As a digital agency owner it's easy to get stuck "in" the business instead of working "on" the business.
We pump out content for our clients – like clockwork.
But when it comes to creating content for our own business.. Crickets.
Blogging can be the most important tactic for your agency, but only a few do it right.
Why should you bother with blogging? Do you yearn for increased leads? How about staying relevant in the ever-evolving industry?
In this post we're going to give you a proven framework to create engaging 'product-led' content that builds your authority and new agency business.
The Importance of Blogging for Digital Marketing Agencies
So, you're running a marketing or advertising agency. You've got the talent, the skills, and an impressive portfolio to boot. But have you considered blogging as part of your strategy? If not, it's high time you did.
The Role of Blogs in Agency Marketing
Digital marketing and marketing agency blogs aren't just online diaries or industry news anymore; they are a powerful tool for agencies to promote their services and establish industry authority. When done right, blogs can position your creative agency as a thought leader in digital marketing for whatever niche you specialize in.
No haphazard blogging here. Each piece needs to offer value - solve problems, provide insights, or give practical advice related to your field. This way, potential clients will see that working with your creative agency means partnering with experts who understand their challenges and know how to fix them.
Our agency, Journeyengine, is a digital marketing agency focused on edTech startups.
Our agency blog has been our number one source of inbound leads this year – driving over $300K in new business in the past 6 months alone.
How do we do it? By obsessing about helping edtech marketers solve their biggest problems.
Blogging as a Lead Generation Tool
If being seen as an expert wasn't enough reason already (it should be.), consider lead generation another feather in blog's cap.
You see, when people learn how to solve their problems from your content, they start seeing value in what your agency offers without feeling like they're being sold anything directly. It's like letting them sample some delicious cake before asking if they'd like more – chances are pretty good that many will say yes.
We found that blogging is considered one of the best uses of agency marketing resources by industry professionals. That's because a single well-crafted post can attract potential clients, boost your SEO ranking, and position you as an authority in your field – talk about hitting multiple birds with one stone.
You can tell that this concept is our bread and butter just by looking at our home page.
Using "Product-Led" Content to Drive Agency Business
The world of marketing is evolving, and using product-led content isn't just another trend in the marketing landscape—it's the future for marketing firms looking for bottom-line results. But what does it mean to be 'product-led'? It's about showcasing your products or services through content that provides value, solves problems, and drives business growth.
Creating Engaging "Product-Led" Content
Blogging is a great way to demonstrate your products or services with content that gives value, solves issues and advances business development. Rather than focusing on content marketing strategies with hard sales pitches, or content that has nothing to do with your product, aim to educate your audience about how your offerings can help them overcome their challenges.
You don’t need grand gestures or dramatic revelations. Instead, tell stories that make people see themselves in situations where they could use—and benefit from—your product or service.
An important factor here is understanding the difference between features and benefits. Features are characteristics of a product; benefits explain how those features provide value. Take our agency for example.
Feature: We create content for edTech companies.
Benefit: Build authority and generate leads with organic traffic – in under 30 days
Blogging with this approach will naturally weave SEO keywords like 'product-led content,' 'provide value,' and 'drive business' into your articles without feeling forced or unnatural because they align directly with the core purpose: highlighting what makes your agency’s offering valuable.
A Real-World Example of Product-Led Blogging for Agencies
We spoke to many marketing directors about their biggest problems in developing an edTech marketing strategy.
We found that one of their first challenges was to see how they stacked up against the competition.
So we created a tool specifically to help with that, and tied it back to the service we offer (SEO).
The search volume wasn’t huge for this topic. But that’s not what’s important.
The few prospects who did land on this page were edTech marketers.
And in addition to organic traffic we also repurpose this post to create dozens of social media promotions, outbound sales messages and more.
And it converts like hotcakes.
Embrace 'product-led' blogging to drive growth. Showcase your offerings by creating valuable content that solves problems, not just hard sales pitches. Tell relatable stories and highlight the benefits of your products or services over features. This approach boosts SEO for terms that will actually drive business and gives you endless content to repurpose on social media platforms and other channels.
Identifying Your Ideal Client Profile (ICP) Pain Points Through Blogging
Blogging is not just about sharing information, it's a strategic tool for understanding your ICP. It can help you uncover their pain points, the challenges they're struggling with.
Strategies for Identifying ICP Pain Points
To truly connect with your ideal client profile (ICP), you need to understand their problems.
The best method of identifying these elusive ICP pain points is by simply talking to your best clients.
What do they struggle with when trying to accomplish what your service provides?
What is the key benefit they are looking to achieve?
This isn’t rocket science, but it definitely helps to have a process. Check out customercamp if you want to full scoop on this.
Make sure you are in communication with your agency’s accounts/client success as well as your sales teams.
Their inputs will be important as they should know your clients pain points inside and out.
Let's not forget, a vital fact we should keep in mind is the importance of creating content.
Key Takeaway: Uncover your Ideal Client Profile's pain points by talking to them directly. Make each post an exploration of what troubles them most. Then talk to your sales, accounts and customer success teams. This input is the most critical component of creating content that will drive business for your agency.
