Coming from an editorial background I already had a strong understanding of the ins and outs of the publishing world which provided an invaluable foundation for the fast-paced and dynamic environment that is agency life. Two attributes which I have found to be inherent to both marketing and publishing are a strong sense of commercial awareness and an understanding of the value of good content; this is something that has been intrinsic to my transition to the Scott Partnership. Our work touches on all aspects of the content lifecycle, spanning traditional media relations, social media, digital communications, lead generation and integrated sales and marketing tactics; all to deliver improved sales and return on investment for our clients.
Our clients trust us to handle all aspects of their sales and marketing cycle, and a central element of this is the concept of ‘content as a commodity’. We place a huge focus on delivering valuable, information and search engine optimised content on behalf of our clients, in order to leverage branding and business results. Using my experience as an editor, I’ve been able to help shape content programmes for target audiences, whilst also identifying relevant advertising opportunities. Furthermore, sharing these editorial insights has positively impacted the team as a whole, particularly the more junior team members who are eager to learn everything about creating good content that will stand out in an increasingly noisy market.Beyond the paramount quality of content, the importance of good graphics cannot be underestimated in either industry. At The Scott Partnership, the addition of in-house designers means the process of getting well-designed content is something we can quickly and effectively deliver. Our designers can be involved from the project inception to ensure that a project’s visuals have the maximum impact. We create graphics for everything from trade show banners, websites and eDMs; all whilst ensuring our client’s key messages are being effectively delivered to the right audiences.
The worlds of publishing and marketing are closely interlinked and there are also some stark differences which I’ve touched upon in this blog. However, the need to continually deliver high-quality is central to both. At The Scott Partnership, we recognise that out clients all have different objectives and preferred tactics which makes establishing a presence through the right medium to the right audiences essential for brand awareness and successfully establishing thought-leadership. Content has always been king, it’s just about using it differently now.
Ben Johnson, Senior Account Executive at The Scott Partnership