Your content marketing agency could charge thousands for a video, or an interactive piece, or a huge survey – only for you to find that when it comes to promoting that content, it flops. It’s a bitter pill to swallow after all the money you’ve put in. You might get a few retweets, the odd Facebook like – maybe even a link. But there’s no return on your investment. It hasn’t done what you needed it to.
The truth is: nobody ever wanted that content in the first place.
Just because your content marketing agency or even your boss thinks it’s a great idea, doesn’t make it so.
If more time was spent researching your audience and finding out what they really want, your content would have been easier to pitch, or more widely consumed – it would have been overwhelmingly more likely to succeed. Our agency does content marketing the way we do everything; we take time to research as deeply as possible before making a single move. We see what’s out there. We see if anyone wants more of it. We figure out who we’ll need to pitch it to.
We get the facts and do the science.
That gives artistry a direction and a purpose, beyond wild creativity.