This is the first in a series of posts where I talk about my experiences managing large channel marketing content programmes. This time, I’m looking at some things that matter to every partner, big or small.

I’ve thought long and hard about the differences that inevitably come from working with different kinds of partners that work with the largest software vendors and cloud hyperscalers, serving all kinds of customers. But this is going to be a rarer post, one that considers some needs that every partner has in common – from the largest global systems integrators (GSIs) to the smallest, founder-led implementation partners.

I could start with things like agencies being respectful (of etiquette, conventions, cultures etc.) or being responsive. But these things sound obvious, even if some of you do get let down over the years.

Instead, consider three things:

–        Transparency
–        Specialisms
–        Friction

Transparency is one of the values where I work. I know, I know, everyone says that – and our MD Tony Hallett even says we shouldn’t bang on about our values in public but just live them, day to day.

But transparency is really important in the world of content. For example, in a piece of content, all sources must be attributed. More generally, your agency shouldn’t just explain how things work but why they are doing something.

For example, we produce about 90 per cent of our clients’ content in house but the other 10 per cent of time will use freelancers. (This is actually not the norm in content land.) We feel the need to be transparent about why we’d use a freelancer, whether you can tell that by their email address or not. Reasons might be deep technical or sector knowledge. Or that they’re a native speaker, for work in a language other than English.

Secondly, onto specialisms. You’ll hear me talk a lot about ‘content agencies’, which are a subset of all agencies. Plenty of companies think that any agency can produce content. But consider how highly an agency values content. Do they have that in-house team? Do they understand the B2B tech ecosystem deeply? How long have they been specialising? You have every right to ask these questions. (It’s part of transparency.)

Lastly, I’m going to surprise you with something that our research shows is more highly valued than price, timeliness and even quality of work: ease of doing business.

Is your agency easy to work with? Above I wrote ‘friction’, when really I meant ‘lack of friction’. Sure, responsiveness and respectfulness are part of this but how easy is the overall process and relationship?

When someone tells me it’s easy to work with us here, I can’t think of many higher compliments.

We’re here to take away some of your pain, not add to it.

Email me about any of your pain points at becky.thompson@collectivecontent.agency.