How to Choose a Content Marketing Agency?
HubSpot’s 2025 State of Marketing Report stated that websites, blogs, and SEO delivered the highest ROI for B2B brands last year.
Then, why are so many B2B SaaS companies still struggling to see tangible results like leads and signups?
That’s because most content marketing agencies are more than happy to take your money, flood your site with blog posts, and celebrate when your traffic goes up. But bringing traffic without conversions is like running on a treadmill; you’re running hard but going nowhere.
But how do you find the right one? Choosing an agency that truly drives conversions isn’t easy, but these seven key factors will help you make the right decision.
7 Essential Factors for Choosing a Content Marketing Agency
If you don’t want to burn your hands, learn from those who did. We talked to B2B SaaS CMOs and CEOs who’ve hired content marketing agencies (some great, some disappointing) to bring you real, actionable insights on how to choose a content marketing agency.
The key takeaway? The right agency is a growth partner that drives long-term success!
As Nikita Sherbina, Co-Founder and CEO of AIScreen, puts it, “Make sure the agency you select is not only capable of producing great content but is also invested in helping you grow and adapt based on your results.”
Based on their insights, here are seven key factors to consider.
- Focus on Conversions, Not Traffic
- Case Studies and Real Results
- A Well-Defined Process
- Content Repurposing and Distribution
- Industry Expertise
- An Outside Yet Expert Perspective
- Trust, Transparency, and Ethics
1. Focus on Conversions, Not Traffic
B2B SaaS content marketing is not just about bringing any traffic. It’s about attracting qualified traffic that’s primed for conversion.
The agency you choose must engage people already in the decision-making phase and show them how your SaaS product solves their pain points.
To ensure the agency is equipped to drive qualified traffic and conversions, look for these factors:
- Content strategy alignment: Does the agency chase keywords that bring more traffic but not those closer to a purchasing decision? Does it identify keyword opportunities where it targets a narrow and specific audience?
For instance, instead of targeting “project management software,” do they target “project management software for small businesses” or “project management software for construction?”
- Focus on high-intent buyers: Does the agency create bottom-of-the-funnel (BoFu) content that targets high-intent buyers and moves them toward a purchase decision?
For example, “SaaS A vs. SaaS B” could be a topic that attracts prospects closer to a buying decision. On the other hand, “How to select a specific type of SaaS product” will attract those who know their problems and solutions but don’t know how to pick the best solution.
| 📌 What is BoFu Content? BoFu (Bottom-of-Funnel) content is designed to convert high-intent prospects into paying customers. At this stage, SaaS buyers know their problems and potential solutions. They’re just deciding which one to choose. 💡 Example: A SaaS founder searching “Best AI Writing Tools for Startups” isn’t just browsing; they’re actively evaluating which tool to try or purchase. A strong BoFu article would compare options, highlight key differentiators, address objections, and provide compelling reasons to take action. Actions include signing up for a trial, booking a demo, or purchasing. |
- Conversion-focused metrics tracking: Choose an agency that tracks metrics that matter, such as lead generation, demo requests, and sign-ups, rather than just page views.
At Concurate, we create research-driven, expert-backed BoFu content that drives leads, demo requests, and signups for B2B SaaS products. We ensure that visitors stay on your web pages longer. Clear and actionable CTAs encourage them to take the next step toward trying out your product.
2. Case Studies and Real Results: Proof That an Agency Delivers Impact
The best content agencies don’t just populate your blog. They become your strategic partner. Tracking performance, optimizing content strategies, and continuously evolving their approach to deliver long-term, measurable growth is part of their day-to-day.
Look for the following when evaluating an agency’s track record.
- Commitment to success: Does the agency actively track performance and share measurable results? Do they demonstrate their efforts toward long-term success?
- Client testimonials: The most credible agencies will proudly showcase a variety of client feedback. Look for the ones that provide diverse, credible testimonials from clients who have seen tangible success.
- Peer recommendations: Leverage word of mouth from industry peers, partners, or even competitors. Hearing about a successful partnership from those you trust can be one of the best indicators of an agency’s value.
- Relevant case studies: Look for B2B SaaS-specific case studies highlighting specific challenges, the strategies implemented, and the results. Compelling case studies should showcase concrete data showing how the agency helped clients improve revenue and conversion rates.
3. A Well-Defined Process: The Key to Consistent and Scalable Success
Efficient B2B SaaS content marketing is about following a systematic content development approach that aligns with business goals, scales effectively, and drives measurable results.
So, how to choose a content marketing agency with a truly rock-solid internal process?
- In-depth product and audience understanding: Does the agency take the time to interview you and understand your product and target audience? Without this, they can’t create content that resonates with your prospects.
As Valentin Radu, CEO and Founder of Omniconvert, says, “If they don’t take the time to understand your ICP and differentiation, your blog will sound like everyone else’s.”
- Content creation process: How does the agency approach content creation? Do they research deeply and provide actionable insights, not just generic, surface-level content?
