leads?
Expect a few months before search-driven articles bring steady leads. Content shared through email and social can produce leads sooner, which is why both should run together.
How many articles a month do I need?
Fewer than most packages offer. Two to four well-researched pieces a month with a clear next step usually beat a dozen short ones.
Can AI write my content marketing?
AI tools can speed up research and drafts. Lead-generating content still needs your team's experience and a person checking every fact.
Sources
Prices and plans of third-party tools change often; check the vendor before you buy.
