How The Lack of Content Impacts Your Agency

You provide content marketing as a service for your clients; however, you don't do much content marketing for your own agency. Your own content is as important as the content you create for your clients. It helps:

• Show potential clients the quality of your work
• Demonstrate that this type of content brings results
• Generate thought leadership for your agency

Before diving into complex marketing strategies or client acquisition tactics, it’s essential to take your own medicine.

Why do agencies neglect their content strategy?

Sound familiar? You start the year strong, publishing blogs and posting updates, but then client work takes over. Suddenly, weeks—or months—pass without a peep. Here’s why:

• Clients come first: Your team prioritizes client work, leaving no time for internal projects.
• Limited resources: There’s never enough time, budget, or people to go around.
• Overthinking: You aim for perfection, so content gets stuck in limbo.

While these challenges are understandable, neglecting your content marketing comes at a steep cost. Let’s take a look at that cost...

The cost of not having a content strategy

When your blog is outdated or your social channels are dormant, potential clients notice. Here’s how it impacts your business:

• Credibility drops: If a potential client visits your Instagram and sees posts from 2021, they might think, “If they can’t manage their own brand, how will they manage mine?”
• Opportunities are missed: Clients often discover agencies through engaging LinkedIn posts or helpful blogs. If you’re not active, competitors win those leads.
• Growth stalls: Content marketing fuels growth—boosting traffic, SEO rankings, and lead generation. Without it, you’re leaving growth to chance.

What an effective content strategy can do for your agency

Good news: revitalizing your content strategy can pay off in big ways. Here’s what you can achieve for your agency:

• Increased visibility: Regular content keeps your agency top-of-mind and boosts SEO. Think of a blog post titled “5 Trends Shaping B2B Marketing in 2024”—it’s shareable and positions you as an expert.
• More traffic: High-quality, optimized content draws visitors to your site. A quick guide or infographic can attract hundreds of new leads.
• Better conversions: Educational resources, like an eBook or checklist, nurture leads. A well-placed CTA can turn casual browsers into hot prospects.
• Stronger reputation: Consistent content shows that your agency is reliable, creative, and in-the-know.

How to prioritize content marketing for your agency

Don’t overcomplicate it. Here’s how to jumpstart your content without overwhelming your team:

1. Start with a content audit

Revitalizing your content begins with understanding where you stand. Follow these steps to perform a content audit:

1. Inventory your content: List all your blogs, social posts, videos, and other materials. Tools like StoryChief’s content library can centralize and organize this process.
2. Analyze performance: Use tools like Google Analytics to identify high- and low-performing pieces. Look at metrics like traffic, engagement, and conversion rates.
3. Assess relevance: Is the information still accurate? Are there gaps in addressing your target audience’s current needs?
4. Set priorities: Highlight content to update, repurpose, or retire based on performance and relevance.

For example, if your top-performing blog from last year aligns with current trends, consider updating it with fresh insights and sharing it again.

Related article: 11 SEO Content Audit Tools to Improve Rankings

2. Use a simple content calendar

A content calendar ensures consistency without overwhelming your team. Here’s how to build one:

1. Define goals: Decide on specific objectives like increasing website traffic or engaging LinkedIn followers.
2. Plan themes: Align your content with seasonal events, industry news, or campaigns. For instance, plan posts around a major marketing conference.
3. Schedule regularly: Aim for a sustainable cadence, like two blog posts and three social updates weekly. StoryChief’s collaborative platform lets you plan, create, and schedule all in one place.
4. Track progress: Use your calendar to monitor deadlines and ensure content aligns with your strategy.

Example: A planned series of LinkedIn posts discussing industry challenges can culminate in a lead-generating whitepaper.

Related article: Creating The Perfect AI Content Calendar

3. Repurpose what you have

Maximize the value of your existing content with these steps:

1. Identify top performers: Use analytics to find blogs, videos, or posts with strong engagement.
2. Adapt formats: Turn a popular blog into a LinkedIn carousel, an infographic, or a short video. For instance, transform a webinar into a series of short clips for Instagram.
3. Target new audiences: Customize content for different platforms or audience segments. For example, condense a detailed case study into bite-sized Twitter posts.
4. Leverage automation: With StoryChief, repurposing is easy—distribute tailored versions of the same content across multiple channels from one platform.

Example: An old blog post on marketing trends can be refreshed with updated stats, turned into a SlideShare presentation, and shared across email and social media for renewed engagement.

Related article: 180 Days of Posts from Just 6 Pieces [Guide to Strategic Content Recycling]

Ready to practice what you preach?

You know content marketing works—you do it every day for your clients. By applying the same strategies to your agency, you’ll demonstrate your expertise, attract new leads, and position yourself as a trusted industry leader.

Imagine a client finding your blog filled with fresh insights or seeing your social feed buzzing with activity. That’s the kind of first impression that wins business.

Content marketing doesn’t have to be daunting. Start small, stay consistent, and focus on quality over quantity. The effort you invest today will pay off in credibility, growth, and new opportunities tomorrow.

StoryChief eliminates the need for various tools by bringing SEO, writing, reviewing, publishing, and promotion together in one beautiful platform. Start your free plan now!