Understand clearly what customers want
OK, this one is going to be more or less brief. There is no universal way to address any audience; whoever uses the same tactics for everything will attract no one; all companies who outsource digital content want to be unique. The agency’s place in this paradigm is creating exactly the uniqueness their customers want.
A random (in the bad sense of the word) agency will just study the initial requirements and proceed doing whatever they feel they can. A presentation about diabetes drug? Let’s make it in the same vein that your average diabetes ads, shall we? Content for antidepressants? Sure, why not just repeat the (discredited) antidepressant promotional clichés? This sort of mediocre production now seems to dominate eDetailing content-scape in many regions.
And this is where opportunities for purely professional agencies arise. Who knows the product in focus more than the company? The professional way to arrange content production is to make customers participate as much as possible. This means that in between the opening discussions and the final revision, the customers should be able to have their say. At any stage of content creation.
Granted, HTML5 can be tricky to supervise before it’s finished. However, you can use modern tools that create an “intermediate” interface for revision, where it isn’t necessary to look at code. As soon as a slide is created, it can be viewed as though it is finalized, even with all the interactive features. The customer’s responsible manager gets to “play” with the piece of content and comment on whatever part of it they notice. In this way,
- a) the customer gets exactly what they needed in the first place;
- b) the agency shows they can accomplish anything, not just “their own thing”.
Side note: some companies feel the need to communicate so much that they hire Digital Content Managers to serve as a link to the agency. People work full-time explaining these things. The agency’s initiative in this direction is priceless!