Original content is by far the most difficult and important tactic to fuel ad agency new business through social media.
Speakers for Content Marketing World 2011, recently shared some of their biggest content marketing challenges in a pre conference Q&A orchestrated by Content Development Director of the Content Marketing Institute. I’ve pulled some of the best challenges and insights from among these speakers.
Here are the top 10 to help with your content marketing challenges:
1. Quality Content
‘The very act of staying focused on quality is one of the most important things you can do if you’re serious about your craft.” Susan Blue, @susangrayblue.
Lots of agencies soon become lazy in content creation. If you can’t see the value and won’t commit the time you won’t have success with content marketing for new business.
2. Understanding Your Audience
Understanding your customers well enough to develop content that is useful and relevant for them. Allison Bolen, @alisonbolen.
One of the first things you MUST do is to identify who your audience is. Most agencies are generalists. They want to appeal to EVERYBODY. If you try appealing to everyone you won’t appeal to anyone. No appeal, no online traffic = no new business leads.
3. Keeping Your Objective Top of Mind
It is critical to always keep your business objectives top of mind and use them to guide your content strategy. Cam Brown, @CamBrown1.
If you want to greatly boost agency network and referral business, social media is key and the cornerstone for your social media initiatives should be in content development. If not, social media can be a great waste of time.
4. Empowering the Time and Resources
Being allowed by their superiors to take the time, energy, and resources to do it right. CC Chapman, @cc_chapman.
Agency principals must first be convinced of the value of content creation for agency new business, then be willing to commit the right person(s), time and resources toward it.
5. Resources and Focus
Unless a marketing organization has the resources and focus to get content created, it will always be difficult to accomplish content marketing goals. Pawan Deshpande, @TweetsFromPawan.
The tighter your niche, the easier content creation will become. Less time, a better focus and a greater return on the time invested.
6. Creating an Internal Process
With content, and the evolving forms of content for customer engagement, it’s critical that there’s a process internally that enables successful creation and delivery. Barbara Gago, @BarbraGago.
Content creation will require a system for your agency to have success. Create and implement a plan of action: One person who is responsible, realistic goals and objectives set, resources gathered and organized, plan your work and work your plan.
7. Having an Initial Base of Content
It’s incredibly difficult to develop interesting and relevant campaigns if you’ve not built a library of content that you can pull from throughout the fiscal year. Nate Riggs, @nateriggs.
When I consult with agencies, creating a new business program fueled through social media, the first thing I have them do is create 60 blog posts in 60 days. It then gives us our library of content that we can repurpose through many other channels and have a base that fresh content is consistently being added. Also, when you create this initial library of content within a short time frame, helps to work out the bugs of your internal processes.
8. Writing Content that Will Relate
Learning to write and communicate in a way that is completely and utterly on the level of their audience, not the level of the industry professional.Marcus Sheridan, @TheSalesLion.
Agency’s are bad about using agency speak, when talking and presenting to prospects. Agency speak doesn’t resonate with prospects and isn’t very appealing. They tend to carry over this habit when creating online content. They will need to learn to write in a manner that is reflective of the audience you are trying to reach.
9. Just Doing It
Most people seem to know what they should be doing; the trouble is actually getting it done. Consistency counts for everything.Todd Wheatland, @ToddWheatland.
If you can’t be consistent, your efforts are going to be in vain. As you create a program for content creation you should think in terms of “what is sustainable when our agency is at its busiest”. So begin this process with an action plan, using the K.I.S.S. principle. A plan is just a plan until its executed, so set dates and get started.
Consistency is much more important than perfection. It will be much easier to make changes if you get the process moving.
10. Presenting the Right Content, to the Right Audience in the Right Ways
Consistently coming up with new, timely, interesting ways to present the right content to the right audiences. Arnie Kuenn, @ArnieK
Currently an agency blog is one of the best platforms for delivering content to your prospective client audience. This will evolve and change over time. Other ways that you can disseminate content landing pages, email newsletters, Twitter, Facebook, LinkedIn, Google +, etc.
For additional information and helps, click on the following link to read Michele Linn’s article, Content Marketers Reveal Their Toughest Challenges, written for the Content Marketing Institute. I would also encourage you to explore the Content Marketing, a great resource for how-to of content marketing.
Additional articles to help with your agency’s content creation:
- 10 Idea Starters to Keep Fresh Content Churning
- 2011 Trends: Content Marketing Is Critical to Ad Agency New Business
- 10 Ways to Create An Ad Agency Blog That is Reader-Centric
- 6 Simple Steps for Using Content Marketing to Attract Ad Agency New Business
- 6 Writing Tips to Make Your Ad Agency’s Blog Effective for New Business
- 21 Blog Post Writing Tips for Ad Agency New Business
- The Four Great Laws of Copywriting for Ad Agency New Business