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Adieu Marketing Clout


It is with sadness that I share our decision to dissolve Marketing Clout (at least in its current form) as of the end of February 2012.

We close the business having done some great work but most notably having proved the content marketing concept for an initially sceptical client, Base Structures. Just 4 months into a content marketing programme, which we designed and delivered (working closely with the in-house team), website conversions have spiked and the value of order enquiries on a monthly basis has tripled from £400K average to £1.4M. I think we can safely prove demonstrable ROI.

Having said that we recognised the need to shift away from our original proposition targeted at SME organisations to appeal to a blue chip audience (something that came naturally to us with our backgrounds).

But it was also clear to us, that this shift required us to rebrand and reposition (always a reasonable investment).

It’s at cross roads like these that you reflect on exactly what it is you’re trying to achieve.

For me, at least – unfortunately I realised my heart wasn’t totally in building a B2B agency with a corporate client base. My passion is with the under dogs, the unsung heroes with great products and services that really need help. That – and finding the right balance to bring up my very young family.

On balance, I realised that the sacrifice you make in building a company, especially a marketing agency trying to carve out a new niche, wasn’t one I was prepared to make.

And so our story ends, more abruptly than planned.

I remain a total content marketing evangelist and will continue to bang that drum through my strategic marketing consultancy for smaller, but equally ambitious companies.

And, of course, Susie is now on the look-out for her next challenge to get her ambitious teeth into.

Everyone else, thanks for your following. Hope our paths cross again in the future.

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