As an agency with over five years of experience, we reflected on some of the pitfalls to avoid and pointers to strive for in creating and growing a content production agency. So, here are some of the takeaway points that we believe will allow every content agency to flourish, and get its story heard.
1. IF YOU ARE FOR EVERYONE, YOU ARE FOR NO-ONE
It goes without saying that you are founding a content agency for a reason – you have a story to tell, or the tools to tell one – something special that sets you apart. The first thing you need to do when growing a content agency is to focus on these key business values that you bring to the table and consider how you plan to use them to make a name for yourself. What is your unique selling point? Can you meet the needs of a niche customer base with a particular point of view?
It’s important to know how your agency makes its mark, because if you haven’t nailed down your own unique value, how are you going to sell it to clients? For example, here at Nucco Brain, we combine intuitive storytelling with innovative technologies in animation, VR and AR to visualise brands’ messages in a memorable way. One such example can be seen below in our VR project for EDF Energy.
EDF Energy || Nuclear Symphony
2. HR & PROCESSES MATTER
As a content agency, your team is going to be made up of creative souls – we get it, we’re the same. However, you have to make sure that, amidst all of the brainstorming, crafting and creating, the operational side of your businesses doesn’t get lost. HR and processes matter, and it will take time and effort to get them right. This will develop as you grow as an agency – at first, everyone in your team will have to multitask and play more than one role, but as you expand, it’s important to ensure that everyone is clear about their individual role and responsibilities.
This will ensure that externally, the client knows who they are talking to, and internally, there is no breakdown in communication through the production process which could harm the quality of your projects. The magic is in the process, not just the end product. With each project you take on, pay attention to your process and adapt it based on what works and what doesn’t – and then ensure these changes are implemented throughout your team.
3. STAY UP TO DATE
Whilst it is vital to know what sets your agency apart, it is also important to root yourself and to know your place in the market you are entering. With no sense of your wider creative environment, you will become lost, and struggle to signpost your presence to clients navigating the market.
So, stay up to date with market and global trends in all areas – not just your niche, and practice the art of adapting what you know to capitalise on current trends.
4. DON’T MISTAKE A SPIKE FOR A TREND
As we’ve said, it’s important to be plugged into market trends, but at the same time, don’t mistake a spike for a trend. Agencies that constantly try to remodel their entire process to match every fleeting viral obsession lose their sense of identity and struggle to survive in the long term.
Agencies can grow and die off of one account – don’t build your business model over one project alone, without thinking of the journey that takes you there. Similarly, be wary of serving that one client that eats up all your resources and finding yourself with no project afterwards. Treat your agency holistically, and always keep an eye on the long view.
5. WHEN BUSINESS IS GOOD DON’T FORGET ABOUT BUSINESS
This leads us to our final point: when business is good, don’t forget about business. Creatives can often be tempted to lose themselves in their art – but you must resist this urge in order to keep growing as an agency! Don’t become absorbed within a single project, remember to keep the practicals in mind.
This means marketing your services, networking with other companies and industry figures, and taking every opportunity to grow your resources and nurture your talents. And, of course, don’t forget about new talent – new blood brings new perspectives and opportunities to innovate.