CHE Proximity has paired its data prowess with journalists, editors and writers to launch a market-first content offering, promising to deliver ROI on par with and incremental to traditional advertising.
Launched as The Newsroom, the new team’s abilities, alongside the agency’s existing creative, digital and analytics offerings, will deliver tight and targeted content marketing to clients’ customers… before they even know they’re customers.
CHE Proximity Managing Director, Chris Howatson, said the new division was created to meet the needs of existing and potential clients that are evolving beyond the traditional advertising model.
“We’ve all been schooled to believe that share of voice drives share of market, but the model of The Newsroom flips that on its head,” he says.
CHE Proximity debuted The Newsroom with the launch of GE Money’s Art of Money content marketing platform in May.
“We brought in journalists and professional writers because it was important we get the right skillset to create the strongest, most compelling content. Pairing bespoke, not mass procured, content with other parts of the business ensures that platforms are optimised, measurable and have the highest chance at facilitating conversation.
“Our proprietary algorithm allows us to employ Content Darwinism – where the strongest content that delivers the most robust ROI rises to the top, and content that doesn’t perform is eradicated.
“By engaging people earlier in the path to purchase, and harnessing real-time data to serve optimised, personalised content, we can pull them deeper into the purchase funnel, from consideration to conversion.”
CHE Proximity has experienced a period of unprecedented growth over the past six months and now has more than 150 staff .
Howatson says many clients have expressed interest in the philosophy after seeing GE Money’s exemplary results.