Is Your Advertising Agency A Savvy Content Marketer?
I’ve read acres of advertising agency content (blogs, white papers, videos, on LinkedIn, etc.). Some rock and some suck. Many agencies, once they have stellar content, do not put in the effort to spread the wealth. As in, they do not amplify their brilliant thinking across a range of social media and traditional marketing platforms. This is a missed efficiency driver. Here’s a how to maximize your hard content building work.
To be clear, ‘content’ means the stuff that agency’s use to deliver their insightful thought leadership programs which are designed to sell the agency’s brains, expertise and to drive inbound visits and interest. Just for the hell of it, here is the definition of content from Google…
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
Here is another well-crafted definition from the Content Marketing Institute…
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Great Content: Part One
One of the best content marketing companies I’ve visited/read is TrinityP3 an Australian-based global marketing management consultancy with offices on four continents. TrinityP3 is a primary thought leader in the advertising client and agency space.
Darren Woolley, founder and Global CEO, along with Mike Morgan, are the driving force behind TrinityP3. To date, they have hundreds of blog posts covering a wide range of subjects including agency management, agency search, compensation, media buying, procurement, and scope of work and, even infographics. I’m talking lots of content.
I highly recommend that you read their stuff if you want to grow your advertising agency – and to see how to write business-building (theirs) content. Also, put your agency on their agency register.
TrinityP3’s dedication to thought leadership and content creation has delivered an Alexa rank of 712,061. To put this in perspective, M&C Saatchi Worldwide with 30 offices is ranked at 713,538. Content begets traffic.
Content & Lot’s More Traffic (As In Amplification)
Website content begets traffic. But, why stop content distribution at your website?
A key barrier to agency content development is how much work it takes to get it right. Smart agencies have content development strategies, creative briefs that outline target audience needs and pain points, processes, calendars and solid assignments. When you consider how much work this takes, you should also add in a way to figure out how to amplify the work.
Take that 750-word blog post and run an edited version on your corporate LinkedIn page, turn it into paper that you can send to prospects (like a Zine), point to it on Facebook and Twitter, massage it into a SlideShare PDF or presentation and turn it into a video. Or, hmm, a book.
Back To TrinityP3
Darren gets the big time benefit of being an efficient content machine. He has turned the TrinityP3 blog posts into 5 books aptly named TOP 50 Marketing Management Posts of 2013 through 2017. Check out the books on Amazon.
I walk my talk. I’ve written two books. One, my book on agency pitching, is a content machine (the book, the interviews, book content blog posts, guest posts, book videos…) that delivers incoming ad agency business to my front door from satisfied readers. (The book even includes an interview with Darren Woolley.)
So, build out your targeted (not me-too) content and then amplify the hell out of it.
My Mega Blog Post Archive
I’ve written over 600 blog posts on how you can grow your advertising agency. Head over here to see the complete list.