Traditional agencies are ‘lost’ in the online content space

The founder of Peter Applebaum, Managing Director, Tick ContentSydney-based branded content agency Tick Content, which launched this month, has said traditional PR and creative agencies are “lost” when it comes to creating marketing content for the web.

“PR and creative agencies are good at monologue marketing,” said Peter Applebaum, managing director of Tick Content, an off shoot of the social media marketing agency, Tick Yes. “But in the online content space, they are lost. They are just not set up for it.”

“Content is not about a one-off campaign you can walk away from. It’s a CRM discipline and has to be carefully managed,” he said. “It’s not just a single big idea that counts, but a hundred little details that keep the consumer coming back.”

“Traditional agencies too often approach content like a guy who goes out with a girl, proposes to her after a few months, then doesn’t speak to her again.”

Applebaum’s Tick Yes business has offered marketing content for the last three years, and has now seen the need for a specialist in the area.

“We have tried outsourcing content in the past. But what we got back was substandard. So we brought it inhouse,” he explained.

Among Tick Content’s clients are Bayer’s Advantix, a worming drug for dogs, for which the agency runs a branded social community, Land Com and ad:tech.

Another example of marketing content done well is Jurassic Lounge, an online community for the Australian Museum, Applebaum noted: “They’re turned their backs on the dusty, boring way of doing things, and presented the museum in a new light for the younger generation.”


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