Managing Client Content

Use this comprehensive guide to learn how to better manage client content and ensure the your next project’s success!

Content management is not exclusively about managing your own content. It can also involve managing other people’s content or content for other businesses, such as client content.

Managing client content can be complex. It requires a blend of organizational skills, clear communication, and strategic planning.

Understanding how to effectively manage, oversee, and curate client content can impact the success of your own business or your next project.

In this comprehensive guide to managing client content, we cover everything you need to know … from content ownership, to content performance tracking, and more!

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What is “Client Content”?

Client content refers to any form of digital or physical material provided by a client for use in marketing, informational, or operational activities.

Client content is typically required by service providers such as digital agencies, content managers, website developers, and marketing teams to create, manage, and distribute relevant and engaging materials aimed at meeting the client’s goals and requirements.

Client content can include, but is not limited to:

• Case Studies: Detailed accounts of successful projects, highlighting challenges and solutions.
• Data and Analytics: Customer data, market research reports, and analytics dashboards.
• Educational and Training Materials: E-learning modules, training videos, and instructional guides.
• FAQs: Comprehensive lists of frequently asked questions and their answers.
• Internal Communications: Memos, company updates, and staff newsletters.
• Legal and Compliance Documents: Terms and conditions, privacy policies, and compliance documentation.
• Marketing Materials: Social media posts, email newsletters, advertisements, and promotional content.
• Multimedia Content: Videos, podcasts, animations, and interactive content.
• Newsletters: Regular email updates featuring news, insights, and promotions.
• Press Releases: Announcements about new products, company milestones, or events.
• Product and Service Information: Brochures, catalogs, and service guides.
• Surveys and Polls: Tools for collecting customer feedback and opinions.
• Templates and Tools: Downloadable resources like spreadsheets, calculators, and guides.
• Textual Content: Articles, blog posts, web copy, product descriptions, and technical documentation.
• User-Generated Content: Reviews, testimonials, and social media posts from customers.
• Visual Content: Images, infographics, logos, branding materials, and graphic designs.
• Webinars and Virtual Events: Recorded sessions, presentations, and live events.
• Website Maintenance (e.g. WordPress Maintenance): Log-ins for webhosting, DNS records, website admin, plugin licenses, social media accounts, subscription services, etc.
• White Papers: In-depth reports or guides on specific topics related to the client’s industry.

This content is essential for helping clients build and maintain a strong online presence, engage with target audiences, and achieving specific business or marketing objectives.

Does Your Role or Business Require Managing Client Content?

Depending on your role, occupation, or business, you may be required to  manage other people’s content.

Let’s look, then, at some of the roles and types of businesses that require managing content for clients or other businesses.

Roles and Occupations Responsible for Managing Client Content

Many roles nowadays involve managing content for clients. These roles and responsibilities include but are not limited to:

