How can you be more adaptable when working with clients in Content Marketing?

Clients want you to understand them. Do your research. Talk to them. Form relationships. Your approach should speak to their needs .

It's common for clients to not know their target audience, value proposition or sales cycle. Help define them with the right questions! 1. Goals - What are their specific goals? - What obstacles prevent their success? - What resources they need to achieve them? - What kind of support they need? 2. Needs - What are their basic needs? - What are their emotional needs? - What are their intellectual needs? - What are their spiritual needs? 3. Pain-Points - What are their daily problems? - What frustrations do they have? - What challenges do they face in reaching their goals? - What are the sources of stress in their lives? 4. Motivations -What drives them to take action? -What are their values? -What are their fears? -What are their hopes?

Being truthful about your inability to help is a small but crucial aspect of "being adaptable." Sometimes, the best course of action for a true professional, after understanding the goals, is to recommend another professional who is better suited for the task. For example: "I understand that you're interested in a LinkedIn blog, but based on what I've just learned about your objectives, a well-optimized landing page and a paid social will get you there faster and at a lower cost. I can connect you with someone who can assist you..."

Understanding the client's requirements is most important, because without that, you won't be able to adapt to the right audience, and if your content doesn't reach the right audience, it won't be impactful, which will ultimately lead to low ROI for clients.

In content marketing, understanding clients' goals means knowing their business objectives, target audience, value proposition, key messages, and success metrics. For example, if you have a client with an eco-friendly home cleaning product line, their aim could be increasing brand awareness among environmentally conscious homeowners. The content strategy should highlight the product's sustainability and health benefits, aiming to boost social media engagement and website traffic in line with their success metrics. This tailored approach ensures that the content directly supports the client's goals.

A comunica??o eficaz é fundamental para qualquer relacionamento, mas é especialmente importante quando você está trabalhando com clientes. Ao se comunicar de forma eficaz, você demonstra que está comprometido com o sucesso do projeto e que está disposto a trabalhar em parceria com o cliente para alcan?ar seus objetivos. Você também demonstra que é profissional e confiável. Use linguagem simples e direta para que seu cliente possa entender facilmente suas mensagens. Esteja disposto a ouvir as ideias e sugest?es do cliente e esteja aberto a fazer altera??es no plano de conteúdo.

One effective technique for this is the 'Why' tactic. When a client sets rules, it's good to ask why. The deadline might not be that strict because there may be no particular reason for it apart from the client's opinion that 'surely 2 weeks will suffice!' Or it may be stricter than it seems because the client is confident that their Marketing, PR, Security, and CEO teams will approve the article in a single day ??.

I prioritize clear communication in content marketing, setting expectations, deadlines, and roles from the start and providing regular updates. For example, if a client is unresponsive or unclear in a social media campaign, hindering progress, I might end the partnership respectfully, possibly with a refund. This approach maintains professional integrity and focuses on clients who value collaborative communication for a successful outcome.

Communicate effectively, but don't just talk. Actively listen, ask open-ended questions, and build rapport. Effective communication also goes beyond setting expectations and providing updates.

It's important to engage with your clients each step of the way. Through goals, planning, implementation, tracking and reporting. Ensure that your clients know the plan, and follow up with them at important points. Even if sometimes a client does not get back to you, it's still important to keep them updated. Then both you and the client have a clear timeline of events. Doing so builds trust and will make your job much easier. Don't go overboard and contact clients constantly, but do so when you need something, or have something to report.

Experiment and learn, but don't be afraid to fail. Experimentation is vital, but don't limit yourself to content formats or channels. Experiment with different storytelling techniques, such as interactive content, personalized experiences, or user-generated content. Analyze data, but also pay attention to qualitative feedback and engagement metrics. Learning isn't just about identifying what works; it's about understanding why it works and applying those insights to future campaigns.

