By Rex Hammock, CEO

“Water, water everywhere, but not a drop to drink.”

Samuel Taylor Coleridge’s 1798 poem, “The Rime of the Ancient Mariner,” reminds us that having an abundance of something is not the same as enjoying the benefit from it.

Helping clients turn their marketing potential and resources and benefits goes by different names: talent, leverage, research, strategy, branding, etc. Marketers can become obsessed with the resources and budgets they have, without turning that same laser-sharp focus on results.

Research and the data it provides are key to successful communication—as long as you don’t confuse having data with having a strategy. Having a massive budget isn’t the same as having an understanding of the end-users.

Of course, I am a believer in the role of content and research and design and any type of media that can be created and managed with a focus on how it can create and manage long-term relationships.

However, that kind of content marketing usage is all about a deep understanding of the needs, goals and potential of our clients’ audience—not just the creation of their media.

With that kind of marketing, you not only can find water everywhere, but also can satisfy your thirst.

Image: Getty Images

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