1. Content Marketing:
How to Market
Your Design Agency
on Any Budget

2. CONTENT MARKETING
A marketing technique that creates
and distributes valuable content
to your target audience.

3. Content marketing
talks with people

4. Your unique expertise +
the issues your audience cares about
= effective content marketing

5. What your business wants to achieve &
what your marketing needs to achieve
in the next 6 months

6. GOALS
• Building awareness
• Establishing your expertise
• Moving leads along the purchase path
• Cross selling or up-selling
• Serving existing customers
• Generating new leads

7. Your unique selling proposition (USP)
It’s not about being
the best, it’s about
being different.

8. Ideas and Themes
teachable moments
unique approach
behind the scenes
show off your work
people who are involved

9. Ideas and Themes
Independent web designer:
Design philosophy (unique)
Portfolio work (show/people)
Freelance life (behind)
Design how-to’s (teach)
Free downloads (unique)
CEO of digital agency:
Startup strategy (unique/teach)
Staff profiles (people)
Client work (show/people)
Behind the curtain (behind)
Doing good (unique/behind)

10. Content marketing: a snapshot
THE MEDIUM
Your brand
Blog
studies
Case
content eBooks
Infographics
Microsites
Email
Podcast
Videos
content
Webinars
Autoresponders
White papers
Newsletters
THE PROMOTION
Social media Facebook
Flickr
Other brand’s
channels
Editorial
Forums
Guest blog posts
Google+
Instagram
LinkedIn
Pinterest
Tumblr
Twitter

11. Content creation => Promotion
Blog post: The secret behind
successful web design projects
White paper: 10 questions to
ask before hiring a web designer
Share it on your social media
accounts (drip)
• Feature it in your newsletter
• Send it to people in your
network who would benefit
•
•
•
•
Feature it on your homepage
Add it to bookmarking sites
Make it the CTA for bios,
newsletters & outbound
marketing

12. EDITORIAL CALENDAR
MARCH
Type
Title
Promotion
Notes
3/3-FB share
3/3-send to network
3/4-Twitter share
3/24-feature in newsletter
Find image
for post
Same as above
Need Jerrod
responses
3/17-Social media
announcement
3/17-Giveaway for person
who finds any typos/bugs
Write SM
posts
Behind the scenes of 3/20-Twitter call for mailing
our web redesign
list sign-ups
Build
template
Mar 3
Blog post
The secret behind
successful web
design projects
Mar 10
Blog post
Staff profile: Jerrod
Mar 17
Website
launch
Mar 24
Newsletter
CALENDAR
n/a
PENDING
PUBLISHED

13. Analytics
Did the content do what you wanted it to do?
If so, replicate for next time. If not, re-tool and try again.

14. Write and
schedule in
batch

15. Social media bios
Call to action
Unusual
Expert

16. @Bidsketch
Web app used by freelancers, consultants, and agencies
to create professional looking proposals in minutes.
@KellySims
Web dev, instigator, beer crafter, Nice Guy™. I help make the
internet better at @codesly. I make good beer at Crooked
Brothers Brewery.
@PizzaHut
Ever wonder how a round pizza fits in a square box? Or why
there isn’t delivery in your area? Give us a shout when we do
a good job, or give us a shout when we don’t.
@JamieCrager
Serial Chips & Salsa Eater | Love Humans, Coffee & My Grill |
Married a Canadian | Founder & CEO, Crowdshifter &
blazefly | Co-Author nxt Facebook 4 Dummies

17. Keep it simple.
Follow what delights you.
Put yourself in your audience’s shoes.

18. Questions?

19. AnaOttman.com
@AnaOttman