Creative and content

What it is

Positioning, offer, and everything made to carry them: ads, pages, video, email, sales material. It is the layer most often judged on taste and most usefully judged on whether it moved a number.

When it is the answer

When people see what you sell and do not act, when your sales team is rebuilding the same explanation from scratch on every call, or when you are indistinguishable from the three competitors quoting alongside you.

When it is not

When the real problem is that nobody is seeing it at all. New creative on a channel with no distribution changes nothing.

What we do with it

• Work out what the buyer actually needs to believe before they act
• Build the proof and the material that supports that belief
• Produce at a velocity matched to your partnership level rather than to a content calendar
• Give the sales team material that moves a specific deal forward
• Test what changes behaviour, and retire what does not

What it looks like when it is working

Your salespeople use the material without being asked to, because it makes their job easier.

The mistake we see most often

Publishing on a schedule. Volume is not a strategy, and a content calendar is a plan to make things rather than a plan to change something.