• Advertising Copywriters: Crafting compelling ad copy for various advertising platforms, including Google Ads, social media ads, and print advertisements.
• Agency Account Managers: Liaising between clients and creative teams to ensure content meets client expectations. Managing project timelines, content briefs, and client feedback.
• Brand Managers: Ensuring that all content aligns with the brand’s voice and identity, managing brand guidelines and consistency across all platforms.
• Chief Content Officer: Senior role responsible for the overall content strategy across an organization. Managing a wide array of content including corporate communications, marketing materials, and digital media.
• Client Success Managers: Ensuring client satisfaction by managing the delivery of content and services, providing support and addressing any concerns.
• Community Managers: Overseeing online communities and forums, engaging with users and managing user-generated content to foster a positive and active community.
• Content Creators: Writers, graphic designers, video producers, and other creatives who produce various types of content such as articles, infographics, and multimedia content.
• Content Editors: Responsible for reviewing and editing content for quality and consistency. Managing written content, ensuring it adheres to brand guidelines and SEO best practices.
• Content Localization Specialists: Adapting and translating content to fit different languages and cultural contexts, ensuring relevance and effectiveness in international markets.
• Content Manager: Overseeing the development, distribution, and strategic efforts of creating messaging to inform and delight audiences. Managing blog posts, social media content, videos, and other digital assets.
• Content Marketing Manager: Focusing on the strategy and execution of content marketing campaigns. Managing blogs, white papers, eBooks, and case studies to drive brand awareness and engagement.
• Content Strategy Specialist: Developing and implementing content strategies that align with business goals. Managing content calendars, SEO content, and user-generated content.
• Copywriters: Crafting persuasive and engaging written content for various marketing materials including websites, advertisements, and email campaigns.
• Corporate Communications Specialists: Handling internal and external communications for a company. Managing press releases, internal newsletters, and corporate announcements.
• Digital Marketing Specialists: Overseeing the integration of content into broader marketing strategies. Managingcontent for PPC ads, email marketing, and digital campaigns.
• Email Marketing Specialists: Focusing on creating and managing email campaigns, newsletters, and automated email sequences to engage and retain customers.
• Freelance Content Writers: Independently producing content for clients on a project basis. Managing diverse content types such as blog posts, articles, and product descriptions.
• Graphic Designers: Designing visual content such as infographics, social media graphics, and marketing materials to support various content strategies.
• Influencer Marketing Managers: Coordinating with influencers to create authentic content that promotes products or services to their followers.
• Interactive Content Designers: Developing interactive content like quizzes, calculators, and interactive infographics to engage users and provide personalized experiences.
• Learning Content Developers: Creating educational materials such as online courses, training modules, and e-learning content for corporate and educational clients.
• Podcast Producers: Managing the production of podcast episodes, including scripting, recording, editing, and publishing audio content.
• Public Relations Specialists: Managing press releases, media communications, and public statements to maintain a positive public image for clients.
• Publishers: Handling the publication of content across different platforms. Manages content distribution through websites, social media, and email newsletters.
• SEO Specialists: Focusing on optimizing content for search engines. Managing keyword research, meta descriptions, and SEO-friendly content structure to improve search rankings.
• Social Media Managers: Managing content specifically for social media platforms. Developing and curating posts, stories, and advertisements to engage with the audience.
• Technical Writers: Creating technical documentation, user guides, and manuals for software and hardware products, ensuring clarity and usability.
• UX Writers: Specializing in crafting microcopy for user interfaces, including buttons, error messages, and onboarding guides to enhance user experience.
• Video Content Producers: Handling the production of video content, including scripting, shooting, and editing for promotional, educational, and entertainment purposes.
• Web Content Administrators: Responsible for maintaining and updating website content. Managing text, images, and multimedia elements to ensure the website is up-to-date and user-friendly.

Types of Businesses That Manage Client Content

In addition to the roles and occupations listed above, many different types of businesses also have to manage content for their clients.

For example:

• Corporate Organizations: Internal marketing and communication teams manage company blogs, newsletters, and corporate communications.
• Digital Marketing Agencies: Provide comprehensive content services including creation, strategy, and distribution for various clients across industries.
• E-commerce Companies: Manage product descriptions, promotional content, and user reviews to enhance the online shopping experience.
• Educational Institutions: Manage academic content, promotional materials, and informational content for prospective students and stakeholders.
• Event Planning Companies: Manage event descriptions, promotional content, and post-event summaries to ensure successful event execution.
• Financial Services: Produce financial reports, investment guides, and regulatory compliance documents to inform and guide clients.
• Healthcare Providers: Manage patient education materials, medical guides, and healthcare content to inform and support patients.
• Media and Publishing Companies: Focus on producing and managing a wide range of content, including news articles, magazines, and online publications.
• Nonprofit Organizations: Produce content for awareness campaigns, donor communications, and educational materials.
• Real Estate Agencies: Create property listings, market reports, and promotional materials to attract buyers and renters.
• Software Development Firms: Produce technical documentation, tutorials, and user guides to help clients understand and use software products effectively.
• Travel Agencies: Create travel guides, destination articles, and promotional content to attract and inform travelers.

As you can see, there is a wide range of roles, occupations, and business types that require managing content for clients.

Challenges of Managing Client Content

Managing other people’s content requires meticulous planning, clear communication, and the right tools to overcome challenges effectively.

The table below lists some of the various challenges of managing client content:

