6 Simple Steps for Using Content Marketing to Attract Ad Agency New Business

Michael Gass Plan for Ad Agency New Business Social Media

Relevant and valuable content will attract a clearly defined and understood target audience.

Content marketing is an overarching term that involves the creation and sharing of content for the purpose of engaging your prospective clients. Educating your potential clients results in building your agency’s brand awareness and recognition as a thought leader and industry expert. The primary objective is lead generation for new business opportunities.

Here are 6 steps for using content marketing to attract prospective clients:

  • First, define your target audience
  • Second, determine what are their marketing and advertising challenges, “what keeps them up at night”
  • Third, create a blog as your central communication platform that becomes a repository of information, “a one stop shop” that provides consistent solutions, rich helpful content
  • Fourth, continually measure how well you’re doing and adjust as you go
  • Fifth, “Jump start” your blog’s traffic, accelerate its growth by repurposing content through other social media channels such as Twitter, Facebook, LinkedIn using third party tools to that help to make the process easy to manage and time efficient.
  • Sixth, now, what you’ve done for yourself, do for your clients

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About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. I guess maybe it falls under define your target audience but more needs to be said for well researched and choreographed keyword/demographic analysis as the primary first step.
    need acute detail on where they are searching, what they are searchi9ng for, what their learning searches and what their buying searches are, measuring the depth and quality of the competition the whole way.
    getting out of your head, out of your jargon and into the emotional and financial needs of your client and knowing what differences exist between what they SAY they want and what they SPEND their money on is the foundation of a profitable campaign.

  2. If the goal of an agency’s content marketing strategy is to amplify its unique and unifying subject-matter expertise (whatever its particular, defensible niche), why wouldn’t the hub be a published book instead of a blog? (especially since we’re “all” publishers now…)

    Just seems odd that in a discussion about content there is no mention of published, third-party endorsed books. Done right, they can spawn all the same children, including blog posts. Plus, they’re timeless and rarely thrown away.

  3. Jim Signorelli says:

    Excellent comment Bryan!

  4. John, I would certainly recommend a book but not instead of a blog but in addition to it.

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