Each client and industry will require specific channels and messaging to succeed. Research marketing strategies for your client, specific to their industry, and then discuss these with your client. Identify channels that will potentially do well, and other channels that could be hit or miss. It's always beneficial to experiment with various channels, but be aware that doing so could use your client's budget, and not bring in any results. Always have several channels to experiment with, but ensure you have some that have a higher success rate.

Creativity isn't just about coming up with fresh ideas; it's about finding innovative ways to execute them. Think beyond traditional content formats and explore emerging platforms or technologies. Collaborate with other creatives, such as designers, animators, or influencers, to bring your content to life in unexpected ways. Remember, great content often lies at the intersection of different disciplines.

You shouldn't just come into it with a creative attitude or spirit. You should actively aim to zig while the industry is zagging through a clear-cut, step-by-step differentiation process that includes competitor research (of course). Carve out your differentiators and set them in stone, so that you can achieve them consistently - as consistency is key.

'Think outside the box' is a great term to use here. You know what marketing channels work well, and what you are strong at - but consider what your client's customers are looking for. Put yourself in a customer's shoes, and ask yourself: - how do customers get information on this product/service? - where do they look to find this? - is it online, offline, or both? - what do competitors do? With this you can be creative in how you target your audience, and resourceful in what methods you use for the best effectiveness.

Keeping your ear to the ground is important in content marketing. Even when you not working, you need to be abreast of the trends and happenings within the industries you serve as well as outside of the industries you serve. Using humor or leveraging positive current events can impact your target audience to take action, but this requires a level of skill that is not tone-deaf.

Feedback isn't just about making revisions; it's about continuous improvement. Encourage clients to provide constructive criticism and use it as an opportunity to refine your approach. Stay agile and responsive to changing client needs or market trends. Content marketing is a dynamic field, and adaptability is the key to staying ahead of the curve.

Following on from point 2. Communicate Effectively - updating your clients each step of the way is a great way to get constructive feedback. If a client is not sure why you have chosen to use a certain channel, or why you have decide to run a certain ad, they might not be as open to your ideas. However, if you are communicating effectively along the way, your client will understand the methods you are using, and be able to provide much more useful feedback - as they will understand the process and your thoughts behind it. It also helps to say that you need feedback before anything goes live - then clients will be obligated to take a look and confirm.

Feedback is great. Be quick and gracious when receiving feedback and returning updates. It is crucial to pick up on patterns learned from the feedback. Once you learn the patterns associated with the client's feedback style, note them and create a running document for the whole team to see. This will make the working relationship run much smoother.

Curiosity is your best ally! Embrace change and be open to exploring new trends, tools, and strategies. Make sure to actively look for opportunities to enhance your knowledge, for example, by attending industry conferences, participating in online forums, and engaging with thought leaders. Being adaptable means understanding that what worked yesterday might not be as effective tomorrow. By staying curious and continuously learning, you position yourself as a valuable asset to your clients, bringing fresh perspectives to the table. So, don't get too comfortable with what you're doing now, and be ready to pivot if needed!

Continuous learning is non-negotiable in content marketing. Stay updated on industry trends, emerging technologies, and best practices. Attend conferences, webinars, and workshops to network with peers and gain fresh perspectives. Invest in your professional development by taking online courses or pursuing certifications. The more you learn, the more value you bring to your clients.

Start with the message (aka the story) that will move the needle toward the client's goals. After that, you can be more flexible and creative with the tools, platforms, and strategies you employ. By keeping the outcome and the story at the forefront, you leave room for adjustment around specific deliverables. And without locking into specific tactics, you can be more agile when needed.

Sometimes things don't work, and clients don't get the results they want. That's why you need to be clear with what you can provide, a d what clients are likely to expect. This not only covers their expectations, but also covers you if things don't perform as well. Plus, if things out perform, that's an added bonus. Above all else, be aware that clients have budgets, and it's their money you are using at the end of the day.

Be clear on timelines. Stick to realistic timelines, but also communicate any changes early. Make sure you get everything you need from a client. and communicate deadlines for your needs. Have fun even if the client isn't fun. Make sure your team has a positive environment that allows room for creativity to flow.