Via Scoop.it – internetbillboards
Your search shouldn’t be about finding ‘the best’ content marketing agency. It should be about finding the right one for your company at thismoment.It seems stupidly obvious, but the single biggest source of failure in a content marketing relationship is simply a mis-match of cultures. Their idea of what good looks like is just fundamentally different from yours. So spending some time on your search will pay off. Here are my tips: Look at their work (duh) Ask to see a broad sampe of content and campaigns for a wide range of clients. Anyone can stumble into a great piece or two (that were actually conceived and heavily guided by the client). You need to see a pattern of: Authenticity – each piece of content should feel like it comes from inside its market.A point of view – great content takes a stand on an issue. Bland content just ‘explores’ issues.Hitting the expertise ‘sweet spot’ – every client has an issue or a discipline where their expertise is undisputed. Great content works this zone and avoids topics where the client is just another voice.Being really, really well-written – nothing matters more. You need to not only be able to read tot he end, you need to want to read to the end. This can be hard if you’re not the target audience, so pretend you are.Being designed to sell the ideas – content design is under-valued. Great content design actively sells ideas to the reader. It makes your content open, inviting and easy to consume. it communicates the hierarchy of information so you always know where to look next.Not being formulaic – every agency has some favourite approaches (We went through a ‘Ten Mistakes in…” phase) but if every piece is a ’14 Tips’ blog post or a talking-head video, you may be at the doors of a content factory. Great content rarely comes from factories.
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