How to sell blogging packages to inbound marketing clients

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For inbound marketing agencies, blogging will be the most common form of content production as a service. To avoid competing on price, agencies can package blogging services as part of an overall process to grow their client's business, and charge a premium.

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How to sell blogging packages to inbound marketing clients

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to sell blogging packages to inbound clients. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions
  3. 3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. www.contentmarketingblueprint.com What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Question: How can I sell blogging packages to my inbound marketing clients? www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com First, what is the role of blogging.
  9. 9. www.contentmarketingblueprint.com Attract by answering questions
  10. 10. www.contentmarketingblueprint.com Agency services overview  Strategy services (Buyer persona, CMB, Website optimization plan  Development Services (Inbound Engine)  Support Services (Content creation, consulting, PR, Social Media)
  11. 11. www.contentmarketingblueprint.com Symptoms  Low % organic traffic  No organic traffic growth
  12. 12. www.contentmarketingblueprint.com What are some blogging packages?
  13. 13. www.contentmarketingblueprint.com Here are 4 blogging packages we offer at IMR  8 articles per month: Written by agency  8 articles per month: Written by client and supported by agency  4 articles per month: Written by agency  4 articles per month: Written by client and supported by agency
  14. 14. www.contentmarketingblueprint.com Sample 8 article blog package (process repeats every week for 4 weeks) Regular Blogging (2x per week)  Weekly subject matter expert interviews  8 blog posts per month written by IMR  Image selection  Keyword optimization  Meta data optimization (titles and descriptions)  Subscriber List Management Interview IMC creates 2 outlines for client approval Writer creates content Client reviews blog for approval IMC optimizes and posts blog Client can choose to take over these steps!
  15. 15. www.contentmarketingblueprint.com Selling a blogging package
  16. 16. www.contentmarketingblueprint.com What you DON’T want! Don’t selling blogs! Sell a process for growing their business…
  17. 17. www.contentmarketingblueprint.com Selling tip… Identify an internal writer for the client as early as possible in the sales process.
  18. 18. www.contentmarketingblueprint.com Scope of work
  19. 19. www.contentmarketingblueprint.com Roles  Client’s subject matter expert  Project manager (Inbound Marketing Consultant)  Content manager (in house or outsource)  Content Writer (in house or outsource)
  20. 20. www.contentmarketingblueprint.com Overall process 1. IMC interviews client subject matter expert for 30 minutes 2. IMC creates two blog briefs for the content manager 3. IMC sends blog briefs to client for feedback 4. Client adds feedback to blog briefs and sends back to IMC 5. Content manager reviews briefs and sends to writer 6. Writer creates first draft of blog 7. Content manager edits first draft of blog 8. IMC sends 1st draft of blogs to client for feedback and approval 9. Client gives feedback on blog articles 10. IMC or content manager finalizes the posts (depending on edits) 11. IMC locates images and posts to HubSpot
  21. 21. www.contentmarketingblueprint.com Project manager overview  30 minute interview: .5 hours  Create two blog briefs: 1 hour  Locates images and posts blogs: 1 hour Total time investment: 2.5 hours 4 blog package: 5 hours 8 blog package: 10 hours
  22. 22. www.contentmarketingblueprint.com Content manager overview  Review briefs, edit and send to writer: 1 hour  Edit first draft of blogs: 1 hour  Finalize posts: .5 hours Total time investment: 2.5 hours 4 blog package: 5 hours 8 blog package: 10 hours
  23. 23. www.contentmarketingblueprint.com Client overview  Feedback on blog briefs: .5 hours  Approval/edits to first drafts: 1 hour Total time investment: 1.5 hours 4 blog package: 3 hours 8 blog package: 6 hours
  24. 24. www.contentmarketingblueprint.com Writing budget (Freelancers) $60 per article Zerys.com Writeraccess.com Job boards…
  25. 25. www.contentmarketingblueprint.com Pricing and Timeline (Monthly Packages) Gross Margins: 54%-58%  8 blog package: $3,620  8 blog support package: $2060  4 blog package: $1,810  4 blog support package: $1030
  26. 26. www.contentmarketingblueprint.com Download the asset  Proposal copy  Step by step guide to delivering the service(s)  Blog brief template  Cost breakdown www.contentmarketingblueprint.com/blog
  27. 27. www.contentmarketingblueprint.com Next Session: Tuesday July 1st @ 3:00 PM EST “How to sell monthly blogging services” Sign up at: www.contentmarketingblueprint.com/2014- webinars

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