We help the world’s leading B2B brands create and distribute high-impact cornerstone content that generates perennial demand.
DEF: Cornerstone Content. High-value content that drives perennial demand for your products or services. Create once, see ROI for years.
The Marketer’s Dilemma
“In a crowded marketplace, fitting in is failure. In a busy marketplace, not standing out is the same as being invisible.” – Seth Godin
The New World of Content Marketing
As a marketer today, this is what you’re up against. This is a picture of the marketing technology landscape—the rate of saturation is consistent across all software and technology sectors.
All of these marketers go to market the same way. CONTENT.
It’s simple economics: Increased supply has created a decrease in demand.
If you are launching the same kind of content as your competitors, you are not achieving the results that are possible.
A Simple Litmus Test
If you put your content on a screen next to your competitors, would anyone know what belonged to who? Could your team pick out what belongs to you, and what belongs to them?
Seth Godin explains this issue well: “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”
Blinking Light Content Production is Dead
High-impact cornerstone content is the future of content marketing. It’s ineffective to churn top 10 lists and forgettable content. In fact, this kind of content production wastes resources. Like all things in life, the Pareto Principle applies to content: 20% of your content is responsible for 80% of your results.
High-growth companies build assets of substance and value reap the rewards.
A study conducted by the CEB concluded there is no linear correlation between the number of interactions with customers and the depth of relationship with that customer…
In reality, that linear relationship flattens much more quickly than most marketers think”
BRANDS THAT CREATE WORK OF IMPACT AND SUBSTANCE WIN
Drift Creates Books that Move Markets
(This isn’t our work, we’re just fans).
Cvent’s Quizzes Drive 30,000 Leads & Millions in Pipeline
(This is us).
(Take a few minutes to scroll through the case study above).
CB Insights Creates a Newsletter That is Uniquely Theirs and Reaches 500,000 Top Executives
(Again, just fans).
These brands use a Cornerstone Content approach to their marketing and are winning as a result.
The Cornerstone Content Creation Process
We consistently drive outsized results for clients thanks to the frameworks and processes we follow.
The process is agile, highly collaborative, and highly effective. It relies on fast market feedback to get insights from your market at critical moments during development.
We launch a minimum of one key asset per quarter, and drive continuous demand via micro-moments, snippets, and ongoing promotion.
Delivering a memorable message requires consistency and reps over time. Our strategy drives maximum engagement and downstream results.
The assets and campaigns we’ve built in partnership with our clients have generated more than $100M in pipeline and tens of thousands of high-quality leads for some of the most respected companies in the world.