The value of implementation

We love creating impactful content for our clients and coming up with insightful ideas that engage their prospects using a mix of long and short form content. But there’s another key pillar to what we do that is just as important as the creation of content.

And that is taking responsibility for getting the work to market. To getting it published. To getting it (and their businesses) seen. 

Perhaps it’s the same in your business.

You might sell a commodity product, but you customise or install it for your customers. Or you offer a service to help get your customers up and running to make the most of the product or solution you sell. That is to say you provide something that is likely unique to your business and how you do things – which is implementation. 

There’s value in the work that might not be seen

Many businesses ‘throw this in’ with the sale of a product or service, making it less seen or appreciated as an important piece of your value proposition. But in a world where products (and even services) are commoditising faster than ever, implementation can be the feature that makes all the difference. 

We see it in our business. The Content Stream creates marketing content to ensure businesses and brands are visible to prospects during long buying cycles. But it’s the publishing and program management (or implementation) that is the clincher for many of our clients. 

What doesn’t get published doesn’t get seen

It’s a waste of time and money to invest in content and then leave it languishing because no-one has time to push it live across various platforms. And we’ve found that the ability to take the entire process from content ideation to creation to publishing to reporting is the sweetener that makes the whole program work for our clients. 

Because in most cases they don’t have the capacity or capability to get all of it done. It’s why they were invisible in their market and category. While they may have felt confident to create their own content (many don’t of course), they definitely had no ability to implement or execute the program consistently and efficiently.

All this to say that you should really dig into your value proposition, ask your customers about the value you deliver for them and consider how that might impact the message you take to market that will help set you apart from your competitors. 

You might get a pleasant surprise, and a winning idea to clinch more deals. 

And of course, if you don’t have the time or ability to extract the insight, build marketing content around it and get that to market efficiently, well you know who can help with that.