"How Would You Do Something Different and More Effective for Me?"

Posted by Owen Matson, Ph.D. on March 8
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How would you do something different and more effective for me?

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Earlier today I received what boils down to the best question you can ask when considering a marketing partner: “How would you do something different and more effective for me?”  There’s a lot of reasons this is a great question.  Primarily, I think it pretty much represents THE QUESTION to ask of any service.  If you’re considering work with a marketing firm, make sure to ask it, or some version thereof.  And make sure you don’t get a canned response. 

How would you do something different and more effective for me?

Earlier today I received what boils down to the best question you can ask when considering a marketing partner: “Why would you do something different and more effective for me?”  There’s a lot of reasons this is a great question.  Primarily, I think it pretty represents THE QUESTION to ask of any service.  If you’re considering work with a marketing firm, make sure to ask it, or some version thereof.  And make sure you don’t get a canned response. 

Here’s my reply:

Hi…

Wow—Great question! Reminds me of when I wrote my personal statement for my college application—explain who we are and why we’re different.  I could give you the elevator-speech version of the answer.  It would look something like this: 

At the end of the day, companies need to increase sales and promote business growth.  Everything we do begins with supporting these marketing goals.  So we don’t simply offer individual content products like blogs and white papers.  Instead, we combine multiple forms of content, along with particular tools and methods—an overall content strategy: Written content, video (both live-capture, on-location and animated), data/analytics, graphic design, social selling and distribution tools, research, web design, and strategic consulting/planning. 

I honestly just wrote the above explanation. (I’m going to save it!)  I think it goes far to provide a nutshell overview of our offerings.  However, nutshell answers only go so far.  

I hope you don’t mind my going into a bit more extensive detail here.  As for the question itself—why are we different?   Honestly, while I know there are many other firms that provide B2B-content-marketing services, I don’t know their specific offerings.  For instance, I know many firms offer blog writing, but I don’t know how they structure the details like the research and editing process, the frequency and length of their blogs, or how they integrate written materials with other services like data analytics and social selling—or to what extent other firms provide the latter services. 

Every firm provides its own unique mix of services and products. So I think the choice is really about finding the best fit.  We offer a collection of services because digital marketing works best when developed as part of an overall strategy.  For us, this means providing a combination of written materials (blogs, case studies, newsletters, e-books, white papers, and short social posts—to name a few) that support other content forms—for instance, video, inforgraphics, and other visual materials. 

This content then needs to be effectively (and efficiently) distributed on social media platforms like LinkedIn, Facebook, Twitter, and Instagram.  Distribution to social media means more than posting on a regular basis, but using tools and strategies (like employee advocacy and gamification) that amplify your presence on social channels. (I would be happy to describe these in more detail.)

Our video also includes a very particular set of support services: We fly our own film crew and equipment out to your company headquarters and commit extensive time gathering footage that we can then use for a variety of different kinds of video content of varying style and length—for instance, product spotlights, company histories, interviews, thought leadership, conference and event coverage, to name a few.  We also provided 3D-animated video, which has been extremely successful. 

There are other details like our data and analytics “dashboard,” a data visualization tool we have developed to provide you with a single place to easily monitor the progress of all our work—and of course, we would be in contact every week to go over this progress.  The dashboard is critical for developing and updating the content strategy we develop at the beginning of our partnership.

Again, I hope you don’t mind my long, essay-style answer.  One of things that drew me to content marketing was the opportunity to present information in more detail, as opposed to traditional, “slogan-driven” advertising.  So, in a very real way, my longer answer here reflects why I love this work.

Still, there’s a lot more to say about our work.  But I think getting more specific about services would only be useful in the context of a conversation, so that we can better understand your needs.  In content marketing, the idea of “one size fits all” never really fits anyone very well.  Besides, as much as I love to write, I’m an even bigger fan of real conversation!  I would love to schedule a call…

Thank you again for your question!

All my best,

Owen

As I mention, as much I love writing, I much prefer real conversations! Whatever you do, make sure you partner with a firm that values relationships.  Life is all about relations; everything else is just raisins on the matzah.

If you have any questions, feel free to get in touch, either via our website or at my LinkedIn page.  

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Topics: Marketing Services, Content, B2B Marketing, B2B Content, Content Strategy

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