As a participant in the 2016 RSW/US Thought Leader Survey, Jay Baer, President of Convince & Convert, posed several questions to agencies about their blogging activity.

Of over 260 respondents, nearly a third (32%) admitted they do not maintain an active blog.

To non-bloggers (and any not admitting their blog is not kept active), Jay asked:

Why Doesn’t Your Agency Maintain an Active Blog?

Respondents were allowed to select all answers that applied.  The chart below shows the results:

jay baer results

 

In the interview linked to this post, Jay addresses the responses agencies provided.   As introduction, I want to call out Jay’s perspective about agencies failing to maintain an active blog because they have not seen the expected results.

First, agencies need to determine how to define success in blogging.  What’s the purpose of blogging?  Who is the audience?  What information is of value to them?  Set a strategy first, with quantifiable objectives.

If the blog is not generating expected results, Jay challenges that it may not be:

  • Focused enough
  • Good enough
  • Frequent enough
  • A combination of all three

He stresses that an agency’s blog will compete with tens, and even hundreds of thousands of other content producers.   Blogging that is not compelling enough or not frequent enough will struggle to succeed.  Jay reflects that many agencies have blogs that are “fair” or “fine”, but that agency blogs cannot win with “fine”.

Jay offers great ideas for blogging, including pushing content through channels  besides the agency website.

Listen to the interview I conducted with Jay, and learn how to move your content production from “fine” to “fabulous”!


 

*See Thought Leader material and related resources below, including blog posts, interviews and a webinar:

Blog Posts

Mark O’Brien: No Silver Bullets for Agency New Business

Blair Enns: The Only New Business Indicator That Matters

Jay Baer: Account-Based Marketing –What’s in it for Agency New Business?

Michael Gass: Fish Away from the Boat

Peter Caputa IV: Differentiate and Articulate – Emphatically

Tim Williams:  Agency New Business Success is NOT about LOCATION!

 

Interviews

Mark O’Brien: Marketing Automation and Agency New Business

Blair Enns:  Have a Polarizing Point of View

Michael Gass:  Lose Your Fear of Positioning

Peter Caputa: “Table Stakes” for Agency New Business

Tim Williams: Tighter Positioning Enhances Profitability

 

Webinar

Inbound Cannot Live Alone – Agency New Business Webinar

Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.