What is an Internal Content Marketing Agency?
It is a new service offering that helps Chief Marketing Officers produce demand generation content consistently by building an Internal Content Marketing Agency. The service offering has successfully progressed beyond early client testing and is ready for general release. During development SBI tested strategic alternatives for department creation and conducted two dozen time and motion studies to determine the most efficient way to produce high quality B2B demand generation content. The results proved that an Internal Content Marketing Agency produces better results than outsourcing content production.
Some of the deliverables of an Internal Content Marketing Agency are:
- Persona specific custom content mapped to stages of the buyer’s journey
- Editorial calendars and production schedules to meet the goals of the marketing department
- Clear roles and responsibilities of each person in the department
- Goals and compensation plans for each agency team member
- Promotion plans to digitally syndicate content to maximize reach
- Lead nurturing paths that place the right content in front of the right buyer at the right time
"Marketing leaders went out and bought marketing automation software and significantly underestimated the content needs of such systems”, noted Greg Alexander, CEO of Sales Benchmark Index. "With a failed implementation looming, they turned to their advertising agencies, PR firms, and consultants for help in creating compelling content. They quickly realized this took too long, cost too much, and the quality was not very good. It is very difficult for an external 3rd party to produce content that resonates with a buyer. These well intentioned service providers simply just do not know the client’s customers, markets, products, and competitors as well as the client. The alternative for the marketing leader is to build this capability internally. By standing up a new department, called an Internal Content Marketing Agency, marketing leaders can produce a high volume of top shelf content fast and cost effectively.”
For those who are interested in learning more about this service, contact Christina Dieckmeyer at christina.dieckmeyer@salesbenchmarkindex.com or call 888-556-7338 ext. 701.
