Clientjoy invited Parth Trivedi, Product Manager at one of India’s leading Radio Stations for a webinar on “How to create content and distribute for Agencies”. Hosted by Yash Shah in this episode of the Agency Show, Parth talks about the strategies for content creation and how can agencies distribute them in the current digital world.
In his more than seven years in the industry, Parth has donned several hats from content production, digital marketing, and broadcast media helping businesses plan their campaigns and build brands whereby successfully meeting the desired business goal.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident, and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Major takeaways from Parth in this insightful session.
- Life as a generalist in the digital marketing world that seemingly disproportionately rewards specialists
- Basic principles of Content Strategy for Agencies
- After awesome content creation, how to distribute it?
If any of the above points made your raise your eyebrow or you heard an internal “I am facing the same issue with my agency” voice in your head, give this blog a quick read or you can head out to watch the full-length video below.
Become a Generalist
In a small team especially in agencies, people are bound to be a part of different teams and are expected to possess a little knowledge of different domains. If we talk about content space, a person will be a part of scripting to shooting, business meetings to content campaign ideation process and what not.
In the world looking for specialists, one who knows a bit about everything – the generalists face an existential crisis. Being a generalist in current scenario might raise self-doubts at certain points of time, but one should believe in yourself. It will go away, when you have enough credibility.
Being an expert in a specific niche is great, but many a times, people lose on the context of how much value addition is being done. Generalist are competent in several different areas or activities within a profession. Generalists add tangible business value to company and can be the bridge between the creative side and larger business goals.
Let’s take an example of a person with a great knowledge and experience of a creating viral reels for Instagram. Now, even though they might be able to create a post that generates a lot of traction, often they are not able to align themselves to the business perspective of the company or contribute in the growth marketing. A person who knows about the creative aspect as the well the business goals of the company is needed.
Love your Content
The first thing to ask yourself after you have written the content. Do I like it?
You should personally enjoy it. It’s the one of the most basic principles that we should follow when we talk about creation of content. If you don’t like it, you should probably rework on it before publishing it out.
Let’s ask yourself the fundamental question. Why people go to Social Media?
When was the last time you checked out your Instagram profiles to know that this XYZ company is offering discount on the shoes? We open the social media apps to derive joy.
Ask yourself a question as to is your campaign or service helping people reach their selfish motive of having fun. What would you do with a pipe company wishing you happy Diwali? People don’t care much other things except things that they want.
So, when you like your content and your content is able to satisfy the joy hunger for which a person goes to social media, then you have struck the right chord.
Zomato took the plan of delivering joy instead of just delivering food items through a good network of logistics. A lot of logistic or delivering companies existed, but Zomato focused on the core thing that people wanted – joy. The joy was through food and relatable content on its social platforms.
The thing that combine all the successful agencies together is that they are at the core of spreading joy to their respective clients.
How do you distribute this content?
Social media are focused now on making you watch, read, listen to content on their portals, and thus a good majority of the content is provided by a recommendation engine.
Take any social media as an example – Tiktok, Instagram Reels, Youtube. You will observe that many a time that things that you are consuming have nothing to do with what you follow or have shown interest in subscribing.
The platforms now show people content that the platform thinks is engaging and hence in order to keep you hooked onto their platforms, they continue it.
The reins of distribution that was often held by the agencies or the content distributors has been lost in the present age. Only thing that you can do is, engage your audience.
Now, you will wonder as to how to let Social Media Apps know that your content is good?
Let’s talk about who are going to watch it and why again?
Human Centered Orientation is the key.
How to attract people to your story?
The steps that are recommended:
- Never start with a core thought.
- Relate to them on a personal level.
- Attract their attention and mix up the certain scenarios.
- Deliver your core story
Personal touch is the best way to start the conversation starter. Connect with a mutual interest that you share, so that they love talking and listening about it and at the same time you should be able to interrogate them so that they can continue talking about it.
Then you can start with your story, your pitch, or whatever, but because you have drawn people are with you. They are happy. Once you have connected to them at an emotional level, they will listen to you with rapt attention and even stick with you when you try to change their deep-rooted belief.
We would love to know what content creation strategies you adhere to at your agencies. What are distribution channels do you use?
Clientjoy is committed to helping 100K Agencies Grow, Fulfill and Earn. With this mission, we keep bringing such informative sessions with some of the best people in the industries through our The Agency Show.
Through the Agency Show, we at Clientjoy aim to bring Agency Experts doing 7+ Figures at a common platform where they talk about their problems across the growth, fulfillment, revenues and their journey of solving them.
Looking forward to hear your experiences in the comments below. Would love to hear more such insights or how you implemented a specific strategy.