What to expect on a free call with a content marketing consultant

So, you’ve decided to bring in external content marketing support. Figuring out whether that’s the right move for your B2B company is the first hurdle. Now, you’re about to get on a discovery call with a B2B content marketing agency — or hopefully, a few. (It’s a good idea to speak to multiple service providers). What should you expect and how should you prepare?

In this guide to having useful discovery calls with marketing consulting firms, we’ll cover:

• The typical scope of a B2B marketing consultant or B2B content writer’s work

• 7 benefits of working with a content marketing consultancy or agency

• The key components of a solid content discovery call that benefits both parties

• Red flags to watch out for on your discovery call

What exactly does a content marketing consultant do?

You likely have a good understanding of this if you’ve decided to hire a consultant or writer, but it’s worth a refresher before you hop on a call with one. Some marketing consulting firms handle the full spectrum of content marketing. They’ll work with you on content creation (written, visual and audio), distribution and reporting. Others such as B2B content writers may only handle the writing — and that might be all you need.

Larger marketing teams often manage content strategy in-house. Research from Statista shows that 25% of marketers worldwide outsource strategy, compared to 37% who outsource writing. However, if you’re a team of one, you may be looking for digital marketing consulting that includes strategy development. In this case, you’ll want to find an external partner who can help you with better understanding your target audience, identifying or refining key messaging, and defining the most suitable content formats and distribution channels.

Smaller marketing teams might also be seeking help with content performance analysis. This involves monitoring the performance of your content and tweaking your strategy as needed to maximize results. In this scenario, look for a marketing consultancy that understands how to track and report on metrics such as website traffic, engagement levels, conversion rates, and return on investment (ROI) — and how to iterate to hit your goals.

If your scope of work is a little more narrow, you may opt to hire an external B2B content writer who specializes in creating research reports, white papers, ebooks, customer stories and blog posts that drive action. They should be well-versed in search engine optimization (SEO), and able to write content that is optimized for relevant keywords and structured in a way that enhances visibility and organic search rankings.

7 benefits of working with a B2B marketing consultant or writer

Perhaps you’re in a situation where the demand for engaging, high-quality content is growing, but you’ve got limited resources. This is all too common, and can make it tempting to hire the first content marketing agency you speak with. However, many marketers have been burned by agencies they hoped were going to help them, but only made their lives harder. We’ve heard about it firsthand numerous times.

To mitigate this, approach your discovery call with clarity, confidence and a clear understanding of how a content marketing consultant’s services can benefit your company. Let’s dive into those benefits so you can get a better sense of whether the consultants you talk to will be able to deliver.

1. Expertise and experience: For obvious reasons, it’s helpful when a consultant or writer has experience in your niche. This is important for strategic projects. However, it’s not necessary for writers. (Controversial opinion, we know). B2B content writers with a journalism background have likely been tasked with understanding a wide array of topics to translate them into ‘layperson’s terms’. They also often make the best researchers and interviewers in the business.

2. Time and resource efficiency: Partnering with a content marketing consultant or writer allows your internal team to focus on core business activities. In the meantime, the consultant can handle the areas you need help with. Of course, while this is the theory, it doesn’t always work in practice. You need a partner who can take their work and run with it, otherwise you’ll be spending all of your time hand-holding.

3. Access to specialized skills: An inbound marketing consultant should have specialized skills and expertise in areas such as SEO, long-form content creation like white papers and/or analytics. By leveraging their skill set, you gain access to a diverse range of capabilities that may not be available in-house.

4. Fresh perspectives: Consultants offer an external perspective, bringing creative and innovative solutions to your content marketing. Their impartial viewpoint can uncover new opportunities and identify areas for improvement that may have been overlooked internally. But this is only true if they’re willing to speak up and act like a true partner, rather than ‘yes people’.

5. Scalability and flexibility: Digital marketing consulting firms offer scalable solutions that can adapt to your evolving needs and priorities. You may need a monthly retainer for ongoing support, or something less robust like help with a one-off project. Consultants can tailor their services to accommodate your changing requirements.

