Today, everyone acknowledges the role of content in considered purchases. What sets us apart is that we’ve been creating content programs for more than 25 years. In fact, it’s how we got our start. That gives us a unique ability to help clients restructure their existing content creation and distribution to deliver more value to important audiences exactly when they need it. We’ve synthesized our accumulated knowledge in our Branding for Change strategy that helps clients build a content platform rooted in their unique brand role.
Content marketing to drive change
For MFS, that meant developing a robust strategy, including content journeys and personas, to guide agencies and an internal content team on how to engage professional fund buyers with key pillars of the MFS brand.
For Red Hat, we developed The Enterprisers Project, an inbound content program developed for enterprise CIOs self-defined by a passion for driving business change. We assembled a panel of more than 50 highly-accomplished CIOs to regularly create original content – content from credible third party experts that accrues value to Red Hat’s brand.
In both cases, we developed a content strategy focused on brand building, and managed long-term content creation and distribution programs in partnership with client-side teams.
The right kind of thought leadership content
Current research into buyer behavior (backed up by content performance data) shows that content that reframes the prospect’s understanding of a business, or offering, is the most effective. We partner with clients to re-focus thought leadership with the content and experiences that are most likely to drive brand consideration.
Let’s talk results
It's time to talk about what we can do for you.