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When most people think of content marketing, they probably visualize a typed article –with lots of words. You can pay a retainer to a content marketing agency and gain a dedicated content solution that can be customized to meet your evolving needs. You’ve got a solid marketing strategy, but when it comes time to execute, you don’t have staff members who have the time to produce content along with all the meetings, trade shows, and other tasks on their plates. A content marketing agency can collaborate with your internal team to create the content on your editorial calendar, including working with your CEO and subject-matter experts to create blog content and demand-generation papers on their behalf. If your marketing manager just put in her two-week notice or needs to take a three-month medical leave, your blog, and other content marketing efforts don’t need to take a hiatus. Many business professionals, including CEOs, consultants, doctors, attorneys, and other leaders, want to build or manage their reputations online, but don’t have the time to blog regularly.
You may not have the content expertise to complete a client project that relies heavily on long-form content because your agency focuses on ad copy and design work. If you run a content marketing agency or you’ve hired one for your organization, what are some other scenarios where a standalone content marketing agency might be a good choice?
Kathryn Hawkins is a principal in Eucalypt Media LLC, a Maine content marketing agency that provides consulting and creative services to corporate, educational, and non-profit clients in New England and beyond, and a freelance writer for media publications.
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I wholeheartedly agree that many companies which undertake DiY content marketing would benefit from outside assistance, but I think it’s a bigger topic than presented.
2) What software do you recommend that can allow me to have various ‘clients’ who I can project manage and use their staff for content production? Forum posting is one of the most effective ways to reach the right audience, if done correctly.
I want to share some updates on what we’ve been working on, as well as some open questions I’ve been pondering lately.
First issue — since listing on the Shopify directory, we’ve been getting a ton of requests.
In other words, prospects are asking for entry-level design tweaks, or they want a paid search campaign set up, but don’t want to spend a lot of money. Second issue — another large group of requests that are coming in these days are from other agencies that want to use our services to enhance their offering.
To be honest, we’ve always considered doing a white-label version of our products – we think it’s a great way to scale.
It’s very low cost for us to roll it out to another agency, and we give them a high amount of value, so it had been on our timeline for Q1 2015. These were two completely unexpected issues, and it caused us to think a little bit about our current offering and try to figure out how to better monetize the source of inbound leads that has organically come out of nowhere.
I asked some of our clients if they’d be interested in us adding some of those services to our offering and they all said “YES!”.
And that’s the big question right now, I’d be curious what you all think as you all run agencies. If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article. If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons. Regarding the low end offers, four years down the road we are now starting to implement those. Oh, we also charge $5,000 per month recurring now, no pricing table, no decisions to be made by the customer, We are the experts, not them. Today you’re feeling ambitious and want to take another stab at organizing your dysfunctional marketing efforts.
Here at GROW we’re asked all the time by agents and agencies how they can organize their marketing and put a solid plan into action that sticks. The biggest problem we face is that so much of what we know, or think we know, is more out-dated than a Zack Morris’ cell phone.
After reading this article on how to make an insurance marketing plan, I got a little fired up at the slop you have to sift through to get not just ideas, but proven strategies and tactics that other agents have successfully used.
So today we’re going to set a basic marketing plan worthy of not just 2015 but 2016 and maybe even 2017.

