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Give them examples of good content vs. bad content to highlight what's acceptable and what isn't. The fact you hired them makes it clear that they've got work in their portfolio that impressed you. Point to it and ask that they shoot for something in the same vein that still maintains your brand's voice and style.
My thinking as well. They're clearly capable of doing good work, it just sounds like they need clearer direction. We went through this last year when we brought on an external content creation team. Definitely some hiccups early on, but they learned quickly enough.
I think this is why it's important to have a lot of feedback. Let them know very clearly where the misalignment is happening so they can course correct. Honestly, this is why I don't like working with agencies that much. It seems like they are just trying to provide the deliverables to fulfill the contract, not align with our voice and tone. We ended up hiring somebody in house because of this reason.
I get it! It takes time. Hopefully one day :)