Two Content Creation Options

You have two options for content creation: utility or enjoyability. 

Think of all the content you consume. The stuff that actually captures your attention and you spend time on. It either helps you or entertains you. That’s it. 

If you’re going to use content to drive new business to your agency, you need to decide which option you’re going to choose. Both can work, and you don’t need to choose just one, but before you create something you should make sure it’s not existing solely to check a box. 

Things that are rarely helpful and/or enjoyable: 

• Holiday messages

• SEO/buzzword heavy thought leadership

• Self-congratulatory case studies

• Product or service explainers without real-world application 

• Team spotlights with no unique angle 

• Overly technical, jargon filled articles

• Motivational quotes

• Service descriptions without real-world examples

Things that might be helpful and/or enjoyable: 

• Step-by-step guides 

• “Breakdown” case studies

• Transparent “day in the life” content

• Real-life client situations and solutions 

• “Behind the pitch” storytelling

• Checklists and cheat sheets

• Counter-intuitive opinions on traditional perspectives

• Industry trend analysis

• Book or media recommendations

These are just ideas, and what works for you and your audience will be heavily influenced by industry and positioning, but you get the point. Good luck.