With an always-increasing number of competitors in the market, it is important to remember that your brand is what makes your business unique. Your business’s marketing team works hard to build and maintain constant messaging, awareness, and growth of your brand name—and your content marketing agency should be doing the same.
Good content marketing agencies know the importance of branded content. “If brands can create content that engages people, they will listen to it, remember it, download it, share it, post it, stream it and recommend it,” according to Matt Simpson of BrandRepublic. Good content should engage customers past an initial encounter; it should prompt people to keep reading and keep exploring what your business has to offer them.
Branded content ranges from your blog posts to your social media posts and everything in between. A content marketing agency that understands branding also understands how they can make specific content for each platform that is branded for your unique self.
Knowing you need branded content is the first step to improving your content marketing. The next is finding an agency that can produce the high standard of branded product you need. Good content marketing agencies will ask for brand engagement before they begin producing content for you.
An organized and prepared agency will also ask you to decide on a style guide of sorts before they begin writing. This style guide will tell them what type of tone, voice, grammar, and overall feeling your brand expects in their content. By setting these expectations before writing, you can make sure your agency is producing a unified message that fits your branding and content needs.
The last step a successful content marketing agency will take to prepare your content is to suggest an editing process that utilizes your branding team. This editing process is not for catching spelling mistakes or pondering word choices. Rather it is for gauging the message and style of the content before it is published. This type of editing process is crucial for two reasons.
First, it ensures the content being produced is up to your business’s expectations. By having a member of your branding team look over the content you can be confident that the final product matches the style and voice you’ve requested to further your brand.
Second, by having your branding team provide editing and suggested changes, your content agency can begin to develop a deeper understanding of your brand. An agency that understands how your brand speaks can better produce content that matches your branding message. When an agency is able to develop their own understanding of the brand, your team will eventually spend less time and energy managing content as your agency’s comfort level and brand accuracy grows.
Effectively branded content and the processes you use to create it are the foundations of content marketing success. Your content agency should be able to provide you with methods and style proposals to make your content as effective as possible. Then, they should be able to adapt to your branding needs as they become more familiar with your expectations.
Good content agencies know—good content stems from branded and engaging creations. If the agency you’re looking at working with proves to you they understand this, then you’ve picked a winner. Download our free How to Choose an Agency guide for an agency scorecard and sample questions to ask along the way.