“What kind of pants?” you ask. Sadly, this is how many first-time marketers approach content marketing solutions during their initial selection process. To ensure that vendors provide proposals that are accurate, actionable, customized to your business, and won’t waste your time and money, here are seven factors you should understand before you start shopping around. The amount of money you can spend on a content solution will be a huge influence on whether or not a vendor can support you. So make sure you come to the table with a well-defined audience. Topics Marketers new to content often make the mistake of going too broad. Start by thinking about what kind of information your audience wants to see. If you run content for a cloud hosting company, your audience probably won’t want general stories about I.T. Voice How do you want to talk to your audience? If you take care of your homework, you should end up with the right solution—one that’s tailored for your organization.
Imagine you’re a tailor. One afternoon, someone calls your shop and asks you to make a pair of pants.
“What kind of pants?” you ask.
“Oh, just pants,” they say. “How much do pants cost?”
Taken aback, you ask the well-meaning caller why they need the pants. Is it for a wedding? A work event? A rap-themed bar mitzvah? They’re not sure. What about the kind of material they want? Nope, no clue. Can they at least tell you what size the pants should be? Unfortunately, they cannot.
This sounds crazy, right? Sadly, this is how many first-time marketers approach content marketing solutions during their initial selection process. To ensure that vendors provide proposals that are accurate, actionable, customized to your business, and won’t waste your time and money, here are seven factors you should understand before you start shopping around.
1. Goals
This seems like a no-brainer, but you’d be shocked by how many organizations don’t actually know why they want to create content. In some cases, an executive will tell a marketer the company needs to double down on content without an explanation. In others, a marketer might blindly invest in content to catch up to competitors.
Whatever the reason, a lack of clear goals makes it virtually impossible for a content vendor to have enough insight to support your efforts. Before you approach anyone, outline the business challenge you’re trying to solve through content.
2. KPIs
What metrics matter most to you? Engagement? Social shares? Leads? Knowing this information ahead of time will give potential potential partners a chance to anticipate your strategy over the long term.
If you aren’t sure which metrics to measure, think about what data your boss asks for on a regular basis. Those old KPIs should apply to content performance since the ultimate goal of driving revenue will stay the same. This handy chart from our Content Methodology framework should help.
3. Budget
This factor is simple. The amount of money you can spend on a content solution will be a…
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