Collaborative client and agency relationships key to high-quality content

Brands should establish a collaborative and healthy relationship with content agencies in order to create the most engaging articles and videos for consumers, according to the Managing Director of Brand New Media, Joanne de Rozario.

Speaking at the recent Content 360 Conference, de Rozario said that brands should opt against a dictatorial relationship with content creators and partners and, rather than outlining everything that needs to be said or done, should be open to discussion, new ideas and creative working methods.

She also stated that marketers need to trust their content partners more, as the latter can bring a much-needed third-party perspective to a brand story and often have vast experience in terms of creating article content that engages with a target audience. The recent Pepsi ad debacle again highlighted the dangers of using an in-house rather than a digital agency for content marketing campaigns.

De Rozario believes that a closer relationship between agency and client can do wonders for productivity. She added: “There is nothing that your content partners won’t do for you, if you treat them with respect and a little kindness.”

In terms of content creation, experts at the conference echoed recent calls by the likes of the Content Marketing Institute to create pieces that “focus on customers and the benefits they get” from reading and viewing content. De Rozario said that it may be best to refrain from putting logos on branded content, as this makes videos look like a “hard-sell commercial.”

Invoking emotion is also important, as content that leaves a lasting imprint on a consumer can drive loyalty in the long term. De Rozario stated that happiness, surprise, fear and anger are the best emotions to elicit from a viewer to increase positive brand action.

Michael Pennington, NBCUniversal Vice President for International Digital and Advertising Sales, supported these sentiments and added that content should always add value for an audience. He said that merely identifying customers’ needs is not enough, as content should also help them achieve their objectives and goals.

Pennington concluded: “If we are selling our products and services to people in a way which is different to how consumers communicate, how can we as marketers engage?”