- Clear ownership and communication: Does the agency take ownership and communicate proactively? A strong agency should have dedicated account managers and clear workflows. CMOs shouldn’t have to chase answers. Is the team attentive to feedback, minimizes your review effort, and keeps you informed about progress, challenges, or expected delays?
- Clearly defined KPIs and metrics: What does their reporting process look like? A robust reporting process goes beyond just tracking leads, demos, and sign-ups. The agency must also monitor keyword rankings and regularly update your content to improve SEO performance.
At Concurate, we follow a 5-star process that drives results at every stage of the content journey. It includes an optimized content strategy, comprehensive content briefs, content that inspires conversions, relevant, data-backed insights, and proactive updates.
4. Content Repurposing and Distribution: Maximizing Reach and Engagement for B2B SaaS
If any of your pieces of content are performing well, the best approach is to extract every bit of value from them. And what better way to do that than through content repurposing and distribution? It is literally the ultimate cheat code for driving real impact. But to make the most of it, that content must be strategically distributed across the right platforms to reach the right audience.
A strong content marketing agency understands this necessity and strategically extends the value and reach of your content.
When evaluating an agency, look for these key capabilities:
- Repurposing content: Does the agency repurpose high-performing, expert-led content into videos, infographics, LinkedIn posts, or blog series that resonate with B2B SaaS buyers? Repurposing content ensures that your key messages remain relevant and engaging, driving value beyond the initial post.
As Hiren Shah, CEO of Anstrex, shares, “Instead of one-off blog posts, a strong agency helped us transform content into other forms like LinkedIn posts, infographics, email newsletters, and even video scripts, which increased the ROI and the reach for the blogs.”
- Distributing content across diverse distribution channels: A top-tier agency will distribute your content across different channels and ensure that it is SEO-friendly, mobile-responsive, and includes clear calls-to-action (CTAs) to maximize engagement.
- Maintaining consistency in messaging: Effective agencies ensure consistency in brand messaging across all channels, boosting brand recognition and trust while maximizing engagement across diverse platforms.
At Concurate, we take a strategic approach to content repurposing and distribution. We transform valuable blog posts into LinkedIn updates, email newsletters, and more. We also share content across clients’ profiles and company pages to amplify the reach further, keeping prospects and customers connected across multiple touchpoints.
5. Industry Expertise: Does Your Agency Truly Understand B2B SaaS?
Content marketing principles are universal, but best practices vary across industries due to unique market dynamics.
B2B SaaS, for instance, involves a highly informed, often skeptical audience accustomed to complex decision-making. Without expertise in this niche, creating content that directly addresses pain points, offers actionable insights, and builds trust becomes challenging.
As Veruska Anconitano, Multilingual SEO and Globalization Consultant at I Am Veru, explains, “Agencies that don’t understand SaaS will send over generic content that won’t resonate with your audience.”
To evaluate an agency’s expertise, consider choosing one that has experience marketing a B2B SaaS product in the same industry as yours. You can also try them out with a small piece of content to see if they can quickly grasp your industry specifics.
At Concurate, we have years of experience in B2B SaaS content marketing and have successfully supported marketing B2B efforts across industries such as Legal tech, FinTech, HR tech, Healthcare Tech, and Customer Experience (CX) Tech.
We understand the challenges associated with targeting a highly informed and selective audience. That’s why we go beyond creating content to leverage thought leadership articles, expert interviews, and pain-point SEO.
Our team comprises fast learners who grasp unfamiliar topics quickly. We help your audience envision the value of your product and motivate them to take action. Below is a testimonial from Nate Aswage from AddVerb.
6. An Outside Yet Expert Perspective
B2B SaaS content marketing necessitates continuous collaboration and strategic insight that drives long-term results. Agencies that truly add value take ownership of the process and consistently bring fresh ideas and data-driven insights to the table.
So, what makes a proactive agency stand out?
- Fresh and creative ideas: Does the agency wait for your input or bring new ideas to help shape your content strategy? Do they propose new content angles, suggest improvements, and use market insights to keep your strategy ahead of the curve?
Here’s what one of our clients had to say about our ability to generate fresh, innovative ideas:
- Staying ahead of new technology trends: Look for an agency that adapts to the target audience’s search behavior. Does the agency monitor Google algorithm updates to guide adjustments in the content creation process? Does it monitor your competitors’ activities and keep you posted about them?
For instance, can they bring the content in AI tools results or Google’s AI Overviews?
As Caspar Von Wrede, CEO and Founder of Keep The Score, shares, “It was surprisingly helpful to get an outside perspective who could see more than just the filter bubble that I’m in. This allowed me to develop content strategies that I likely never would have thought of on my own.”
