6 Benefits of Content Agency Partnerships for Your Business

If your business isn’t offering content creation services to clients, now might be the best time to start.

According to Parse.ly’s Content Matters report, 58% of marketers expect their content budgets to increase in 2023. That means you could earn more revenue by taking advantage of this.

But there are downsides to offering content creation services if you aren’t set up for it. You might stretch your resources too far or struggle to create high-quality content that achieves set goals.

Here’s the good news:

Partnering with a content agency can help you provide this valuable resource to your clients.

This guide will walk you through what you need to know about content agency partnerships for white label content creation.

Jump Ahead to a Specific Section:

What Is White Label Content?
When Should You Partner With a Content Agency?
Benefits of Agency Partnerships for White Label Content Creation
How To Build (and Maintain) a Content Agency Partnership
Final Thoughts: 6 Benefits of Content Agency Partnerships for Your Business

What Is White Label Content?

White labeling is when a company creates a product and then sells it to another company that then rebrands it as their own. Basically, a third party does the manufacturing, and the company that acquires the product can customize it to fit its branding and needs.

For example, a software company can add its own branding to an app a third party developed. Or an e-commerce store owner can sell white label products under their own brand.

White label content is similar in that a company collaborates with an external partner to create content for a brand with the brand’s byline on it.

It’s important to note that just because the content is white labeled doesn’t mean it isn’t representative of the brand. From the beginning and throughout the partnership, the company will give their partner the necessary details to ensure they stick to how they want them to represent the brand.

When it comes to content agency partnerships, the same holds true.

Let’s say you’re a web design agency. Teaming up with a content agency empowers you to offer white label content services to your customer base under your own brand. At the same time, the content agency gets new business.

It’s a win-win.

If that’s not enough, the agency partnership can develop into a long-running relationship.

You may initially work with the content agency to create content for the new websites you’re designing.

But for the best results, these clients should think of a long-term strategy that includes publishing consistent content. Ideally, that strategy should also include crafting a mix of different types of content, such as blog content, case studies, and white papers.

You can also be a consultative partner for the brand and help them take the next steps in their content efforts — even if you don’t directly offer those services.

When Should You Partner With a Content Agency?

You might be wondering when, exactly, you should partner with a content agency.

The answer?

There isn’t a perfect time. That said, it’s best to establish a partnership before you need it so you can do your due diligence to ensure you work with someone you can trust. You can even give your potential partner some content projects for your own brand as a low-risk way to see if they’re a fit.

If you’re still unsure if you should start seeking out a content agency to partner with, consider the following questions:

Are your clients looking for content creation services?
Are they spending too much time creating content, and it’s affecting their bottom line?
Is their content performing well? Is it generating expected results, such as a certain amount of leads or conversions? Is it ranking well in search engine results pages (SERPs)?
Is it difficult for your clients to maintain a consistent publishing schedule or produce a higher volume of content?

If you answer “yes” to any of those, it’s a good sign you should partner with a content agency.

Now that you know what white label content is and when to establish a partnership with a content agency, let’s go over the benefits of teaming up with one.

Benefits of Agency Partnerships for White Label Content Creation

Guarantees high-quality content
Avoids the need to manage content creation in-house
Expands your services and attracts more clients
Keeps you up to date with content marketing trends
Saves time and resources
Empowers you to scale up quickly when needed

Guarantees High-Quality Content

Reputable content agencies have vast experience creating quality work. They know the ins and outs of content creation and know what works and what doesn’t.

"Reputable content agencies have vast experience creating quality work. They know the ins and outs of content creation and know what works and what doesn’t."

Part of the reason why content agencies can create uniquely powerful content is because they vet their writers and editors to ensure they work with the best.

An added benefit of white label content writing services is that deliverables are turned in quickly — without a drop in quality.

Still, a talented team of content creators isn’t always enough to move the needle. To that end, agencies use various trusted processes to ensure deliverables are click-worthy and drive strategic results.

For example, by partnering with The Blogsmith, insurance startup Goodcover experienced a remarkable 1,374% boost in organic traffic.

At The Blogsmith, we ensure the content we create for clients is high-quality and on-brand by using resources such as:

Content briefs to ensure writers have all the information they need to create awesome content
Style guides to maintain brand consistency and avoid errors
Search engine optimization (SEO) techniques such as advanced keyword research and tools like Clearscope and Frase
Subject matter experts (SMEs) for insights and quotes

Overall, content agencies already have the infrastructure in place, so you won’t have to start from scratch. Instead, you can hit the ground running and provide high-caliber content to clients from the start of the partnership.

Avoids the Need To Manage Content Creation Services In-House

Increasing your business’s headcount to offer in-house content creation services can be pricey. For one, you have to take into account onboarding expenses. For example, as a business owner, you’d have to pay the costs associated with hiring part- or full-time staff.

On top of that, you’d have to train your new employees, which can be expensive. For instance, companies in the U.S. spent an average of $1,207 per employee on training in 2022.

You might be thinking, “Why not hire contractors or freelancers?” Going this route is less complicated than hiring employees, but you’d still need to invest time into finding and vetting them.

