Most discussion around content marketing is calibrated in increments. Agencies offer 3 categories of plans (silver / gold / platinum or fast / faster / fastest) with increments in activity and cost - and implied increments in results.
Applying technology and ingenuity can deliver disproportional results, although the packages may look superficially similar. So in reality, one of the biggest challenges for companies selecting an agency or content marketing consultant is discerning which can really drive superior results...when all appear alike.
Companies increasingly understand that success isn't built on the tactics, but on the industry expertise, business savvy and buyer familiarity of their advisors. With strategy, vision and relentless execution small and lower middle market companies can achieve results which vastly exceed their relative enterprise scale.
The ultimate foreseeable form of B2B content marketing disrupts the classic incremental model.
MANUFACTURING JOURNALISM has the power to enable middle market B2B and industrial manufacturing companies to disrupt industries. More than a step change, this can define industry leadership as surely as scale of manufacturing facilities and market share.
Companies must have embraced fundamental content marketing and online thought leadership and have strong executive sponsorship and cultural buy in. Further, they must have a strong commitment to operational excellence and a mindset of process engineering and continuous improvement in their manufacturing management.
They must have adequate revenue to allocate at least $500K/year to this effort. (This isn't incremental addition since it will typically replace other less productive legacy marketing spend.) That means they are typically middle market (revenue >$50M) although an interesting model exists for several related smaller companies to develop a collaborative model.
The company must philosophically accept that their product/service isn't ultimately what's valued by their customers, but rather some combination of owners' interest, impact on business, ability to better serve their customers, etc.
If you think your middle marketing industrial manufacturing company may be a fit...and you've wondered what's next as traditional B2B content marketing has become more common, let's talk. Share a couple details below and I'll give you a call.