What Your Agency Should do Before Developing Content for Clients.
Think back to the last time you spoke with a client. What questions did they ask about you and your agency? How did you answer them? Did you ask the client questions in return?
Marketing agencies will often meet with clients, discuss what the client wants, then jump right into developing content. However, there are a few steps your agency should follow before setting to work developing content for the client. Following these steps will make your clients appreciate your agency and your work that much more.
Before your agency begins to develop content for a client, ask the client to provide you with all the content they have. This process is known as a content audit. Content audits are important because it allows your agency to see and analyze past content the client has used. The client can provide content in any form including, but not limited to: blogs, videos, eBooks, emails, etc. Explain to the client why you need the past content and how it will help future content development.
Once your client provides your agency with all the content they have, your agency should begin to categorize the content. Be prepared to ask the client questions such as:
1. How old is the content provided?
2. What is the purpose of the content?
3. What point of the buyer’s journey is the content meant for?
4. Was the content performance tracked?
Once you’ve clarified any questions you have with the client, it’s time to begin an analysis of the content. This analysis should include a list of the content’s performance (if possible) and any potential assets you may find. You should report these assets or gaps to the client.
Content audits can be formatted in many ways. Be sure to use a format that your team is comfortable with. Make sure to include sections for each question you ask the client.
Repurpose Content Before Developing New Content
Content audits are also important because they allow your agency to potentially repurpose past content. Your agency can repurpose content by analyzing the content’s performance and reformatting quality content. This is much cheaper and faster than developing content right off the bat. Repurposing content is a fast way to provide your clients with “quick wins.”
Quick wins are a short-term method to prove to your client that they will see a return on investment, without your agency having to spend money on developing new content. This will begin to build valuable trust between your agency and the client.
Quick wins are a great way ease the client’s mind and show them the value your agency brings to their overall business and ROI.
Take the time to complete a thorough content audit so you can provide your clients with quick wins. Following these practices will make your agency stand out to all your clients.