This is part of a series of articles where I talk about my experiences managing large channel marketing content programmes. This time I look at why having a clear process means peace of mind.

Everyone should expect a content marketing agency to be masters of the written word. That’s a given. If you find that an agency can’t produce compelling copy, you’d look elsewhere. But do you check to see if an agency is good at processes before working with them? Answer: you should, because processes make your life easier.

A clear and defined process keeps the wheels turning and ensures projects stay on track. It also reassures everyone involved that their company’s needs – and their own needs – will be met properly.

When orchestrating partner marketing stories, I often work with three different parties, especially for case studies or video interviews. That’s a software vendor or cloud hyperscaler, an implementation partner, and the customer. These people might have varying levels of experience in developing customer stories. Bigger companies often have a team – or teams – of skilled marketers. Some smaller sized partners have no dedicated marketing people at all. And the customer we’re speaking to is often a tech person, with no marketing experience. This means hand holding, explaining what to expect and what delivery timelines look like, so everything runs smoothly.

Recently, a customer I was working with felt nervous at the start of this process. It was the first time they’d been involved in a case study and they really felt the weight of being thrust into the limelight as a spokesperson for their company. After walking through everything at the start, I could see them visibly relax. They told me after that just knowing there was a process gave them extra assurance and confidence. As a result, the interview went well, the customer was pleased, and we got a great story for our client.

I’ve had similar feedback on having a solid process from partners too, especially when they are new to content marketing. When all the steps are scoped out in content production, there’s a real sense of ownership for each person involved and any hiccups are easily avoided. To get a great end product, never forget the process – make that part of your content mantra.

Email me at becky.thompson@collectivecontent.agency to speak about this or any aspects of the content creation process.