the secrets to agency content marketing success

Keep Your Agency’s Strategy On Point

with Content Marketing

Ben RatnerSenior Growth Marketing Manager

hubspot.comTweet: @benjratner

Kelsey RaymondPresident

influenceandco.comTweet: @Kelsey_M_Meyer

Meet Your Presenters:

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

63%of B2B marketers do not have a documented strategy, while 61% of the most successful B2B marketers do (CMI Report).←


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


The Impact of Content Marketing



One Key Metric:

Blog Content Creation ranked #2 at

53%



But what, exactly, does that look like here and now, in such a rapidly changing landscape?


Key Takeaways:


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

AGENCY A AGENCY B

16+ Blog Posts / Month 0 - 4 Blog Posts / Month



New Leads → →

Back to Basics

Back to Basics


Helpful Mindset Quality Ask Why

Basics to keep top of mind:

Step One: Establish the Skill Set for your Agency’s Content Marketing Team

Establish the Skill Sets – Content Marketing Team

Editor

Content Strategist

Project Manager

Social Media Manager

Publication Strategist

Additional Roles:


Designer

Developer

Freelance Writers

Step Two: Determine the Subject Matter Experts / Thought Leaders

Determine SME’s / Thought Leaders

Content marketing is about connecting on a human level.

Companies don’t have ideas.

PEOPLE DO.


Your Agency Thought Leader

Step Three: Nail Down a Process

Nail Down a Process

Establishing a workflow for content marketing ensures that everyone is working efficiently. Here’s how we do it:


Ideating / Brainstorming Knowledge Extraction Editing

Optimizing for SEO Distribution

→

Approval from SME

Content Creation

Pitching to Publications

→ →

→ → →

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?


Nail Down a Process


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.

Step Four: Build a Network and Social Following

Build a Network and Social Following


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


Open the Door to Various Publication Options and Award / Speaking Opportunities


By Building Your Network, you:


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.


A Way to Measure Success

A Way to Measure Success


LeadGen

SalesEnablement

BrandAwareness

AudienceEngagement

Click ThroughConversion

Sales CycleContract Size

Sales

Social MetricsArticle View

CommentsSocial Metrics

CTR

Get Started with HubSpot

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.


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.


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.


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.

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.

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.


Free Vs. Starter Platform Pricing

Check Out HubSpot Marketing Free

Visit: hubspot.com/partners/marketing


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!

Questions? Get in Touch with Us:

Ben RatnerSenior Growth Marketing Manager

hubspot.comTweet: @benjratner

Kelsey RaymondPresident

influenceandco.comTweet: @Kelsey_M_Meyer

Thanks for Joining Us!


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