The Invisible Benefit of Your Agency’s Content Marketing Strategy

Over the last 10 years, content marketing has emerged as a powerful driver for effective social selling and inbound sales lead generation programs. And while largely heralded as a way to drive inbound leads there is another, even more powerful reason that ad and PR agencies should develop a consistent content marketing program. Let’s talk about that today. Traditional Content Marketing Benefits At the end of the day, all lead generation programs are powered by content. Whether in the form of an email, white paper, blog post, a podcast, or a sales presentation, valuable content is the core of any successful agency social selling or lead generation program. Like every other vertical, potential ad and PR agency clients are self-educating via freely available digital content. Given the amount of online content devoted to marketing strategy and tactics, I’d dare say agency prospects are even more likely than the average bear to be self-educating. Therefore, if done well, your content entices these invisible client prospects to identify themselves by downloading something from your website or subscribing to receive a newsletter or your agency’s blog posts by email. And there is nothing wrong with that traditional value equation of content marketing as digital lead generation tool. But there is another, possibly more important role for content marketing to play in your agency’s new business program.