In the age of the internet and AI, decent content marketing has already been largely automated. It will continue to mean less and less for growth. Your value-add is content that goes beyond your offering – content that capitalises on the knowledge and expertise of your people, and says something interesting and useful.
Your content needs to be so good people will pay for it. That’s how you compete in the attention economy. This means owning topics that are of macro importance, being helpful to both specific and broader groups, and confidently defining the category in which you operate.
It means competing with the traditional media companies that speak about and explain your market. Over time, it will mean companies creating circular economies for themselves: educating individuals who then become their employees and customers.
Consider the software company that inspires and trains engineers and future builders; the healthtech that does the same for doctors.
This is how HSG approaches content. We’ve honed our craft, creating content for over 50 fast-growth tech companies and investors.
We pride ourselves on offering what can’t be captured on a rate card. At the same time, we have a full-bodied approach to content that we know works. Here’s how we break it down.
Why content, for whom, and what it should be. Goals tied to growth, a structure that allows continual uplevelling, and becoming your second brain.
Content that rivals tier-one publications. Run end-to-end, with a process that makes life easy. Experts and writers matched to you.
From social posts for leadership to managing your newsletter backend, a smooth-running content function requires sleeves rolled up.
Creating good content is only half the battle. You need to get it in front of an engaged audience, and establish a feedback loop. Until then, we haven’t succeeded.
Every HSG client is different. Here are some examples of how our accounts come together.
A global daily newsletter for CFOs, with thousands of readers spanning Goldman, Deloitte, EY and BlackRock to Hubspot, Nylas and Pipe.
Messaging and web copy for a consultancy that powers the FTSE 100. And the same for its game-changing Ever Sustainable brand.