Which type of marketing contractor should you hire?

Updated August 2024

Whether you’re part of a marketing team or running your own business, there will inevitably come a time when you need an extra set of hands to execute a project or campaign. Marketing is a broad field, so it’s important to know exactly what kind of expertise you should seek in a marketing contractor. This will enable you to hire the right help, manage resources wisely and reach your goals faster.

Some areas of specialty you might consider include: 

• brand strategy

• marketing strategy 

• content creation

• copywriting 

• advertising 

• social media 

• public relations 

Let’s walk through each marketing contractor niche in detail.

7 types of marketing contractors to know

1. Brand strategist

A brand strategist can act as the architect or advisor behind your B2B company’s brand identity, depending on where you are along your business journey. They delve deeply into understanding your core values, target audience and competitive landscape. Their role is to craft — or refine — a brand narrative that resonates with your market on an emotional level and that aligns with your company’s objectives.

If you’re in the startup phase, a brand strategist is an essential marketing contractor to hire when you don’t have this support in-house. They’ll work closely with you to define your mission, vision and personality as part of your brand guidelines. They’ll also keep an eye on consistency across all touchpoints, from your logo and website to your social media presence. A brand strategist doesn’t just focus on the present; they also anticipate future trends, ensuring your brand can remain relevant and compelling as your industry evolves.

In contrast, if your company has been operating for a while but is undergoing a rebrand — or simply putting more focus on branding than you have before — a brand strategist can guide you in the right direction. They’ll help you navigate the complexities of redefining your identity, ensuring that any changes align with your future goals. By conducting a thorough analysis of your brand’s current image, they can identify areas for improvement and help you better position your business in the market.

2. Marketing strategist

A strategist is the kind of marketing contractor you bring in when you have solid branding in place, but you need a concrete plan for bringing your offerings to market. They’re your go-to expert for developing a comprehensive B2B marketing strategy that aligns with your objectives and drives results.

This engagement typically begins with the marketing strategist conducting a thorough analysis of your market, target audience and competitors. They’ll then use this information to identify the most effective marketing channels and tactics for reaching your potential customers.

Tactics could include anything from content marketing and social media to email campaigns and advertising. The role of a strategy-focused marketing contractor is to ensure your efforts are focused in the right places and tied back to your business goals.

Depending on the nature of your engagement, a marketing strategist can also provide you with support implementing your plan. They may stay on the team to monitor performance metrics over time and make adjustments to enhance your return on investment. In other cases, some strategists will refer you to another marketing contractor who can execute the plan — for instance, a website content writing services or SEO content writing services firm.

3. Content creator

Content creators are storytellers at heart. They’re the marketing contractor to call when you have a targeted strategy and you’re ready to bring your brand’s story to life. Content creators typically focus on one of three areas: written content, audio content or video content. At Scribe National, we recommend working with a specialist who knows their area of expertise inside and out.

For example, if you need content writing services, determine whether you’re looking for case study or blog content writing services. Many writers are adept at both types of content creation, but knowing what to look for will save you time and money. Case study writers must be masterful interviewers and have an understanding of the sales process. Blog writers need to have an understanding of SEO in addition to being great storytellers. Getting specific about your needs is the most effective way to find the best content writing services for you.

Or, let’s say you want to launch a podcast. Look for an audio content creator who understands the nuances of tone, pacing and sound design. This kind of marketing contractor should be able to script and produce content that tells your story in a conversational and relatable way, making it easy for your audience to connect with your message during their commute, workout or daily routine. 

Last but not least, let’s talk about video. This is one of the most dynamic and impactful ways to tell your story. If you want to produce compelling video content, find a marketing contractor who has a knack for weaving strong visual narratives. Ensure they can guide the process from concept development to post-production, and that they know how to strategically align video content with your business objectives. (This last point applies to all content creators).

4. Copywriter

Copywriting is an art that when executed well creates powerful connections with readers, motivating them to take action. A copywriter knows how to craft headlines that grab attention, product descriptions that highlight benefits and calls to action that drive conversions. Their specialty is different from that of a content writer in that it’s more sales-focused than editorial.

A skilled copywriter is well-versed in buyer psychology. They understand how to tap into the emotions and desires of your audience and do so in an ethical way. This includes building trust, addressing objections before they arise and guiding the reader toward a purchase decision without resorting to manipulative tactics. A copywriter’s approach is to create a genuine connection with the audience by empathizing with their needs and offering solutions that align with their values and goals. They strike a balance between persuasion and integrity, ensuring that the message resonates authentically and leaves the reader feeling confident in their decision to engage with your brand. 

If your B2B company is building sales pages, email sequences or advertising campaigns, you’ll want a copywriter on your team. In the B2B space, where decisions are often complex and involve multiple stakeholders, a copywriter’s ability to simplify and clarify your message in a way that has impact is critical.

5. Advertising specialist 

An advertising or paid media specialist will craft a media buying plan that strategically places your ads in front of the right audience at the right time, whether through digital channels like Meta or Google ads, or traditional media like print and broadcast. The key point to note here is that you should only consider advertising when you have a proven offer to promote. Spending money on ads will not fix poor product-market fit or make up for a lack of strategy.

Provided that those concerns don’t apply to you, advertising can be an excellent way to amplify your reach. An advertising specialist will help you do exactly that. They’re used to working with designers, copywriters and other professionals to develop eye-catching ads that grab attention and convey your message effectively. 

In addition to managing the creative process, a marketing contractor focused on ads will also monitor and optimize your campaigns, using data and analytics to fine-tune your strategy and maximize your ROI. 

6. Social media specialist

Your social media strategy should connect you with your community while generating leads. A social media specialist can help you leverage the right platforms (not all of the platforms) to build brand loyalty and drive business.

This type of marketing contractor stays on top of the latest trends and algorithm changes, ensuring that your content is always optimized for maximum reach and engagement. They know how to craft compelling posts from both a written and visual perspective. Their aim is to ‘stop the scroll’ and encourage interaction, from likes and shares to comments and direct messages.

Video content, in particular, has become a dominant force in social media marketing. A social media specialist ensures you’re leveraging video and live video in your marketing. They also engage with your community, responding to comments and messages, rather than simply pushing out one-way communication.

7. Public relations specialist

While public relations is technically a communications function rather than a marketing function, it often becomes the responsibility of marketers in many B2B companies. This is especially true in the case of smaller teams. If you’re seeking to gain more earned media coverage, whether in online publications or podcasts, it’s a wise move to bring in a marketing contractor with PR chops.

A public relations specialist is an expert at managing your brand’s reputation, crafting press releases and coordinating media outreach to ensure your news and announcements are covered by the right outlets. They’ve got the experience and connections to promote your brand at industry events, securing speaking engagements and sponsorship opportunities that position your company as a thought leader in your field. 

PR pros are also skilled at identifying and nurturing relationships with influencers, partners and other stakeholders who can amplify your message and enhance your credibility. Some specialists have an added focus on crisis communications, which is especially useful if you need to navigate challenging situations and protect your reputation.

Team up with the right marketing contractor

Choosing the right external marketing support can significantly impact the success of your rebrand, content program or campaign. Each type of specialist brings unique skills to the table. By carefully selecting the best expertise for your needs, you can ensure your marketing efforts are not only aligned with your goals, but also executed effectively. 

Want to see what content marketing success looks like in action? Read our case studies that demonstrate how our team at Scribe National has helped B2B companies like yours increase traffic, leads and sales through content.