Inspiration is a wonderful thing, but it gets all the limelight. So let’s hear it for inspiration’s less flashy twin: process.

Our processes at Collective Content are designed around understanding, checking and querying what a client wants from a project and how to deliver any single piece so that it engages an audience. This often means gaining a deeper understanding of a client’s sector, its challenges, what differentiates its products or services.

Through established processes, content improves as it is touched and refined by different minds and talents, alongside the nitty gritty of editing and proofreading. Clients who partake in the process themselves generally get more value from the relationship with a content agency than those who hold the content process fully at arm’s length.

The process doesn’t start and stop at the creative stages. We often hear how valuable the relationships built by our client services director Fiona Skilton and operations and finance director Becky Thompson are. One thing AI certainly can’t do is provide a human link to properly support the client and the creators along the content creation journey – a vital element to ensuring the best possible outcome.

As part of our content process, work is reviewed through several established lenses. Is it exciting enough? Does it cover the technical aspects that the client deems most important? Is it consistent with the brand and existing content? And some emerging ones, such as: Does it sound too much like AI? Or does it have enough SEO in there for AI to scrape from? We’re increasingly being asked by clients to ‘de-AI’ or humanise content. So, we have a process for that now, too.

All of this is about more than getting quick results or getting content out the door on time. It’s about building trust, and having trust in the process.

Until next time, 

The Collective Content Team 

We like this

• Adam Curtis – Shifty

• Netflix – Trainwreck: Mayor of mayhem

Word of the Moment: Petrichor

The earthy scent produced when rain falls on dry soil. Coined by Australian scientists Isabel Joy Bear and Richard Grenfell in 1964, the term combines the Greek for stone (petra) and the fluid flowing through the gods’ veins (ichor).