the secrets to agency content marketing success
TRANSCRIPT
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Keep Your Agency’s Strategy On Point
with Content Marketing
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Ben RatnerSenior Growth Marketing Manager
hubspot.comTweet: @benjratner
Kelsey RaymondPresident
influenceandco.comTweet: @Kelsey_M_Meyer
Meet Your Presenters:
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Introduction
Like any marketer, you want to be effective with your strategy so you can see real ROI for your agency.
The last thing you want to do is dive right in without thinking through every single element and factor that should contribute to its success.
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63%of B2B marketers do not have a documented strategy, while 61% of the most successful B2B marketers do (CMI Report).←
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CMI has also found that companies with a documented content strategy are:
• more likely to consider themselves effective at content marketing
• less challenged with every aspect of content marketing
• more likely to consider themselves effective with every tactic and social media channel
• able to justify a higher percentage of the marketing budget to be spent on content marketing
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The Impact of Content Marketing
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The Impact of Content Marketing
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One Key Metric:
Blog Content Creation ranked #2 at
53%
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The Impact of Content Marketing
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But what, exactly, does that look like here and now, in such a rapidly changing landscape?
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The Impact of Content Marketing
Key Takeaways:
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Creating consistently relevant content will:
• Drive New Traffic and Leads to Your Agency’s Website
• Contribute to Positioning Your Agency as a Thought Leader in Your Space
• Drive Brand Awareness
• Help to Educate Your Prospective Clients
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AGENCY A AGENCY B
16+ Blog Posts / Month 0 - 4 Blog Posts / Month
The Impact of Content Marketing
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New Leads → →
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Back to Basics
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Back to Basics
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Helpful Mindset Quality Ask Why
Basics to keep top of mind:
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Step One: Establish the Skill Set for your Agency’s Content Marketing Team
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Establish the Skill Sets – Content Marketing Team
Editor
Content Strategist
Project Manager
Social Media Manager
Publication Strategist
Additional Roles:
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Designer
Developer
Freelance Writers
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Step Two: Determine the Subject Matter Experts / Thought Leaders
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Determine SME’s / Thought Leaders
Content marketing is about connecting on a human level.
Companies don’t have ideas.
PEOPLE DO.
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Your Agency Thought Leader
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Step Three: Nail Down a Process
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Nail Down a Process
Establishing a workflow for content marketing ensures that everyone is working efficiently. Here’s how we do it:
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Ideating / Brainstorming Knowledge Extraction Editing
Optimizing for SEO Distribution
→
Approval from SME
Content Creation
Pitching to Publications
→ →
→ → →
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Nail Down a Process
Who approves content, and the process for approval?
Who is responsible for creating content? Who comes up with topics?
What is your process for distributing it?
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Nail Down a Process
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Helpful Tip: when looking for topics to cover, we recommend:
• Asking your sales team for barriers they experience in their calls and meetings.
• What sort of resources they would find useful in their discussions.
• Asking clients questions around what they could use further education on.
• Reading industry articles and trend reports.
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Step Four: Build a Network and Social Following
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Build a Network and Social Following
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It’s kind of pointless to create content if you have no one to share it with.
Building your agency’s distribution network is important
Social media and email marketing can lead to a substantial amount of website traffic
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Build a Network and Social Following
Open the Door to Various Publication Options and Award / Speaking Opportunities
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By Building Your Network, you:
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Build a Network and Social Following
Ways to Build a Network:
Utilize a Marketing Automation Software.
Build a List of Solid, Good Followers on Social.
Create a System to Grow Your Follower Base.
Use Paid Amplification.
Publish Content in Publications that Speak to Your Audience.
Partner with Other Agencies who Cater to a Similar Clientele.
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A Way to Measure Success
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A Way to Measure Success
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LeadGen
SalesEnablement
BrandAwareness
AudienceEngagement
Click ThroughConversion
Sales CycleContract Size
Sales
Social MetricsArticle View
CommentsSocial Metrics
CTR
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Get Started with HubSpot
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Get Started with HubSpot
HubSpot Free/Starter
This smaller, agile, starter platform helps agencies that are starting out small but need a way to track and measure inbound success.
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HubSpot Marketing Free Helps You Turn Visitors into Buyers
Capture every qualified lead.
• Add contact forms and pop-ups with ease – no coding required.
• HubSpot Marketing Free automatically captures form submissions, even if they come from a different tool.
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HubSpot Marketing Free Helps You Turn Visitors into Buyers
See who leads are and what they’re doing.
• When a lead submits a form, contact info from across the web is pulled in automatically.
• You’ll see how they arrived and what they viewed even before they fill out a form. When they come back, tracking picks up where it left off.
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HubSpot Marketing Free Helps You Turn Visitors into Buyers
Analyze and improve your conversions.
• Built-in analytics make it easy to learn which pages, offers, and traffic sources are driving the most conversions.
• See how many times leads visit before they buy, spot trends in how visitors navigate your site, and use those insights to drive more conversions.
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Free Inbound Marketing Software for More Leads and Conversions
Lead Flows HubSpot’s answer to pop-up forms. Add user-friendly pop-up forms with ease. No code required.
Dashboard A central hub for your marketing analytics. Learn which forms, pages, offers, and traffic sources are driving the most conversions
Collected Forms Already using forms? Fantastic. HubSpot’s form collector automatically captures submissions, even if they come from a different tool.
Contacts Database A single database for viewing and managing your interactions with contacts.
Kickback Emails Follow up on form submissions with a quick email (or use your own ESP.)
Integrations Easily connect to MailChimp, WordPress, Weebly, Drupal, Magneto and more with no extra dev work required.
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HubSpot’s Free CRM
Manage your pipeline of potential clients and speed up your sales team with the CRM that’s free, forever.
• Manage your pipeline with total visibility.
• Log sales activity automatically.
• See everything about a lead in one place.
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Free Vs. Starter Platform Pricing
Check Out HubSpot Marketing Free
Visit: hubspot.com/partners/marketing
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Visit: offers.influenceandco.com/hubspot
Grab the Ultimate Guide to Content Distribution
Get $500 Off Your First Month If You Sign Up By
Oct. 1st!
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Questions? Get in Touch with Us:
Ben RatnerSenior Growth Marketing Manager
hubspot.comTweet: @benjratner
Kelsey RaymondPresident
influenceandco.comTweet: @Kelsey_M_Meyer
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Thanks for Joining Us!
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