Business
OpeningToday we are talking about two of my favorite topics - content and agency-client collaborationIntroduction of GuestXenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 4,000 teams at brands like Jaguar Land Rover, Viber, and World Food Program. Prior to launching Planable, at 20 y.o. she built a digital marketing agency and led social for clients such as Coca-Cola.Xenia has been recognized on the Forbes 30 Under 30 list and she spoke on the Innovation Stage at Cannes Lions in 2018. Xenia graduated Tim Draper's startup academy in Silicon Valley and took Planable through the Techstars London accelerator in 2017.Welcome XeniaYou have already had quite the impressive career, at a very young age - tell us a little about that journey...Agency to SoftwareProblem(s) you're trying to solveChallenges and confusion of tracking complex projects, tasks, and people in email threadsCreating high quality relevant content - at scaleOmnichannel marketing is requiring more and more content - problem only getting worseHow collaboration tools like Planable make things better for the clientHow do collaboration tools like Planable create a higher quality productWhat are the specific next steps for agencies to takeWhat are the specific next steps for In-house marketing teams to takeGuest GoalsSure, we would like to cover the topic of agency-client relationship and collaboration. We’d like to tackle the subject from the perspective of an increasing demand for content and as a result, a pressing need for flawless and efficient collaboration:Speed, quantity, and quality are all important when it comes to content marketingBrands expect synergy with their agencies. Flawless collaboration is now essential because at the moment:Agency - client collaboration is often inefficient due to poorly designed workflows and archaic tools/way of workingInternal agency collaboration isn’t clearly defined eitherAny miscommunication between the client and the agency can quickly turn into a PR crisisAll of the above problems will be supported by results from the Content Marketing Report, such as:More than 1 in 3 agencies produce over 10 content marketing pieces per week1 in 3 agencies have colleagues working remoteIt takes a week in average from creation to publishing a piece of content. Out of that time, a third is spent in collaborationExcessive emails, Project scope isn’t well understood/ defined, a lot of meetings are considered the biggest time-wastersWe’d see this as an actionable episode and after highlighting the issue, Xenia could propose a few actions to improve agency-client workflows.Let us know how this sounds and if there’s anything else you would need from our side.