Line up 100 managers, and all but six will tell you that content marketing is critical to their business strategy. At the same time, they’ll probably agree that landing an exceptional content marketing candidate is more difficult than training a cat to use the toilet.
So, what’s the problem?
Colleges, universities, and other educational institutions are prepping students for a host of positions, but few include the heavy-duty, highly evolved content marketing roles that modern companies and agencies are looking for. Instead, their curricula tend to focus on business marketing and professional writing — great skills, sure, but only part of today’s content marketing ecosystem.
As a result, top content marketers are being wooed and snatched up before most employers can even post their Indeed advertisements. Despite these hiring challenges, agencies need to press forward to discover a way to bridge the content marketing talent gap — or risk missing major opportunities to grow their businesses.Read More
This is a guest post from Kate Richling. Kate is a Co-Founder and CMO at Birdsnest, the only strategic performance management suite built for agencies by agencies – creating a single source of truth between agencies and marketers. You can contact Kate on Linkedin or at firstname.lastname@example.org.
Alicia Hatch, CMO of Deloitte Digital, recently wrote for Digiday that the old adage ‘Branding is everything’ is now ‘Everything is branding.’ This translates to significant change for the role of CMOs. With growing expectations from the rest of the C-Suite for marketing to garner business-level results, marketers and their service providers must be more strategic than ever.Read More
This is a guest post from Kate Richling. Kate is the head of marketing for Birdsnest, a strategic marketing and business attribution tool for agencies. With Birdsnest, your Client Services team can bank, manage and track client activity and opportunities – turning every relationship into a strategic one. You can contact Kate on Linkedin or at email@example.com..
Research has shown much of the C-suite believes marketers and their agency partners live in a creative and social media bubble according to the Fournaise Group. In an effort to provide instantaneous results, they’re too focused on parameters like impressions, shares and downloads, the kind of data deemed “interesting, not critical” to the C-suite. It’s a major challenge when you consider the shifting responsibility of CMOs to deliver on business-quantifiable outcomes.
Expectations for today’s CMO and required capability sets are shifting, upping the ante on demonstrating ROI and impacting business outcomes organization-wide. While consultancies continue to swallow up creative agencies, and other agencies founded and built on digital respond with consultancy-like services, often under the moniker Business Transformation, the race is on for client dollars. And who can blame any of us for trying – considering advertisers spent over $600 billion last year according to eMarketer.Read More
Argh. You just finished a call with another unhappy client, trying to smooth things over.
You promised them free work to keep them happy, but that’s going to make the overall project unprofitable… and now you need to break the news to your team.
What’s going on here? The truth is, you’ve made a key agency management mistake. You’re putting clients first, at your agency’s expense.
When you make that choice, the outcomes are predictable—unprofitable work, low team morale, and stress levels through the roof. So how do you turn things around? The key is to shift your priorities.
This is a guest post from Joe Olsen. Joe is the CEO of Birdsnest, an agency growth tool, built by agency veterans for agencies. With Birdsnest, dubbed The Client Services Engine, empower your agency team to manage, measure and grow strategic client relationships. You can get in touch with Joe on Twitter and LinkedIn.
Let’s start with a fact. Successful agencies create revenue through the ability to generate profitable business with new clients but also within current relationships. Show me your New Business and Client Services team, their processes and tools, and I can tell you how far you’ll go, your capacity for growth and your ability to thrive in this cutthroat industry.Read More
This is a guest post from Drew McLellan. Drew leads the Agency Management Institute, which advises advertising agencies on how to grow and build profitability. He can also be reached via LinkedIn and Google+.
Did you complete your time sheet today? Did your employees?
If your answer is “no,” your agency is missing out on a crucial opportunity to increase profits and productivity. There are consultants out there who think agency folks shouldn’t have to do time sheets, but they’re wrong.
People are your biggest asset and your biggest resource, but they’re also your biggest expense. Consistent use of time sheets is the only way to know how your employees are spending their time and whether that time is well spent. Without the use of time sheets, you cannot evaluate the performance of your business — both how your assets and resources are being applied and how profitable your clients are with respect to your time investment.Read More
This is a guest post from Jason Brewer (@jaybrew). Jason is founder and CEO of Brolik, a digital agency in Philadelphia. As an entrepreneur, Jason is passionate about helping other business owners navigate the complicated journey of owning a business and developing strategies to grow their brand.
Ask agency owners about their pricing strategies and they might look at you with a blank stare. That’s because agency fees are commonly based on inputs, and are lacking any form of strategy for maximizing the skill and performance of their team to increase profit.
Agencies need to be open to new compensation models that align their goals with those of their clients. Pricing based on an input like a billable hour puts a ceiling on potential profit and creates a perception that the agency’s service is a commodity.
When it comes to pricing strategy, the hourly rate says commodity.Read More
Omnichannel marketing presents consumers with one clear, unified message across all platforms. Whether your client’s target consumer is on her phone, her laptop, or her couch with the TV in front of her, an omnichannel campaign will reach her. The idea is that each platform provides lift to the others, increasing user engagement, brand awareness and, of course, sales.Read More
Guest post from Nick Rojas.
Are you ready to expand your agency to other countries? If so, you’re going to be working closely with people who have diverse cultures and communication styles.
As you pursue this step, you’ll experience unfamiliar laws governing the hiring process, employee rights and benefits. Even if you relocate employees from the U.S. to the country of business, you might be surprised at the new strategies you’ll have to employ. Your market may respond differently than they do in the U.S. Add to that the challenge that can come with the lack of in-person communication, and you have your work cut out for you.
At the same time, if your business is ready to take this step, it can be very beneficial, both financially and as a multicultural experience.
As you pursue this new adventure, make sure you’re prepared. Below, we’ve put together five ways to ease the challenges and maximize the benefits of globally expanding your workforce. Read on, and let us help you in your venture!Read More