Good question!
Like any other endeavor, there is no "one size fits all" winning formula for agencies and their clients. But, you might make an argument that some principles and techniques seem to apply universally. There is also a lot of advice about the topic out there, lucky for you.
I came across an article by Jay Baer of Convince & Convert (you may have heard of him) that breaks it down nicely. It explores the new commitment to content that many agencies are making, and what it takes to be successful at it. Like all recipes, there are many variations and they all produce something good. But they all work off of the same core ingredients.
Whether you are an established marketing agency already producing content for thousands of clients, an existing traditional agency starting to branch out into content marketing, or just getting your brand new agency off the ground, you can take these principles and strategies and adapt them to your clients' content needs, as part of a comprehensive content marketing campaign.
Ask yourself:
- Can my agency produce enough content so that clients can blog at least three times a week?
- Do we have the human and monetary resources necessary to "decentralize the content" i.e. publish to many channels?
- Can we establish and maintain clients' presences on social media and other Internet gathering places?
- Is senior leadership willing to get involved in content creation, or are they going to sit on the sidelines?
- Can we make a commitment to the ongoing production and distribution of powerful, problem-solving content? Are we going to make content marketing a priority?
Sound too expensive? Jay covers that as well.
Check out his tips for successful content marketing for agencies.
