Content marketing is an extremely powerful approach to lead generation, brand building and advocacy. So why aren’t more businesses successful at doing it? The simple answer is – in many cases – because their marketing agency isn’t providing what they need.
In a previous life, when I was working as a Marketing Manager in the tech industry, I would often take a transactional approach to buying marketing services. There would be a defined need, most commonly a lead target, and a limited timeframe in which it had to be met. And more importantly, the agency would look to me to provide the materials required, around which to build the campaigns.
This is a very common scenario across the B2B market; the agency simply becomes the delivery point for leads and opportunities.
What if we were to compare this to dining in a restaurant?
A hungry guest (the client) sits down at the table of a restaurant (the agency). The guest is now required to choose from the items specified on the menu. If sitting in a sushi restaurant, they will get a wide range of options for sushi – but they probably won’t be able to add a baked potato. (I’ve tried that one. It’s seriously frowned upon.) The options have been defined by the restaurant, to suit the majority of their customers. If the guest wants something else, they have to bring their own food in a Tupperware dish. (I know, most restaurants wouldn’t allow this. But just bear with the analogy here, OK?)
Now, imagine this. What if the waiter instead would take the guest by the hand, and lead them into the kitchen? What if the customer was allowed to speak with the chef, choosing their own favourite ingredients, seasonings, style and composition, for an epic seven course meal? My guess is that the dinner itself would be a much more satisfying experience – not to mention value for money.
We’ve found a winning recipe for content marketing by helping agencies provide more than the “set menu”. If a customer comes along with lead requirements but not much in terms of quality content, the agency has a choice. They can either build campaigns from the few bits of information available, or they can work with the client to create new content that will support their lead generation for years to come – and become a strategic partner in the process.
What will your agency choose?