Should My Agency Sell Blog Posts?

While increasing revenue and share-of-wallet matter a great deal, keeping clients happy and delivering the expected results are of critical importance. New money is great, but not if you’re losing existing clients at the same time. Does that mean your agency should sell blog posts?  

Maybe your agency sells search engine optimization services. Maybe you offer to manage pay-per-click advertising and social media campaigns. Perhaps you build websites and are looking for a way to generate monthly recurring revenue that doesn’t include hosting and site maintenance. Regardless of your reasons, offering blog posts and other content as a service makes too much sense to ignore.

Why Should Your Agency Sell Blog Posts?

Better client services

In the Venn diagram of digital marketing, blog posts are the only thing that crosses into all parts of marketing strategy.  Need to improve organic search rankings? You’ll need blog posts for that. Looking to turn social media campaigns into a call to action? Blog posts can do that too. How about pay-per-click?  Shouldn’t all those valuable, paid-for clicks land somewhere that starts a conversation instead of just being directed to your home page?

Functionally, blog posts check all the boxes for something that has value for the business owner in a number of ways. From attracting new leads to serving as sales collateral, great blog content can be an evergreen source of new revenue for your clients in a number of ways.

Increased Revenue for the Client

Blog posts play a huge role in generating revenue for the business that publishes them.  From helping attract new prospects to supporting your sales team, well-written posts should be a critical part of your client’s digital marketing engine. 

By offering your clients content in the form of blog posts, whitepapers, or ebooks you are helping increase their potential revenue growth.  

Increased Revenue for Your Agency

From a business perspective, providing quality content for your clients does more than just earn you more revenue, it helps their business grow.  And if you are a catalyst for business growth, new opportunities will continue to present themselves.

Blog posts also make your clients less likely to cancel. Regular posts added to a client’s company blog will increase traffic.  While the demonstrable return on investment of regular blog posts is a conversation for another day, it is inarguable that regular posting increases traffic, conversions, conversations, and clout.

Of course, clients are paying you for this content. That is more revenue for your team from providing a service your client not only needs but can greatly benefit from.

Improved Client Retention

Clients hunger for “one throat to choke” as much as possible. That is to say, most businesses do not want to have one agency offering web development, another offering SEO, another offering pay-per-click management, and another providing content services.  Across all industries, consolidation is happening in terms of service providers.  Businesses would rather have fewer, stronger relationships compared to managing lots of vendors, invoices, and payment terms.

The more of those digital marketing tentpoles your agency can offer, the more likely you will become a hard-to-replace and valued partner instead of just another vendor. 

Better Market Positioning

Most clients want a one-stop-shop for their digital marketing needs.  If you don’t offer blog posts and other high-quality content then that is something your clients must source elsewhere. Perhaps they hire in-house. Maybe they use a different agency for content. Perhaps they decide to work with your competitor because that company offers a full suite of services while you have a critical gap in yours. 

Sell blog posts and you increase the chance that prospective clients will see your diverse offerings as what they need. 

Sell Blog Posts to your Clients without Reservation

The ample benefits to both you and your clients makes offering blog-posting services should be one of the easiest decisions you make this year. Increasing your revenue while increasing client revenue, improving client retention while also delivering better service? Exactly what in that list of benefits could you possibly find objectionable?

If all of this sounds well and good to you in theory but seems a challenge in execution, our team at Hemingway is here to help. From content strategy to providing fully-edited, ready-to-publish blog posts, ebooks, and whitepapers for your clients, our team of expert writers and project managers can make your blog program a success.  Even better, we offer a generous discount through our Agency Program.  All told, you can easily offer additional services that thrill your client while making more money. You’ll own the billing and client relationships, we operate entirely in the background. Agency partnerships are our thing, and we’d love to have an alliance with your digital marketing agency.  Click here to schedule a short consultation to explore what’s possible between your agency and Hemingway.