Like many traditional public relations firms RG Communications has seen first hand the growth of content marketing from a small niche player in the marketing world to all-pervasive monster. We have also seen first hand how companies have sometimes struggled to deal with the large volume of content required to feed the beast. Content can get complex, painful and expensive very quickly; particularly in a small team where resources are scarce and priorities numerous. We wanted to find a way to ease the pain for marketers who know what they want and when they want it. We wanted to be able to provide content on demand. Over time we developed the idea for a portal that provided organisations with the ability to refine their content ideas and out-source the hard yakka to professional writers, giving them the chance to focus on more important things. We call it ‘short order’ content, and naturally, we called the site Content on Demand.
Briefing is the key
As part of the planning process we quickly realised that to make developing one-off content pieces cost effective you need a briefing system that provides writers with a clear, unambiguous brief about the project. Understanding the purpose and style of your content from the outset is the easiest way to streamline the content production process.
Much of the frustration with content production comes from the endless iterations that are a direct result of having limited consensus among stakeholders about the purpose of the piece.
That is why Content on Demand is underpinned by an intuitive briefing system we’ve called EziBrief. EziBrief allows customers to order a range of different content types by completing a simple briefing form. The brief is then assessed by one of our in-house editors and assigned to either an in-house writer or external subject matter expert. Think of it as your inspiration, and our perspiration. You develop the idea and we bring it to fruition. A range of standard content pieces are available to be ordered through the site, including media releases, feature articles, advertorial/editorial, testimonials, white papers, blogs and case studies. Each project is priced based on the quality of the brief and the expertise required to produce the content.
What we believe
In developing Content on Demand we were cognisant of the fact that there are already numerous marketplaces available that provide a link between brands and the masses of freelance writers. Our vision was a bit different and we based our business on four founding principles: Quality content, requires quality writers We believe the skills required to produce high quality content that engages customers takes many years to develop and expert practitioners are hard to find; and extremely valuable. Technology has an important role to play We believe traditional methods of sourcing content can be improved by utilising technology to streamline the process, making it more efficient and affordable. Great briefs = great content We believe that by streamlining the content briefing process while maintaining high standards we can help business maximise the opportunity of content marketing. Speed is of the essence We believe good content producers should be able to quickly understand your business and content needs quickly and deliver high quality content in a timely and cost effective manner.
A bit about us
Content on Demand was designed and built by RG Communication’s in-house digital design business Villain Designs using WordPress and Gravity Forms. RG Communications was established in 2014 by Ben Ready and Brenton Gibbs and services a range of clients across the tourism, travel and property industries. Clients include AirAsiaX, Aquis Australia, Oliver Hume, Daydream Island, Devine Limited, FIIG Securities and Tourism and Events Queensland (TEQ).