Alex Koby
Working closely on content with a client is: a) difficult to manage, b) the way to produce incredibly high-quality content, c) none of the above, d) all of the above.
If you are working in an agency or have in the past, odds are you chose d. Because we have all been there. Managing client contributions is certainly difficult, but the resulting content is often far better than what we can create on our own OR what they could create on their own.
The reasoning is simple. No one knows your client’s business and industry better than - your client. And you, my fellow marketer, understand what kind of content you need to pull out of them to serve their purpose. This can apply to any form of content - blogs, ebooks, webinars, case studies - but our first project and first attempt at content collaboration is often building a client’s new or revamped website.
- A key tenet of Growth Driven Design is the creation of a Launchpad website, that rather than containing every single page you can imagine you would want on the site, focuses on core pages with the highest ROI. Sounds simple enough, right?
- Start the process of working on content with your client by reassuring them that creating content for 10 pages is far less daunting than content for 20. Make that your first task in Projects.
- Discuss content strategy for Launchpad site.
- Assign the task to yourself, your main point of contact on the client’s side, and anyone else you think may be involved along the way. Take this opportunity to get everyone on-board with both the idea of breaking down the process and having those tasks assigned to them in Projects.
This is also a good time to get everyone on the team, on the agency and client sides, in the habit of setting and committing to due date. Bottom line - use Task 1 to set the tone for the entire project.
The next few tasks should be for you. Assign tasks to yourself and team members to:
- Align marketing strategy and goals with the client’s feedback on core pages for the Launchpad site.
- Create the sitemap.
- Designate a lead person to manage the content collaboration specifically.
This next one is a personal recommendation. I have had far greater success when I approach my clients as subject matter experts, because that is what they are. Instead of tasking them with writing content themselves, set up interviews to gather the information you need to populate the site pages. Like I said before - you know marketing and they know their business. Especially when working with clients that have more technical and/or difficult to translate concepts. Do not expect them to be able to write in the format and style you need for the site. Questions that they can think through and answer one by one simplifies the process for both sides.
- Create content interview questions.
- Set up meeting/interview with client.
The next tasks flow from that point and should be assigned to you and/or the client as needed.
- Conduct interview. (Agency & Client)
- Gather content from interviews. (Agency)
- Draft site pages. (Agency)
- Create subtasks that reflect if you are writing the content in-house or having it drafted by a copywriter. Set realistic due dates and allow for possible delays from a third party writer.
- Review site pages. (Client)
Use Projects’ attachment and chat features to make review and edits of the site seamless. Upload the draft pages and invite your client to use the built-in chat to discuss immediate feedback to the first draft.
- Make content edits. (Agency)
- Client review. (Client)
- Finalize site content. (Agency)
- Final approval. (Client)
- Content completed for Launchpad site. Congratulations! (Agency & Client)
- Commend everyone for a job well-done and move your content to the next phase.
HubSpot Projects can streamline even the most daunting tasks. With the ability to assign tasks to everyone on your agency and client team, assign due dates, attach documents for review, provide feedback on items immediately with the discussion feature, and give everyone a global transparent view of the project - you simplify the management of your process and give the team time to really work on marketing.
