#1 - Welcome to The Spectrum!

Welcome to the first installment of The Spectrum! The Spectrum is where we break down marketing into a variety of topics that we hope will give you ideas, practical knowledge you can use, some entertainment and maybe some inspiration.

The idea for The Spectrum came from our client work. Our most successful clients are those that hire us to pursue an active content marketing program, and we realized that we presented a bad example. Like most agencies, we are our own worst client and find little time to market ourselves.

We have changed all that.

To kick things off, we have published the first and second Spectrum articles to give you a better idea of what we intend to cover over the next year, or more.

What The Spectrum Is

A series of blog articles that focus on marketing Strategy, Management, Content, Social Media and Marketing Technology.
Average length of 1,000 words.

This is an experiment. We do not know if people will value the content or use it, but we do believe in sharing knowledge, expertise and perspective to build community, create more effective marketers and raise the effectiveness and prestige of our craft.

If we all get better together, then the world will place more value on good marketers everywhere.

Fear Is The Mind-Killer

As we thought more about sharing our expertise, a wave of fear washed-up on our idyllic marketing beach. Wouldn’t sharing our methods, tactics, processes and tools empower the competition? Wouldn’t sharing techniques and knowledge make our clients more independent and less reliant on our services?

The answer to both questions is an unequivocal– Yes.

Yet, the risk, at least right now, seems worth it. In our experience, we have run into two kinds of marketers:

Those who have more time than money, and

Those who have more money than time.

Those in the first group have the time and resources to do it on their own. They may have a cultural predisposition to doing things in-house and suffer from “not invented here” syndrome. Or, frankly, they just are not that busy. They will most likely never become a long-term client, but they can be sources of talent, ideas and if one of their marketers moves on to greener pastures, hopefully they will take us along for the ride.

For those in the second group, The Spectrum will give them some ideas and confidence in approaching us with their marketing problems. One of the strategies we employ for our clients is establishing Thought Leadership. It works remarkably well when done right, and the only way to be a Thought Leader is to share ideas, knowledge and information. Not to publish The Spectrum seemed inconsistent with our own culture and advice.

In terms of empowering the competition, we strongly believe that for every company there is a marketing firm. Prism Group may be a good fit with your organization, or maybe not. “Fit” is a function of many factors, both tangible and intangible, and we know that not every prospect fits our Ideal Client Profile, or ICP (a topic we will hit on in a future article). That is why no Digital Agency will ever attain 100% market share.

No one has a lock on wisdom, and we freely borrow good ideas from other sources. So, if we make the competition better, know that we are always improving to stay ahead of the game and give our clients a competitive advantage.

For now, that wave of fear gently receded back into the emotional ocean. Fear is the mind-killer, wrote Frank Herbert in Dune, and is not a good look for a Thought Leader.

So, we move forward and publish!

What’s Next

After this issue, we have 12 more Spectrum articles in the can and ready to go. For our marketing cadence, this represents four months of blog articles.

#2 – Marketing Innovation – Align marketing with the Technology Adoption Lifecycle

#3 – How Can I Get Google to Like Me?

#4 – Brand DNA Part 1 – Your Brand Identity

#5 – Brand DNA Part 2 – Building a strong message platform you can stand on

#6 – Marketing in Hyper-Competitive Markets

#7 – Selling ESG

Looking further out on the Marketing Calendar, we plan to cover Demand Generation and Account-Based Marketing strategies, marketing technology, Visibility Management and other critical topics.

We also reserve the right to change the order of issues, to adapt to changing market conditions, needs and availability of expertise.

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Let’s Talk! Schedule a free 30-minute Digital Marketing consultation to see if there is a fit between your marketing challenges and our capabilities.

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About Prism Group

Prism Group is a full-spectrum, multi-talented B2B agency focused on Energy Tech, Technology, Energy, Services and Media markets. Our work is telling stories that matter, because our clients are working to change the world for the better. What makes us different is that we put into action the strategies we recommend – we get it done, so you can get results and increase the value of your business.