It’s meaningful when big companies move Content and Inbound Marketing in house because the agencies they work with don’t get it.
And according to the Harvard Business Review this is starting to happen in a big way.
A survey was conducted last year which determined that 13% companies no longer worked with outside agencies for just this reason.
Why is this?
The conclusion of the article is that outside agencies think advertising, not content marketing.
This implies that content marketing is not advertising.
In reality it’s very different advertising.
The phrase used in this blog post title “continuity is more important than campaigns” came directly from that article as one reason this is happening.
That is why the companies are feeling they’re not getting it.
That is what “continuity” really means.
Like a magazine.
What the agencies need to do (and what the companies are probably doing) is setting up “content production”. Like a magazine or a newspaper.
A steady stream of relevant and interesting content that appeals to your desired audience but……
This online magazine has only one advertiser.
At the end of every post you offer them something in exchange for their name and email address.
An eBook, access to a How To video, access to some tool that checks something (SEO audit, mortgage calculator, etc).
People who take you up on your offer are leads.
You then follow up with some form of email marketing and/or marketing automation.
For example, learn more about Inbound Marketing…SEO Needs Link Building