Landing a new account is a great boost for any marketing firm, but creating content for the new client can be tricky if you don’t have a subject matter expert. Fortunately, there are simple steps your firm can take to create high-quality, targeted content for your client even if you don’t specialize in the industry.
1. Get a Clear Understanding of the Client’s Goals, Customer, and Market
Before you have any idea what content is needed or what platforms are helpful, it’s important to get a handle on the client’s current market position and target customer base. If they don’t have an existing ideal customer profile, help them create one – or more than one, if needed. All content your firm creates will be aimed at the person or persons described in the profile. Many companies create content that is too broad or to company-centric. When content is correctly targeted to an individual ideal customer, it will resonate and convert.
It’s also important at this stage to understand what the client’s primary goal with the content creation process is. Understand how they define success and your firm will be positioned to blow their minds with your results and gain a long-term customer with ongoing marketing needs.