Utilizing Video Interviews for Blog Content Creation
Ever thought of transforming your video interviews into insightful blog posts? If not, let's explore this idea. It might be the fresh twist your content needs.
Transcribing Video Interviews into Blog Posts
Video interviews can be a great way to get insight from specialists and people with influence in the industry. However, there is still more potential to be unlocked from these conversations. These recorded conversations can serve as a starting point for creating engaging blog content too.
This is the now the backbone of our content strategy at Journeyengine.
Every week I sit down with a subject matter expert, prospect or client to discuss their approach to solving pain points. Then I transcribe that interview and turn it into a written content piece.
The last one we did was an interview with our client mentor.cam on how to raise funds for an edTech startup.
Transcription software like the one offered by Riverside.fm is handy in turning these verbal exchanges into written words - the backbone of any good blog post. This method also adds a personal touch that readers appreciate.
The beauty of transcriptions lies in their versatility. They provide direct quotes which add authenticity to your content and support key points you're trying to make. In the age of AI video interviews are a surefire way to break through the noise in an authentic way.
You can even chunk out sections based on themes discussed during the interview – making it easier to form structured paragraphs with natural transitions between topics. Remember: clarity is king when it comes to keeping reader engagement high.
In terms of SEO benefits, Google loves originality. Transcribed videos present unique phrasing opportunities hard-to-duplicate by competitors. Just remember always optimize keywords naturally within text.
Making Your Blogs More Interactive with Embedded Videos
No need for readers' imaginations here; why not embed parts (or all) of the actual interview within relevant sections? Multimedia elements increase dwell time - helping boost those all-important search rankings.
For example, we break a single 45 minute interview down into 4-5 shorter subtopics. Like; “the biggest Mistakes in EdTech Funding” and “MentorCam’s funding journey”.
These videos can be repurposed for social promotion and within your blog content.
Another perk? The added bonus of catering to both auditory and visual learners. Some folks might prefer reading the text, while others would rather listen or watch.
Keep in mind that video marketing statistics indicate an increase in user engagement with video content, especially on mobile devices. Hence, this approach yields beneficial outcomes for all involved.
Transform your video interviews into dynamic blog posts. Use transcription software to convert spoken words into text, adding authenticity and a personal touch. This strategy can lead to high-quality blogs with unique phrasing opportunities that are SEO-friendly. For more interactivity, embed portions of the interview in relevant sections, catering to different learning styles while boosting engagement and search rankings.
Enhancing Your Blog Content with Keyword Research Tools
Your blog content is a golden goose. But without the right tools, you might just end up laying regular eggs instead of gold ones. Keyword research tools are your secret weapon to refine headers and improve your SEO (Search Engine Optimization).
Choosing the Right Keyword Research Tool
The first step in refining your headers is selecting an effective keyword research tool that aligns with your needs. No two people are the same; different approaches suit different individuals.
Consider Ahrefs' Keywords Explorer, or SEMrush’s Magic Tool. They’re not wizards waving magic wands around (although sometimes it feels like it), but they offer deeper insights into search trends and competition data which can help fine-tune your approach towards keywords.
How To Use The Chosen Tool Effectively?
Now let’s assume you’ve picked out a shiny new toy – er, I mean keyword tool – now what? How do we use these things anyway?
To start off on this magical journey to better SEO performance, we first need to generate a list of keywords. Type in the main topic of your blog post into your tool and let it do its thing. It's like asking a fortune teller about your future - you'll get predictions (in this case, keyword suggestions) based on historical data.
Not only will these tools suggest a boatload of related keywords, but they'll also dish out stats on their search volume and more.
Imagine your blog content as a golden goose. For it to lay those precious eggs, you need the right tools - specifically, keyword research tools. You've got choices from tried-and-true options like Google's Keyword Planner to high-tech solutions such as Ahrefs' Keywords Explorer or SEMrush’s Magic Tool. Pick what suits you best and then put it into action: create a list of
FAQs in Relation to Blogging for Marketing Agencies
How do I write a blog for a digital marketing agency?
To write an effective blog, focus on your audience's needs. Share valuable insights about the industry and provide actionable solutions to common problems.
Can a blog be used for marketing?
Absolutely. Blogs are potent tools in inbound marketing. They help drive traffic, nurture leads, and position your brand as an industry leader. You can also break your content inteo smaller subtopics and repurpose it for promotion on social media, outcound and other channels.
How do I start a marketing blog?
Select relevant topics based on keyword research. Create high-quality content that provides value to readers. Consistency is key - so keep posting regularly.
What is a marketing blogger?
A marketing blogger creates engaging content aimed at promoting products or services while offering readers useful information within the niche.
Blogging for marketing agencies is no longer optional, it's essential.
Remember the role of blogs in agency marketing? They're key to promoting your services and cementing industry authority.
Most importantly, we can't forget about making sure your content is 'product-led'. This strategy gives value while highlighting what you offer.
The power of blogging shines when you identify your ICP pain points by talking to your sales and accounts teams.
Add video interviews into the mix and your blog content creation goes up a notch. Who knew transcriptions could be so insightful?
Finally, remember keyword research tools are crucial for refining headers and improving overall content quality.
All these elements together make blogging an effective tool in driving business growth!