On top of all the content creation agencies do for clients, it is just as equally important to be creating as much (if not more) content in support of the agency itself. While a gorgeous Instagram feed is great, a more powerful content destination for prospective clients, talent and even media is through a company blog.
If the idea of managing yet another platform coupled with the concern that this takes time away from billable hours, here’s how we rationalize it at BLND: with all the incredible information, insights and expertise our teammates have, blog posts should not take more than 30 to 40 minutes to complete. Even though this time is not being billed, it will be compensated when an abundance of new revenue is coming in due to client recommendations, online professional networking, and increase in SEO because of the amount of content getting pushed out through our blog.
How: By writing blog articles that are relevant and related to your company, industry, and the services you provide, you become an instant resource for prospective clients. As you write consistently, using industry keywords, compelling headlines and sharing articles through social media, you support your agency’s discovery through organic search. This means that when a potential new client goes to search for a PR firm with your capabilities, their entry point could be through a blog article you’ve written called something like, “6 Things To Know Before Hiring a Lifestyle PR Firm.”
Another smart strategy is to write quick insightful reads that benefit a wider audience. Topics can include industry news, listicles of favorite products/apps, Tips and Tricks, How To’s, etc. Just be sure to write consistently.
One of the reasons why BLND believes in the importance of SEO content curation is because we have been able to secure new business by having written blog content with SEO keywords towards the industries we represent. Within the first month of posting this way, we signed three new clients. Increasing search results for your agency will increase new client leads. Simple as that.
How: Instead of waiting for an award submission or pitching a trade publication to cover your latest accolades, write up the news yourself.
Current clients always love to know what their agency is up to and potential new clients want to get to the know the personality of the firm they may want to be working with soon. Take a screenshot of the press hit or the blogger/influencer who has shared the company’s services/product and create a blog post around it. Summarize the press hit and highlight the company’s name by linking it back to their website. Make sure to not only do this for your clients but for your company and teammates as well. If your agency has a press hit or has a mention elsewhere, highlight that in a blog post. Your agency news is just as important as client news.
Within the first month of posting this way, we signed three new clients.
How: Utilize the best writers on your team to write content for the blog, invite top photographers to create stock photography to accompany articles and have your social media team weigh in on shareable headlines. A company blog is a place where your employees can demonstrate their skills and where you can trial out new plugins or media (cinemagraphs, anyone?). If the blog is a clear agency priority and a place for creative expression, team members will be eager to participate. Consider a weekly employee profile, “links we love,” “product essentials” or even playlists. This type of lifestyle and career content helps give a face to the name and a unique voice to the company, humanizing the people behind the services provided.
Convinced? Hold a team meeting to develop an internal blog strategy. Determine a goal, develop recurring topics, decide on a manageable post-schedule and how you will determine success. A shared blog calendar will help you to keep track article ideas and assignments. Then, it’s time to install a blog on your agency website and publish your first post!
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