Content marketing continues to grow in importance.
According to the Content Marketing Institute, 70% of B2B marketers planned to produce more content for their marketing efforts in 2017. Here in Singapore, content marketing has also been taking off, led by major brands like Coca-Cola, Nike, Far East Flora, Singapore Airlines and Audi.
Yes, you’re keen in embarking on content marketing. However, you feel that you can’t do it alone.
After all, the sheer prospect of producing all that content, sharing, tracking and monitoring them seems formidable. Besides, you need to also show a positive ROI to your bosses or stakeholders, and that can be downright scary.
Thankfully, there are content marketing agencies here in Singapore who can help you out. Many are skilled in the art and craft of generating content. A few may even be able to help you track the outcomes of your content efforts.
However, how do you know if you’re choosing the right one?
Here’s a 10-point checklist you can use.
☐ Learning- and Innovation-Focused
Google changes its search algorithm regularly. Ditto for Facebook’s news feed algorithm.
With digital and social technologies changing so rapidly, you need an agency that learns and innovates quickly.
Standing still is not an option. You need partners at the crest of the next digital wave.
☐ Creative, yet Calibrated
I know, I know. It does sound like an oxymoron.
However, being creative for its own sake is dangerous for business. You need an agency that has the imaginative chops. At the same time, it needs to harness that free spirit to deliver real results.
☐ Good Storytellers
Good content isn’t enough. You need partners who can draw out the soul of your brand and touch the hearts of your prospects. That’s where storytelling comes in.
Studies have shown that stories have a far stronger stickiness than plain facts alone. They also stand out better in a sea of content clutter.
The best content agencies do not just care for your business. They also care for your customers.
At times, they can be so obsessive-compulsive about pleasing and delighting your customers that they dare to speak out against your ideas. And that is something to be cherished.
The old saying “you cannot manage what you cannot measure” rings especially true in the digital age.
With virtually every platform and channel offering oodles of data, there is really no excuse for your agency to be woolly about your numbers. The best agency can marry the art of story-rich content with the science of data.
☐ Adept at Analytics
This brings us to our next point. Analytics.
Data alone isn’t meaningful if it cannot be analysed and interpreted. The content marketing agency which can offer you a fresh and relevant insight to your data deserves your attention. And your money.
Which also means that they need to be…
☐ Technologically Savvy
Now hold on a second. Being technologically savvy doesn’t merely mean going after the brightest and shiniest object in the room.
Rather, it means that your partner can discern what is beneficial for your business, and what can be automated (so as to save those precious man hours).
☐ Socially Connected
The best agency partners are resourceful and well-connected. They know who else they can work with beyond the members of their team, and can reach out to potential talents to augment their forces.
Besides, being socially connected also means that they are better able to find business partners for you. And that’s worth a bunch.
Finally, you need an agency that is systematic and process-oriented. In other words, one which has a meticulous approach to onboarding new clients, and managing them every step of the way.
Now that you’ve learned what a winning content marketing agency is, the big question is this:
Have you found them yet?