Pillar 04
Marketing, Content & Paid Media
Marketing that works is fairly boring to describe. Something goes out on a schedule. The numbers get read honestly at the end of the week. What goes out next is decided by what the last one did.
We run content, creative and paid media together, which mostly means the organic work tells us which messages land before there is any budget behind them. It is a cheap way to find out.
Reach is easy to grow and easy to misread, so the number we hold ourselves to is whether the pipeline changed.
How marketing work runs
Message first
Before anything gets produced we agree what is being claimed and who it is aimed at. A surprising share of underperforming campaigns turn out to be a targeting problem wearing a creative costume.
Publish on a schedule
A content engine that keeps running through a busy quarter, because the compounding only happens if it does.
Test before you spend
Creative gets tested where being wrong is cheap. Budget goes behind the versions that already earned attention on their own.
Read the numbers weekly
Spend, creative and targeting get adjusted every week against results, and we bring you the ones that went the wrong way as well.