Businesses wanting to reach users in more subtle ways are jumping on the blogging bandwagon. Well and truly.
In a recent Australian study, 62% of respondents said “blogs are the most appealing medium for business to promote a brand.”
If you’re in a business that’s paying an agency to create content on your behalf and place it on niche- and audience-appropriate sites around the web, you might be surprised to learn how far short your chosen agency is falling.
As Content manager at Problogger.net, I see agency pitches all the time, from marketing shops large and small. Just this week, I turned down content submitted by a global digital marketing agency. Why? Because it managed to achieve four of these five fatal mistakes.
How much do I think this probably cost their client? Between pitching, concepting and writing the posts (let’s say a total of four hours), keyword research (an hour?), and client and legal approvals (two hours), at $300 an hour (global agency rates!) we’re looking at $2,100, at a minimum. That’s without any back-and-forth revisions. I really hope that client had these guys on retainer…
If you pay an agency to create and post content to promote your business, now’s the time to ask yourself: how many of these mistakes are they making?
1. They hit sites with spam pitches
ProBlogger has a pretty unambiguous name, and if you’ve ever visited the blog, you’ll see immediately that it has a clear mandate.
Yet every day I receive pitches for “relevant”, “unique” posts on topics like:
- mattresses and bedding
- home decorating
- and so on.
Sure, this is a complete waste of my time, and bad news for your brand in the relationship-focused blogosphere.
But if you’re paying your agency to make these pitches, automated or not, you’re throwing money out the window.
2. They don’t read the submission guidelines
If your well-paid content marketing “expert” is pitching a post on bedding to ProBlogger, they obviously haven’t read the guidelines. But that’s not the only way their wasting their time and your money, nor the only way they’re swiftly undermining blog-industry respect for your brand.
Many agencies pitch us topics that appear relevant to our readership, then send us vaguely relevant articles containing backlinks to businesses that are completely unrelated to either the topic or our readers.
Our guidelines clearly state that we only include relevant links in posts. So if you’ve paid an agency to carefully research your keywords, and craft the posts,