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Why should your design agency be blogging?

A 93% edge over your competitors? Sign us up.

This post was originally published in December 2020. We’ve updated it with more relevant information and statistics.

If your marketing agency is anything like ours, content creation and marketing for our own business often get pushed to the bottom of the pile, particularly during busy seasons.

We’re the proverbial cobbler’s children, walking around without a consistent lead generation strategy (other than referrals that is!). Guilty!

At Heydays, we manage to pump out multiple blog posts each month for our clients. These posts are engaging, informative and packed with warmth and personality. I’m so proud of the work we produce, and even more proud of our clients who dedicate significant time and budget into their content strategy each month.

Unfortunately, a sliver of the care and attention we pay to our client work is directed back to Heydays. Back in 2018, Content Kite (a fellow Aussie content marketing agency) suspected that this might be a universal problem.

His team analysed the websites of 1,000 digital agencies and found that 30% had no blog and of the remainder that did have blogs, only 7% posted once a week. This means, there is a huge opportunity for Aussie agencies to use content marketing to generate a steady stream of quality leads.

There is a multitude of evidence that suggests that blogging provides one of the top returns on investment for businesses of any channel — including PPC advertising, social media, email marketing and even video!

If you’re still on the fence about whether you should get blogging in 2023, here’s why you should make the leap.

It drives new clients to your agency website

Blogging — done well — can bring highly qualified customers to your website while you sleep. Sound too good to be true? It isn’t! In 2019, HubSpot reported that nearly 80% of companies that blog regularly acquired customers that could be attributed directly to their blogging efforts.

The main way that blogging can help you gain new customers is by boosting your SEO efforts, meaning your website is more likely to be found on Google by people in your area who are searching for your agency services. It’s no secret that search engines love fresh, well-written and relevant content. Blogging is the #1 way that your business can provide this.

By writing interesting content that targets relevant keywords, your business can capture the interest (and clicks) of clients who are looking for the exact information you’ve provided. Once they’ve visited your site, it’s up to you to create a clear pathway for them to stay engaged with your business. You can do this by asking them to subscribe to your email newsletter at the bottom of the blog (scroll down to see how I’ve done that on my blog!) or to view more information about a related product or service that you offer. If you’re lucky, they might even enquire about your business straight away!

It provides value to your existing clients

Blogs should never be a hard sales pitch about your agency. Instead, you should write with the intent to educate or entertain your readers about a topic that’s interesting to them. If you do this, you’ll ensure that your readers continue to engage with your business by checking your blog for relevant updates.

Not only does this continue to build upon your existing relationships with clients, but you also have the opportunity to let them know about your other services that they may not be aware of.

It lets you show off your brand

Content marketing is one of the best ways to demonstrate your brand as it allows you to speak directly to current and potential customers using your business’s unique tone of voice. If your agency has a reputation for friendly and honest service, you can further that brand by writing to your customers in a way that is straightforward and conversational. If your agency offers premium services, you can build upon the brand by writing in an elevated tone of voice.

It also provides you with an opportunity to give customers a ‘behind the scenes’ peek at the inner workings of your agency. For example, you can tell a story about your team or provide a testimonial from a favourite client. This can be invaluable to a person who is on the fence about whether to engage your services because it demonstrates your business values upfront.

And there you have it!

Those are my top three reasons why your agency should invest in a blogging strategy in 2024.

If you’re keen to get started with blogging but you’re not much of a writer, why not reach out to see how Heydays can help! We offer tailored blog writing packages that will allow your business to regularly produce helpful, informative content that engages your audience and turns them into customers. Interested? Drop us a line.

We might not be super consistent with our own content marketing, but you can be sure we’ll absolutely nail yours!