A good agency does all the heavy lifting when it comes to driving content. It should be as easy as possible for the client. But, of course, the client’s expectations need to be met. So here are three simple rules for client involvement:

 1. Topic sign-off: Agencies can make decisions on behalf of the client but it’s vital the client is comfortable with the topics and that they’re aligned with business goals.

2. Involvement in writing the brief: Writers respond to tight briefs with direction and background. And client sign-off is key during this stage, before that brief goes to the writer.

 3. Sign-off on the final article: Naturally, there’s no publication until the client gives the green light. Client feedback must be incorporated but often in careful balance with the overall content marketing strategy.

In the end, a great agency makes their clients’ lives easy!