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:
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:
Mark O’Brien: No Silver Bullets for Agency New Business
Blair Enns: The Only New Business Indicator That Matters
Michael Gass: Fish Away from the Boat
Peter Caputa IV: Differentiate and Articulate – Emphatically
Tim Williams: Agency New Business Success is NOT about LOCATION!
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