Building a content marketing team and process for an innovative agency
Working as the Head of Content, we developed a multi-channel strategy that reached tens of thousands of brand decision makers with original content and resources that helped them make better creative marketing decisions.
The Brief
Article Group, a rapidly growing product marketing agency in Brooklyn, needed an executive head of content to not only lead strategy for its growing roster of clients — Google, Adobe, The National Association of Realtors, and more — but also to create and manage a cross-discipline content marketing team to promote its own services.
The Approach
Coming on board as a member of the executive team, we developed a content strategy for the agency that promoted its thoughtful and unique approach to the market, making use of both its executive voices and creatives and strategists to develop content across channels, including LinkedIn, X, and newsletters.
Working as head of content for client projects, we partnered with Strategy and Creative to develop content for Article Group's clients, including Adobe, Google, Amazon, Box, and more.
The Outcome
Over the course of two years we published a weekly newsletter that not only promoted creative ways of thinking from Article Group's creatives, strategists, and executives, but also showcased the agency's services and case studies. On X, we developed a weekly creative challenge that consistently made X's trending topics and engaged 1000s of participants every week.
The strange thing about doing content for an agency is that you're often the only person in the building thinking about its own voice as a real product. Everyone else is rightly busy with client work, so the discipline is making the agency's own thinking as legible and serious as the work it sells.