The right content agency should help you get found in Google, get mentioned by AI assistants and turn visitors into enquiries. This guide explains what a content and AEO agency does, the eight things to check before you hire one, the questions to ask and the red flags to avoid.
Updated 6 October 2026.
Choosing an agency: the short version
- Look for proof in your sector, not just good writing samples.
- Ask how they research, write, edit and fact-check, including how they use AI.
- Check they understand both SEO and AEO (answer engine optimisation).
- Agree up front how results will be measured and reported.
- Prefer clear, fixed monthly prices and short notice periods.
Comparing options now? See our services and prices.
What does a content and AEO agency do?
A content agency researches, plans and writes content that brings the right people to your website and helps them decide to get in touch. Typical services include blog articles, website and service page copy, case studies, and updates to existing pages.
An AEO-aware agency also makes that content easy for AI assistants such as ChatGPT, Perplexity and Google’s AI Overviews to find, understand and quote. As more B2B buyers research suppliers through AI tools, this matters as much as ranking in Google. Our plain-English guide to AEO explains how it works.
Well-run content programmes deliver results over time. 74% of B2B marketers say content marketing has generated leads in the last 12 months, and content marketing generates 3 times more leads than outbound marketing at 62% less cost (Content Marketing Institute, 2024).
Signs you need a content agency
- Your blog has gone quiet, or posts go out irregularly.
- Your website gets visits but few enquiries.
- Competitors appear in search results and AI answers for questions you should own.
- Your experts know the subject but have no time to write.
- You have content, but much of it is out of date.
Eight things to check before you hire an agency
1. Sector experience
An agency that already understands your sector will need less briefing and make fewer mistakes. Ask for examples and case studies from businesses like yours, especially in technical or regulated fields such as finance, cybersecurity or professional services.
2. Writing quality and editing process
Read their published work, not just samples chosen for you. Is it clear, specific and free of filler? Ask who writes, who edits and who checks facts before anything reaches you.
3. SEO and AEO knowledge
Ask how they choose topics and keywords, how they structure pages and how they help content get cited by AI assistants. A good agency will talk about search intent, answer-first writing, internal links and schema without hiding behind jargon. Our SEO and AEO copywriting guide sets out what good looks like.
4. How they use AI
Most agencies now use AI tools. The question is how. AI can speed up research and drafting, but unchecked AI output can include errors and invented sources. Look for an agency that uses AI to support skilled writers and editors, never to replace them. Our article on the cost of AI hallucinations explains the risks.
5. Strategy, not just articles
Good agencies start with your goals and audience, then plan topics that support your services. If an agency offers to start writing before asking about your business, be cautious. Our guide to creating a B2B content strategy shows what a proper plan includes.
6. Measurement and reporting
Agree how success will be measured before you start: search visibility, AI mentions, engaged visits and enquiries. Ask to see an example report. Monthly reporting in plain English is a reasonable expectation.
7. Communication and fit
You will work with the agency every month. Check who your contact will be, how quickly they respond and how they handle feedback and approvals. A short trial or first project is a good way to test the relationship.
8. Pricing and contract terms
Look for clear pricing that tells you exactly what you get each month, with no hidden extras for editing, images or uploads. Be wary of long lock-in contracts. A sensible notice period protects both sides without trapping you.
Questions to ask a content agency
- Which businesses like ours have you worked with, and what changed for them?
- Who will write our content, and what do they know about our sector?
- How do you research topics, and how do you check facts?
- How do you use AI in your process?
- How do you help our content appear in AI assistants as well as Google?
- What will you report on each month?
- What exactly is included in the price?
- What is the minimum term and notice period?
Red flags to watch for
- Guaranteed rankings. No one can promise a number one position in Google or a mention in ChatGPT.
- Volume over value. Large numbers of cheap articles rarely bring the right buyers.
- No questions about your business. Content written without understanding your services will not convert.
- Vague reporting. If they cannot explain what they measure, they cannot show results.
- Unclear use of AI. If they cannot explain how AI output is checked, assume it is not.
Agency, freelancer or in-house writer?
| Option | Best for | Watch out for |
|---|---|---|
| Content agency | Consistent output, strategy and reporting without hiring | Choosing one without sector knowledge |
| Freelance writer | One-off projects or a specific skill | Capacity, holidays and strategy gaps |
| In-house writer | Large, steady volumes and close product knowledge | Salary, management time and a single point of failure |
If you are thinking about hiring in-house, our guide to copywriter salaries in Newcastle and the North East gives current pay ranges.
Working with Contentifai
Contentifai is a B2B content and AI visibility agency based in Gateshead. Our skilled writers use AI to support research and drafting, and every piece is edited and fact-checked by a person. We offer Monthly Blog Content from £440 a month, Content Optimisation from £220 and an AI Visibility Report from £200 a month.
“Working with Jeremy and the Team is amazing. To the point and excellent results. I highly recommend them!” Koen Vanderhoydonk, CEO and Founder
See our services and prices or get in touch to talk about your goals.
Frequently asked questions
What should I look for in a content agency?
Look for sector experience, high-quality writing with a clear editing and fact-checking process, knowledge of both SEO and AEO, responsible use of AI, a strategy linked to your goals, clear reporting and transparent pricing.
What is the difference between an SEO copywriting agency and an AEO agency?
An SEO copywriting agency writes content to rank in search engines. An AEO-aware agency also makes content easy for AI assistants such as ChatGPT and Perplexity to find and quote. Most B2B businesses now need both.
How much does a B2B content agency cost?
Prices vary with volume and depth. As an example, Contentifai’s Monthly Blog Content starts from £440 a month and Content Optimisation from £220. Ask any agency exactly what is included in its price.
Can an agency guarantee first-page rankings?
No. No agency controls Google’s rankings or AI assistants’ answers. A good agency will explain its process, set realistic goals and report progress honestly.