At Concurate, we don’t just execute. We constantly engage and provide fresh insights, track your content’s performance, and suggest improvements to align your strategy with business goals. Think of us as a force multiplier for your B2B SaaS business that expands your team’s capacity and provides an outside perspective to catch blind spots
7. Trust, Transparency, and Ethics: Choosing an Agency with Integrity
Hiring a content marketing agency is a significant investment, so ensuring the agency is the right fit is crucial. They must act as an extension of your team, aligning with both your business goals and core values.
A trustworthy agency operates with integrity, tolerating neither plagiarism nor manipulative tactics. Transparency, accountability, and clear reporting should be central to their process.
So, how to choose a content marketing agency with integrity and accountability?
- Honesty and values: The agency should be transparent about its pricing, processes, and past clients. Look for direct, candid answers that show whether their mission and ethics align with your brand’s values, which is key to a successful, long-term partnership.
- Accountability and performance tracking: Look for agencies that provide clear KPIs and regular updates on campaign performance. They should be comfortable delivering bad news and prioritize transparent reporting, continuously refining strategies to improve results.
To quote Veruska Anconitano, a Multilingual SEO and Globalization Consultant at I Am Veru, “A good agency keeps you in the loop, even when their results are not good.”
At Concurate, we are upfront about our process from the onset and transparent throughout our client engagement. We view content as a growth engine. Hence, we are very selective and turn down projects that don’t align with our approach to measurable business outcomes. Check out the FAQ section to learn when we are not a good fit for each other.
Frustrated with Content That Doesn’t Convert? Concurate to the Rescue
We just gave you a playbook for picking a content marketing agency that actually drives user sign-ups. No fluff, no vanity metrics—just real, actionable insights.
Now, let’s take it a step further.
See exactly how we helped a B2B SaaS company generate 500+ user sign-ups with a content strategy built for conversions. No guesswork, just results.
So, if you’re tired of content that fills space but doesn’t deliver, it’s time for a change. Let Concurate be that partner who focuses on your success and guarantees measurable results.
Ready to stop chasing vanity metrics and start seeing leads, demo requests, and user sign-ups? Let’s discuss.
Your Frequently Ask Questions Answered!
Still have questions about how to choose a content marketing agency for your B2B SaaS? Let us answer those.
1. What are some red flags to watch for when evaluating a content marketing agency?
When evaluating a content marketing agency, there are a few red flags to watch out for:
Lack of Transparency in Communication: If an agency is vague about pricing, deliverables, or strategy, it’s a sign it might not be fully transparent. Watch for those who dodge questions or fail to document their work.
Fake or Misleading Performance Metrics: Some agencies exaggerate success with vanity metrics. If they can’t clearly define success or connect their results to revenue opportunities, it’s a warning sign.
Unrealistic Promises and a “We Can Do It All” Attitude: Be cautious if an agency claims to be an expert in everything and promises instant results. Effective content marketing is a long-term strategy; no agency can deliver overnight miracles.
Abhishek Shah, Founder of Testlify, shares, “Agencies that claim instant rankings often rely on spammy tactics that can hurt long-term growth.”
Hesitation to Give Strategic Advice: If an agency only responds when asked rather than proactively offering fresh ideas and data-driven insights, it is more of a vendor than a true partner. Look for an agency that invests in your growth.
2. What questions should I ask when evaluating a content marketing agency?
Here is a list of 15 essential questions to ask the agencies you vet. These will reveal their expertise, transparency, and ability to drive real business impact. Feel free to download this image and save it for reference.
3. When is Concurate, as a content marketing agency, not a right fit for me?
Our philosophy is about writing content that fuels business growth. That’s why we turn down projects that don’t align with our mission to deliver measurable results.
1. A fintech startup requested keyword stuffing for quick SEO results. We declined because such an approach is short-term and manipulative. Only high-quality, audience-first content delivers long-term, sustainable growth.
2. An agency wanted generic blog posts for multiple clients. We passed on this because content should be purposeful, impactful, and tailored to the target audience.
3. A B2B company asked for a rushed rebrand in one month. We turned down the project since effective rebranding requires a well-thought-out approach that strengthens a brand’s core value proposition over time.
4. A B2B tech company wanted bulk blog posts without customization. We declined because B2B content needs to be tailored. Without understanding the audience, the content will fail to connect and drive meaningful results.
4. Which are the top B2B SaaS Content Marketing Agencies?
Here are some of the leading B2B SaaS content marketing agencies:
For a detailed list of top agencies, check out our article, Top 15 B2B SaaS Content Marketing Agencies to Supercharge Your Growth in 2025.
5. Is content marketing important for my B2B SaaS business?
Absolutely! Unlike traditional advertising, content marketing offers long-term value by positioning your B2B SaaS business as a thought leader and providing solutions to your audience’s pain points. While driving organic traffic, it also generates qualified leads and nurtures prospects until they’re ready to make a purchase decision.
In fact, when done right, content marketing costs 62% less than traditional methods but delivers more than three times the leads.
Want to accelerate your SaaS growth? Download our 30 Days 30 SaaS Growth Hacks handbook for actionable tips and strategies to take your content marketing to the next level!
