A special project or major campaign can change the game for your company. However, B2B software marketing teams face many challenges when managing, creating and running special projects.
For starters, many teams are already overwhelmed by regular duties and ongoing campaigns. Tack on a *really big campaign,* and the next thing you know, your already limited resources and bandwidth are taxed even more. Not to mention, sometimes those special projects don’t align with the available specialized skills on your team.
Conveniently, there is a way to execute and achieve the revenue-producing results you want. How, you ask? Partnering, of course! A content marketing agency can bridge the gap and ensure special projects are completed with the special skills needed to deliver on time and make them shine.
What is a special project?
In marketing, a special project is typically anything that falls outside the scope of day-to-day work. Product launches, reports, events, and case studies are all examples of different kinds of marketing initiatives that often require cross-functional collaboration, detailed planning, and a clear timeline to ensure success.
Avoid the strain of special projects on in-house teams
First, let’s dive into a reality we see so often: busy marketing teams already don’t have enough capacity. Did you know that according to the Content Marketing Institute, 54% of B2B companies with a dedicated content marketing team or staff say the team is small, consisting of two to five people?
It’s no wonder that adding a special project to a team’s already full workload can produce marketer burnout and result in a less successful campaign.
Special projects require significant time and effort beyond the scope of regular tasks like blog posts, social media updates, and email campaigns. With deadlines looming, software marketing teams may not have the luxury of time to focus on new initiatives. Big campaigns may also require expertise in areas such as SEO, content strategy, copywriting, or multimedia production, which in-house teams don’t always have.
The benefits of collaborating with a content marketing agency
Special projects can be a lot of work, while you and your team are still expected to perform your regular jobs, too. For starters, if you’re going to use your in-house people only, you may have to make some hard decisions about what gets placed on hold elsewhere. It’s up to you to set expectations for leadership or sales that something else must be sacrificed. Unless…
Do you wish you had the flexibility to do more (so much more) but don’t have the headcount? Here’s a secret to get it all done: outsourcing! Agencies can take on specific tasks or entire projects without needing long-term hires.
A major benefit is that agencies offer specialized expertise. Content marketing agencies often have seasoned professionals who specialize in the exact skills needed for your special projects. For example, the team at Content Matterz has deeply experienced marketers who are experts in content creation, strategy, SEO copywriting, design, analytics and more.
And let’s not forget scalability! Agencies can adjust to meet a project’s fluctuating demands, which can be a huge help when you want to scale efforts up or down as needed.
How content marketing agencies drive successful special projects for software companies
Content marketing agencies are the secret ingredient for special projects, especially if you are a tech brand trying to stand out in a crowded market. Here’s why:
Benefit 1: Expect a smoother project kickoff and planning process.
An agency partner can help you define clear goals, timelines, and KPIs for special projects. Because they offer fresh perspectives and strategic insights, it is easier to optimize project execution.
Benefit 2: Tap into deep content strategy and execution experience.
With an agency, you can up the ante for higher-quality deliverables, including eBooks, case studies, white papers, landing pages, videos, etc. They’ll help your big campaigns leverage strategic alignment with the buyer’s journey and targeted personas for engaging content that aligns with the project’s objectives.
Benefit 2: Leverage SEO and distribution strategy
Don’t forget about getting assistance optimizing content for search engines! Additionally, a content marketing agency can help make sure what is produced follows best practices for web and reaches the right audience through targeted distribution channels, such as social media, email marketing, and more
IRL: Examples of special projects for software companies
So, what exactly constitutes a special project that will benefit from using a marketing agency partner? Let’s explore the list!
1. Product launches, but make a greater splash
Product launches are the first thing that comes to mind — and these take a lot of work to do well. Agencies are a great resource for helping you plan and execute comprehensive content marketing campaigns for new product releases. The added expert support means your launch will have a better chance of getting the buzz, visibility and conversion you desire.
2. Industry reports can give credibility without the time commitment
Industry reports and large thought leadership pieces are another good option. An agency can assist your marketing teams in creating in-depth industry reports, expert interviews or even deep-dive whitepapers that build brand authority and attract leads. Meanwhile, your in-house team can focus on more of the day-to-day projects that they need to get done.
3. Events, live and virtual, can drain your internal resources — so phone it in!
Let’s not forget about events or webinars. An agency partner can reduce quite a bit of workload by managing all content creation and marketing for your software company’s virtual or physical event. We’re talking about everything from nurture invite emails, landing pages and even presentation decks to booth graphics and takeaways
4. Case studies are a B2B tech company’s best friend
Want to tell a powerful story? Agencies are pros at interviewing customers, gathering data, and crafting compelling case studies or customer success stories that drive trust and conversions. You’ll benefit from their outside perspective with a genuine testimonial that doesn’t get too bogged down by being too close to the product.
5. Website work that actually makes the dream work
Lastly, website and blog redesigns can be a ton of work. These are great projects to relieve some stress from your internal marketing team’s plate. An agency can provide content strategy and copywriting services when launching a revamped website or blog.
Why you should consider a long-term partnership
For software companies, agencies can do wonders to ensure quality. You can count on them to maintain a high content standard even as demands change. They’re also great for ongoing support. Lean on your partner to help implement a long-term content strategy that ensures a consistent brand message while supporting future special projects.
Finally, outsourcing certain tasks to an agency can be much more cost-effective than adding an FTE team member. By outsourcing certain tasks, in-house teams can focus on higher-priority projects that directly contribute to revenue generation.
Unlock your marketing potential with the right agency support
All agencies aren’t created equal! The right one will help you navigate content marketing challenges like special projects with ease and offer much-needed support exactly where you need it. Before engaging a partner, it’s important to evaluate your current marketing workload and consider how a strategic agency partnership could help you achieve your goals.
Want to do the math to see if a content marketing agency partner is right for you? Check out our agency calculator.