We wondered what marketing professionals look for when they evaluate online content providers for a possible partnership.

To find out, we went to the source: Brandpoint – along with the Content Marketing Institute – commissioned a survey of marketing decision-makers in a variety of industries, and asked these professionals their opinions on content creation and outsourcing.

Some of the most interesting data came from a question about what they look for when they need content. In short: what kind of online content produces the best results?

This graphic illustrates – in order of importance – what they told us are key ways they assess content providers.