- Marketing in the Age of Machines
- Posts
- Steps to consider before hiring a content agency
Steps to consider before hiring a content agency
A weekly email with the best of marketing, AI, and business.
Marketing in the age of Machines by Castleberry
September 07, 2023
You are receiving this email because you subscribed to Castleberry’s newsletter. https://www.castleberrymedia.com/
Welcome to Marketing in the Age of Machines. Each week, we bring you the following:
👉 An innovative marketing strategy that has worked for others.
👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.
👉 3 tools for the Marketer of the Future.
👉 The quote of the week. A simple take on everyday marketing concepts.
Problem: The main problem in the betting industry is the exorbitant cost of acquiring customers, averaging around £200. Traditional bookmakers rely on uninspiring promotions, like "Bet £10, get a £20 free bet," leading to a lack of differentiation in the industry.
Solution: The solution from Sky Bet, an online betting house, was "Super 6: Predict six correct scores. Win £1 Million," offering a low-friction, engaging, and free promotion that aligned with customers' lives and social circles, understanding the psychology of their customers. This innovative approach significantly reduced customer acquisition costs.
Lesson: The power relies on innovation and differentiation. Sky Bet's unique offer, addressing customer behavior and desires, resulted in £13 million payouts, 5 million downloads, a £2.60 CPL, and a 600% increase in valuation, showcasing how creativity and understanding customer psychology can drive business growth.
The average cost to acquire a betting customer is ~£200.
Sky Bet are doing it for £2.60. What?
Okay. So. 99% of bookmakers have some kind of “Bet £10, get a £20 free bet” offer. Cool. Whatever. No differentiation.
Sky Bet came up with something wildly different:
“Super 6:… twitter.com/i/web/status/1…
— Harry's Marketing Examples (@GoodMarketingHQ)
1:56 PM • Aug 14, 2023
1/. If you’re hiring a content agency in the next 3 weeks, do this first: In the digital age, businesses need to prioritize content marketing to engage their target audience and achieve growth. Content agencies play a vital role in creating high-quality content, but choosing the right one requires careful consideration. The first steps to follow are: (1) Set your needs, (2) Research content agencies, (3) Request proposals and conduct interviews, (4) Initial screening and qualification (optional), and (5) Compare proposals, making the final decision, and onboarding.
At Castleberry, we assist B2B brands in captivating their audiences through Content Marketing strategies.
Are you ready to take the first steps toward hiring a content agency?
2/. Why Intent Data Matters: B2B marketing is changing due to remote work, ad blocking, and Google's plan to stop using third-party cookies. This shift highlights the importance of buyer-level intent data, which helps understand if a prospect is ready to buy based on their online behavior. This data is more reliable than cookies, eliminates guesswork, provides full information, and allows personalized messaging.
More:
Effective Prioritization: Buyer-level intent data streamlines lead prioritization, ensuring that sales teams focus their efforts on prospects who are most likely to convert.
Tailored and Personalized Messaging: Intent data empowers marketers to craft tailored and highly personalized messages, improving engagement and increasing the likelihood of conversion.
Rapid Sales Outcomes: Leveraging intent data, businesses can accelerate sales processes by identifying prospects with genuine interest and immediate intent to buy.
3/. ElevenLabs' AI Voice Generator Can Now Fake Your Voice in 30 Languages: ElevenLabs, a company known for its realistic audio deepfakes, used data to improve their voice cloning technology. They collected information from different languages and voices to improve their AI model. As a result, Elevenlabs has expanded its voice cloning capabilities to encompass 22 additional languages, bringing the total to 30. This Multilingual v2 model enables users to generate voices in Greek, Malay, and Turkish languages among others.
Insights for B2B:
Language Expansion for Global Reach: Just as ElevenLabs expanded its language support, B2B marketers should consider multilingual content to reach a broader international audience. Tailoring content to diverse languages and cultures can enhance brand visibility and engagement.
Data-Driven Decision Making: ElevenLabs' evolution aligns with the importance of data-driven decision-making. B2B marketers should leverage data analytics to refine content strategies, personalize messaging, and optimize campaigns for better results.
👉 Tools in the Age of Machines:
Fireflies.ai: This tool generates meeting notes, transcripts, and summaries for Zoom and Microsoft Teams meetings.
Scale sleek: This platform provides tools for creating and evaluating content that improves brands’ or companies’ search rankings.
Submagic: This app generates captivating captions with emojis for short-form content (under 2 minutes).
Data-driven content is like the paintbrush that helps us create compelling stories.