Just been reading a post from content marketing daddy David Meerman Scott about how a professional services firm increased revenue by 50% in the past year by switching from an outbound to an inbound marketing approach. Good to see this example of cold, hard ROI and this post should be required reading for anyone still skeptical that content is king.
As well as the 50% growth figure, there was another line that caught my eye. And, if you’ve ever tried hiring a content marketing agency, I’m sure it will have caught yours too.
Towards the end of the post, the CEO of this professional services firm said that his company’s approach was to “create an internal content marketing agency”.
Even having worked with some award-winning content marketing agencies, my advice would be to consider doing the same. Here’s why…
What skills do I need?
Top-notch content marketing requires a broad skill set. Part journalist; part publisher; part design guru; and part online marketing whizz… Underpinned by strategic nous, an analytical mind and the soundest understanding of your buyers and their journey.
Yeh, I know. Mad Men this aint. This is serious work for seriously smart people.
And your strengths and weaknesses in these areas should guide what external skills you bring in.
Given the scale of the task at hand, it’s natural that firms are starting the search for a full-service content marketing agency. Good luck guys…
A rare beast
Content Marketing as we now define it is a relatively new and evolving discipline. This means that: a) It can be hard to find a genuine Content Marketing agency; b) When you do, there’s a good chance you’ll know as much about Content Marketing as they do; and c) They often have no idea how to price their services so you may be ripped off.
All too often, firms that bill themselves as Content Marketing agencies fall into one of these three categories:
- Expanded services from creative/PR/social media firms. Problem: Know their traditional area but are often trying to squeeze their round-peg of expertise into the square hole of content marketing.
- Boutique agencies or contractors that used to specialize in white papers or print publications. These are the guys who believe that, because they’re now producing materials in landscape with a picture on the front, they’re content marketing experts. Problem: Although fine for churning out words, lacking any other skills you require.
- Firms that are genuinely trying to be content marketing agencies but are still learning as they go. Problem: Often a case of the blind leading the blind. Currently muddling along armed with the latest from the CMI and, because few clients are entirely sure how much a series of Infographics should cost, hitting you hard for the privilege.
Particularly in markets outside of mature tech hubs in the US, a genuine content marketing agency is a rare beast. So here's another option to consider...
Start your own agency
It's ok, I don’t mean quit your job, get a bean bag, a pair of thick-rimmed specs and actually start your own agency. Just hire the pieces you need to complete your content marketing puzzle. This may only be two or three contractors such as:
Brand journalist
Thanks to the digital media revolution, talented journos around the world are now spruiking their services for a corporate buck. So hire them up. They understand the publishing process; they can spot what your story should be; they have the interviewing skills to draw out quality info from your Brains Trust; they’re great operating to tight deadlines; and can bash out words by the thousand (without sounding like a seedy marketer).
Hot-shot creative
To get the cut-through required for great content marketing campaigns, you need a multi-skilled design maverick. They need to do video, infographics, ebook design, slide decks, graphics, the works. The person you’re looking for may sometimes miss the mark, but are capable of delivering something so astonishingly cool it will rock your space.
Online Marketing guru
There’s no point creating great content if the right people don’t see it. If you fall short in online marketing, particularly SEO, call in an expert. If you’re short of dosh, lock yourself away until you can at least deliver the distribution basics for your specific program.
The fact is, content marketing requires a deeper understanding of your company, its brand, its solutions and voice than any other form of marketing. Therefore the more ingrained your content marketers are in your business, the better your content (and results) will be.
To get the cut-through required for great content marketing campaigns, you need a multi-skilled design maverick. They need to do video, infographics, ebook design, slide decks, graphics, the works. The person you’re looking for may sometimes miss the mark, but are capable of delivering something so astonishingly cool it will rock your space.
Online Marketing guru
There’s no point creating great content if the right people don’t see it. If you fall short in online marketing, particularly SEO, call in an expert. If you’re short of dosh, lock yourself away until you can at least deliver the distribution basics for your specific program.
The fact is, content marketing requires a deeper understanding of your company, its brand, its solutions and voice than any other form of marketing. Therefore the more ingrained your content marketers are in your business, the better your content (and results) will be.
Congratulations!
On reading this, you may be part of the way towards starting your own agency. And, until more specialist content marketing agencies are formed and the market matures, this could be a very smart move.
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