The Problem With Internal Marketing

I’ve seen a lot of content on my feed lately that is standard company announcements, milestones and updates. The ones you just scroll past. The harsh truth is: audiences don’t care. To create content that your decision-maker remembers, wants to engage with, screenshot, shares with their colleague... you have to add value & insight and focus on storytelling. That's how you create content that drives impact and builds genuine industry authority. Internal marketing is in the business every day — it’s all they see.

They have targets to push out content and repurposing an internal product update is easy. They’re not researching high-performing content types, or analysing what your ICP is engaging with, or channel/platform specific. They’re also not objective about what is driving commercial results.

Whereas we come at content from a completely different angle. Focusing on LinkedIn-first, audience-first content, backed by data from 100M impressions. Where we’re being measured against actual results. Where we find interesting stories, compelling angles, tie them into topical industry news, and make content value-adding so people actually want to read it.

At the core, the message is the same, but the reach can be 10x more. So if you see content as a tick-box exercise — stay as you are. But if you understand that content can be a competitive advantage to your business: proving your differentiation, making your offer more premium, reducing sales cycle length, driving more qualified prospects, becoming an inbound demand engine, getting you on stages and podcasts... happy to chat.

The lesson

Don’t rush to get stuff out there. Spend the time crafting high-impact stories and creating valuable content pieces that will actually resonate with your buyers. That are actually tied to a strategy & commercial return.