Building Agency Partnerships to Develop a Winning Content Marketing Strategy

Imagine you’re sitting in a room with 100 televisions which can be all turned on directly. What would it not take for simply a type of televisions to seize your consideration amidst all of the chaos? Something fairly particular, proper? That’s the problem dealing with most advertising groups today. Everyone’s busy creating content material, which provides an unimaginable quantity of background noise to the digital world. In this setting, it’s troublesome for any single message to break by means of.

This downside turns into much more acute for small firms that don’t have the sources to construct extremely expert in-house content material advertising groups. As a outcome, small corporations both discover novel options to shut this abilities hole or danger being left behind by their opponents.

Developing External Partnerships

One frequent technique many smaller firms use to discover content material advertising help is to accomplice with an exterior company. While this strategy will be extremely efficient, it nonetheless requires robust in-house management able to figuring out inside strengths and deficits, delegating obligations to exterior companions and uniting each side to pursue significant shared targets. So how do firms mix inside and exterior sources to develop a winning content marketing strategy? It begins with figuring out your crew’s roles.

Common Content Marketing Roles

Before a firm engages with an exterior company, it ought to look internally to assess what sources it already has, their bandwidth for taking over content material advertising duties and what abilities they lack. At the top of this audit, a firm ought to have a clear concept of the assistance it wants from its company accomplice and the way the 2 sides might probably collaborate. Here are the commonest roles firms will want to fill:


An incredible place to start this audit is by figuring out who’s main the content material advertising efforts. This particular person’s title could possibly be totally different relying on the dimensions of the group. However, their job obligations ought to be devoted to advertising.

This inside advertising chief will drive technique, outline related targets and oversee inside and exterior sources. As such, they’ll ideally have direct entry to executive-level management to acquire perception into firm efficiency and planning.


Content advertising strategists carry out many vital roles. First, they outline what the crew is attempting to accomplish and what techniques it’s going to use to attain its targets. Strategists perceive what inside sources can be found, how to deploy content material to attain an meant viewers, and the way to tweak content material based mostly on success, failure or altering enterprise circumstances. Successful strategists additionally perceive what a firm’s audience needs or wants and the kind of content material they’re most definitely to share.


Individuals with manufacturing abilities use visible and written info to create useful advertising content material. These abilities often fall into three totally different classes:

  1. Copywriting: These producers write quick or long-form content material throughout varied mediums, together with social media posts, video scripts, white papers, and extra. It’s useful to have a number of copywriters, if attainable, as a result of they usually have totally different strengths and weaknesses.
  2. Designers: Graphic designers who can create a constant feel and appear for his or her model throughout many various content material classes are very useful crew members. Designers and copywriters usually collaborate carefully on content material manufacturing.
  3. Internal Experts: This inside useful resource offers the matters, info, and statistics different producers use to create compelling advertising content material. Typically inside specialists are high-level staff like CEOs or different product and repair specialists. However, some firms use lower-level staff as inside specialists to construct them up as thought leaders or place them for talking or webinar roles.


Once a content material crew has created one thing, they want to put it the place folks can see it. This is the place the distributors are available in. Content channels sometimes fall into three broad classes:

  1. Owned media consists of belongings the corporate controls like its web site, weblog, social media properties or e mail publication.
  2. Earned media, also referred to as public relations (PR), locations company-created content material in third-party channels like tv, newspapers, business publications and podcasts.
  3. Paid media consists of social media and pay-per-click (PPC) promoting.

The distributors embody many various roles, from PR professionals to the web site crew to search engine advertising specialists and extra. How they distribute content material will rely upon the advertising technique and the place the viewers for a particular piece of knowledge lives. Strategists and distributors usually work collectively carefully to create this plan of assault.

How Does an Agency Fit In?

Now that you simply’ve recognized the roles you possibly can fill internally and people you’ll want to outsource, you possibly can select your company accomplice. Most businesses can fill any of the capabilities listed above. However, some businesses concentrate on one specific space over one other, like PPC or PR. The excellent news is that you simply don’t have to flip all the things over to the company. You can combine your abilities with theirs till you discover the suitable formulation for shared success.

If you’re constructing a content material advertising operation from scratch, an company partnership might also assist decide what roles you rent internally. For instance, suppose your company accomplice has copywriting sources. In that case, you would possibly select to rent a versatile designer who can contribute in different components of your small business relatively than a extra specialised content material producer.

Most importantly, company partnerships allow companies to keep versatile based mostly on their wants, targets and inside sources. Agencies may also assist firms to scale when new advertising calls for outstrip current capabilities.

Built for Success

Creating compelling content material advertising sources is vital for companies to get the phrase out about their services. Agency partnerships assist these companies develop extra refined content material that reaches their audience extra successfully. These partnerships are additionally usually cheaper than bringing the required abilities and sources in-house.

So for those who’re contemplating participating with an exterior company, assess the talents you’ve gotten first after which think about how your company accomplice can increase the talents you might be lacking. By staying versatile and speaking clearly, you possibly can profit out of your company accomplice’s sources and experience to develop a profitable content material advertising technique.

Featured Image of courtesy of Kaleidico through Unsplash

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