How to choose a B2B content marketing agency

Blackcat Content’s eight-step guide to finding the right B2B content marketing agency

Choosing a B2B content marketing agency is a big decision. It isn't just about finding someone who can create content. It's about finding an agency that can work as your in-house marketing team.

The right agency becomes a real, strategic partner that helps shape your brand and brings genuine opportunities knocking. The wrong one produces generic content that fills a calendar but delivers little measurable impact. And signing a contract with the wrong agency means you could be tied into something for a long time. 

This guide explains exactly what to look for to find a B2B marketing agency that will make a real impact for your business (in eight easy steps). 

1. Start by clarifying what success looks like to you

Before evaluating any agency, you need to be clear on what you’re trying to achieve. Different agencies are optimised for different outcomes, and misalignment here is one of the most common reasons content marketing underperforms.

Your objectives might include:

• Increasing organic traffic

• Generating inbound leads

• Strengthening credibility in your sector

• Supporting outbound sales efforts

• Improving conversion rates

• Building visibility with investors or stakeholders

• Establishing thought leadership

  
  

Each of these requires a slightly different strategic approach.

An agency focused purely on SEO volume may not be the right fit if your primary goal is influencing senior decision-makers. Equally, an agency specialising in brand storytelling may not have the technical SEO expertise needed to grow search visibility.

And if you’re not sure, the best agencies will help clarify your goals so reaching out to an agency to chat about what you should be doing is also a great option. 

2. Prioritise genuine B2B expertise

It’s no secret that B2B content is fundamentally different from B2C content.

B2B teams deal with longer sales cycles, more complex decision-making processes, and higher expectations around credibility and expertise. Buyers are more informed, far more risk-aware, and therefore more selective. And this comes as no surprise because usually B2B buying is more expensive. But it means if you’re looking for a B2B content marketing agency or a more generalised B2B marketing agency, you need to really consider what agency to go with.

When evaluating agencies, look closely at their existing work. Ask yourself: Have they worked with B2B companies before? Do they understand complex products, services, or markets? Can they explain nuanced topics clearly and confidently?

3. Look beyond just writing quality 

Strong writing matters. But strategy and mindful content is typically what drives results. Many agencies can produce well-written articles. Far fewer can identify the right topics, align content with your commercial priorities, and build a well-thought out, data-driven roadmap for you.

A strong B2B content agency should be able to:

• Identify commercially valuable content opportunities

• Recommend topics based on audience needs and search demand

• Align content with different stages of the buyer journey

• Build structured content plans

• Connect content activity to measurable business outcomes

  
  

One of the clearest signals of strategic capability is the questions an agency asks.

If the conversation focuses purely on volume such as how many articles you want per month, or how quickly they can produce content, that can be a warning sign. Strong agencies focus first on understanding your business, your audience, and your objectives before getting into the nitty gritty of volume and posting.

4. Evaluate their process and operational structure

Consistency is essential in content marketing. Results come from sustained, high-quality output over time rather than isolated pieces of content.

Established agencies will have clear, repeatable systems that ensure quality. This typically includes structured onboarding, defined briefing processes, editorial oversight, and clear timelines.

Process may not be visible in the final output, but it is what makes sustainable content production possible.

5. Ensure they understand SEO and how content gets discovered

Creating high-quality content is only part of the equation. It also needs to be discoverable.

Search engines, like Google, remain one of the most valuable sources of high-intent traffic for B2B companies. This makes SEO a core component of any effective content strategy.

Strong agencies understand:

• Keyword research and search intent

• How to structure content for visibility

• Internal linking and content architecture

• Topic clustering and authority building

• The relationship between content quality and rankings

Without this expertise, content may never reach its intended audience, regardless of how well written it is.

Equally important is understanding distribution beyond search. Content should support channels such as LinkedIn, email, and sales outreach. The best agencies think about how content works across your entire commercial ecosystem.

6. Review previous work carefully

An agency’s past work provides one of the clearest indicators of what they can deliver. So make sure you take the time to actually look through some of their portfolio. Look out for companies similar to your own, or with a similar brand story to tell. 

When reviewing examples, ask yourself:

• Does the content demonstrate real insight?

• Is it clear, structured, and easy to follow?

• Does it feel authoritative and credible?

• Is it differentiated, or could any company have published it?

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Case studies are particularly valuable because they show how content connects to outcomes.

Look for evidence that the agency understands not just how to produce content, but how to use it strategically.

7. Consider communication and working relationship

It might seem a bit basic but communication is key to finding the right content marketing agency. Content marketing works best as a collaborative process. The agency becomes an extension of your team, translating your expertise into structured, effective content.

This means you want to be working with someone who has a clear communication process. If you’re unsure if their communication process will work for you, ask one simple question: can you make me a content timeline proposal? This will set you up with a great idea of what they can deliver and when, and if they can’t produce one, then you know there could be a problem with deliverabilities. 

8. Understand content marketing pricing

Once you start your research, one thing you’ll notice is that pricing varies significantly across content agencies, and it can be tempting to focus on cost alone.

You might even be appealing to go onto a freelancer website such as Upwork or Fiverr to find something even cheaper. And while you can find some great talent on sites like that, if you’re offering a low price it’ll always equal low quality. 

Content marketing is a long-term investment. High-quality content continues to deliver value over time, attracting traffic, building credibility, and supporting commercial activity long after publication.

Lower-cost providers often produce content that lacks depth, strategic alignment, or visibility. This can result in wasted time and missed opportunities.

Value should be assessed based on impact, not just initial cost. Otherwise you may realise you wasted money later down the line.

Red flags to watch out for

Certain warning signs consistently indicate weaker agencies.

Content marketing delivers strong returns, but it requires expertise and consistency. Agencies that present it as a quick fix often fail to deliver meaningful impact.

The right agency becomes a long-term growth partner

Choosing the right B2B content marketing agency is ultimately about finding a partner that understands your business, your market, and your goals.

The best agencies do more than produce content. They help shape your positioning, clarify your messaging, and build a content ecosystem that supports sustained growth.

At BlackCat Content, the focus is on creating strategic, commercially aligned content that helps B2B companies:

1. Build authority

2. Attract the right audiences

3. Drive measurable outcomes.

Because in B2B, content isn’t just marketing.

Want to see how we can help? Chat to us today.