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.
E: adam.fennelow@dba.org.uk

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 Dreamstime.com

DBA Roundup


A roundup of need-to-knows, industry expertise, and exclusive resources, along with details of the direct support the DBA can provide to your design business.

17/11/2021


News


Read more >>

Join the DBA’s new Diversity and Inclusion Council: come change the design landscape


The DBA is looking for volunteers to join its newly launched, Diversity & Inclusion Council; could this be a role for you? Find out more and apply by 8 December.

17/11/2021


News


Read more >>

An eye-opening experience: Twenty/Twenty mentoring


Chief Experience Officer & Founder of ELSE, Warren Hutchinson, discusses the value of being both a mentee and mentor on the DBA's flagship mentoring programme, Twenty/Twenty. 

16/11/2021


News


Read more >>

What’s next for the Design Community Hub? And why we still need you!


The Design Community Hub, a resource for design graduates and young designers to get into the design industry, has had a brilliant start. Here's what's coming up, and more on how you can get involved and support the hub.

16/11/2021


News


Read more >>

Export Support Service launched by DIT


British businesses exporting to Europe can now access one-to-one advice via a new phone and online service.

16/10/2021


News


Read more >>

Design Community Hub goes live with Guild platform


Created at the height of the pandemic as a response to its impact on young designers’ careers, the Design Community Hub (DCH) digital...

06/10/2021


News


Read more >>

What a Pickle! York Design Week returns this October


York Design Week (YDW) returns for its third consecutive year, from 20 to 26 October 2021. The festival will showcase how design and...

05/10/2021


News


Read more >>

TDC PR’s Tim Duncan appointed to DBA Board


We're delighted to welcome Tim Duncan, founder and managing director of TDC PR to the DBA Board of Directors. Tim was unanimously co-opted...

29/09/2021


News


Read more >>

Creative UK Group appoints DBA CEO to UK Council


The Creative UK Group has announced the newly appointed members of its UK Council, including DBA Chief Executive Deborah Dawton.

22/09/2021


News


Read more >>

Twenty/Twenty: the mentee’s view


The DBA’s Twenty/Twenty mentoring programme pairs rising industry leaders with established design pioneers for a one-to-one mentoring relationship. Here, two previous mentees - 2LK's Head of People Rob Short and Sail Creative's Founder Mandy Barker - discuss their experiences of the programme.

21/09/2021


News


Read more >>
Cookies

We use cookies to help improve our website. By continuing to use this website, you agree to our use of cookies.