Main Content

To be successful however, it does all have to stem out of a good content marketing strategy that is well thought through and implemented in a considered manner. But says Joe, once that is in place then “a simple style guide, some clear content pillars and a bit of editorial oversight is all your colleagues need to get going.”

There are, of course, some agencies which sell their ability to help clients with their own content marketing. In cases like this it is imperative that writers are employed – so it makes sense for them to also be utilised in the promotion of the agency. DBA member ThinkBDA is a Buckingham based creative agency offering design and marketing services. These services include helping clients with their content. ThinkBDA managing director David Knowles says, “Content writing is a skill – it is about crafting words in such a way as to draw people into a subject. Having an in-house content person gives flexibility allowing us to be more reactive when faced with creative client challenges.” Although David concedes, “Just because someone doesn’t have ‘writer’ in their job title doesn’t mean they can’t produce content. Our whole team can contribute in what is often a team effort.”

What to write about?

First up, ask yourself (and your agency as a whole) “Why do we want to produce content? What image are we trying to portray?”

If what you are talking about has no bearing on:

  1. Positioning you and your business as experts in your field
  2. Raising your profile amongst your peers within your industry

then stop right there. You are wasting your time. Similarly a tweet saying “We offer great design at competitive prices” is not going to get a potential client clicking through.

If you find yourself spending all your time writing about 1060’s Japanese Manga, but are unable to link it to your client base then I suggest you carry on doing this – within the confines of your own personal blog far removed from your business! Content should be audience relevant and you need to find the issues that affect both you as a business and your clients – preferably at the same time. They are pretty broad – customer engagement, client relationships, return on investment. Then delve into the more sector specific issues depending on your client base.

To get started find a trusted source that deals with issues affecting you and use them for inspiration. Paul Alderson of DBA member Wonderstuff in Newcastle says, “We often look at the DBA for inspiration – up and coming events on their website, their ezine – then we ask ourselves ‘What is our opinion on that subject?’”

“Our staff are not writers – but they are communicators. The more they write the better they get and it equips them to form their own opinions, something we have always encouraged.”

Paul continues, “Once you have a clear idea of who you are targeting and what values you want to align yourselves with it becomes easy. By putting your beliefs out there you give clients a reason to choose you, an agency that does great work, but also has the same outlook as the client.”

To broaden the content output from your agency you need to trust your staff to illustrate their expertise, opinions and passion. But as Paul says, you need a clear strategy in place – one that has been developed in conjunction with your positioning and new business plans. This takes time and consideration, but can produce fantastic rewards for an agency looking to differentiate themselves in a crowded marketplace.

About: Adam Fennelow

Adam Fennelow is Head of Services at the DBA.

For more information on DBA membership click here.

Workshop: Content marketing for your agency

Creating and sharing content builds your external profile. Attend this workshop to gain the tools to share relevant, timely and insightful content with your audiences to boost your presence.

See all our workshops here.

Image credits: © Evgeny Karandaev


Transformational Twenty/Twenty

Having found the experience ‘transformational’, Andy Gray, MD of StudioLR booked himself and a colleague onto the DBA's mentoring scheme again last year.



Thoughts from the top – Design: driving transformation in business

Gain a taste of the discussion and debate to be had at Design: driving transformation in business, with an advance insight into the...



A Twenty/Twenty mentee on the programme’s value

In this two minute read, Helen Fairely explains how the DBA's Twenty/Twenty mentoring programme has significantly benefited her business, 6-2 design.



The sweetest job on earth

Ron Burrage has the sweetest job on earth, leading design for The Hershey Company. He tells us why...



EU immigration: Results of DBA survey for DCMS

On behalf of DCMS, the DBA surveyed its members to explore issues around employing non-UK nationals now and post-Brexit, and the findings have been submitted to government.



Risky Business: how embracing risk will help your agency grow

DBA Expert Ralph Ardill explores the value of exploring and addressing the risk attached to 'big ideas', with your clients.



Working for free on a Friday?

As we prepare to launch the 2017 Annual Survey Report, Mike Satterthwaite of Pegasus Systems explains how to optimise your recovery and utilisation rates.



Twenty/Twenty mentoring: don’t just take our word for it!

Applications are now open for the DBA’s mentoring scheme Twenty/Twenty, which connects the next generation of industry leading lights...



DBA vacancies

We have a unique opportunity for an excellent person to join the DBA, working in an exciting and dynamic industry, with inspiring and market-leading design professionals. Join our Events and Programmes team and manage the DBA’s diverse schedule of events.



Further and faster than the competition: design transformation in motion

We explore how, with Judith Stracey at the helm as Chairman, White Logistics embedded design to transform the company's fortunes and deliver 70% profits.