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 industry expertise, exclusive resources, business support and tools for your design business.

18/05/2022


News


Read more >>
shortlist

Meet the DBA’s new Chair


At our recent AGM, we we were delighted to welcome a new Chair of the DBA Board, ELSE's Founder Warren Hutchinson.

17/05/2022


News


Read more >>

My Life in Design: new podcast series


Lifting the curtain on some of the design sector's most respected names, tune in to the Design Community Hub's new podcast.

17/05/2022


News


Read more >>

The biggest issues facing design agencies


There are a number of issues facing agencies at the moment which are applying pressure to everyday...

17/05/2022


News


Read more >>

DBA Members’ Forum | May summary


In the latest DBA Members' Forum we were joined by guest High-Stakes Leadership Mentor, Sally...

04/05/2022


News


Read more >>

Free Pitching: how to respond


How do you tackle client requests to free pitch? The DBA's Head of Services, Adam Fennelow shares valuable pointers on how best to respond.

04/05/2022


News


Read more >>

New appointees to the DBA Board of Directors


We're delighted to welcome three new Directors to the DBA Board. TDC PR Founder & Managing Director, Tim Duncan, A Better View...

28/04/2022


News


Read more >>

DBA Members’ Forum | April summary


In the latest DBA Members’ Forum we were joined by guests Matt Hocking, Creative Sustainability Officer and Founder at Leap, and Sigrid Brewka-Steeves, Head of Global Retail Environments at PUMA.

06/04/2022


News


Read more >>

Five key take-aways from the What Clients Think Report


The 2022 What Clients Think Report was launched recently in a DBA webinar with the results illustrating how the client/agency relationship has changed as the world emerges from the Covid pandemic. The report is packed with useful insights. Here are five key take-aways.

05/04/2022


News


Read more >>

Ukraine conflict | Resources for businesses


Keep on top of how the conflict in Ukraine is impacting business and how we can support the unfolding humanitarian crisis with these resources.

29/03/2022


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.