The Marketing Practice has created a new team dedicated to Content to support its continued growth and reflect a change in client demand.
The new team supports the next stage of TMP’s vision of building reputation and driving revenue for its client base. Content has always played a critical role, but clients are increasingly looking to strive for a crucial balance in B2B marketing. It’s no longer about creating something on-brand and eye-catching in one campaign, and generating leads in another; successful marketing skilfully combines and balances the two.
To accomplish this demands a range of expertise within the team delivering content. TMP’s approach has been to hand-pick multi-skilled individuals from different areas of the company, balanced with carefully selected external hires, all chosen for their rich and varied experience in marketing strategy – from content formats to business insight and project management, drawn together by a flair for communication and writing.
The Content Team is the next stage in Creative Director Paul Baker’s vision to reinvigorate brands, create real engagement, generate leads, nurture customers and create loyalty – all under one roof.
“For TMP, content has always resided at the heart of marketing, and this structural shift makes that even more clear. We believe modern marketing writers need to be much more than just excellent copywriters”, says Paul. “They need to think beyond the writing – we need a content team that blends literary craftsmanship with research, planning and business messaging, has an acute brand awareness, a genuine understanding of our clients and a razor-sharp ability to generate leads. This is how we will make a valuable contribution to our clients’ marketing strategies now and in the future.”
Led by Matt Harper, who comes from an Account Planning background, the team is charged with a responsibility for enhancing its clients’ reputation and revenue – dedicated to creating clever, finely crafted, brand-relevant content that enhances reputation, combined with demand-generation copy that resonates with its audience and drives revenue for its clients.
The team is already seeing fantastic results with some highly successful content programmes this quarter for SAS, HP and Capgemini, among others.
