What Is The Purpose Of My Ad Agency Blog?
If you run an ad agency blog – or any other word-centric social media platform – you will often ask yourself the difficult question, “What should I write about today? What pearls of wisdom will get us more attention?” Despite blogging for 15 years, I ask this all the time. It is like having an editorial meeting in my head.
The blog you are currently reading has, with this, 651 individual posts. The vast majority are spot on dedicated to one primary subject… ad agency business development. This dedication has yielded me page one positions for my keywords on Google. Good news, Google is the main driver of my consultancy’s awareness and business.
What To Write About? Where To Start?
The first success-oriented objective of a blog is getting traffic. To get there, business blogs need to be focused. With a billion blogs and opinions out in the world, being a generalist will not cut it. This is especially true in the advertising space where agencies often regurgitate the same, as in, similar, subject matter.
To really kick it, you need a solid plan. I suggest using the same type of creative or media brief you use for your clients. Clarify and agree on the following:
- Nail your blog’s objectives. Is it general awareness (if so, you better act-up a bit more like Gary Vaynerchuck)? Do you want to own a category i.e. pet products? A technology like mobile advertising? Your city?
- Nail your target market. Is it current or future clients? Your staff? Future employees?
- Have systems for finding new subjects. I read the trade press. I read my competition. I get off topic sometimes. But, I always have my eyes and ears open to even accidentally hear about a smart blog subject. A smart, traffic-generating, subject like this: What Should I Write About On My Ad Agency Blog?
- Have a point of view. Have some attitude. Please. That means having some personality. A voice. People tell me that I write the way I talk. It works for me. I write good stuff but I do not sound too serious.
- If you have multiple authors, agree on some parameters.
- Create a scheduled content plan. Schedule out three or so months of subject matter on your content calendar. However, pay attention to today’s hot topics. Example, Facebook and privacy is really heating up as I write. L2’s Scott Galloway has a strong opinion… do you?
- Understand your frequency. When I started blogging a few years ago, I wrote two or more times a week. Today, once a week sustains Google’s attention and gooses its algorithm.
- Vary your content. You will need to must have a bunch of 1,000-word posts (to look like an authority) as well and shorter punchier posts. Add photographs and videos.
- Do expert interviews. A 15-minute interview recorded and then transcribed by companies like Rev.com yields the fastest easiest way to build content. The interviews from my book on pitching are also up on this blog.
- Repurpose your content as in amplifying it. Why just have your thoughts on the blog – re-post it as a long white paper (and vice versa). Take a blog post and turn it into a LinkedIn article. Amplify! Have this in your plan.
- Promote what you write. The idea that, “If I build it, they will come” is a recipe for disaster. Promote the blog on your website 9make it easy to find), in your emails, on your social sites, etc.
- Marketing 101! Make the blog a sales tool. This is a key reason you have it, right? Make an offer to your readers can’t resist that will get them to subscribe.
- Be very patient. Let’s face it, the world is not looking for another ad agency blog. However, the world is looking for relevant information that will make them smarter via insights and answers to their marketing questions — and even resolves their insecurities.
The blogger’s bottom line(s)… Nobody automatically loves you can and you can count the ones that do
Just realize that the world is not waking up every morning to read your blog. Give the people something they want to read. Serve it up in ways they will find it. A great ad agency blog will attract website views, will help sell you POV and will act as a powerful marketing tool.
One more bottom line… pay close attention to your blog’s analytics. I use both Google Analytics and my WordPress stats. Not surprising, my very targeted ad agency blog post, Cures For Poor Advertising Agency Profits is a hot seller this month.