4 Characteristics of a Great Custom Content Provider
From extra projects to content strategy, are you getting the best?
By Lindsay Thomas
Business Development Director, D Custom
Let me ask you a question: Are you maximizing your content marketing resources? After all, a custom content provider owes you more than just a website, magazine, or social-media program. They owe you a content strategy, and a plan for getting things done on time. And a hand, specifically for handholding. Does your content provider give you the following:
1. There’s a documented process
At the beginning of your working relationship, your content provider should walk you through a detailed document explaining the process for project management, quality standards, and what to expect. This sort of kickoff meeting should entail taking you through the process step by step, from determining the mission statement to answering all of your questions. It’s also a valuable time to make sure everyone agrees on the content strategy.
Throughout the duration of working together, you’ll want to evaluate several important aspects of the content process:
- Deadlines. Are schedules being met? If not, find out why. (Be honest; if you blew off a few deadlines here and there for that weeklong getaway, another pending project, etc., then blown deadlines may not be their fault.)
- Content strategy. Are your marketing objectives being met? Is the material on-brand? Each bit of material should align with the content strategy.
- Budgets. Substantial price increases shouldn’t be a surprise. Yes, there’s a process even for items that could exceed your budget. Still challenged? There’s a solution for that …
2. Extra projects are not a problem
So there’s a process and a plan; but what happens when your boss wants something extra? Or you need a brochure for that conference in three weeks? A great custom content provider will find a solution and evolve with your needs.
3. You get rock-star treatment
Your project deserves a single point of contact who makes the project as simple as possible for you. He or she coordinates all of your scheduling, project management and deliverables. (In other words, you get rock-star treatment—sans the crystal bowl of Skittles with the purple ones removed. Although that can be arranged.) No more worrying about lost emails or figuring out whether you need to call the editor, designer, or production person. An account service manager is your point person who serves as your advocate for getting things done right.
4. Services adapt to reach consumers
Finally, your content provider should be able to provide for your future needs too. Platforms change. Media preferences change. And as your needs change over the years, there’s one thing that shouldn’t: A partner you can rely on.
Business Development Director Lindsay Thomas works with organizations of all sizes to help them meet their marketing objectives. Email her for a sneak peek at the top content trends of 2011.