We often get asked the question, “When doesn’t content marketing work for your clients?”
Devesh and I have been thinking about this question a lot lately and having looked back through all of the clients that were challenging to work with (or didn’t lead to successful outcomes), the common theme is that they’re always early stage companies.
We define early stage companies as:
- They haven’t proven that they can market and sell through at least one cold channel
- Their positioning/messaging is still being worked out
We won’t be working with companies that fit that criteria going forward.