How to build a foundation for your agency’s content marketing future by strategically building a content hub for all agency social and content marketing efforts.
What I find both interesting and frustrating is that agencies know how to create and implement marketing and content strategies for their clients. However, when it comes to their own efforts, they forget the basics. Instead, their efforts are often haphazard, sporadic and tactical rather than strategic. So how can you build a foundation for your agency’s content marketing future?
Where to Start
Most agencies launch a blog, Facebook page or Twitter account with no forethought. These are accessible and seemingly easy to maintain, so agencies figure they should follow suit. As a result, their blogs and social networks languish from lack of attention, or worse, become brag books for their own accomplishments, awards and accounts won.
Before an agency can determine what kind of structure it needs internally, it must decide whether it should even be creating content, and if so, why? What business outcomes is the agency looking for? When done well, content marketing can drive qualified leads, shorten sales cycles, generate opportunities, reinforce a current client’s buying decision and create PR opportunities. Once the agency is clear about what it’s trying to accomplish, it needs to identify who it should be talking to in order to achieve its goals.How to build a foundation for your agency’s content marketing future by strategically building a content hub for all agency social and content marketing efforts.