Content creation is a big endeavor, and it’s getting bigger all the time. There were always blogs to consider, but now you have white papers, infographics, social media, videos and podcasts, too. It’s almost like content creation got too big for its britches, right? Well, maybe too big for your britches, at least during the off-season.
It’s time to pull up your big agency pants and figure out scalable solutions to content management that won’t sacrifice quality. What’s that going to look like, though?
Get Nichey
Experienced marketing agencies know specificity breeds quality. If your client is building lemonade stands all over the world, what is the general theme of your content – lemonade? No, low hanging fruit jokes aside, you want to focus on niche development and that means expanding beyond the obvious to meet the needs of both the client and the customer.
Building content around an industry such as lemonade manufacturing represents flawed thinking. Focus your marketing strategies on the audience, not the industry. As Techcrunch points out, most industries are fragmented in a way that allows you to foster effective niches.
- Health benefits of citrus
- Frugal ways to get vitamin C
- Why stands make good business sense
These are all potential niches for a company that sells lemonade. Consider these elements to be branches of a tree. Monitor each branch to see which one provides the most fruit, then prune when necessary.
Focus on the Process Instead of the Plan
“Life is what happens to you while you’re busy making plans.”
–Allen Saunders
Instead of trying to come up with a content marketing strategy, focus on developing an efficient process for creating a quality product. You can’t always anticipate your needs six months down the road, but if you have an effective creation process, it won’t matter. You have the tools necessary to handle any level of traffic.
Let Someone Else Do the Heavy Lifting
Perhaps your process doesn’t include you actually developing the content. That’s okay; there is a whole industry built around creating content. To stick with the lemonade analogy – there are stands popping up all over.
Your job as an agency superhero is to find one that will provide quality content at scalable levels. That way, whether your client requires one article a month or ten a day, you have the resources to make it happen. A proper content partner like WriterAccess, for example, will:
- Produce quality marketing products
- Meet your schedule
- Be in tune with the current content trends like infographics
The right content production service is a powerful tool for any agency. You can brag to clients that you have hundreds of writers ready to fill their content needs and it’s true. With someone else doing the heavy lifting, the agency staff is free to focus on client development and project management solutions.
The key to scalable content that doesn’t sacrifice quality is control. Whether you develop your own or hire someone to do it for you, leverage marketing content that provides results.
Darla F is a full-time freelance writer who specializes in helping agencies meet their goals by developing creative and engaging content.
