The Secrets To Agency Content Marketing Success

Agencies tend to put their clients first. But here's everything you need to make sure you're focusing on your own content marketing efforts.

1. Keep Your Agency’s
Strategy On Point
with Content Marketing

2. Ben Ratner
Senior Growth Marketing Manager
hubspot.com
Tweet: @benjratner
Kelsey Raymond
President
influenceandco.com
Tweet: @Kelsey_M_Meyer
Meet Your Presenters:

3. Introduction
Like any marketer, you want to
be effective with your strategy
so you can see real ROI for your
agency.
The last thing you want to do
is dive right in without
thinking through every single
element and factor that should
contribute to its success.
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

4. 63%
of B2B marketers do not have a documented strategy, while
61% of the most successful B2B marketers do (CMI Report).
←
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

5. CMI has also found that companies with a documented content strategy are:
• more likely to consider themselves effective at content
marketing
• less challenged with every aspect of content marketing
• more likely to consider themselves effective with every
tactic and social media channel
• able to justify a higher percentage of the marketing
budget to be spent on content marketing
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

6. The Impact of Content Marketing

7. The Impact of Content Marketing
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
One Key Metric:
Blog Content Creation
ranked #2 at
53%

8. The Impact of Content Marketing
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
But what, exactly, does that look like here and
now, in such a rapidly changing landscape?

9. The Impact of Content Marketing
Key Takeaways:
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Creating consistently relevant content will:
•  Drive New Traffic and Leads to Your Agency’s Website
•  Contribute to Positioning Your Agency as a Thought Leader in Your Space
•  Drive Brand Awareness
•  Help to Educate Your Prospective Clients

10. AGENCY A AGENCY B
16+ Blog Posts / Month 0 - 4 Blog Posts / Month
The Impact of Content Marketing
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New Leads→
→

11. Back to Basics

12. Back to Basics
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Helpful Mindset Quality Ask Why
Basics to keep top of mind:

13. Step One: Establish the Skill Set for your
Agency’s Content Marketing Team

14. Establish the Skill Sets – Content Marketing Team
Editor
Content Strategist
Project Manager
Social Media Manager
Publication Strategist
Additional Roles:
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Designer
Developer
Freelance Writers

15. Step Two: Determine the Subject Matter Experts
/ Thought Leaders

16. Determine SME’s / Thought Leaders
Content marketing is about connecting
on a human level.
Companies don’t have ideas.
PEOPLE DO.
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Your Agency Thought Leader

17. Step Three: Nail Down a Process

18. Nail Down a Process
Establishing a workflow for content marketing ensures that everyone is working
efficiently. Here’s how we do it:
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Ideating / Brainstorming Knowledge Extraction Editing
Optimizing for SEO Distribution
→
Approval from SME
Content Creation
Pitching to Publications
→ →
→ → →

19. Nail Down a Process
Who approves content, and the process for approval?
Who is responsible for creating content? Who comes up with
topics?
What is your process for distributing it?
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

20. Nail Down a Process
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Helpful Tip: when looking for topics to cover, we recommend:
• Asking your sales team for barriers they experience in their calls and
meetings.
• What sort of resources they would find useful in their discussions.
• Asking clients questions around what they could use further
education on.
• Reading industry articles and trend reports.

21. Step Four: Build a Network and Social Following

22. Build a Network and Social Following
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It’s kind of pointless to create content if you
have no one to share it with.
Building your agency’s distribution network is
important
Social media and email
marketing can lead to a
substantial amount of website
traffic

23. Build a Network and Social Following
Open the Door to Various
Publication Options and Award /
Speaking Opportunities
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
By Building Your Network, you:

24. Build a Network and Social Following
Ways to Build a Network:
Utilize a Marketing
Automation Software.
Build a List of Solid, Good
Followers on Social.
Create a System to Grow
Your Follower Base.
Use Paid Amplification.
Publish Content in Publications
that Speak to Your Audience.
Partner with Other Agencies
who Cater to a Similar Clientele.
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

25. A Way to Measure Success

26. A Way to Measure Success
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Lead
Gen
Sales
Enablement
Brand
Awareness
Audience
Engagement
Click Through
Conversion
Sales Cycle
Contract Size
Sales
Social Metrics
Article View
Comments
Social Metrics
CTR

27. Get Started with HubSpot

28. Get Started with HubSpot
HubSpot Free/Starter
This smaller, agile,
starter platform
helps agencies that
are starting out small
but need a way to
track and measure
inbound success.
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot

29. HubSpot Marketing Free Helps You Turn Visitors into Buyers
Capture every qualified lead.
• Add contact forms and pop-
ups with ease – no coding
required.
• HubSpot Marketing Free
automatically captures form
submissions, even if they
come from a different tool.

30. HubSpot Marketing Free Helps You Turn Visitors into Buyers
See who leads are and what
they’re doing.
• When a lead submits a form,
contact info from across the
web is pulled in automatically.
• You’ll see how they arrived
and what they viewed even
before they fill out a form.
When they come back,
tracking picks up where it left
off.

31. HubSpot Marketing Free Helps You Turn Visitors into Buyers
Analyze and improve your conversions.
• Built-in analytics make it easy
to learn which pages, offers,
and traffic sources are driving
the most conversions.
• See how many times leads visit
before they buy, spot trends in
how visitors navigate your site,
and use those insights to drive
more conversions.

32. Free Inbound Marketing Software for More Leads and Conversions
Lead Flows
HubSpot’s answer to pop-
up forms. Add user-
friendly pop-up forms with
ease. No code required.
Dashboard
A central hub for your
marketing analytics. Learn
which forms, pages, offers,
and traffic sources are
driving the most
conversions
Collected Forms
Already using forms? Fantastic.
HubSpot’s form collector
automatically captures
submissions, even if they
come from a different tool.
Contacts
Database
A single database for
viewing and managing
your interactions with
contacts.
Kickback Emails
Follow up on form
submissions with a quick
email (or use your own
ESP.)
Integrations
Easily connect to
MailChimp, WordPress,
Weebly, Drupal, Magneto
and more with no extra
dev work required.

33. HubSpot’s Free CRM
Manage your pipeline of potential clients and speed up your sales
team with the CRM that’s free, forever.
• Manage your pipeline with
total visibility.
• Log sales activity automatically.
• See everything about a lead in
one place.

34. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Free Vs. Starter
Platform Pricing
Check Out HubSpot
Marketing Free
Visit: hubspot.com/partners/marketing

35. influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
Visit: offers.influenceandco.com/hubspot
Grab the Ultimate Guide
to Content Distribution
Get $500 Off Your First
Month If You Sign Up By
Oct. 1st!

36. Questions? Get in Touch with Us:
Ben Ratner
Senior Growth Marketing Manager
hubspot.com
Tweet: @benjratner
Kelsey Raymond
President
influenceandco.com
Tweet: @Kelsey_M_Meyer

37. Thanks for Joining Us!
influenceandco.com | @InfluenceandCo hubspot.com | @HubSpot
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