Picking the right marketing consultants for your content strategy is a big deal, especially if you're in adtech. Things change fast in this space. New privacy rules, updates from big platforms, shifts in how media gets bought and sold—it’s a lot. You need people who understand all of that and can still help you tell a clear, compelling story.

One of the biggest mistakes adtech companies make is hiring generalist marketers. Sure, they might be great at writing or running campaigns, but if they don’t understand how programmatic works or what UID2 is, they’re going to miss the mark. You’ll end up with fluffy content that doesn’t connect with your audience. On the other hand, consultants who know adtech inside and out can translate your product features into content that drives interest and conversions. They know what buyers care about and how to explain complex stuff in plain language.

A good content strategy isn’t just about cranking out blog posts or whitepapers. It’s about knowing where your audience hangs out, what kind of content they pay attention to, and how to keep things consistent across every channel. The right consultant will help you plan that out. Maybe that means a mix of explainer videos, case studies, and product updates. Maybe it’s thought leadership or something more technical. Either way, they’ll help you line it all up so it makes sense and supports your goals.

You also want someone who gets the numbers. Content isn’t just about getting likes or downloads. It should help move deals forward. That means tracking which content leads to demos, what sales teams use, and what’s helping with renewals or upsells. A smart consultant will push for that kind of visibility. They’ll help you test and tweak based on real results, not just guesswork.

If your company is going through changes—maybe shifting to enterprise sales, adding new products, or targeting new verticals—you’ll want someone who’s helped other teams navigate that. They can help you reposition your message and update your content to match where you're headed, not just where you’ve been.

At the end of the day, chemistry matters too. You want someone who feels like part of your team, not just a vendor. They should ask smart questions, flag stuff that feels off, and be able to move fast when they need to. Adtech moves quickly, and your content needs to keep up.

So if you're thinking about hiring marketing consultants, look for people who understand the space, care about results, and work well with your team. The right fit can make your content way more impactful, and save you a lot of time and stress in the process.

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech