Frequently Asked Questions
Not sure if an agency is right for you? We get it.
It’s not easy to trust an outside party with your content. And some of our clients have had some bad experiences with agencies in the past. So, you may have some questions and concerns. We’ve answered some of the most common questions we get below. Did we miss something? Give us a shout and we’ll talk through it all.
While PR firms and marketing agencies can provide basic content marketing services, companies sometimes struggle to get the level of detail and accuracy they expect. They may derive from a highly technical industry, such as energy or manufacturing, or their target audience may require more specific and technical resources (like IT or DevOps, for example). Buyers can sense when a company doesn’t have the subject matter expertise they need, so you must deliver highly relevant and specific content to prove you understand their needs and pain points.
While buyers are downloading more content than ever before, they have less time to sift through multiple hefty assets. As a result, we’re seeing buyers consult a combination of big rock pieces and shorter, easier-to-digest resources such as videos, podcasts, interactive experiences and more.
To stand out from the noise permeating the web, your content must resonate with your target audience on a deeper level than any other resource they see. Buyer-focused messaging that aligns to your target buyer, their goals, needs and pain points is the foundation to a powerful piece of content. But as more of your competitors create content — and their budgets continue to rise — you need to do more to stand out. Interactive formats can help, supporting the creation of more immersive — even entertaining — content experiences. Depending on your audience’s needs and your objectives, you can create quizzes, assessments, content hubs and mobile-first experiences that not only inform but delight audiences.
At Content4Demand, we’re big supporters of “use what you have.” We encourage all clients to aggregate existing content so we can assess it for its relevance to the target audience, alignment to buyer’s journey stages and more. We analyze this content further based on the campaign framework to identify gaps and determine how content can be refreshed to meet new needs.
Content rabbit holes give buyers multiple ways to further engage with your content and your brand. This is especially valuable in interactive content, in which you can track how many people click to these supporting assets. Adding routes to content that represent different stages of the buyer’s journey gives your audience the power to get as much — or as little — information as they want. It also gives you great insight into who may be ready for bottom-funnel content or more sales-ready messaging.
Learn more about our services and how Content4Demand can address your unique marketing needs.