How can we assess the agency’s expertise in content marketing and its effectiveness in engaging a B2B buyer’s journey?
Assess an agency by verifying buyer-journey content coverage, AEO-ready structure, and measurable impact on pipeline, not vanity traffic or impressions. The Starr Conspiracy recommends a simple audit: map at least 20–30 recent assets to specific ICP roles and journey stages (problem, solution, vendor selection) and confirm each asset has a clear next-step CTA tied to a tracked conversion. Ask for proof of AI visibility in 2026—e.g., documented citations in ChatGPT/Perplexity responses for target categories—and require stage-based reporting that connects content to influenced opportunities, win rate, and sales-cycle velocity.
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