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The Secrets To Agency Content Marketing Success

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Agencies tend to put their clients first. But here's everything you need to make sure you're focusing on your own content marketing efforts.

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The Secrets To Agency Content Marketing Success

  1. 1. Keep Your Agency’s Strategy On Point with Content Marketing
  2. 2. Ben Ratner Senior Growth Marketing Manager hubspot.com Tweet: @benjratner Kelsey Raymond President influenceandco.com Tweet: @Kelsey_M_Meyer Meet Your Presenters:
  3. 3. 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. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  4. 4. 63% of B2B marketers do not have a documented strategy, while 61% of the most successful B2B marketers do (CMI Report).← influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  5. 5. 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 influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  6. 6. The Impact of Content Marketing
  7. 7. The Impact of Content Marketing influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot One Key Metric: Blog Content Creation ranked #2 at 53%
  8. 8. The Impact of Content Marketing influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot But what, exactly, does that look like here and now, in such a rapidly changing landscape?
  9. 9. The Impact of Content Marketing Key Takeaways: influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot 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
  10. 10. AGENCY A AGENCY B 16+ Blog Posts / Month 0 - 4 Blog Posts / Month The Impact of Content Marketing influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot New Leads → →
  11. 11. Back to Basics
  12. 12. Back to Basics influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Helpful Mindset Quality Ask Why Basics to keep top of mind:
  13. 13. Step One: Establish the Skill Set for your Agency’s Content Marketing Team
  14. 14. Establish the Skill Sets – Content Marketing Team Editor Content Strategist Project Manager Social Media Manager Publication Strategist Additional Roles: influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Designer Developer Freelance Writers
  15. 15. Step Two: Determine the Subject Matter Experts / Thought Leaders
  16. 16. Determine SME’s / Thought Leaders Content marketing is about connecting on a human level. Companies don’t have ideas. PEOPLE DO. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Your Agency Thought Leader
  17. 17. Step Three: Nail Down a Process
  18. 18. Nail Down a Process Establishing a workflow for content marketing ensures that everyone is working efficiently. Here’s how we do it: influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Ideating / Brainstorming Knowledge Extraction Editing Optimizing for SEO Distribution → Approval from SME Content Creation Pitching to Publications → → → → →
  19. 19. 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? influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  20. 20. Nail Down a Process influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot 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.
  21. 21. Step Four: Build a Network and Social Following
  22. 22. Build a Network and Social Following influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot 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
  23. 23. Build a Network and Social Following Open the Door to Various Publication Options and Award / Speaking Opportunities influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot By Building Your Network, you:
  24. 24. 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. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  25. 25. A Way to Measure Success
  26. 26. A Way to Measure Success influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Lead Gen Sales Enablement Brand Awareness Audience Engagement Click Through Conversion Sales Cycle Contract Size Sales Social Metrics Article View Comments Social Metrics CTR
  27. 27. Get Started with HubSpot
  28. 28. 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. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
  29. 29. 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.
  30. 30. 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.
  31. 31. 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.
  32. 32. 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.
  33. 33. 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.
  34. 34. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot Free Vs. Starter Platform Pricing Check Out HubSpot Marketing Free Visit: hubspot.com/partners/marketing
  35. 35. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot 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!
  36. 36. Questions? Get in Touch with Us: Ben Ratner Senior Growth Marketing Manager hubspot.com Tweet: @benjratner Kelsey Raymond President influenceandco.com Tweet: @Kelsey_M_Meyer
  37. 37. Thanks for Joining Us! influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot +

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