Situation	Example	Challenge	Solution
Content Misalignment	A digital agency designing a website receives content from the client that doesn’t match the initial brief.	Adjusting design and functionality to fit the unexpected content disrupts workflow and timelines.	Establish clear content guidelines and approvals upfront, ensuring clients understand and adhere to them. Use contracts to enforce these standards.
Lack of Timely Content Delivery	A website developer waiting for essential text and images from a client before proceeding with development.	Delays in content delivery can stall the entire project.	Set strict deadlines and incorporate penalties for late submissions into contracts. Employ project management tools to keep track of deadlines and send automated reminders.
Inconsistent Content Quality	A content manager receives varying quality articles from different freelance writers.	Ensuring all content meets the required standard without excessive editing.	Provide detailed content guidelines and a style guide. Conduct regular training and feedback sessions with writers to maintain consistency.
Version Control Issues	A CMS administrator dealing with multiple versions of the same document from different contributors.	Merging changes without losing critical information can be complex.	Use a robust content management system that supports version control and collaborative editing. Tools like Google Docs or CMS features can help track changes and manage versions.
Sensitive Information Handling	A copywriter requires access to client login details for website updates.	Ensuring the security of sensitive information like passwords.	Utilize secure password management tools to share and store passwords securely. Educate clients on these tools to alleviate security concerns.
Client Communication Barriers	A content writer needs clarification on a brief but struggles to get timely responses from the client.	Delayed communication can slow down content creation and affect deadlines.	Set clear communication channels and response time expectations from the beginning. Use project management tools to streamline communication and keep all stakeholders informed.
Content Ownership and Copyright Issues	A digital agency publishes a client's content only to find out it infringes on another party's copyright.	Dealing with legal ramifications and potentially damaging the agency's reputation.	Implement a thorough review process to verify the originality of content. Educate clients on copyright laws and require them to provide proof of ownership for all submitted materials.
Balancing Creativity and Client Requirements	A website developer creates a visually stunning design, but the client insists on numerous changes that compromise the design’s integrity.	Balancing creative freedom with client satisfaction can be difficult.	Foster open dialogue about design choices and their impact. Provide mock-ups and prototypes to get client buy-in before finalizing designs.
Content Overload	A content manager in a large organization faces a deluge of content submissions from various departments.	Sorting through and prioritizing content can become overwhelming.	Implement a content calendar and a submission protocol to streamline the process and prioritize content based on strategic goals.
Maintaining Brand Voice	A copywriter working for a digital marketing agency handles multiple clients with distinct brand voices.	Switching between different brand voices without mixing them up can be difficult.	Develop detailed brand voice guidelines for each client and use them as a reference when creating content.
Outdated Content	A CMS administrator managing a large corporate website discovers many pages with outdated information.	Keeping all content up-to-date requires constant monitoring.	Regularly audit the website content and set up automated reminders for content reviews. Use content management tools that flag outdated content.
Client Approval Bottlenecks	A website developer waiting for client approval on a critical piece of content before proceeding with the project.	Delayed approvals can stall the project timeline.	Establish a clear approval process with set deadlines. Use project management tools to track approval stages and send automatic reminders to clients.
SEO and Keyword Integration	A content writer needs to incorporate SEO best practices and keywords provided by an SEO specialist into their writing.	Balancing SEO requirements with engaging and natural writing can be challenging.	Collaborate closely with SEO specialists to understand keyword priorities and create content outlines that seamlessly integrate these elements.
Legal and Compliance Issues	A content manager must ensure that all content complies with legal and regulatory standards specific to their industry.	Keeping up with ever-changing regulations and ensuring compliance across all content.	Work with legal experts to develop compliance guidelines and conduct regular training sessions for the content team. Implement compliance checks in the content creation process.
Cross-Functional Collaboration	A digital agency requires input from design, marketing, and sales teams to create a cohesive content strategy.	Coordinating efforts across different departments can lead to miscommunication and delays.	Use collaboration tools and regular inter-departmental meetings to align on goals, timelines, and responsibilities.
Balancing Short-Term and Long-Term Goals	A content manager needs to produce quick-win content for immediate marketing campaigns while also focusing on long-term content strategy.	Allocating resources and time effectively to meet both short-term and long-term goals.	Develop a content roadmap that outlines both immediate and future content needs. Allocate dedicated resources for each type of content.

By establishing robust processes and maintaining open lines of communication, you can ensure a smoother content management experience for your clients.

Managing Client Content Management – Key Areas Of Responsibility

As we have just seen, managing content for clients can be challenging in many areas.

These areas include:

• Content Strategy Development: Crafting a coherent and effective content strategy that aligns with client goals and audience needs can be complex and time-consuming.
• Organization and Storage: Ensuring that all content is well-organized and easily accessible for all team members is a significant logistical challenge.
• Collaboration and Communication: Facilitating effective collaboration between team members and clients, ensuring clear communication and consistent updates, can be difficult.
• Measuring Impact: Accurately assessing the impact and ROI of content efforts requires sophisticated metrics and analytics.

