How to Get the Most from Your Content Partner

Hiring a content marketing provider doesn't guarantee results. How you work together matters as much as who you hire.

Some clients get mediocre results from excellent providers. Others get outstanding results from good providers. The difference is often how the client engages.

Here's how to maximize the value you get from your content partner.

The Onboarding Investment

Take Discovery Seriously

When your provider asks questions during onboarding, give thoughtful answers:

• Detailed information about your services
• Real customer questions you hear
• Specific examples of situations you handle
• Your opinions and recommendations

Rushing through discovery produces generic content.

Share Your Expertise

Your provider can write well. They can't replicate your 15 years of experience. Share:

• Stories from memorable jobs
• Things customers don't understand
• Mistakes you see people make
• Your professional opinions

This expertise is what makes content valuable.

Provide Examples

Help your provider understand your voice:

• Emails you've written that you like
• How you explain things to customers
• Competitors' content you admire (or dislike)
• Previous content that worked well

Concrete examples beat abstract descriptions.

Be Honest About Goals

What are you actually trying to achieve?

• Lead generation?
• Establishing authority?
• Supporting sales conversations?
• All of the above?

Clear goals help your provider prioritize and measure success.

Ongoing Collaboration

Stay Engaged

Content marketing isn't set-and-forget. Stay involved:

• Review content when requested
• Provide timely feedback
• Share new information as it emerges
• Participate in strategy discussions

Absent clients get generic results.

Our process is built around this kind of collaboration—structured questionnaires, light review cycles, and recurring check-ins rather than heavy, open-ended demands on your time. You're involved at key decision points but not drowning in constant requests.

Give Useful Feedback

Vague feedback doesn't help:
❌ "This doesn't feel right"
❌ "Make it better"
❌ "I'll know it when I see it"

Specific feedback does:
✅ "This pricing is outdated—the current range is..."
✅ "We don't recommend this approach anymore because..."
✅ "This section should emphasize safety more"

The more specific your feedback, the faster your provider learns your preferences.

Respond Promptly

When your provider needs something—review, approval, information—respond quickly:

• Delayed reviews delay publishing
• Stale requests get forgotten context
• Slow response slows the whole process

Build content reviews into your routine.

Share What's Working

Your provider can't see everything. Share:

• Leads that mention specific content
• Customer feedback on articles
• Questions you're still getting (content gaps)
• Changes in your business or market

This information shapes strategy.

Content Quality Partnership

Review for Accuracy

You're the expert. Check for:

• Incorrect technical information
• Outdated pricing or recommendations
• Things that don't match your actual practice
• Missing important considerations

Your provider researches, but you verify.

Add Your Voice

Even good content can improve with your input:

• Add a specific example from your experience
• Include your professional recommendation
• Adjust language to match how you actually talk
• Add local context they might not know

Your contributions elevate the content.

Don't Rewrite Everything

If you find yourself rewriting most of what your provider sends:

• Something's wrong with the fit
• They're not learning your preferences
• Communication needs improvement

Address the pattern, not just each instance.

Distinguish Preferences from Requirements

Not all feedback is equal:

• Requirements: Factual errors, accuracy issues, missing critical information
• Preferences: Wording choices, style preferences, subjective opinions

Be clear which is which. Don't hold up content for minor preferences.

Communication Best Practices

Establish Clear Channels

Define how you'll communicate:

• Email for non-urgent items
• Calls for complex discussions
• Project management tools for task tracking

Confusion about channels creates problems.

Set Expectations Both Ways

Clarify:

• How quickly you'll respond to review requests
• How quickly they'll respond to questions
• Preferred meeting frequency
• Escalation process for urgent items

Unspoken expectations cause frustration.

For example, our process sets clear expectations upfront: you'll receive content drafts on a predictable schedule, we ask for review within 3-5 business days, and we have monthly check-ins to discuss what's working and adjust strategy as needed.

Have Regular Check-ins

Schedule recurring discussions:

• Monthly performance reviews
• Quarterly strategy discussions
• Annual planning sessions

Regular communication prevents drift.

Raise Issues Early

If something isn't working, say so immediately:

• Quality concerns
• Communication problems
• Missed expectations
• Changing needs

Waiting until frustration builds makes problems harder to solve.

Maximizing Content Value

Plan for Promotion

Content doesn't promote itself. Work with your provider on:

• Social media sharing strategies
• Email newsletter integration
• Sales team usage
• Other distribution channels

Unpromoted content underperforms.

Internal Links and Updates

Help content work together:

• Connect new content to existing content
• Update old content when new pieces publish
• Build topical clusters deliberately

Your provider may do this, but your input helps.

Track and Share Results

Monitor what matters:

• Which content gets traffic?
• Which content generates leads?
• What patterns do you see?

Share findings with your provider to inform strategy.

Repurpose Strong Content

Good content can work multiple ways:

• Blog posts become email newsletters
• Long guides become video scripts
• FAQ sections become social posts

Discuss repurposing with your provider.

Handling Problems

Quality Declining

If content quality drops:

• Give specific feedback on what's changed
• Ask what's happening on their end
• Revisit standards and expectations
• Give opportunity to correct

Don't just accept declining quality.

Communication Breakdown

If communication isn't working:

• Name the problem directly
• Propose alternatives
• Set clear expectations
• Follow up on commitments

Communication problems only worsen if ignored.

Results Not Meeting Expectations

If results disappoint:

• Are expectations realistic for the timeline?
• Is the strategy sound?
• Is execution matching the strategy?
• Are there external factors?

Have an honest conversation about what's not working.

When to Consider Changing Providers

Switch if:

• Quality can't be fixed despite clear feedback
• Communication problems persist despite addressing
• Your business needs have fundamentally changed
• Trust is broken

Stay if:

• Problems are being addressed
• Results are trending positive
• The relationship is generally good
• Switching costs outweigh likely benefits

Changing providers has real costs. Fix what's fixable first.

Getting Maximum ROI

Be the Best Client

Your provider likely has multiple clients. Be the one they prioritize:

• Communicate clearly
• Respond promptly
• Give useful feedback
• Show appreciation for good work

Better relationships produce better work.

Leverage Their Expertise

Your provider knows things you don't:

• Ask questions about strategy
• Get their perspective on opportunities
• Learn from their other client experience
• Use their expertise, not just their output

You're paying for knowledge, not just content.

Think Long-term

Content compounds. Short-term thinking undermines results:

• Commit to realistic timelines
• Invest consistently
• Don't panic at temporary dips
• Plan for multi-year results

Patient clients see better returns.

The Bottom Line

Great results from content marketing require partnership:

Your provider brings:

• Writing skill
• Process and consistency
• SEO knowledge
• Fresh perspective

You bring:

• Industry expertise
• Business context
• Quality assurance
• Strategic input

Work together actively, communicate openly, and invest in the relationship.

The best content marketing outcomes come from the best partnerships.

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Related Guides

• DIY vs. Outsourced Content: Making the Right Choice for Your Business
• How to Choose a Content Marketing Partner
• What Makes a "Good" Blog Post for a Local Business
• What to Track: Essential Content Marketing Metrics for Local Businesses