Every digital marketing agency will be aware by now of the need to be involved in the content marketing trend. Creating effective online content is crucial – not only as an offering for existing clients but to organically attract more visitors to your website, demonstrate your expertise and build brand trust, and even attract the best talent in the industry.
Here’s our run-down of the six types of content that are essential for digital marketing, and why you need to be producing them.
1. Industry news
Creating blog posts highlighting the latest industry news helps show that your agency is up to date with the latest happenings in the world of digital marketing. To add real value, include decent commentary or insider evaluation – when done well, you can also end up becoming a leading source of industry information and insight. This will also help you attract the best talent for your team.
Lacking inspiration? Carefully search the news for your sector and write up what you find using one of these formats:
- Round ups e.g. x best campaigns in August/this week and why they worked
- What you need to know about [recent industry development]
- How [major news story] will change your [industry] business
2. Digital marketing case studies
Case studies are vital for showcasing the skills of your team. It’s all very well saying you can do effective digital marketing, but case studies help demonstrate that you can deliver your promises. As well as showing what was done for the campaign, demonstrate the planning, execution and analysis, and why what you did was effective. Include client quotes: case studies also provide all-important social proof – vital for persuading potential new clients to work with you.
Make your case studies stand out by sharing the results of your analysis metrics – other industry blogs will always be looking for new statistics to feature.
3. Comment and opinion pieces
Comment and opinion pieces can be great link bait – garnering more traffic and attention for your digital marketing agency. Use opinion pieces to provide your unique take on the latest news, releases or trends. Some popular formats include:
- What is x and why does it matter
- Why I love/hate x
- Why [popular tactic] won’t work
- Is [controversial recent innovation] a good thing?
Use a strong, perhaps provocative title, which clearly includes the main buzzword or event, to form better link bait.
4. Thought leadership website content
Well-written thought leadership pieces can help elevate you above the competition, effectively demonstrating your strategic nous to potential clients. If you’re thinking ‘how can I best format this content for my website?’, consider creating an accompanying set of re-postable Slideshares to reach a wider audience.
Providing useful resources within your website content can be an excellent way to generate new client leads. Invest your time and expertise to create industry-standard how-to guides or white papers, always aiming to provide a benefit to your ideal client, and create a gated access which requests readers to supply an email address.
6. Social media content
Social media content is vital for any digital marketing agency. It is a big part of many digital marketing strategies supplied for clients, so your own accounts are the perfect place to demonstrate your expertise with interesting opinions and engaging industry-related content. Include plenty of images, as these tend to generate more shares.
Content is king, especially for a digital marketing agency
You’ll be familiar with building digital marketing strategies based on the truism that content is king – but you must practice what you preach. Quality content helps your agency perform better in search engines, get more links in from authority sites, attract more leads from the right type of clients and even become known as a leader in your field.