Marketing is changing fast. Buyers don’t wait for sales calls. They research, they read, and they form opinions long before a company ever gets the chance to pitch them. Content—strong, strategic, and consistent—is what shapes those opinions. But here’s the problem: Most companies aren’t executing it well.
We see this problem time and time again across all markets.
Some businesses have great ideas but no consistency. Others throw money at digital marketing without a real strategy. And then there are the companies sitting on a goldmine of insights but doing nothing with them.
That’s why we started Encore360.
We saw an opportunity to help businesses turn content into a competitive advantage—and we knew we had the experience to make it happen.
The Problem: Businesses Were Struggling to Execute
Before launching Encore360, we saw the same issue over and over.
“I was a publisher in the B2B media industry and I continued to look at our advertising clients’ websites and saw that they struggled to come up with consistent content for their blogs,” says Encore360 CEO Jim Gilbride.
Content wasn’t the problem—execution was.
“There was a lot of start-and-stop or not start at all–or a lack of engaging content,” Jim adds.
Meanwhile, Encore360 President Scott Anthony saw another challenge present itself over the past decade. Companies were shifting their marketing budgets, but they weren’t always spending wisely.
“We continued to see shifts in how businesses were spending marketing dollars,” Scott explains. “Clients were spending dollars, but not always on the most effective things.”
Businesses knew they needed content. They just didn’t know how to do it effectively. The disconnect was clear—and so was the opportunity.
The Opportunity: Content as a Business Growth Engine
The solution wasn’t just more content—it was better content, aligned with strategy.
“We’re media people, and content production and content marketing is what we do,” Jim says.
Encore360 was built on the idea that content isn’t just about filling a blog. It’s about positioning businesses as the go-to resource in their industry. It’s about trust. It’s about sales.
“The classic marketing funnel has changed. Trust is built outside of talking to a sales rep,” Jim explains.
Buyers today aren’t waiting for someone to sell to them. They’re making decisions on their own. If your content isn’t showing up when they search, you don’t exist in their world.
“If ChatGPT can’t crawl your website for information, you’re not going to be recommended,” Jim warns.
It’s not just about Google rankings anymore. AI-driven discovery tools are rewriting the rules. The question isn’t whether content marketing matters—it’s whether your content is visible enough to be found.
Why 2025 is Different: Direct Communication is the Future
Marketing is shifting, and Scott sees a major change in how businesses connect with their audience.
“Today more than ever, it’s clear that people want to hear directly from brands,” Scott says. “That’s true for consumer goods. That’s true for B2B.
Buyers are no longer relying on third-party media to tell them what to trust. They want to hear straight from brands themselves.
“Being able to speak directly to the markets and provide value–that’s what’s going to pay off in the long run,” Scott adds.
That’s why content marketing tilts a business’s resources toward owning a distinct message, building authority, and earning trust with the right audience.
Speed Matters: Capturing Attention in Seconds
The way people consume content has changed. Long, drawn-out sales pitches don’t work anymore.
“You have about seven seconds to get that reader’s attention, and this trend is not slowing down,” Scott explains.
You still need in-depth, valuable content—but if you don’t hook people immediately, they’ll move on.
“You have to get their attention first, or they won’t stick around for the rest,” he adds.
Encore360 helps businesses create content that grabs attention and delivers lasting value. Because if you’re not capturing your audience, your competition is.
The Reward: Watching Clients Succeed
Building Encore360 was about creating real business impact for our clients.
“Building up something from nothing and having complete creative control to create a content marketing business,” Jim says, has been one of the most rewarding aspects of this journey.
But the best part? Seeing our clients win.
“Watching our clients’ businesses thrive as we have an impact on their companies,” Jim says, is what makes the work worth it.
Scott agrees: “Every day is truly different,” he says.
The fast pace, the problem-solving, the ability to take a company’s knowledge and turn it into something that drives revenue—that’s what keeps us excited about what we do.
The Future: Stay Ahead or Get Left Behind
The market for content marketing isn’t slowing down. With a projected value of $600 billion and an annual growth rate of 15-20%, content isn’t just part of marketing—it is marketing.
“The threat becomes, are they going to read on your competition’s website or are they going to read on your website?” Jim points out.
For companies that haven’t invested in content, the risk isn’t just falling behind—it’s becoming irrelevant.
“You have to participate in it from a content marketing perspective or again, you’re going to be left behind,” Jim says.
Scott puts it even more bluntly: “Adapt quickly. Communicate directly. Provide value.”
That’s why we started Encore360—because we knew businesses needed a content strategy that actually works. And if you don’t take control of your content, someone else will.
