Scope
| Option | Typical scope |
|---|---|
| Guest posting service | Guest-post prospecting, content and/or placements. |
| Link building agency | Broader campaign strategy that may include digital PR, outreach, resource links, linkable assets and guest contributions. |
When a focused service fits
Use a focused service when you already understand the method, know how you will evaluate placements and mainly want execution.
When an agency fits
A broader agency may fit when you need strategy, multiple acquisition methods, ongoing reporting and someone accountable for the entire campaign.
Do not outsource judgment
Whichever model you choose, review incentives, quality standards and policy implications. Outsourcing work does not outsource the consequences of poor placements.