One way to get large partner content programmes right is to consider the ways they can go wrong.
Just to say it up front… my editor told me I should go with the ‘X warning signs that…’ format for this piece. In case you didn’t know, I’m surrounded by editors here 🤷♀️. And besides that, I should add that I could probably list two or three dozen such warning signs, red flags or whatever you want to call them when it comes to large content programmes.
But let’s start with some obvious reasons for concern, in a content programme just like the ones I run or see at Collective Content, which are for large B2B tech players and their partner networks (again, if you didn’t know). Anyhow, these are the first things I’d tell clients to look for:
- Tech knowhow — This doesn’t just mean agencies spouting buzzy terms you see people use all the time, such as AI or SaaS. This is about deeper knowledge about many varying areas within tech, which includes working with all kinds of job titles and business niches (also see 2 and 3). Quiz your provider on where they’re knowledgeable in the B2B tech sector.
- People and people skills — In a previous article I touched on being comfortable working with CIOs, CISOs, data scientists, solutions architects and a bunch of other job titles that our clients’ customers hold. And my colleague Bill Clark recently talked us through how to interview experts well.
- Transparency — also related to (1), one form of transparency is when an agency has reason to bring in a freelance writer or other niche expert, eg for deep technical or sector know-how. In short: look out if they aren’t open about explaining the ‘who’ and ‘why’ of people on your project.
- “This is how it’s going to go” — Moving on to process, at the start of a project, someone like me or a project manager should walk you through timelines and sign-offs, among other things. Look out for any agency that doesn’t explain all this up front, or assumes you are experienced.
- Blessed be the peacemaker — Lastly (for now), projects across 10+ people at four or more entities (this is the reality of much content for partner marketing) aren’t without their stresses. I prefer to think of it as proof that everyone wants a good result. But ask yourself: Is the agency a calming, diplomatic influence, or the source of problems?
What do you think? What are the warning signs that you look out for? Reach out to me on LinkedIn to discuss.