Plus, using freelance writers as your content team may increase overhead costs compared to a content agency that includes members with diverse skill sets. If freelancers lack the requisite knowledge, it could limit their ability to produce various types of content.

But, with a content agency, one member may excel at creating straightforward blog posts, while another may be better at conducting interviews and producing compelling case studies.

Something else to consider is if you don’t have deals in the pipeline, you’d still need to pay writers, designers, strategists, and editors. But outsourcing content writing to an agency means you’ll only pay for a piece of content and can scale output up or down when needed.

Expands Your Services and Attracts More Clients

Another significant benefit of an agency partnership is that it empowers you to expand your service offerings.

This might encourage your existing clients to spend more at your company. As a result, you’ll earn more revenue and not need to constantly seek out new customers.

And as you probably know, customer acquisition can cost more than retention. That’s because in order to win over new clients, you need to meet them at each stage of the buyer’s journey. That might entail investing in marketing strategies like SEO and paid ads, which can be more expensive than offering an existing client a deal on one of your services.

In addition, potential clients may seek an agency that provides what they need in one place to cut costs and make their lives easier. So that means you can attract more clients and close more deals.

Not to mention, offering a more complete package can turn one-off clients into retainer clients.

Take our earlier example of a web design agency. By working with a content agency to create a client’s content, you can take advantage of the chance to upsell an ongoing service like periodic website updates.

If you sign those retainer agreements, you can more easily predict your income and get a nuanced understanding of your client’s needs or goals.

That’s not to say one-off projects are a bad thing. For example, if you’re getting a lot of referrals or have a great sales team, maintaining a steady flow of business can almost be effortless. But if that isn’t the case, you’ll need to actively pursue new clients after finishing each project.

Keeps You Up to Date With Content Marketing Trends

Keeping up with the latest changes in the content marketing space is essential if you want to offer content creation services, but it can be cumbersome.

The good news?

Staying up to date comes naturally to content creation agencies, meaning they can help you stay ahead of trends.

As a result, your clients can leverage these trends to suit their specific content needs, gain a competitive edge, and drive decision-making. In short, they can take their content marketing strategies to another level.

As a content agency, The Blogsmith has a knack for staying on top of the latest industry news and trends. For example, when Google released its helpful content update in 2022, we made sure to produce content on the topic to ensure our clients were informed.

There are several ways content agencies keep up with news and trends so you don’t have to. These include:

Building and maintaining a network of industry experts to bounce ideas off of
Staying active in online communities and forums
Drawing insights from social media, newsletters, and industry blogs

Saves Time and Resources

When you outsource content writing services, you can save time and resources. In short, it’s cost-effective.

Think about it.

As we mentioned before, you won’t have to spend time searching for, training, and managing in-house content writers. That process can be lengthy — you need to vet them, negotiate rates, and onboard them. In addition, there are other crucial roles involved in the process, such as editors, designers, and strategists, who all provide valuable input.

But when someone else is in charge of the entire content production process, it can help you maintain a laser focus on your business and give you peace of mind. Said differently, it will free up your time to focus on higher-level tasks, such as creating customer loyalty programs.

Overall, white label content creation will save you time, energy, and resources while empowering you to offer a new service to your client base.

Empowers You To Scale Up Quickly When Needed

Last but not least, partnering with a content agency gives you and your clients the ability to scale up quickly when needed.

An agency can handle the increased workload without sacrificing quality. They also use various methods to scale content, including developing a content strategy and creating an editorial calendar to ensure you stay organized and share content consistently.

Note that scaling content isn’t just about creating copious amounts of it. An agency can also update old content for SEO and add new stats or quotes from SMEs.

All in all, a content agency can come up with a solid content scaling plan to give your clients the best return on their investment.

How To Build (and Maintain) a Content Agency Partnership

So, you’ve decided to offer your clients white label content creation services by partnering with a content agency. What comes next? To answer this question, we’ve put together some guidelines to help you build and maintain an agency partnership:

Do your due diligence: Check out content agency portfolios, read reviews and testimonials, review pricing, and talk to relevant people in your network. Plus, speaking with an agency’s previous clients can give you a better idea of their work and level of professionalism. During this process, create a target list of potential partners.Afterward, reach out to these agencies and begin talks to establish whether or not you should work together.
Communicate your needs early: It’s critical to communicate your needs early to prospective agency partners to prevent misunderstandings and ensure everyone is on the same page. You should have a clear understanding of your needs beforehand so you’re well-prepared for meetings.Plus, you should maintain open channels of communication as it will help you establish a long-term relationship with the agency and build trust.
Make sure your goals are the same: When your goals aren’t clear or aligned, it can create friction, leaving little to no chance of the partnership progressing or becoming a success.The last thing you need is to embark on a partnership only to realize things won’t work out as expected. You should also establish how you’ll measure and report on your progress toward achieving your goals.
Start small: As we mentioned before, you can work together on smaller projects to test the agency’s capabilities before committing to a larger project. This way, you can evaluate their skills and get an idea of how they handle challenges if they happen.An added benefit is you’ll get to learn more about the content agency’s process.