The need for content is continuous, but marketing budgets aren’t unlimited. That’s why some companies are outsourcing their marketing materials to a content partner, rather than one-off content producers—to get the most bang for their buck. With an ongoing partnership, companies gain access to a team of writers who know their brand inside out and are essentially on call to produce a wide range of materials.
So what’s the difference between a content partner and a content producer?
A content producer might be a freelance copywriter, a marketing agency, or an in-house writer. This is a person, or a team of people, who you call when you need a new webpage, social post, product description, or other marketing material. You get them up to speed on the project, usually through a brief, and then they write the piece. In other words, you request a piece of content, and they produce it.
A content producer can become a content partner if you’re willing to build a relationship that goes beyond occasional requests for content needs. To begin the partnership, you might bring the content producer in for a large-scale project—such as a website revamp—or sign a retainer agreement for your ongoing content needs. Instead of using your content producer on a deliverable-by-deliverable basis, you form an ongoing relationship that gives you unfettered access to on-brand content each time a new need arises.
Strong content partnerships lead to content that performs. Here are five benefits of working with a content partner you can’t always get from a one-off content producer.
A content partner:
Gets to know your brand on a deeper level.
A content partner goes beyond the surface, delving deep into the essence of your brand. They take the time to become acquainted with your values, mission, and unique selling propositions, so that each time you need a new piece of content, they’re already equipped to write it.
Having a content partner who understands the ins and outs of your brand can save you a lot of time and money in the long run. Instead of onboarding a new freelancer or agency each time you need a new piece of content—and hoping for the best—you can cut out continuous onboarding entirely. Plus, knowledge deepens over time. The longer you work with your content partner, the more familiar with your brand voice they become, picking up on intricacies and anticipating your edits before you have to make them.
Involves you in a collaborative process.
A content partner understands the value of collaboration and brings you into the creative process. Your insights and goals are woven into every project, ensuring that each piece of content is not just a “deliverable” but the product of a shared vision.
Because your engagement is ongoing, a content partner not only welcomes your feedback—they look to understand and absorb it so they incorporate this knowledge into future projects. The result is content that continually hits the mark—requiring little to no editing.
Gives you the ability to seamlessly scale content and jump on new opportunities.
Marketing opportunities can arise at a moment’s notice. Whether it’s a last-minute campaign, a trend, or a current event in your industry to respond to, a content partner is prepared to help you act fast. An exceptional content partner writes for multiple channels and formats. They’re as adept at writing an attention-grabbing email subject line as they are at compiling complex information into an e-book.
If your brand works with freelancers, you may struggle to find a writer with immediate availability. Even if you can find someone, it takes time to get a new writer up to speed. A content partner, on the other hand, already has the brand and industry expertise needed to jump into new projects instantly. They become your teammate in navigating and responding to the shifting currents of today’s fast-paced world.
Is invested in long term results.
For a content partner, success is not merely delivering content—it’s about contributing to your goals. Whether that’s reaching more qualified leads, hitting a new sales milestone, or establishing your company as a thought leader in your industry, your content partner is your strategic ally in driving results.
Because both parties are working towards maintaining a successful long-term relationship, your content partner becomes a stakeholder in your brand’s journey. They measure success not just in terms of output but in the impact of their content, continuously using performance metrics to inform future work.
Ready to partner up?
At MarketSmiths, we’re not a content-producing factory. We’re strategic partners to our clients—essentially an extension of their in-house team. With a team of elite writers, a wealth of industry-specific expertise, and a 35-point quality control process, we collaborate directly with our partners to create quality content that performs.
MarketSmiths also runs Content CatalystTM, a cross-departmental content solution designed to help companies unify their brand voice while maximizing ROI. Contact the MarketSmiths team to get started today.
