Doing More With Less: The Art of Agile Marketing

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Warren Buffet once said: “In the business world, the rearview mirror is always clearer than the windshield”. That sentiment has never been more true.

In today’s rapidly changing world, adaptability is more crucial than ever. The economy is volatile, customer demands are ever-evolving, and technological advancements are reshaping industries at an unprecedented pace.

Gone are the days when a rigid annual plan could guide content marketing efforts, and developing a content marketing strategy that remains effective in the face of constant flux is a consistent challenge.

Many firms struggle when, locked into an annual marketing plan, they must pivot to face market realities. Chief Marketing Officers (CMOs) and marketing leaders may need to quickly adjust their content strategy to address regulatory changes, product updates, new partnerships, or fresh funding rounds.

Imagine a world where you can swiftly react to shifts in priorities, capitalise on emerging trends, and maximise your marketing potential without having to ask for additional funds from your Chief Financial Officer. Picture the advantage gained from working with an agency partner who understands the delicate balance between budgetary constraints and the thirst for innovative content.

In this article, I will walk you through the advantages of Salween Group’s Content Credits system and outline why it offers our clients a better retainer model.

When marketers are being asked to do more with less, this can be a solution.

When marketers are being asked to do more with less, our Content Credits system can be a solution

What is the Content Credits System?

It is really hard to determine in Q4 that your next annual budget will need to include 10 blog articles, 104 LinkedIn posts, three white papers, four infographics, paid amplification on social media, and a search campaign.

But marketing leaders find themselves in that situation every year.

Our Content Credits system is a points-based retainer model that addresses the reality of fixed annual budgets while providing clients the flexibility to pivot and refocus on how they spend that budget. Instead of paying for a predetermined list of specific services or assets, clients purchase a certain number of Content Credits, which they can use to “buy” different services or assets as and when required. The monthly retainer fee stays the same, but the deliverables can vary.

For example, if marketing is seeing good traction with white papers, we can move some credits away from blog articles and social posts and produce more of them. Or, if after six months, their content-driven campaigns aren’t generating the desired impact, we can easily switch the Content Credits to managed advertising spend for the rest of the year.

We assign each service or asset a specific number of Content Credits based on its complexity, time required to produce, or value provided. For example, writing a blog post might cost three points, while producing a 45-minute VLOG could cost 13 points.

Key Benefits of Content Credits

At Salween Group, we recognise that the key to content marketing success lies in adaptable solutions, not prepackaged, one-size-fits-all approaches. We also see that the traditional agency pricing model is broken. Our points-based Content Credits system fixes many of our clients’ pain points:

  • Cost Efficiency: Content Credits help eliminate unnecessary costs, giving clients greater control over budget allocation and ensuring they get the most value for their investment. Moreover, unlike the traditional retainer model, there’s no need to renegotiate a contract when priorities shift.
  • Flexibility and Scalability: Clients are never locked into a fixed set of services or deliverables at the start of the fiscal year. Instead, they allocate Content Credits to different tasks or projects and can adjust them at any time. This allows our clients to adapt their strategy and prioritise areas that require immediate attention during any particular month or quarter while adhering to a fixed budget.
  • Transparent Resource Allocation: With Content Credits, our clients have clear visibility into how their monthly budget is allocated and utilised. This transparency enables them to understand the services they are paying for and the value they receive in return. It also facilitates effective communication and collaboration between the client and Salween Group, as both parties can track progress, make adjustments, and optimise resource allocation based on the desired outcomes.

The ability to pivot and focus marketing spend on where it makes a difference empowers our clients in ways typical agency relationships can’t

— Sylvia McKaige

Going Forward with Confidence

Our system of Content Credits empowers founders, CMOs, and other marketing leaders to utilise our services as needed, freeing you from rigid plans that can quickly become obsolete. With us, you’ll have the tools to pivot, adapt, and seize new opportunities, adjust your content marketing strategy in real time, and ensure a competitive edge.

To learn more about the system, how it has positively transformed some of our client relationships, and how it can benefit your business, reach out to me. I’d love to talk to you.

About the author

Picture of Sylvia McKaige , Founder & CEO

Sylvia McKaige , Founder & CEO

With over two decades of experience in media and communications, Sylvia understands clients' perspectives and shares their vision. Her experiences in balancing the best of editorial and commercial content mean she's always ready to embrace the challenges and the potential of the region.

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