Managing client content, however, can also be rewarding, especially in areas like:

• Content Impact: Well-managed content can significantly enhance client engagement, brand reputation, and lead generation, which can demonstrate clear value.
• Improved Client Relationships: Effective content management fosters better client communication and satisfaction, which can lead to stronger and more lasting client relationships.
• Efficiency and Productivity: Streamlined content management processes can lead to increased efficiency and productivity within teams, reducing time spent on finding and organizing content.
• Enhanced Collaboration: Improved collaboration tools and practices can lead to more creative and effective content, benefiting both your team and your client.

Key areas to focus on when managing client content include the following:

Understanding Content Ownership

Understanding content ownership encompasses the legal rights and responsibilities associated with the creation, distribution, and monetization of content.

Content ownership ensures that creators have control over their work, allowing them to legally distribute, monetize, and protect their intellectual property from unauthorized use.

This concept is vital for maintaining the integrity and value of digital content, enabling creators to earn royalties and assert their rights over their work across various platforms and mediums.

Roles and Responsibilities in Client Content Management

Content Managers:

• Strategic Planning: Developing and overseeing content strategy to align with client goals and audience needs.
• Content Distribution: Managing the distribution and promotion of content across various platforms.
• Analytics and Reporting: Tracking content performance and generating reports to assess the effectiveness of content strategies.

Content Creators:

• Content Production: Creating original content, such as blog posts, videos, and graphics, tailored to the client’s brand and audience.
• Engagement: Interacting with the audience through comments, social media, and other channels to build community and drive engagement.

Differences Between Content Creators and Content Managers

Scope of Work:

• Content creators focus primarily on producing engaging content.
• Content managers handle the broader strategy, planning, and distribution of content.

Responsibilities:

• Creators are involved in the hands-on creation and audience interaction.
• Managers are responsible for overall strategy, performance tracking, and ensuring the content meets strategic goals.

Importance of Clear Client Content Ownership

• Accountability: It’s important to ensure that all team members know their responsibilities and who to approach for specific tasks or issues, enhancing efficiency and accountability.
• Consistency: Maintaining a consistent brand voice and message across all content is critical for brand integrity and audience trust.
• Coordination: Facilitating better collaboration and coordination among different teams, such as marketing, sales, and customer support, ensures that everyone is aligned with the client’s objectives.

Establishing Clear Guidelines

Follow these key steps to ensure consistency and quality across all client content:

Develop Content Style Guides:

A content style guide provides detailed instructions on grammar, punctuation, formatting, and visual elements. This ensures uniformity in all of your client’s written content and visual assets. It is essential to include examples and specific rules tailored to the client’s preferences and industry standards.

Create Brand Voice Documents:

The brand voice document outlines the personality and tone of your client’s brand across all communications. It should specify how the brand should sound in different contexts and platforms, ensuring that the client brand’s voice remains consistent and recognizable .

Establish Editorial Standards:

Implement editorial standards to guide your client content creation process.

These standards should cover accuracy, impartiality, and ethical considerations. They ensure that all content aligns with your client’s values and legal requirements, and maintains high-quality output.

Provide Regular Training and Updates:

Conduct regular training sessions for all content creators and editors to familiarize them with the style guide, brand voice, and editorial standards.

Periodically update these documents to reflect new trends, feedback, and changes in the brand strategy.

By implementing these structured guidelines and standards, you can maintain high-quality, consistent content that effectively represents your clients’ brands and meets their strategic objectives.

 Effective Communication

To prevent misunderstandings and ensure smooth collaboration in client content management, consider the following tools and strategies:

• Establish Clear Communication Goals: Define the objectives and expectations for communication within the team. This clarity helps align everyone’s understanding and reduces the chances of miscommunication.
• Use Collaborative Tools: Implement tools like Slack, Microsoft Teams, or Asana to facilitate real-time communication and project management. These platforms enable instant messaging, file sharing, and task assignments, enhancing team coordination and accountability.
• Hold Regular Meetings and Updates: Schedule regular check-ins and updates with your clients to discuss progress, address any issues, and ensure everyone is on the same page. This could be in the form of daily stand-ups, weekly team meetings, or bi-weekly sprints.
• Leverage a Content Management System (CMS): Use a robust CMS that supports metadata, categories, and tags to keep content organized and easily accessible. This aids in maintaining consistency and enables efficient tracking of content throughout its lifecycle.
• Encourage Open and Honest Communication: Foster an environment where team members feel comfortable sharing their thoughts and feedback with clients. Building trust and respect is crucial for effective collaboration and helps in resolving conflicts amicably.
• Practice Active Listening: Encouraging your team members to practice active listening with clients helps you to fully understand everyone’s perspectives and concerns. This approach will also help to address misunderstandings promptly and effectively, ensuring smoother collaboration.

