The Agency Growth Blog - For Owners Who Want Growth

You Need To Drive Leads For The Agency But Resources Are Tight. How Do We Optimize Content Creation?

To answer the question in the headline, you can never have too much content for your agency’s own content marketing and lead generation efforts.

However that’s not helpful because I know most of you can’t create as much content as you’d like and by the way, this applies to your clients too. Almost no client can spend as much as you’d like them to spend on content creation.

So how do you know how much is needed to move the needle and how far is that needle going to move?

Having run an agency for over 16 years, it’s clear that today the agency business is harder than ever. One of the biggest challenges is differentiating your agency from other agencies.

One of the other challenges, especially for smaller agencies, is creating enough content and enough thought leading content to get your prospect’s attention, drive search engine optimization and conversion on your website.

Writing a book might be one way to both differentiate and create content at the same time.

Here are some of the concepts you should consider if you’re looking to elevate your agency, thinking about writing a book or if you’re in the process of writing a book.

The other day I was speaking to an agency owner who was proud to announce he didn’t write any website copy for his website development projects. I also see agencies who continue to outsource content to freelancers and services like Writer Access or Zerys. It seems like more and more agencies are recognizing the challenges associated with content creation and simply punting the task to someone else.

It’s hard to argue the economics associated with punting content to someone else. Clients are constantly changing their minds, over editing, rewriting their own edits, pivoting their entire marketing strategy in the middle of content creation and simply being overly picky. Not being responsible for content also does wonders for lowering your monthly investment requirements too and being very competitive on website projects.