Content Marketing Strategy

How to Design a Blog Management Service Clients Can’t Refuse

By September 9, 2014 One Comment

Recurring revenue is the basis for building a healthy, stable agency; but unfortunately for burgeoning inbound marketing agencies, few businesses are willing to commit to long-term marketing packages. No area of inbound marketing is more subject to this than blogging – and with most businesses on the hunt for standalone blog writing, it can be hard to agree upon on an ongoing marketing service.

Thankfully, persuading your clients to switch from blog writing to a full-on, monthly-retainer-fueled blog management service is easy. This guide is designed to help you create an easily scalable and reproducible package – allowing you to efficently tailor your blog management services to the needs of any new client. Simply mix and match these components to suit the needs of your prospects, as well as your own capabilities and specialities.

It’s time to stop selling blog posts, and start selling blog management services!


 9 Components of an Effective B2B Blog Management Service


Content Creation

9. Editorial Calendar. With a significant amount of time and money invested into topic research, writing, proof reading, editing and formatting, it’s essential that that every piece of content is able to justify its cost. Whether you’re creating a link-building piece of viral content or a lead-nurturing guide, all of your work needs to be created with a specific objective in mind – allowing you to measure the efficacy of your work, and it’s ROI.

An editorial calendar allows you to plan out your content, defining the objectives of each blog post and guide. It allows you to define your sales funnel, and create a progression of content that leads from Awareness-stage sales qualification, all the way through to the Decision-stage. Defining a calendar also makes it quick and easy to illustrate your blogging strategy to new clients, making for fast and efficient approval in the process.


8. Buyer Persona Targeted Content. Your editorial calendar needs to be populated with content that appeals to the needs and values of your client’s target audience. In order to create this content, it’s essential that you have a thorough understanding of the common problems and interests of the end-user. In relatively simplistic B2C niches, this can be a straightforward process – but for more complicated B2B industries, you may need to define a process of interviewing and research to create these personas.

For more information on Buyer Persona targeting with blog content, check out How to Start a Killer Business Blog.



7. Search Engine Optimisation. Keyword targeting is a powerful tool for the generation of targeted and relevant traffic. Each and every blog post defined within your editorial calendar should target a specific keyword, combining relatively high-traffic with relatively low-levels of competition.

For more information on the best practices of SEO and content creation, check out 8 Principles of Effective SEO Copywriting.


6. Graphic Design. The addition of eye-catching graphics, images and photos can have a huge-impact on visitor engagement. Whether you choose to work with a freelance designer, or simply source stock images on a per. article basis, it’s essential that you include graphic design somewhere in your blog management services package, and account for the costs of design.


5. CTAs and Downloadable Assets. Calls-to-action are the cornerstone of your content creation process, allowing your client to capture prospect information and begin a process of lead nurturing. As such, it’s essential to include a relevant CTA offer within every single piece of created content. In order to encourage conversions, your CTA offers needs to be relevant to your target audience, and appealing enough to encourage prospects to part with their personal information. In order to achieve this, it’s a great idea to offer a downloadable asset or guide.

For more advice on landing page and CTA design, check out 16 Practical Landing Page Copywriting Tips.




4. Social Media Promotion. Social media promotion allows you to drive targeted traffic to your client’s website. By promoting your content through relevant social media networks, it becomes possible to build an engaged community of interested prospects, sharing and digesting your client’s purposeful content. When defining your SMM strategy, it’s a  good idea to include a mixture of SMM automation and manual engagement; allowing you to sell your clients on both the time-saving merits of marketing automation, and the personal lead-nurturing benefits of hands-on promotion.

Social media is also a highly-visual method of promotion; with the growth of your network, alongside Likes, Tweets and Shares, offering a quick and easy way to prove the efficacy of your promotion to your clients. Whilst it’s important that these aren’t your only performance metrics, they can can work wonders for persuading new clients to sign-up for your blog management service.

For more information on the best-practices of social media promotion, check out Better Content Curation with the 10:4:1 Rule.


3. Email Promotion. Email is a highly-targeted, highly-personalised channel for targeting and engaging with leads. It offers your clients a chance to get their crucial content delivered direct to their lead’s email inbox; and makes it easy to track and analyse the efficacy of your lead-nurturing process.

When combined with an email signup CTA, your blog management service will make it  easy to quickly grow a targeted, interested and opt-in mailing list. With email marketing a popular tactic within most established businesses, this is a often a huge incentive for clients to subscribe to your blog management package.

For more information on how to write convincing email copy, check out 9 Quick Email Copywriting Tips to Supercharge Your Clicks.




2. Defining and tracking KPIs. Analysis is crucial to the continued efficacy of your blog management package; and in order to prove the value and ROI of your efforts, it’s important to define a set of Key Performance Indicators. Crucial metrics like organic search traffic, clickthrough rates, lead generation and conversion rates allow your client to see the results of your hard-work and allow your agency to definitively prove your worth.


1. A/B Split-testing. Blog titles, graphic design elements, custom CTA buttons and banners can all have a hugely positive impact on clickthrough rates and conversion; so it might be an idea to offer basic A/B split-testing functionality within your blog management services. As well as improving the efficacy of your marketing efforts, continual A/B testing offers an extra incentive for clients to subscribe to a longer-term blog management service.

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Armed with this guide, you should be able to define a scalable, easily-reproducible blog management service – perfect for luring in new clients, and securing sought-after recurring revenue. If you need help in creating your own blog management package, get in touch! I’m a professional marketing copywriter and content strategist, and I manage blog marketing for agencies and businesses around the UK.




Author Ryan

I help SaaS companies grow with content marketing. I also drink Scotch. Sometimes together. CMO & co-founder, Cobloom.

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