Fourth Estate is a content creation company with a simple philosophy:
Content with substance, in any medium, is the most powerful way to communicate.
There are more ways than ever to communicate a message. The digital age has given us more content types, more platforms on which to publish them and many more – niche and newly accessible – audiences.
But it also has producers chasing their tails, trying to find content to fill space in a dozen different media, and consumers trying to make sense of the cacophony of communication that pervades all our lives.
For businesses and marketers, it can be difficult to know which platforms should be used, what content should appear on each one, and what results to expect.
Always lead with the content. Before you communicate anything, you need to decide what you want to say and why people should want to hear it.
And for communication to work, a message must travel. The best platform to use depends on the particulars of that journey.
We don’t believe the medium is the message, we think it’s the vehicle. And it should be chosen carefully.
We approach the task through an analogy with transport:
➊ Identify the message – this is the cargo that must be carried
➋ Identify the medium – this is the vehicle that will carry the message
➌ Identify the audience – this is the destination to be reached
➍ Identify the marketing – this is ‘Going the Last Mile’ (see below)
In logistics and telecoms, the proverbial ‘last mile’ is the part of the network that extends directly to the end user.
For an internet provider, for example, getting the network to your local exchange is easy. Getting it into your house, and those of all your neighbours, is the difficult – and expensive – part.
Publishers face the same problem. While they can be great at making it, often publishers are bad at taking content directly to end users. They print magazines and leave them on shelves. Or publish websites and social feeds, and wait for end users to stumble across them.
We take on the challenge of the last mile and deliver the content directly to those you want to consume it.