So you’ve made the decision to outsource your organization’s content creation. Maybe all of it, maybe some of it. Now what? What can you do to ensure that you not only get the top-notch content you’re expecting from a content marketing agency, but that things run smoothly?
Communicate Openly… especially in the beginning.
Much like a marriage, communication is key. Goals and expectations must be laid out at the onset of the relationship. This may take a considerable investment of time, but making sure you and your agency of choice are aligned is up upmost importance.
Consider, and be able to answer, this question: “Who is this content for? And what are the expected results?” Until you know the answers to those questions, a content marketing agency will be of little assistance to you.
And to be clear, just because you’ve outsourced your content needs doesn’t mean you can check out. You still need to be at the table. An outsourced marketing team can guide the process, but you need to bring them into the huddle.
Let your agency know what you expect in terms of communicating and reporting frequency. Are you a daily call kind of client, or will a weekly call and dashboard login suffice? Do you prefer phone, in person, or email communication?
Be an Open Book
Now is the time to be honest with your agency of choice. What is your budget? A misrepresentation of what you’re willing/able to invest will be a waste of everyone’s time.
Talk about what you’ve tried before, and don’t try to cover up past failures. Consider those stepping stones so that you and your agency can make more informed decisions in the future.
Be honest with your agency about the organizational realities of your company. Every company has different infrastructures, processes, and culture, so be candid about how things get done in your company. Maybe you know that nothing will make it out the door without Mrs. Smith’s sign off, and Mrs. Smith only likes 14 point font. Consider details that can help the agency navigate your company’s structure, and share those when comfortable.
Don’t forget that you are the pro here – your agency’s most valuable resource. Own that title, and share links to reports and articles that you find relevant. Share insight about your competitors. Forward email newsletters and other industry clippings.
Define your Process
In order to keep the trains moving, you and your agency need to come to an agreement about exactly how new content will be submitted to you for review and approval.
Here at Galileo Tech Media, we like to recommend using an editorial calendar to get everyone on the same page. By agreeing to the content subject matter ahead of time, all stakeholder have plenty of time to prepare
Perhaps you agree that the agency submits new copy to you on the same day each week, with an agreed upon turn around time? Perhaps Google Docs is the best way to keep everyone organized? We also like Asana, that allows online team collaboration.
Wanna know more about our best practices for working with teams like yours? Just ask!
