Having difficult generating traffic to your agency’s blog?
Your audience is the judge and jury as to what is and what’s not appealing in regards to your agency’s blog. You’ll need to listen (blog analytics, comments, etc) to hone in for what will consistently resonate with them.
I wanted to provide you with an example of the kind of post that will generate interest from prospective clients. Notice, it isn’t written about the agency. There is nothing about any of the agency’s 3 C’s … Credentials, Capabilities or Case studies.
This is a “resourceful posts” written for the benefit of the intended target audience. Much of the information for this type of post can come through your personal reading program that will keep you ahead of the wave of the trends impacting the advertising industry and its clients.
Your reading (using a RSS Reader) and writing program (agency blog) should be focused by having a specific target audience that you are writing to. If you start an agency blog without first answering the question, “Who is my target audience?” it will lack focus, be more difficult to find resources, harder to write, have less traffic and provide little if any new business leads.
Park Howell, president of Park & Co., a full service ad agency in Phoenix, AZ, provides an excellent example of an agency’s blog post written the right way: 6 Reasons Why Green Marketers Should Listen to their Mothers. I would encourage you to go ahead and read this post and I’ll give you some observations and additional examples below.
- A few thoughts regarding Park’s blog site … I like that the blog has a clear “descriptor statement” just under the title. You know immediately who and what the blog is for. It’s also personal more of a personal blog where Park is the face of his agency. People want to work with people they, know, like and trust.
- Not every post you write has to be original. This is a “resource” post that has information that is gathered and relayed to his best target audience. His blog becomes a repository of helpful information that is pertinent. Not every post has to be original content.
- The post title is written for SEO. If there is a consistency in utilizing “green marketers” in the post titles, Park has an opportunity to dominate this search term in Google.
- People tend to read differently online than they do in print, they scan. This post is easily scanned. Good, helpful, valuable and concise information. The writer has done the work for the reader and highlighted the important info.
- The author gives credit and links by to his original sources. He even provides accolades to the person who brought this information to his attention.
- Park has pulled together a great resource lists for his readers and asks others to share additions to it. He’s inviting participation.
- This post has the right “share buttons” that allow it to become viral and generate traffic beyond SEO. Park also repurposes his blog’s content and generates traffic through an email newsletter, Twitter, Facebook and LinkedIn apps.
Additional articles that may be of interest: