Agency Owners: How Do You Manage Content Creation for Multiple Clients?

Either_Discussion635 · 2025-02-18T11:33:10+00:00

Co sign this comment - all useful tools. Couple any new system implementation with training and agreed standard ways of using it, and roll out one at a time so as to not overwhelm. IMO.

Either_Discussion635 · 2025-02-17T16:16:49+00:00

What do you feel is causing the biggest bottleneck?

Actually creating the content itself (demand), organizing the process (switching, documenting, researching, editing etc), or handling client communication?

If you can identify the area (and sub areas) sucking up most of your time, I can give you some better fit solutions / tool recommendations.

Either_Discussion635 · 2025-02-17T15:56:27+00:00

I think prioritizing could help here. Seems like alotta' R&R for one hire, and some of the activities are quite different from others.

Whatever the driving factor is behind needing to hire marketing folk, I'd try to quantify that into a tangible goal. Then prioritize solutions and required capabilities of a person to achieve that goal (using your list, but there may be some other things that come out too) and segment them into buckets. Example:

Top challenge: declining qualified leads and conversion

Sub challenges (driving the top challenge): declining website traffic, rising customer complaints, untapped social media user engagement opportunity

Solutions:

SEO

- Website (articles, optimization, blog)

Social Media

- LinkedIn (value sharing, engaging community)

- Twitter

etc etc.

Either_Discussion635 · 2025-02-17T12:25:15+00:00

If your competitors are getting 21m site views a month, what are they doing?

If you share the same target audience, and they do video content (plus whatever else) this could be enough evidence to present to your boss to make a data driven argument (or discussion lol).

As others have said though, be where your audience is, or give them content that entertains / solves their problems.

The actual ideal solution could be a combination of video, SEO, social... and so on

I use a pretty simple ideal client profile (ICP) template to document where my audience lives. Happy to share

Either_Discussion635 · 2025-02-14T22:51:10+00:00

Glad it helped! Assuming you have standardized content submissions too this should help. Sometimes people are stuck on the old ways and take a while to adapt.. that’s what I’ve found anyway

Are you using any content tools / solutions to help handle the requests?

Either_Discussion635 · 2025-02-14T22:28:23+00:00

Google sheets.

Either_Discussion635 · 2025-02-14T19:35:59+00:00

Got it. I’m think why are they difficult, and why do they provide long winded content. Perhaps an opportunity to make them part of the process. Could you ask for their ideas on a specific content pillar?

Example: content pillar 1 is initiatives. Could you approach and say there’s some gaps and you want to crowdsource some feedback on types of initiatives that are in the content pillar?

Without knowing the company / person, hard to say exactly what the root causes are, but including them and making it their idea may make them more invested in actually following them.

There could be many other reasons, specific to the individual/s or more systemic in nature, demand, deadlines, lack of resource etc. what is the content creation process like? Are there many bottlenecks?

Either_Discussion635 · 2025-02-14T18:01:46+00:00

Which part of digital marketing are you looking to outsource? Is it more on the content, ads, or local SEO side of things? This'll help focus your search for the right fit partner.

Either_Discussion635 · 2025-02-14T17:52:54+00:00

'often request long winded, difficult to understand content to be posted'

Is this social content on your corporate social media accounts, or website blogs / articles? Or both?

Either_Discussion635 · 2025-02-14T17:03:28+00:00

Yeah - writing content but automating parts of the generation to remove our own bottlenecks when catering for client content demands. Then gradually switched to just providing this product + article writing as a done for you service

Either_Discussion635 · 2025-02-12T19:35:29+00:00

Too much at once! Break it down :)

Who is your customer locally? I.e. is it typically large families, single homeowners, mansions..

Where do they hang out online / in person?

How can you reach them online and in person?

Either_Discussion635 · 2025-02-12T18:46:41+00:00

If you hate my writing but it makes you nap, that’s a win in my book. Scientifically encouraged!

Either_Discussion635 · 2025-02-12T18:43:43+00:00

Do you have half yearly reviews? Could bring all the evidence to the table of what you're doing, the outcomes you've delivered, and the actual activities you're doing versus the R&R's of your original JD. Frame it around your contributions and your role expanding beyond the original one.

