Of course, getting it right isn’t as easy as it looks. Worthwhile exercises never are.
To begin with, clients are rarely set up to function as media companies, which is quite understandable really.
Neither do they have ready access to journalists who are willing to guide them in the right direction: to tell them when their story is jargonistic or purely self-serving, and suggest an approach that people are likely to relate to.
Another problem is the hype that has built up around content in recent years. Companies often feel obliged to “do content” to keep up with everyone else. But in the rush to stay current, they fail to consider the why or the how.
The upshot of this is that much of the content out there misses the mark — if there was a mark to begin with. Often it adds to the noise, then sinks without trace. In the worst cases, it actually weakens credibility. This can happen when a buttoned-up brand suddenly starts sounding like a teenager, for example. Or when it takes a position on a controversial topic without due consideration of cultural sensitivities and the bigger picture.
Even when committed to producing quality content, a further challenge is ensuring it gets seen.
It’s easy to assume that a good story speaks for itself. But even the best story needs to be discoverable for it to take off. The absence of marketing and distribution know-how can let down a stellar piece of content.
These are the components we believe are essential and ensure are part of any content-based exercise that we undertake.
In short, we act as a non-corporate foil, replacing self-important monologuing with humanity in the B2B and enterprise tech space.
Crucially, we also know how to put content in front of its audiences, backing organic, earned search with performance marketing — an approach we term “performance content”.
We believe every client we work with has the raw material to produce top-grade content. We bring it to the surface; refine it; and help it get the attention it deserves.