Content: The Greatest Opportunity for Marketing Agency Growth

By | October 3, 2011
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As highlighted in chapter 2 of The Marketing Agency Blueprint, “Transform Into a Hybrid,” content marketing continues to be a hot topic, and something we’ll frequently discuss on Marketing Agency Insider.

growthThe publishing of effective, captivating content is one of the greatest opportunities for agencies looking to differentiate themselves in the market, grow their business, or do both on behalf of their clients. 

Content Making Its Mark

When executed properly, content can become a sustainable competitive advantage that generates leads and builds loyalty.

Content marketing tactics include: blogging, case studies, eBooks, email marketing, newsletters, original reports, video, webinars, whitepapers and more.

In 2010, PR 20/20 tackled content’s role within integrated inbound marketing strategies in the web series “Driven by Content.” And in recent years, content marketing has taken hold as a mainstay, driving a movement and culminating in an international event, Content Marketing World, that took place this September in Cleveland. View takeaways from CMW.

The Agency Opportunity

“Although agencies have been clamoring for their share of digital budgets and influence in the areas of search, mobile, and social, content publishing has largely been overlooked. Agencies that provide strong, multimedia content services are a rare and valuable asset in the new ecosystem" (The Marketing Agency Blueprint page 32).

As the passage continues: there are many talented writers and content services available, but few that possess the wide range of capabilities needed to satisfy the core elements of effective business copywriting:

  1. Strategic
  2. Brand centric
  3. Buyer-Persona focused
  4. Optimized for search engines
  5. Technically sound
  6. Creative
  7. Results driven

View the full HubSpot post “7 Key Elements of Great Business Content.”

Discover More

Download the full chapter 2 (no registration required), and see pages 32-35, to learn more about the growth opportunities available in content, and what to look for when hiring writers for your team or project. Check out more about content marketing or visit the Content Marketing Institute.