I know it sounds ridiculously simple but I’m betting that 95% of agency content does not pass this test. Is your content truly helpful? Are you sharing your best stuff?
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Hey everybody, Drew McLellan here from Agency Management Institute. This week I am coming to you from Austin, Texas. In today’s video I want to talk very briefly about the litmus test that I think you should be using when you get ready to produce content, when you get ready to be a thought leader and create content that positions you in that way. And the litmus test is very simple. When you know who your audience is and you’re producing content to attract that audience, to draw them in so that they get to know who you are a little better, here’s the question I want you to ask, is this content I’m about to produce, is this content I’m about to hit the publish button on for a video or a blog post, is the audience going to take in that content and think, wow, that just helped me do my job? I feel a little smarter, I fell a little better equipped, I feel like I have a tip or a trick that now will let me do my job better. And if your answer to that question is yes, then hit publish, then share it. But if the answer is, well, kind of, but really it’s me showing them our new TV spot under the guise of trying to give them content, or well, it’s really me making a big deal out of the fact that I spoke at a conference because I want the borrowed esteem of that conference rather than teaching them something from the conference. Then don’t hit publish. Don’t let anything get in the way of you being a great teacher of what you know, because at the end of the day when a client is looking for an agency, what they want is they want to know what we know and how we can help them learn what we know. How we can help them take what we know about their industry, about marketing, about whatever it is that we have an expertise around and how can we use that to help them do their job better. So, if your content models that, then of course they’re going to think, well, gosh, if their free content helps me do my job better, imagine what it would be like to have a business relationship with them. Imagine how much they could help me if we had that sort of an ongoing dialogue. That’s your litmus test, as simple as it sounds, it is difficult to do. It’s difficult to avoid the temptation of tooting your own horn, but I’m telling you, if your content stays pure and it’s all about helping somebody be better at their job, they will understand that you can help them be even better if they have a deeper relationship with you and that’s how it starts. Alright, I’ll talk to you next week, thanks.