What kind of content should you create to market your agency?

You know you should be creating content to help promote and position your agency, but what kind of content should you be producing?

In this episode of the Agency Leadership Podcast, Chip and Gini look at both the substance and delivery method to help you better understand what works — and what doesn’t.

As prolific content creators themselves, the co-hosts talk about some of the mistakes that they have made (and how to avoid them). They also discuss how content can be used not just to attract new business, but also to improve client retention and assist in recruiting talent.

Key takeaways

Chip Griffin: “Content isn’t just about marketing to new people. It’s about demonstrating to your existing client base that you are a thought leader.”

Gini Dietrich: “You’ll evolve the way that you promote and distribute content. You have to stay on top of the trends from a content marketing perspective, but it does work. And if you’re answering the questions that customers and prospects want, and you’re considering your audiences, it’s going to be successful.”

Chip Griffin: “Stop worrying about SEO. Create good content. Write for humans, and it will stand the test of time.”

Gini Dietrich: “There is a very large piece of content that’s called a book that works extraordinarily well, especially in business development. It’s a very expensive, very time consuming business card, but it works.”

View Transcript

The following is a computer-generated transcript. Please listen to the audio to confirm accuracy.

Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin.

Gini Dietrich: And I’m Gini Dietrich.

Chip Griffin: Today we’re going to create some content for a change. Right after this

So my question is this, should you be content with your content as an agency?

Gini Dietrich: That was very good. Or, as Addie would say that was very meta.

Chip Griffin: Does she even know what meta is?

Gini Dietrich: No she does not.

Chip Griffin: She just throws that word around because she’s heard it.

Gini Dietrich: She says it and it makes me laugh.

Chip Griffin: Okay, sure. Yeah, there we go. No, but we’re going to sit, we’re going to talk about content because A, we love talking about content and we love creating content quite clearly, but I think it’s clear from our conversations with agency leaders, that a lot of times they’re not being super thoughtful with the content that they’re creating in order to attract and retain business.

Gini Dietrich: Yes. And, who was the research by that said that 73% of clients read agency content?

Chip Griffin: I believe that was RSW wasn’t it?

Gini Dietrich: It was, thank you.

Chip Griffin: Lee McKnight, Jr.

Gini Dietrich: It was RSW. Yeah. 73% of your clients read agency content. So you should be creating content and you should be creating content that they enjoy reading or listening to or watching.

Chip Griffin: Yeah, I think that’s the challenge, right? Because there’s a tendency and I know I’ve been guilty of this in the past with some of the content that I put out. I put out things that are interesting to me,