At Kargo, an ad tech firm in New York that crossed the $50m mark in revenue on its way to $100m while I was there, I distilled complex ad tech concepts, POVs, and thought leadership down to bite-sized pieces of content that could easily be understood.
Sometimes, this meant creating a GIF to complement editorial we published in the trades. Other times, it was a video instead of a blog post, or a deck instead of a white paper.
We took control of the narrative: the press we received did the bulk of the work and let our audience hear from a third party what we were about, which built credibility, and then we provided more color ourselves on the more nuanced details someone who was interested would want to know. However, I’m not sure whether or not those resources were taken advantage of to their full potential. With almost no ad budget, we relied on inbound traffic through our social channels, which were somewhat effective, but didn’t reach a scalable audience of new potential customers beyond the reach of our earned media efforts.
On top of the PR function, I created a lot of resources for the sales reps, both repurposing this PR focused content and creating custom content specifically to respond to individual needs. We had more success with some of these pieces, as we had direct feedback from the sales reps when something worked or when something needed to be edited to be more effective.
Kargo is where I really began to put together a comprehensive philosophy on content, and it’s this: content doesn’t drive brand interaction, it supports it. So the content created should be reactive to the needs of audiences: Are they looking for something educational or entertaining? Video or an article (or both)? Editorial produced by experts and influencers or perspective from others in a similar position? It’s the brand’s job to create content that’s responsive to these desires, content that’s relevant to the audience and comes from a place of earned authenticity. And the person or team producing that content needs to be versatile enough to respond properly, not just in ways that suit the brand.
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