Got A New Client? Social media agencies have it tough, because one of the very first things they have to do when they have won a new client is develop a content strategy for them. It’s no easy feat, but we’ve put together a gameplan that should allow any agency to create a high quality strategy that will help whenever it meets a new client. Otherwise, it’s not real branding. Then, find out what they want Social media content is an incredibly complex thing. Take a look at their industry and use your creatives to find a new way of presenting the key concepts, messages and news. Only focus on this if they have a specific need to establish a position in the industry. The real game here is to find a fresh angle on the topic that the audience is into. Get to know them and their industry. Put it all together with their voice and you should soon be able to create content consistently, and content that does the best job of all: it makes them happy and it meets their goals.
Social media agencies have it tough, because one of the very first things they have to do when they have won a new client is develop a content strategy for them. Initially, it can seem pretty easy. What is the client doing, and is it working? But after a while it soon becomes clear that your new client has a very complex set of needs, and the audience it caters for is also distinctly lacking in simplicity. The upshot is that the agency has to bend over backwards and work hard to find a legitimate way forward, while also at the same time reassuring the client that the new content strategy will make sense and bring ROI. It’s no easy feat, but we’ve put together a gameplan that should allow any agency to create a high quality strategy that will help whenever it meets a new client.
First, get to know the client quick
Kind of goes without saying, but getting to know the client on a deep level makes all the difference when you’re aiming to create a content creation strategy for them. It’s also vitally important that you know more than a little bit about the industry the client is operating in.
If they are in retail, what are the trending topics and news items that you’ll need to create content around? A client in the entertainment business will have a ton of topics you can jump on immediately and get that content train rolling with. Know the industry and plug into the space as soon as you can so you are on the client’s wavelength. If anything, it will make the initial meetings less awkward if you know where they are coming from.
Going back to getting to know the client quickly, the principle aim here is to understand what makes them tick. What drives them and what are they trying to give their customers? Take the time to find out what fundamental message informs everything they do. This way, you will have an understanding of the tone and the message itself. Remember, in all the content, the voice of the brand has to be present. Otherwise, it’s not real branding.
Then, find out what they want
Social media content is an incredibly complex thing. Done right, it can fulfill a number of different requirements and hit a wide range of objectives. Once you have become familiar with the client, and you know the general message they want to convey, you can start thinking of the content itself. This is where it gets a little easier because once the client has made clear what the purpose of the content is going to be, or what they want from it, you can start to create the stuff.
Perhaps it is best if we break down the common ‘wants’ into specific areas. This way it will be easier to understand how ‘wants’ guide the content you will create.
This is particularly obvious when a brand is up and coming, or it is a startup. The main concern for this brand is to get noticed online. The social media content you produce will have to serve this agenda. Social has always been especially good at creating a buzz and disrupting the status quo, so if your new client wants to stand out and make an impact, you’re in a good place.
Take a look at their industry and use your creatives to find a new way of presenting the key concepts, messages and news. Use a short video, for example, to provide a funny take on an age-old concept in their field. Create memes and make them a regular fixture on their Twitter. Whatever you need to do to be different, do it.