Six years ago after leaving my last agency job I dove head first into building my own content marketing practice. It’s been a wild ride so far with several twists and turns along the way, including bouts of self-doubt, months of little income and lonely times working from my home office. Thankfully, there has also been a ton of learning and a series of ongoing refinements and adjustments to our process and the work we do.
The short version is we want to be the company that fills our clients digital properties with brand building content, versus the company that constructs or maintains said sites. For that, we bring in our amazing team of partners.
By the way, I am grateful to report that 2014 has been a year of progress for Bonehook care of key account wins, all at home here in the Portland metro. I trace the positive developments to a renewed focus and an ability to “hang in there” long enough for good things to happen. Another major development I’m pleased to announce is a move to Oregon City. As of December 1, 2014 this is where the content marketing magic happens:
The beautifully remodeled office space in historic downton Oregon City comes courtesy of Robb Crocker at Funnelbox. Funnelbox makes compelling video content for big consumer and B2B brands like Nike and Intel. Funnelbox is a content marketer through and through. It’s our shared belief that Funnelbox and Bonehook can work together to help each firm grow.
Great content doesn’t drop from the sky and winning an audience’s trust and continued interest is no simple feat. Ever since content became the hot buzzword in MarCom circles, thousands of providers have emerged. This is good in that the need is large, but it makes it hard for buyers to distinguish who has the chops, the know how and the experience to succeed. Sadly, there’s a fair bit of quackery in content marketing circles.
We all need marketplace presence to help grow our businesses, which explains why we see so many people pitching prescriptive formulas masquerading as content marketing advice. Frankly, anyone can regurgitate a Five Point Plan To Content Success, but it takes more than any formula can offer to win hearts and minds. To make it worth your company’s money and your customer’s time, start with a compelling brand story (packaged up by a content strategist) and a production plan that is both detailed and proven.
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