By implementing these strategies and tools, you can maintain open and effective communication channels with all clients and content creators, ensuring high-quality and consistent content production.

Content Planning and Strategy

Follow these steos to effectively align content with your client’s organizational goals and audience needs, and develop a content calendar and long-term strategy:

• Understand Your Client Goals and Audience Needs: Begin by identifying your client’s primary business goals (e.g., brand awareness, lead generation, sales) and the specific needs of their target audience. This ensures the content you create for clients remains relevant and impactful.
• Conduct Audience Research: If your client cannot provide you with this, you will need to analyze their existing customer data and engagement metrics to gain insights into their audience’s preferences, behaviors, and pain points. This will help you tailor content that resonates with their target demographic.
• Develop a Content Strategy: If your client does not provide you with this, you will need to create a comprehensive content strategy that outlines the types of content to be produced, the channels to be used, and the key messages to be conveyed, ensuring this strategy supports the client’s business objectives and addresses their audience’s needs.
• Create a Content Calendar: Develop a detailed content calendar that schedules content creation and publication dates. This should include various content types (blogs, social media posts, videos) and ensure a consistent posting frequency. The calendar should be flexible to accommodate any necessary adjustments.
• Align Content with Your Client’s Business Goals: Ensure each piece of content you create for your client aligns with their overall business goals by mapping content themes and topics to specific objectives. For instance, use educational content to build brand authority or promotional content to drive sales.
• Monitor and Optimize: Regularly review your content performance using analytics tools. Assess which types of content are most effective in achieving your client’s goals and refine your strategy accordingly. This iterative process will help you to continuously improve your client’s content effectiveness.

By following these steps, you can ensure that the content not only meets your client’s  organizational goals, but also engages and satisfies their target audience, leading to a successful long-term content strategy.

Quality Control and Editing

Maintaining high standards and enhancing credibility for your client’s content involves a structured process of reviewing, editing, and approving content.

Here’s the step-by-step approach we recommend using:

• Define Roles and Responsibilities: Clearly delineate the roles within your content management team, including writers, editors, reviewers, and approvers. This ensures accountability and streamlines your review process.
• Establish a Review Workflow: Implement a multi-stage review process where content is first drafted, then reviewed by subject matter experts for accuracy, followed by a copyedit for grammar and style, and finally approved by a senior editor or manager.
• Use Collaboration Tools: Use content management tools and platforms that support version control, track changes, and facilitate collaboration. Tools like Google Docs, Asana, or specialized content approval software can be invaluable.
• Set Approval Requirements: Require formal approval from designated stakeholders before the content goes live. This can be managed through content management systems (CMS) that have built-in approval workflows.
• Continuous Feedback Loop: Establish a system for continuous feedback and improvement. Post-publication, gather feedback on content performance and incorporate insights into future content planning and creation.
• Maintain Style and Brand Consistency: If your client does not provide you with this, you will need to develop and enforce a comprehensive style guide that outlines your client’s brand’s voice, tone, and style guidelines. Consistent adherence to these guidelines will ensure that all content aligns with the brand’s identity.

By implementing this structured process, you will ensure that all content is thoroughly vetted for quality, accuracy, and alignment with your client’s brand and goals, thereby maintaining high standards and enhancing credibility.

Content Distribution and Promotion

To maximize your client’s content reach and engagement, it’s essential to employ a multi-faceted approach that leverages various channels and techniques.

Here are the key strategies to employ:

• Cross-Channel Promotion: Utilize multiple platforms (social media, email, blogs, etc.) to disseminate content and ensure your client’s content reaches a broader audience. Tailor content to fit the format and audience of each platform.
• Content Calendar: Develop a detailed content calendar to plan and schedule posts consistently across channels. This helps to maintain a steady flow of content and maximizes engagement opportunities.
• Targeted Advertising: Use paid promotions and targeted ads on social media and search engines to amplify reach. Use audience segmentation to target specific demographics that are most likely to engage with your client’s content.
• SEO Optimization: Ensure all content is optimized for search engines to increase organic traffic. Use relevant keywords, meta tags, and high-quality backlinks to enhance visibility.
• Engage with Influencers: Partner with influencers and thought leaders in the industry to broaden reach and add credibility. Influencers can share and promote your client’s content to their established audiences, driving greater engagement.
• Interactive Content: Create interactive content such as polls, quizzes, and live videos to engage audiences actively. This not only increases engagement but also encourages sharing.
• Monitor and Adjust: Regularly track your client’s content performance using analytics tools. Analyze metrics like reach, engagement, and conversion rates to refine and improve your content strategies.

