Is sourcing great content, without the hassle, possible?
Like many traditional public relations firms RG Communications has seen first hand the growth of content marketing from a small niche player in the marketing world to all-pervasive monster. We have also seen first hand how companies have sometimes struggled to deal with the large volume of content required to feed the beast. Content can get complex, painful and expensive very quickly; particularly in a small team where resources are scarce and priorities numerous. We wanted to find a way to ease the pain for marketers who know what they want and when they want it. We wanted to be able to provide content on demand. Over time we developed the idea for a portal that provided organisations with the ability to refine their content ideas and out-source the hard yakka to professional writers, giving them the chance to focus on more important things. We call it ‘short order’ content, and naturally, we called the site Content on Demand.
Briefing is the keyAs part of the planning process we quickly realised that to make developing one-off content pieces cost effective you need a briefing system that provides writers with a clear, unambiguous brief about the project. Understanding the purpose and style of your content from the outset is the easiest way to streamline the content production process.
Much of the frustration with content production comes from the endless iterations that are a direct result of having limited consensus among stakeholders about the purpose of the piece.That is why Content on Demand is underpinned by an intuitive briefing system we’ve called EziBrief. EziBrief allows customers to order a range of different content types by completing a simple briefing form. The brief is then assessed by one of our in-house editors and assigned to either an in-house writer or external subject matter expert. Think of it as your inspiration, and our perspiration. You develop the idea and we bring it to fruition. A range of standard content pieces are available to be ordered through the site, including media releases, feature articles, advertorial/editorial, testimonials, white papers, blogs and case studies. Each project is priced based on the quality of the brief and the expertise required to produce the content.