You need to do this one thing to build your ad agency’s brand …

 writing for ad agency new business

If I were the owner of an advertising, digital or media agency, to build my agency’s brand, I would WRITE! 

This isn’t a new discovery for me. Since the beginning, I’ve written my way into a thriving new business consultancy. My blog provides a consistent flow of inbound leads. I’ve never had to make a cold call for any new business. The reason – I’ve always written helpful content to a clear-cut audience.

“Fortune 500 companies have an average of 17 agency relationships.” Association of National Advertisers (ANA)

Prospects are looking for expertise. The commonality among experts is they WRITE! There isn’t a more effective way to build your brand than by becoming a thought leader to a specific target audience.

Agencies understand the importance of building a brand and creating a differentiated market position but they seldom do it for themselves.

Since 2007, I’ve worked with well over 200 agency owners to create content for new business. The process helped them to better define their audience, create a strong point of differentiation and gain a positioning of expertise quickly.

I’ve known of Michael and his work in helping creative firms improve lead generation through social media for a few years now (I finally met him earlier this year) but recently I started to get reports from agency principals who had worked with him. I was surprised to learn that the impact Michael was having on their businesses was not in their use of Twitter, Facebook or LinkedIn but in transforming the principals into writers who write meaningful content. – Blair Enns, author of  The Win Without Pitching Manifesto

Last year, it seemed like everyone jumped on the content marketing bandwagon. Almost 90 percent of companies now see the importance of content marketing and have implemented it in some way, allocating about 25 percent of their marketing budgets to their content efforts. However, most fell into the trap of creating content for the sake of creating content.

Ad agencies are target-less. They have no definitive audience. The content being written is generic. This kind of target-less content has very little appeal and receives virtually no traffic.

Small to midsize agencies all look and sound the same. They have no real point of differentiation. For agency owners who want to differentiate their agency, the best way to do it is by WRITING!

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photo credit: learning via photopin (license)

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.

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