By integrating the above strategies, you can effectively maximize your client’s content reach and engagement, ensuring it resonates with their target audience and achieves the desired impact.

Performance Tracking and Analytics

To measure the effectiveness of a client’s content and inform future strategies, it is crucial to track specific metrics, use appropriate tools, and apply systematic techniques.

Key Metrics

Traffic Metrics

• Page Views: Total number of views per page.
• Unique Visitors: Number of distinct individuals visiting the site.
• Bounce Rate: Percentage of visitors who leave after viewing only one page.

Engagement Metrics

• Average Time on Page: Measures how long visitors stay on a page.
• Social Shares and Comments: Indicators of content resonance and interaction on social media.

Conversion Metrics

• Conversion Rate: Percentage of visitors who complete a desired action (e.g., filling out a form, making a purchase).
• Lead Generation: Number of leads generated through content.

SEO Metrics

• Keyword Rankings: Position of targeted keywords in search results.
• Backlinks: Number and quality of backlinks to the content.

Customer Feedback

• Surveys and Reviews: Direct feedback from users regarding content quality and relevance.

Tools for Tracking

• Google Analytics: Track website traffic, user behavior, and conversion rates.
• HubSpot: Comprehensive tracking of content performance, including lead generation and conversion analytics.
• SEMrush/Ahrefs: Gain insights into SEO performance, including keyword rankings and backlink analysis.
• Social Media Analytics: Use built-in analytics tools from platforms like Facebook, X (Formerly Twitter), and LinkedIn to measure engagement and reach.

Techniques for Analysis

• Regular Reporting: Generate and review performance reports regularly to understand trends and areas for improvement.
• A/B Testing: Test different versions of your client’s content to see which performs better in terms of engagement and conversions.
• Content Audits: Periodically review and analyze your client’s existing content to identify gaps, outdated information, and opportunities for optimization.
• Customer Journey Mapping: Analyze how your client’s content supports their customer journey from awareness to conversion and identify content needs at each stage.

By utilizing the above metrics, tools, and techniques, you can effectively measure the performance of your client’s content and make informed decisions to enhance future content strategies.

Continuous Improvement and Feedback

To ensure ongoing client content quality and relevance, implementing the following feedback loops and continuous improvement practices is crucial:

• Establish Feedback Mechanisms: Integrate feedback mechanisms such as surveys, comments sections, and direct communication channels to gather input from your client’s audience.
• Analyze Feedback Regularly: Review feedback systematically to identify trends, common issues, and areas for improvement in client content.
• Iterative Content Improvement: Use feedback to iterate and improve existing client content, addressing concerns raised by their audience and enhancing relevance.
• Content Performance Monitoring: Continuously monitor content performance metrics such as engagement, traffic, and conversion rates to gauge its effectiveness.
• Adapt to Audience Preferences: Tailor your content strategies based on your client’s audience preferences and behaviors revealed through feedback, to ensure relevance and resonance.
• Iterative Content Strategy: Continuously refine content strategies based on feedback insights, industry trends, and your client’s evolving audience needs to maintain relevance over time.

By prioritizing feedback loops and continuous improvement practices, your client content management practices can adapt to your client’s changing audience preferences, ensuring ongoing quality and relevance.

Client Content Gathering Process

Running a digital agency, website development business, or any kind of client-servicing business often involves collecting content from clients to deliver your services effectively.

Let’s look, then, at ways you can streamline your client content gathering process to save you valuable time and ensure the smooth execution of all your client projects.

The Necessity of Client Content

While many clients wuill hire your agency or services for the expertise you can provide them in areas like strategy, design, coding, testing, or website development, the progress of your projects can stall without their input.

This can largely be due to missing content—such as logins (e.g., web hosting, WordPress or control panel logins), brand guidelines, images, and written content—all of which can delay or halt your work.

It’s crucial, therefore, to have a clear and efficient content gathering process to avoid delays and maintain project momentum.

The Importance of Gathering Content First

Starting development without all necessary content might seem efficient, but it can lead to significant issues.

For example, if your client’s content doesn’t align with the initial design and functionality of theri website, you’ll face unplanned rework, consuming time and resources.

