One-to-One Content Marketing

We are delighted that since 1996 the techniques we continue to pioneer for new business for marketing agencies have now been so widely adopted. But no one, and certainly no company, is ever too old to learn. So just like many others forced to respond to the challenges of 2020, we also did our fair share of learning.

For most businesses, content marketing means placing a sequence of engaging thoughts in the minds of potential buyers. But there are practical limitations on just how tailored to the needs of an individual (and therefore how compelling) the content can ever be. For high-number, low-value B2B audiences, this isn’t much of an issue as assumptions about requirement may be made and the numbers played. But for the far more focused, yet considerably higher value targets of marketing agencies, making such assumptions is inefficient, wasteful, and potentially damaging to carefully nurtured reputations.

Though relatively easy for an in-house new business team to manage outreach by removing these assumptions for a handful of prospects, to manage it at a scale capable of having a transformative effect on a business is far more challenging. In 2020 we learned a new way to chain together a sequence of actions using insights, intuitive timing and technology, to base a client’s content outreach on the actual needs of all of their individual targets. We term this - one-to-one content marketing (121CM).

And the results are more than the prize of good access and ongoing engagement, and as said, performed at a scale sufficient to address your entire target audience. It’s about protecting and building your brand in a way that the so-called ‘tailored’ content that harasses and distracts the weary senior marketers we talk to, cannot.

As 2021 gets into its stride, and as this time of rebuilding and recovery for so many marketing agencies gathers momentum, we are excited about how this approach can improve new business outcomes for all. It enables effective competition with the constant machine hum of poorly directed, lower value B2B offerings and with the more worthy, but hit-or-miss ‘magazine’ feeds of conventional content-marketing. It also offers new business relationships with not just those accessible from the partial connections that the supporting elements in the mix offer - events, LinkedIn (if done correctly), PR and intermediaries - but rather with all of the brands that you are keenest to work with.

Our results over the last year, indicate that higher levels of meaningful engagement are now possible right across your agency’s most desirable and strategically relevant audience. Plus the content you produce may be better channelled for far better effect.