Last week I wrote about the 4 (and only 4) possible rationales for agencies to get deep into content marketing. Clearly understanding these rationales is important because content marketing isn't free. The opportunity costs are significant, which is what we'll explore in this post.
Can agencies truly benefit from a commitment to content (which often carries with it the bonus of getting sharper about their positioning)? Absolutely. Agencies like BlissPR (NYC, and a client), Bailey Gardiner (San Diego, and a former client), MLT Creative (Atlanta), White Horse (Portland), and even big guys like Edelman (everywhere) have transformed their business development process partially through a serious commitment to sharp content and online engagement.
But it didn't come easy, and it didn't come cheap.
One of the services I believe marketers should provide their followers and community members these days is that of filtering and aggregating good, relevant content.
I subscribe to over 100 blogs and I hear over and over again how much some of the folks that choose to follow me on Twitter and Facebook appreciate that I share what I think some of the best reads from each day.
I share other things in those platforms as well, but I generally find 8-10 blog posts daily that I think people will appreciate.