“But, We’ve Got An Agency That Does That!”

January 17, 2010

Most B2B companies have an “agency of record” who produce a lot of fantastic work.  Through long experience, they function almost as internal departments.

We like agencies, a portion of our business writing work comes from agencies.  But a good deal of it doesn’t.  The reasons we hear is that the world of necessary content is expanding faster than budgets to expand the agency’s scope of involvement, especially in today’s climate.   Every new outlet becomes a new program needing a budget, management, timelines, etc.

Many B2B companies are using the agency for the “structural” work, the calendar-based programs for lead-generation, the trade show events, the major retention program or cross-sell program. The more “marketing” comes to resemble “conversation,” however,  the more this  strategy looks like a rear-guard defensive action.  This strategy rations outreach activity, rations the planning , creation, and execution of compelling content…just as the  world of content is becoming more conversational, more “business casual, more poised, more “genuine.”

It’s hard to imagine a company who can  give the agency the assignment  to create all the content that might be needed to offer prospects. Spaces are opening too rapidly, new tools emerging too unpredictably, prospect behavior evolving in too many places. “Content” is not just a new name for the maketing, sales, and support materials B2B companies hae always produced; it is a deployment methodology as well.  Many companies are finding that they can have an additional tier of resource, a hip-pocket “content hit squad”   generate content quickly to deploy in high-traffic places where prospects tend to gather, getting the company’s message out, offering up their expertise wherever in the relationship cycle the hunger arises.

Less talking AT people…more talking TO people. And a LOT more listening.

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Robert G. Hamilton
Managing Partner
rghamilt@b2b-content.com
708-261-3112
P. O. Box 888
Oak Park, Illinois 60303


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