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What Type of Content Should Inbound Agencies Create?

Gray MacKenzie
Gray MacKenzie is a true operations nerd who has spent the past decade helping hundreds of agencies build more productive, profitable, and healthy teams by solving the core issues plaguing their project management.

To chat with Gray and have ZenPilot lead your team through the last project management implementation you'll ever need, schedule a quick call here.

Companies evaluate agencies before deciding who makes the best partner for them.

It’s a lot like speed dating if you think about it and there are two things companies want to know fast. What’s your process and what’s your price?

There is a question I hear a lot when selling inbound at our agency that points toward these two unknowns.

“What type of content will you be creating for us?” 

Boiled down: what’s your plan? 

In this episode of Inbound Sales Journey we discuss how to approach this question. 

Hold Your Horses

It often surprises me how early in the sales process I get asked this question. It is like the person on the other end of the line thinks there is this one size fits all magical formula for success. 

The reality is, we need goals and we need data. 

When asked what will content we will create I will first take a high level approach in answering. I explain that once we have a clear understanding of their goals and the factors surrounding that I can answer that specifically. 

Start High Level

To appease the prospect in the mean time I will give them something high level to consider.

For instance I will explain:

If your traffic is good, but conversion is bad –– we’ll likely start with content offers/landing pages.

If conversion is good, but traffic is bad –– we’ll be blogging, spending time on social, and looking for partnership opportunities.


If both are bad or both are good, we’ll start you with a proven system to grow both.

The Importance of an Inbound GamePlan

Everyone wants to feel educated. Creating content is one thing, knowing why it is being created brings security. 

Prospects that we talk with want to know there is a purpose behind what we do. And as we all know, there most certainly is. 

After providing some high level information, I will explain to them we have an entire process dedicated to figuring out what content is best to create. That process is the Inbound Marketing GamePlan. 

If you are working on improving your on-boarding and education process for your clients read this article.

The GamePlan process will completely transform how you answer this objection. It will also help you feel confident in the content strategy you are developing for your clients.

How to Connect with Ryan and Gray




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