iSentia has finally dropped the axe on its failing content marketing agency, King Content (August 2017). It’s easy to imagine content marketing agencies across Australia, and the global markets where King Content operated, dancing on the company’s grave. But we shouldn’t be.

King Content’s has been a drawn-out execution. Since media monitoring and data company iSentia bought King Content for $48 million less than two years ago, it has been a huge drag on its finances, losing the company $4.4 million last year. The company just couldn’t make the business work. It’s closing international offices, reducing staff, and bringing the remaining services in under the iSentia brand.

 What went wrong? Was it the model, the service, the product?

One agency’s failure is not the industry’s failure

The danger is that King Content’s demise will reflect badly on all of us. It need not. But there will be plenty of people out there from traditional advertising and public relations who will be ready to declare content marketing doesn’t work.

We can’t allow that to happen. Content marketing does work. We know it does. And we have the statistics to prove it. Just because one content marketing agency failed — for whatever reason — to make money from their content marketing services does not mean content marketing itself is a failure.

FURTHER READING: Why content marketing works for start ups

There’s no reason a good content marketing agency, focused on creating quality content targeted at their client’s audience’s needs and desires, should not be able to attract and maintain business and be profitable. Whatever King Content’s problems were, they were iSentia’s problems, not the industry’s problems.

Content marketing works

While iSentia was releasing its announcement, the Content Marketing Institute and Smart Brief were releasing their latest report, How Content Influences the Purchasing Process. It’s a fascinating and timely vindication of the content marketing model.

 The report is based on a survey of 1,200 people across 18 industries. Three-quarters of respondents were management level and 57 per cent were purchase decision-makers for their company. The findings? More than 80 per cent of respondents said they conduct research before they bring a vendor on board to discuss a project, and 66 per cent said they used sources other than vendors to collect initial information.

 “People are looking for credible information wherever they can find it,” the report states. “Vendors should ensure their websites are up to date, and also take the time to examine how their brand is presented in all channels.”

 And the information they provide should be high quality and specific.

Content marketing influences purchasing decisions

“Marketers are missing an opportunity if they only create generalised content that doesn’t address specific situations. They need to understand their audience’s pain point and craft content that addresses those issues.”

 In short, high-quality content is a vital first step to connect with your potential customers.

 Here are the kinds of content the report found to be most effective for influencing purchasing decisions.

The evidence is there that content marketing works. The research proves it, but we also see it every day with our clients. The message to businesses looking at their marketing options is not to be put off by the fate of King Content. Look at the statistics. Talk to colleagues and associates who are using content marketing as part of their marketing mix.

And if you want to work with an experienced content creation agency, get in touch with Lush – The Content Agency.