This not only delays the current project but also impacts other ongoing projects.

Collecting all content upfront ensures a smoother and more efficient development process.

Let’s look, then, at the steps involved in putting together an effective and efficient content gathering process.

Step 1: Revise Your Pitch

Begin by setting clear expectations during your initial client meeting. Make it non-negotiable that all essential content (e.g. website content if you are developing a website for your client) must be provided before development starts.

This approach prevents misunderstandings and ensures that clients understand their role in the process.

Key Points to Communicate

• Client Involvement: “We’ve designed this process to allow you to focus on running your busines and only get involved when it’s absolutely necessary.”
• Design Accuracy: “This ensures your website is designed correctly from the start, reducing the need for costly reworks.”
• Timely Delivery: “The sooner we receive all content, the sooner we can meet your project deadlines.”

If your prospects resist, you can offer content creation or copywriting services. If they remain uncooperative, consider declining the project to avoid future complications.

Step 2: Update Your Contract

Incorporate detailed expectations around content delivery into your contract. Your legal document should define the provision of:

• Required logins.
• Brand guidelines and existing materials (e.g., logos).
• File formats and specific pages needed (see the “Client Content Checklist” section further below).
• Content delivery state (e.g., draft or final).
• Number of revisions allowed.
• Due dates and penalties for missed milestones.
• Additional costs for unexpected content received after the project starts.
• Projected completion dates based on timely content delivery.

If you provide content creation services, adjust your contract accordingly to reflect your responsibilities.

Step 3: Streamline Content Collection with Checklist Templates

It’s in your best interest to create and share a checklist template with your clients to ensure that they understand and meet your content requirements.

For example, if you provide website development services, your checklist should include:

• Required pages and specific content for each.
• Logins for various platforms (WordPress, hosting, control panel, etc.).
• Logos, style guides, images, and videos.
• Specifications for file formats and sizes.

Additionally:

• For logos, specify formats (e.g. .png or .svg) and acceptable sizes (e.g., 160×160 px).
• For page content, outline word count and detail requirements (e.g., Homepage: 300-400 words, About Us: 400-600 words with team bios and photos).

Step 4: Securely Transfer Passwords

Clients might hesitate to share passwords with you due to security concerns.

Introduce them to secure password management tools. Many tools ensure safe password sharing, which can alleviate client concerns about data security.

Step 5: Simplify File Collection

You can centralize file collection using platforms like Dropbox or specialized tools like Content Snare.

Content Snare

Content Snare offers a seamless solution for gathering content and documents, eliminating the chaos of emails, shared folders, and disorganized systems. Designed like a checklist with automatic reminders, it simplifies the process for your clients and your team.

Content Snare can collect client content and documentation across all industries and business types. For example:

Digital Agencies

Keep projects on track by automatically collecting:

• • Website content
  • Marketing assets
  • Onboarding questionnaires

Additionally, streamline internal processes by requesting content from colleagues.

Accounting & Bookkeeping

Focus on high-value tasks instead of chasing clients for information. Use Content Snare for:

• • Client onboarding
  • Queries
  • End-of-year documentation

Law Firms

Simplify document-heavy processes by efficiently collecting:

• Client information
• Case documents
• Answers to questions

Education

Enhance organizational efficiency by gathering:

• Campaign or website coordination details
• Student enrollment information
• Venue audit data

Mortgage & Finance

Expedite loan processing by allowing customers to upload documents via computer or phone, and gather:

• Required documents and files
• Client responses to various questions

Events

Streamline event coordination by collecting:

• Speaker information and presentations
• Exhibitor forms
• Sponsor information

SaaS / Marketplaces

Improve client onboarding and profile setup by reducing email back-and-forth. Use Content Snare for:

• High-touch enterprise client onboarding
• Marketplace profile setups

Media & Publishing

Facilitate content collection from writers, sponsors, or contributors, and ensure timely follow-ups to focus on important tasks.

Real Estate

Simplify the process of gathering necessary documents, images, and information for sales or rentals by using Content Snare to collect:

• Questionnaires
• Documentation
• Imagery

Content Snare simplifies client content and document collection, saving you time and making your clients happy with an intuitive, organized system.

More info: Content Snare

Step 6: Record Explanation Videos

Create short, instructional videos to guide clients through using content submission tools.

Tools like Loom allow you to record and share screen walkthroughs, reducing the need for back-and-forth emails and improving client understanding and compliance.