6. Increased ROI: Most content marketing firms won’t guarantee results. However, they should be able to speak to how they can help you reach your goals. They should also be willing (and eager) to share the results they’ve helped clients achieve in the past.

7. Strategic partnerships: Inbound marketing consultants often have extensive networks and industry connections. They may be able to facilitate strategic partnerships, collaborations or content distribution opportunities that enhance your brand visibility and reach new audiences. Or, if you need a referral to another type of marketing specialist, they might be able to assist.

What to expect on a content discovery call

A content marketing consultant should listen more than they talk on the call. They should start by asking about your current content marketing program and pain points. Here are a few questions they might ask:

• What does your current content marketing strategy involve?

• What’s working well, and not working so well?

• What’s the impact of these issues?

• What would resolving these issues mean for your team?

They’ll also want to clarify your goals. If you're looking to increase brand awareness, that may take the conversation in a different direction than if you’re specifically focused on lead generation. Articulating your objectives upfront will help align the consultant's recommendations with your priorities.

Your discovery call should also be an opportunity for you to ask questions. Once the consultant or writer has gotten the lay of the land regarding your company, they’ll likely ask if you want to learn more about their business and approach. This can include:

• A brief background of their expertise and experience in content marketing

• A few key highlights of how they’ve helped clients achieve their goals

• A bit about their approach to working with B2B companies

Next, a consultant will often ask if you’re interested in hearing about how they think they can help you, based on what you’ve told them thus far. They’ll likely reiterate your comments about your situation back to you, confirming that they understand correctly. They may also elaborate on the types of clients the services they’re recommending tend to work best for.

And if they don’t think they can help you? They should tell you upfront, and offer an alternative solution or referral if possible.

Wrapping up a discovery call

If you’ve still got more questions, don’t be shy. Now is a good time to ensure the consultant or writer understands how your team likes to work. For instance, if open communication and collaboration with regular check-ins, feedback sessions and brainstorming meetings is important to you, let them know.

If you’re wondering what the process is for providing feedback on deliverables and addressing revisions, and they haven’t mentioned it, ask. A consultant should encourage open dialogue and address any questions or concerns you have on the call. 

Finally, ensure you’re both aligned on next steps and follow-up actions. Often, this involves the content marketing consultant or B2B content writer sending a proposal to you for review. Make sure you’re clear on timelines and expectations so you can sign off the call with confidence.

Red flags to watch for on a discovery call

Some discovery calls will feel like a chat with a friend. Others may feel awkward and uncomfortable. Here are a few red flags:

• Overselling services: Aggressive pitching or pressuring you to commit to a paid engagement during the discovery call. The focus should be on understanding your needs and determining whether there is a mutual fit for collaboration.

• Providing generic solutions: Not taking the time to understand your specific challenges and goals on the discovery call doesn’t bode well for the future. A consultant’s recommendations should always be tailored to your unique needs.

• Overpromising results: This is unethical and misleading. A consultant should set realistic expectations for what can be achieved based on your budget, resources and market conditions.

• Disregarding confidentiality: Confidentiality is paramount in any consulting relationship, especially during the discovery phase when sensitive information may be shared. A consultant should never breach client confidentiality or disclose proprietary information without explicit consent.

• Lacking preparation: Showing up unprepared or without a clear agenda reflects poorly on the consultant’s professionalism and doesn’t make the best use of your time. Consultants should show up with thoughtful questions to guide the conversation.

Here’s to your best discovery call yet

Taking a few discovery calls is often par for the course when hiring an external content marketing consultant or B2B content writer. Make the most of those calls with the insights we’ve shared and you’ll have set a solid foundation for a beneficial relationship, should you choose to proceed with hiring.

Enjoyed these tips? Join our email list for more, where you’ll hear from us once or twice a month, maximum (we know your inbox space is precious).