The Content Spectrum

Turning strategy into the right tools

Having the right assets for specific marketing objectives can be hard to map and even harder to create.

Many non-specialist agencies default-to-type when it comes to creating marketing content and tools, constantly churning out the standard eBook or infographic for a multitude of purposes and briefs. But we look at things differently. At The Rubicon Agency we take an agnostic, pragmatic and quite frankly bespoke approach to creating the right marketing tools that cut through – we apply a proprietary framework called The Content Spectrum.

What is the Content Spectrum?

Broken down into eight stages, The Content Spectrum is designed to reflect the maturity of the product/solution or service, the orientation of the buyer (technical or business focused) and where they are in the sales process. We believe that content should match these the attributes to really convey maximum value to the consumer.

To put this into context, let’s take the ‘Establish’ layer. This relates to a new product or service that the industry or your customers aren’t familiar with. Establishing i) what this ‘new shiny thing’ is, ii) why you, the buyer should be interested in it and iii) how it differs from other providers offerings requires different assets to a known commodity in the ‘Evangelise’ space.

A framework that guides, not dictates

The Content Spectrum provides guiderails to the type of content that you should be producing rather than adopting a copy and paste posture, regardless of objective, maturity or intent. It also works as a complement to The Message Elevator to create right pitch.