King Content has launched an online platform to make its content marketing measurable and accountable for the first time. Boss Craig Hodges is looking to throwing away bits of paper.
The platform is called Communique and it will monitor and measure the performance of content and match writers to assignments by looking at their expertise and previous work, as well as other stuff like managing budgets, assigning work etc.
King Content CEO Craig Hodges told AdNews the company couldn't keep growing while it was using "Post-its, Google Docs and Dropbox, which is what we were doing. We want to make sure our writers and editors and content teams are more efficient.
“Everyone has been asking how effective content marketing is. We have finally got an answer. And if the strategy is off, we can spot that and fix it straight away.”
Hodges said he had searched for a similar platform but claimed he couldn't find one, so built Communique.
“We started by looking at a lot of different platforms globally and tried a lot of them, but none worked for us,” he said. “The biggest issue was they were too big. In the US, predominantly it's about masses of content and content is cheap. It's a very different market over there – brands are saying 'I want 10,000 articles a month'. But for us, a client like NRMA wants 10 to 12 quality articles each month.”
Technology director Charles Jacobson and director for Victoria, Cameron Upshall, joined the firm from digital marketing software company Exact Target in October and have led the development of Communique.
Editors, writers and clients can all see the same content calendar, which is the hub of the platform. It links to articles and content and pulls in data from Google Analytics, Twitter and Klout to show how those articles are performing.
King Content will start working on a beta version of the platform with about six clients from next week.
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