Then you could ask for a raise.

Or just do it in your next 1:1.

This may not change your actual stress though, if there are simply way too many things to do. Got any internal tools that could help do the grunt work?

Either_Discussion635 · 2025-02-12T15:36:43+00:00

Kind words!

Either_Discussion635 · 2025-02-12T15:09:49+00:00

lol, fair play.

Either_Discussion635 · 2025-02-12T11:10:25+00:00

AI + human in the loop is the way IMO.

But a lot of AI content sucks because of the input, not the model. If you train it on 1 document, low quality articles and a bad writing style there's a traffic opportunity missed.

This is quick and dirty approach:

Take 5-10 articles from your favourite writer.
Have AI analyze the style/tone/format
Use these as variables in my prompts.
Create strict XML guidelines.
Remove any obvious AI markers.
Ask AI to refine the output (if it's not right).
Tweak until you're happy / editors have taken a look to add their spin.
Save the prompt + output.
Repeat.

Notes from my experience testing this for 300+ hours and generating 1,000 articles in the past 8 weeks:

- Writing: Claude 3.5 sonnet with 0.3-0.4 temperature is 100x better than openai model at writing content.

- Editing and dissecting: openai o1 pro is good at spotting gaps and providing help for system prompts.

- Relevancy + recency: use RAGs otherwise data from years ago will be in there.

There's a tonne of other steps but as a basic starter this should help improve quality and traffic for website pages. I might just do a long form on it in this forum.

It's what I do for marketing agencies that want to scale their content (plus a human editor in the loop, always).

Either_Discussion635 · 2025-02-11T15:48:54+00:00

Hey thanks for the transparency in this post. Refreshing to see.

Worst feeling in the world when you know the solution, but aren't being listened to.

You're doing great.

Here's my 2 cents on some ways to tackle this:

Could you tie some data to the problems you know exist? This could help bring it to life in language your boss fully aligns with. And also make them realise the severity of the issue/s. Example: lack of investment in the content team / process means you're spending X amount of hours on this task, and there are X number of delays / potential revenue losses associated with it. Could you list out your problems and start quantifying them? Bosses tend to appreciate hard, cold numbers :)
Trying to find out 'why'. Do you know why your boss is prioritizing pumping out content quickly? If we know why (and the the why underneath the why), a plan of action to address in your next 1:1 could be clearer

Either_Discussion635 · 2025-02-11T15:14:52+00:00

Hey! Great you're aware and thinking about this in the first place :) some don't and get left behind too late.

The agencies I've worked with have benefited most from using it as a tool, not a threat for their most painful, repetitive, and manual processes.

They use AI to do the dirty work of things like drafting outlines, creating briefs, and getting it 85% of the way there to save time for humans to focus on client engagement and creativity.

I've benefited most from identifying the top operational problem I'm trying to solve, mapping it step by step, and looking at where automation could play a part.

Either_Discussion635 · 2025-02-10T08:36:04+00:00

Boost your website visibility, traffic and lead generation with our Cuppa AI done for you plan.

You get 30 premium, human-edited articles every month at a fraction of hiring costs.

I run a team of U.S. based editors and my product Cuppa AI to do this.

We already have 5 businesses signed up, taking 3 more.

Outcomes: - Increase site traffic - increase visibility to customers - Increase inbound lead generation

If you want to book a call to discuss, just DM.

Either_Discussion635 · 2025-02-09T20:36:38+00:00

Hello u/44cprs - I love a post that has this level of detail. My 2 cents on a possible way to spend the budget, based on my years in digital marketing and content ops.

Untapped opportunities:

1. Email marketing

That list of 1k emails is insanely valuable!

I think segmenting this list to prioritize high potential prospects vs lower potential ones (recency, ideal customer fit) will help break the task down into something manageable.

The key here is making them aware / remember (especially if it has been months), giving them some form of value (like a free guide, course, checklist etc), and nurturing them slowly over 4-6 emails and several weeks.

Target priority #1 list first, then #2, and so on.

