Is It Time To Kill Your Advertising Agency Blog?
I think that this is a big question that should be reviewed every year. Another question. Would anyone miss your blog?
To help answer these, I am going to discuss the pros and cons of advertising agency blogging. The kind of content creation that has been considered an integral element in an agency’s business development program. Blogging has been a key element of an agency’s Attraction Strategy.
I have been consistently blogging since the early 2000’s. I started blogging as the CEO of my Oregon agency Citrus (I covered both advertising issues and the late 2000 recession’s effect on marketing).
The advertising agency business development blog you are currently reading has over 650 blog posts and acts as the core of my inbound marketing program. Good news for me, it fills my new client pipeline. Blogging has been very good to me.
But, but… my opinion about blogging, well at least for low volume advertising agency blogs, is that they are losing their power to attract a targeted audience, as in client leads. I see a few reasons for this.
- There are zillions of blogs and blog posts every day. There has been a dramatic increase in the last five years.
- There are hundreds (thousands?) of advertising agency blog posts and insights posted every week.
- Most agencies write about the same subjects over and over.
- Many agencies do not use online SEO tools to determine what blog post subjects will attract the most readership. I great way to do this is to look at what works for your most successful competitors.
- Most agency blogs are boring.
- Many client prospects are moving to podcasts and videos for their marketing information.
OK, Back To You. Should You Maintain Your Advertising Agency Blog? Or, Get Real And Just Kill It.
I look at a lot of advertising agency websites and their blogs. Many of the blogs are informative and brand building. However, way too many are just me-too blogs that actually deliver very little benefit to the agency.
The benefits should, stress should include the generation of incoming new client interest, showing that the agency Thinks Different (in a world of thousands of agency and advertising services options), help sell the agency as being on top of the advertising market, reinforces current client perceptions, demonstrates that the agency get content marketing, and demonstrates some personality and chutzpah. I call the chutzpah part… being Unignorable.
Start Here: Some Huge Blog Stats
The world really does not need another blog. As Steven Pressfield says in the title of his must-read book: “Nobody Wants to Read Your Sh*t: Why That Is And What You Can Do About It”.
To help put blogging in perspective, here are some numbers.
How many blogs are there? From Hosting Tribunal: To date, there are over 1.6 billion websites in the world and more than 500 milion are recognized as blogs. Their authors account for over 2 million blog posts daily.
WordPress states that “Over 409 million people view more than 21.5 billion pages each month” and “Users produce about 84.9 million new posts and 45.2 million new comments each month.” And, that’s just on the WordPress platform.
Google delivered 1768,000 results when I searched on “advertising agency blog.”