Content Marketing Benefits Ad Agency New Business

Michael Gass Ad Agency New Business

Agencies talk about the value of content marketing but few are doing it and even fewer do it well.

I spoke recently, for the first time, at Content Marketing World Conference & Expo. There were over 4000 marketers from 50 different countries that participated. But, where were the ad agencies? They were noticeably absent from the largest content marketing event in the world.

Content marketing has exploded over the past four years. Especially after Coca Cola’s announcement of their global advertising strategy moving from creative excellence to content excellence.

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity.” Coca-Cola’s Content 2020 advertising strategy

Most agencies haven’t learned this lesson. To attract prospects requires creating content that has value. Content that prospects find helpful is far more appealing than self promotional content. Prospects are highly skeptical of agencies always looking to promote themselves.

Can agencies truly benefit from a commitment to content?

I put together this list of the benefits of content marketing for agency new business:

  • Develops an online community of prospects: A personal niche blog can provide small to midsize agency owners a perfect platform to create positioning of expertise which appeals to a very specific target audience. Think of it as a fishing expedition. You fish for a specific fish with a particular bait. You fish away from the boat (the agency’s website) so you don’t scare off the fish. This approach allows you to catch some really big fish. I recommend that the niche blog live offsite which will allow you to be more focused on a particular target group than you’d be willing to do through the agency’s website.
  • Increase awareness: My clients have found content marketing an essential element to developing their agency brand. It also allows them to maintain a brand awareness for their agency 24/7 without having to rely on disruption tactics of the past, such as cold calling.
  • Enhances credibility: The Fortune 500 companies have an average of 17 agency relationships. Why? They are looking for expertise. There’s a commonality among experts. They write. Content marketing allows you to gain a positioning of expertise quickly.
  • Builds Trust: I’ve been in business development the majority of my advertising career. I learned early on that prospects want to work with people that they know, trust and like. Content marketing coupled with social media, allows you to develop and deepen relationships with prospects. It’s important to allow them to personally get to know your agency’s brand leader.
  • Creates Value: Intrusive sales tactics are a turnoff. Content marketing isn’t intrusive because it provides helpful, rather than promotional, information that prospects appreciate. Creating relevant content for your audience boosts online traffic and accelerates new business opportunities.
  • Professional Development:Writing is difficult, but it’s worth the time investment because of the many benefits. I’ve been consistently doing content marketing since 2007. One of the biggest benefits is how it enriches me professionally. It accelerates the learning process, provides a focus and helps me to be more articulate. It allows me to develop and maintain a leadership position to my prospective client audience.

The number one reason for doing any sort of marketing is to increase business. Content marketing is the present and future for agency new business. It’s efficient, persuasive and best of all, it works.

Email me at michael@michaelgass.com if you’d like a copy of my guide, Seven Steps for Fueling New Business Through Social Media.

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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.

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