Lately, more and more businesses have realized the potential of content marketing, which is visible in the increased budgets for 2022.
If you are up to grabbing a larger share of the pie, read on to learn how to market your content writing agency and grow your business.
A report found that 90% of enterprise marketers agreed to publish short articles or posts for content marketing purposes in the past year. This means businesses are investing in putting out valuable pieces of content regularly.
Stand out amongst the rest by adopting some of the best marketing strategies for your content writing agency. The goal is to have your prospects look up to you as an industry expert. Blend in informational content with a dash of your service offerings.
Businesses would love to know what you offer and how well you offer that. The uncompromised quality standards in content coupled with consistent publishing across the platform will get the prospects’ attention.
But how do you begin getting those eyeballs that convert? And how to increase the reach of your agency content?
Read on to get actionable tips to market your content writing agency with content calendar apps which help drive visibility and conversions.
Thought leadership articles are knowledge-sharing pieces that come from your personal and professional experience, lessons that you have acquired by overcoming challenges, and industry expertise you have acquired over time.
In all, thought leadership articles will:
These articles should add value for readers, provoking them to make a decision, and implement what you share.
These articles can be used in outreach to approach various business magazines which a larger audience than yours to help build your presence online.
Publishing will drive visibility, which in turn builds a reputation in online media.
Here is how to get started:
Search for business magazines online; ideally, have your content marketing team in the agency search for business magazines that are accepting blog pieces.
Run purpose-driven Google search queries:
For more, you can read on how to find guest posting sites.
Once you have the published content on your desired website, promote it on social media and also try pushing the publisher to put it out in their circle. This improves your credibility and helps create a following in the longer run.
More on social shares ahead.
You love publishing your written content on social media. Well, clients love it too! Especially if you tag them and give a virtual shout-out.
They would love to get recognized on social media platforms like LinkedIn and Twitter.
An ideal client content to share is one that:
To know what your followers like to read, head to Google Search Console and check your top landing pages.
Two quick tips to follow when you are frequently publishing your client’s work:
Simply click on the ‘bell icon’ on Twitter to never miss any update
More on social networking now…
Blend in personalized networking by attending conferences and networking events. Your content writing agency can build trust with in-person events or video interactions. Prospective clients you meet will recall you for a long time if you have ever met them in person or engaged in a virtual conversation.
Ultimately, you do this to add a face or a personality to your online presence, ensuring that people remember you.
Here’s how attending conferences and networking events help your content writing agency:
If you are a sport for in-person networking, check out the following for your content writing agency:
You or your content writers should also try attending one of these events once a year:
For more such events, you can check out this list of writing conferences.
Try attending these networking events with a purpose. For instance, come ready with questions such as how to manage content, how to measure results, and creating a vision. This helps cater to your current clients better and goes beyond simply writing content.
More on what else can you offer than plain text…
When it comes to creating value-packed content, think of intuitive ways to engage your audience. One way is to create marketing collateral that helps you create engaging content to share your narrative. Ideally, these will be digital assets that contain valuable content but are distributed freely to drive audience engagement.
Here’s how you can divide your collaterals into different phases of the marketing funnel:
You can go for some of the below-mentioned marketing collaterals that contain valuable downloadable resources:
Here’s how to prepare an email template
Tools to use: Canva, Adobe Photoshop, Adobe InDesign, and others
Here’s your quick guide to writing a case study
.
For example, you can consider this content writing checklist.
Leverage these resources by making them downloadable for those who share their email. This will help generate soft leads, helping you know who your target clients are and how to approach them in a meaningful way (since you already know what they are looking for based on their downloads).
Posting content on your agency website blog is a must. This will work the same way as your thought-leadership articles, but here, you are publishing more nuanced content that appeals to your current and prospective clients.
Most people would visit your agency website blog to acquire knowledge. Keep this in mind and aim to cater for their needs while writing content.
Here is why you should consider following this practice:
Consistent publishing often demands creating a content calendar and sticking to it. This comes in handy to merge tasks for writers and designers.
On ensure quality pieces, follow the below-mentioned tips:
For more, check these free online grammar-checking tools.
Remember, relevancy-based content ranks well on Google search results.
Gripping your audience with strong content requires a good readability score. This applies if you are going for a shorter content piece like listicle articles. For this, try using any or combination of the following tools:
Pro tip: Capitalize My Title is a great tool to come up with consistent headlines to avoid title capitalization issues. This showcases your attention to detail when publishing content onsite.
Another way to market your content writing agency involves going for paid ads on Google and social media.
Paid ads on Google that get clicked have 65% of buyer-intent keywords, guaranteeing you a greater audience and better visibility. These ads target people looking for content writing services, guaranteeing more probable buyers on your site.