Step 7: Manage With A Project Management Tool

• Use project management tools to keep track of all your client content-related tasks.
• Create and save checklist templates, then duplicate these for every new project.
• Store all collected content and maintain a clear overview of your project’s progress.

Step 8: Offer Content Creation Care Plans

You can expand your services by offering content creation care plans. This reduces client responsibility and can open a new revenue stream for you.

This step involves:

• Deciding whether you want to handle content creation in-house or outsource to a professional copywriter.
• Outlining specific requirements and setting deadlines
• Using tools like Content Snare for submission.

By implementing these steps, you’ll create a streamlined and efficient content gathering process, ensuring timely project delivery and client satisfaction.

As stated earlier, developing an efficient client content gathering workflow requires clear communication, secure and organized content collection, and leveraging the right tools.

Content Checklist

Here are some examples of the types of client content you will need to gather in order to perform services or meet the responsibilities of your role:

Website Development

• Company Logo
• Brand Style Guide
• High-Resolution Images and Graphics
• Product/Service Descriptions
• Testimonials and Reviews
• Contact Information
• Company History and Background
• Team Member Bios and Photos
• Case Studies
• Client Lists
• Legal Disclaimers and Privacy Policy
• Sitemap and Navigation Structure

Copywriting

• Detailed Project Brief
• Target Audience Profiles
• Key Messages and Value Propositions
• Keyword Research Data
• Competitor Analysis
• Brand Voice and Tone Guidelines
• Content Goals and Objectives
• Existing Content to be Revised or Repurposed
• Blog Post Topics and Titles
• Social Media Post Ideas
• Email Newsletter Templates and Content
• Landing Page Copy

CMS Management

• CMS Login Credentials
• User Roles and Permissions
• Existing Website Content
• SEO Metadata (Titles, Descriptions, Tags)
• Image Alt Text
• Internal Linking Structure
• Plugin and Integration Requirements
• Content Upload Schedule
• Analytics and Performance Reports

SEO Optimization

• Keyword Lists
• Competitor SEO Strategies
• Current Search Engine Rankings
• Backlink Profile
• On-Page SEO Elements (Headings, Meta Tags)
• Content Performance Metrics
• Local SEO Information (NAP – Name, Address, Phone)
• Structured Data and Schema Markup
• Google Analytics and Search Console Access
• Website Speed and Performance Data

Additional Types of Content

Multimedia Content

• Videos and Animations
• Audio Files (Podcasts, Voiceovers)
• Infographics
• Interactive Elements (Quizzes, Polls)

Promotional Materials

• Brochures and Flyers
• Press Releases
• Event Information
• Ad Copy (PPC, Social Media Ads)

Managing Client Content – FAQs

Here are frequently asked questions about managing content for clients:

What does managing client content involve?

Managing client content involves overseeing and organizing content created by clients, typically for websites, marketing materials, or other digital platforms.

What are the pros of managing client content?

Pros of managing client content include:

• Customization: Content is tailored to your client’s needs.
• Client Involvement: Client engagement and satisfaction is enhanced.
• Diverse Perspectives: Incorporating varied viewpoints leads to richer content.

What are the cons of managing client content?

Cons of managing client content include:

• Time-Consuming: Managing client content requires significant time for revisions and coordination.
• Miscommunication: Misunderstandings can lead to more content revisions than is usually necessary.
• Dependency: Overreliance on client input may cause delays in content production.

What are the benefits of managing client content?

Managing client content leads to:

• Enhanced Collaboration: Promotes teamwork between clients and content managers.
• Tailored Solutions: Content is aligned with client objectives and preferences.
• Improved Quality: Client involvement can lead to more refined content.

What are the disadvantages of managing client content?

The disadvantages of managing client content include:

• Increased Complexity: Balancing multiple client demands may complicate content creation.
• Risk of Delays: Client revisions can delay project timelines.
• Potential Conflicts: Differing visions between clients and content managers may arise.

What are the challenges of managing client content?

The challenges of managing client content include:

• Communication Hurdles: Ensuring clarity and alignment with client expectations.
• Content Consistency: Maintaining uniformity across diverse client content.
• Revision Management: Handling multiple rounds of client feedback efficiently.

How can your business effectively manage client content?

• Establish clear communication channels and expectations.
• Use project management tools for streamlined collaboration.
• Offer guidance and expertise to align your clients goals with their content strategy.

Resources

• Content Production Tools – Lists various project management tools you can use to manage your client’s content more effectively.

References

• How To Get Website Content From Clients

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