Before you even blink in the direction of a marketing idea, you first have to shove yourself and your giant ego into the closest closet big enough to hold it. From this point on your only concern is how you can best educate the people you want to do business with and provide value without even talking to them. So much of what you see, hear and read is focused on how amazing company X is and how incompetent company y is.
Then figure what line of business you will be focusing your online efforts on and work the commission’s backward to that revenue. While we’re here this a good place to make a note to pay attention to as many conversion rates as you can. Make sure you take the time to stop and document what your current efforts have produced to this point.
This would be a great time to dig into your website’s traffic analytics and make a note of what’s going on. Make sure everyone in your office is ready to track and document where people are finding you.
Almost any agency management system should allow you record this very important information. If you don’t currently have the ability to easily publish blog posts and update your website you are going to want to seriously consider fixing that.
If you’re having a hard time coming up with headlines or topics, just start writing down every question your agency gets asked everyday.
Also, you will want to seriously consider address the five key topics that “move the needle” as Marcus Sheridan likes to say. This plan should have a decent shelf life and will also help you sharpen your sword and find your voice. Until the phone starts ringing from people who can’t wait to thank you and talk with you, there won’t be much to overthink until then. Just by following these few simple steps you will go along way to organizing an area of your business most other agents don’t want to admit even exists. If you really want to make sure you’re on the right track, you’re going to want to grab your free GROW membership which includes a four week marketing tune up video course. Free Video Library and Course40 high-impact instructional videos, a 4-part Internet marketing tune-up course, recorded mastermind calls and a weekly does of inspiration. Create a documented roadmap for your content marketing initiatives that drives real, measurable results. Social media allows you to engage your audience and grow your brand awareness by connecting with buyers at every step of their journey. They aren’t the be-everything-to-everyone resource, but they do offer unique value to a cross section of the business community that can benefit from an agency dedicated to content. Look for agencies that allow clients to modify their retainer packages at least quarterly to allow for the flexibility that a startup requires.
However, as CMI’s Michele Linn points out, if you don’t have executive buy-in for your content marketing efforts, it will be difficult to tie in an outsourced provider’s work with your larger marketing strategy. While an agency’s role may be limited to content development, it is important to give the agency a clear picture of the company’s overall messaging and voice so that it can develop appropriate content to meet your goals.
Hiring a content marketing team to ghostwrite content on your behalf and develop an influencer outreach strategy can be an ideal solution. Check out all the fantastic CMW sessions that are available through our Video on Demand portal.
Aside from the personal branding category, our company tends to sign clients in each of the other four groups, and it works out fine.
Yes, my agency works primarily with both startups that may want to invest in marketing staff at some point, but are still ramping up, and with mid-sized orgs that have some sense of their agenda but need help with execution. Some of the best clients my Phoenix SEO company has came to us because they didn’t feel like putting in the work for putting good content marketing material together.
That drip campaign drives traffic to this webinar and that webinar, in turn, should educate, build trust, and ultimately convert viewers into clients. We had about 10 attendees, and it was only a test webinar, so we ran it with current clients.
I know some of you may not like it because it’s not scalable, but it’s our view that people want to meet you face to face and build up a bit of trust. As a bit of a disclaimer here, I know that needle hasn’t moved in months, and that’s because we got a huge amount of project work. Right now, my partner runs our Shopify design and builds, and we’ve got a great team to turn that into a recurring product.

For example, development agencies that want to use us as outsourced marketing services partner. We designed everything from the ground up so we could put another agency’s branding on our paid search reports or on our email and weekly interactions with our clients.
However, because we are getting so many inquires on it, it may be something we have to fastrack, so that’s what I’m going to be playing with over the next week. So, right now we are playing with the idea of becoming more of a 360-degree marketing agency – focusing on Shopify. When we launched we were charging $500 a month, quickly doubled that to $1k and added more customers.
Until you receive a more significant investment round, you’re not ready to hire a full-time marketing employee.
To be most effective, it can be helpful to first plan a content marketing strategy and rough editorial calendar internally before you contract with an agency. Many agencies are willing to step in for a set duration, which can be much more fruitful than hiring a temporary employee who is likely on the hunt for a full-time job. It’s important to ensure that your content accurately supports your opinions, so you can’t put your strategy on autopilot. You can choose to brand the content as “white-label” content, which does not reveal the content marketing agency’s involvement, or identify it as outsourced work so your client can correspond directly with your subcontracted team. These are needs that are usually too large to be filled by a single freelance writer, so working with an agency helps them scale without having to put time into managing an external team. It went over a lot of the same information we will cover in the next webinar, and overall I think it was well-received. But I think we can restructure our current paid advertising offering to offer it at a much lower price point; strip out a lot of the service we are doing and instead focusing on setup and basic maintenance. To do that, we need to do their website, their SEM, their content, everything… bc in reality, those all go together and it makes a lot of sense. Pricing is almost ALWAYS in your head, people pay for value (perceived or received) so I always tend to advise sticking to higher price points. For us, a low end offer is actually a good opportunity to get someone in our funnel and upsell them. They can assist in developing written content that meets the diverse needs of a startup, including web copy, case studies, blog content, and white papers. In addition, a several-month trial run with an agency can help you determine how successful the effort is, and whether it may be worth investing in a full-time employee to assist with content marketing. By collaborating with an agency to identify the key messages to share with a broader audience, you can build your reputation with minimal time investment. While white-label content may help maintain the image of a firm that can do it all, you’ll need to be careful that you don’t run into communication errors when passing feedback to the subcontracted agency or a project could easily get off track. We are up to 60 members now and hosting our first meeting in a week at our offices here in midtown, where we will go over some of the top tactics we are seeing in paid search and paid advertising.
The website is crucial to getting results with all the other marketing and without a good one, we never get exceptional results. They key is to create a low end offer that inherently filters out clients that are not qualified to upsell. Because your marketing strategy may evolve quickly, an agency gives you the ability to tap into a pool of talent that can be scaled to meet your company’s demand. If the agency acts as your ghostwriter, it is important to have a non-disclosure agreement. I don’t plan to “put on the hard sell” at that meeting, but I’m optimistic that we can get some new clients out of it. We use it to build trust, let them see what its like to work with us, and then upsell to bigger and better products.
Now, buildings websites is not that profitable for us, but we use it almost as a loss leader. We don’t start reaping the rewards until year 2 on those when the SEM starts performing very well.

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