Social media ads are cheaper than Google ads. For instance, a Twitter ad costs only $0.38 per click compared to $2.69 for Google Ads. Still, you have more chances of conversion if you target your audience precisely.
Let’s explore both these avenues for your content writing agency.
Google Ads, or Pay-Per-Click (PPC), is search engine marketing where you choose relevant keywords and create copies to advertise your content writing services. This enters you in the SERP auction, where marketers compete to have their adverts visible to people looking for their products.
How it works
Google Ads helps target the right audience, the ones who are looking for a particular service — content writing. Here, you need to define your audience in AdSense.
Key factors to consider:
First, choosing the right social media platform for your marketing strategy is important, as a lot would depend on knowing which platform your audience uses the most.
For this, determine the reasons for running your campaign. It can be one of the following:
Once you finalize the intent behind running an ad campaign on social media, follow these steps:
Build an ideal customer profile to filter out the right platforms to run ad campaigns.
For instance, if your content writing agency is targeting SaaS, LinkedIn is a great option. Leverage LinkedIn Navigator, which hosts a range of tools and capabilities that help your ad reach CMOs and CXOs at SaaS companies.
Here’s a quick overview of major social media platforms and what the audience seeks while using each one.
Know what other content writing agencies are doing on social media and how they fare on a different medium. For instance, they may perform better on Twitter but worse on Facebook.
To understand why, try and understand the following aspects:
If you are ready to test just one platform, allocate your budget wisely on different platforms to test and analyze results for future ads.
Check for the following KPIs:
Here’s a quick look at how to analyze KPIs for your social media ad campaigns.
Slack communities or channels are private communities where you may connect with others who share your interests (in content generation). It is a great platform that helps creators connect and collaborate with others in the industry without all the annoyance of social media spam.
Slack communities exist for various professions, jobs, and hobbies. To identify the community that best suits your interests or requirements, you should do research online. Especially on Reddit and databases such as Slofile, you'll discover listings of Slack groups.
While most Slack communities are free to join (on invitation), others might need approval. For the latter, you will need to:
You can check out this guide on finding open slack communities.
Your content writing agency can benefit from the HARO (Help A Reporter Out) community. It sends requests from journalists, inviting writers to contribute to the content in multiple subcategories covering a wide range of industries. Use this to gain backlinks for your agency business and clients.
To learn more, you can check out this piece to start using HARO.
When you attend conferences and networking events, you can find yourself potential business partners. Ideally, these businesses work in web desig, digital marketing, social media, etc.
One way to find these partners is to keep a tab on their social media and engage meaningfully over different platforms. Set up a collaboration meeting for the following:
Such a campaign can involve the following:
In either case, you can tie up with businesses to make a partnership work at a symbiotic level based on:
Don’t just meet your customers’ expectations, exceed them. There's a reason why 64% of marketing executives believe that word-of-mouth marketing is the most successful kind of marketing. To unlock that channel, you need to serve your clients by going beyond their expectations so that they can refer your content writing services to other businesses.
As a content writing agency, P2P marketing serves as a powerful tool to acquire new business prospects. When a new business receives recommendations from companies already using your services and knows your work, the chances of conversion are high.
It is better to be proactive and figure out businesses you want to connect with for acquiring referrals.
Here's how you do that:
Send NPS: Share the NPS (Net Promoter Score) survey to existing clients and identify which are highly satisfied. The ones who rate you high, send them the email asking for referrals.
Reward clients: Your existing client can be incentivised to recommend your services if you are willing to reward them for getting new referrals. Negotiate free services, complimentary articles, monthly subscription discounts for a quarter, etc., to reward them for referring your content writing business.
Use LinkedIn: LinkedIn provides a 'recommendations' section that serves as informal recommendations for everyone who checks your profile and reads your evaluations. Use this to get in touch with your existing clients and ask them to share their experience working with your agency. Ideally, this should be on the founder's (or co-founders') profile.
Share testimonials: One indirect way to get referrals is to have testimonials from existing clients. Ask them to write a testimonial or create a testimonial video, share it across social media, and see the magic happen.
Distribute content: Since you are in the business of creating content, leverage these expertise to provide valuable content to your existing client. Request them to promote it aggressively to their customers and business networks. This will help you establish a name in front of referrers' minds, creating trust and authority.
If your clientele is all in the same industry, you may want to take a shot at the following:
If you put in the time and effort to guarantee that your current clients get value, they will perform most of your marketing.
Following the tips above shows the possibility of marketing your digital marketing agency. The actual work may need you to adopt multiple tactics to find out how deep the rabbit hole is.
For now, you can start with one of the techniques and check the results to find out which one works for you the best. Also, keep it consistent and ongoing as results would take time.
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