Content marketing is having its time in the sun at the moment and there a lot of people out there who think they can have a crack at it and get results. For some of those people, it might be true but many of them underestimate the amount of work that really goes into creating effective and engaging content. It would be nice if it were as easy as slapping some words on a page and calling it a day but that’s so far from the truth that it’s almost laughable.
In reality, a great communications agency should be ready to get their hands dirty in your business in order to create a well-oiled content marketing machine tailored to your business. In fact, your comms agency has a lot more in common with a mechanic than you might think – they need to get in and up close, pull apart the engine, and figure out what’s working and what’s not.
Honesty is key at all times
All of us have had embarrassing problems with cars; whether it’s the grinding noise when you change gears or the way that your car backfires more often than you care to admit. Unfortunately, mechanics need to know everything that might have gone wrong since the last time you had a service along with all the problems you’re having, otherwise it will take them longer to find the fix.
It’s the same when it comes to creating a comms strategy. Your agency will need to know as much as possible up front – after all, how can they create incredible content for your business if they don’t know anything about your business? Don’t present them with the shiny version either, be honest and upfront. If you try to hide anything important – no matter how ugly it may be to you – your agency will be creating content that won’t be true to your business. Give them the whole picture.
Of course, there are some times when you might not be able to identify exactly what’s going wrong in your business – or even what’s going right! The good news is that your agency can help with that too.
Let us under the hood
Perhaps you didn’t even know you had a flat tyre or you didn’t realise your oil levels were alarmingly low – that’s okay! A mechanic does the routine checks, knows where to look and knows the right questions to ask. The great thing about mechanics is that they’re great at what they do and they know exactly how to start to fix things.
The same goes for your comms agency – so please hand them the keys and give them the go-ahead to look in every nook and cranny. Sometimes, this means they’ll need to chat to your customers too – after all, your customers are the ones you’re talking to through your content, so it makes sense to understand the relationship they have with your brand.
Let your agency chat with everyone in your business too so they can understand all the relationships and see everything from several different points of view. This 360° approach means that they’ll see where your strong points are so they can strengthen them even more and they’ll also see where information is slipping through the cracks so they can reduce any related issues through course correction and content adjustment.
If you’re ready to start leveraging content marketing for your business, speak to us at Incredible Communications today. Email us at firstname.lastname@example.org or call 0414 711 107.