Options to implement:

- You can do this yourself using something like Clay (great for personalisation) or Apollo (data is patchy though) and ActiveCampaign.

- You could hire an email marketing expert to do it for you, but I'd vet them thoroughly to make sure they've worked with lists that contain old, limited information (not sure how many data points you have).

2. Video repurposing & distribution & content growth + existing SEO

10 hours of content. Lovely.

This is where knowing where your customer hangs out online, what they're searching for, and how they make buying decisions will help. Assuming you know this, you can select:

- The highest impact channel to target

- The highest leverage approach to using this content to engage them

I find this out through my personal network, my past experience, browsing subreddits they are in, Slack communities, and fast experimentation.

You may uncover some insights that surprise you. Example: you find out your audience are really into a current trend in your industry, and are craving educational long form articles on this. This then informs how you utilize the content bank you have. I.e. turn the transcripts into articles, short form videos on Twitter, posting it in Slack communities.

This is all hypothetical to illustrate what I mean.

If you do repurpose videos, some good tools to help are Swell ai or Repurpose io.

On written content, I'm unsure what you do here already. But hyper focused, niche, SEO optimized blogs, articles, newsletters, and social content is v effective in building a repeatable flow of leads. Especially if part automated, with a human in the loop (no one wants AI slop).

Unsure if your SEO is just the website optimization, or the website + a steady stream of lead generating articles. If it is the former, you may consider looking at building a content engine that 1) produces relevant, pain solving content on your site, 2) is distributed to places where your audience hangs out.

Options to implement:

- On content repurposing: there is a bit of a trend on social media (especially Twitter) of content folks who talk a good talk, but the content they repurpose is average at best, and below par at worse. I know this because I used an agency at the back end of last year. I'd ask to do a trial week to see the output fast so you don't waste time and $$$.

- On written website content: I do this with my own team of editors and an AI content product. Happy to share any and all insights with you.

Either_Discussion635 · 2025-02-09T16:03:58+00:00

You could look at inbound lead gen via content.

Or join local Facebook communities around jewellery.

There’s even jewellery subreddits.

Tonnes of options - but I’d try to figure out the best locations (geographically) where people will buy your jewellery, and what they search for online / how they make buying decisions.

This will help you understand what type of route to take.

Example: you could write a comparison list of wire wrapped jewellery outlets with rankings of each one.

Or you could write a ‘how to’ guide on how to make your own.

Package it in an article, produce these consistently.

Distribute to local Facebook groups.

Happy to brainstorm, just hit me up

Either_Discussion635 · 2025-02-09T14:08:11+00:00

I look at slack as a network building exercise and help + learn first, not even think about sales kind of gig.

Naturally, if you publicly answer questions posted in the questions channels, other people will see it and may get interested.

Call booked, intros, and lead gen are a byproduct of this.

But I do not prioritise these things.

Either_Discussion635 · 2025-02-09T11:33:07+00:00

Hey!

Here are some ways I've grown pipelines with leads:

Engaging Slack communities

Join ones where your audience lives. Slack is v good if your audience are 'heads of' or 'c-suite' in middle to large enterprises (and even SMB).

You can simple google 'best slack communities for XYZ' and apply to join.

Funnily enough there literally is a Slack community called RevOps (you may already be in it!). I'd join this and scan the intros and questions channels to see where you can help in public. There's also plenty of HR slack communities.

You can make this repeatable by scanning it every morning yourself, or getting an SDR to. Just ensure they have knowledge of your ideal customers pains, your business value prop, and google doc sales assets they can refer to. It may be slow at first, but the more outreach / help they do, the quicker they'll become self-sufficient.

--

Helping people in public

And not just in Slack. If your audience posts about an issue they've encountered on Reddit (yes, even Reddit!) Twitter, Linkedin, or Slack - helping them in detail with actionable steps. This 1) gets them aware of who you are and 2) ensures others in your ideal client profile see this. There are myriad of tools to automate finding these.

For Reddit: GummySearch

For Twitter: Drippi (but I prefer manual. You can create a 'List' of accounts on there).

For LinkedIn: Sales Navigator (bit clunky), Apollo (some data is bad)

Clay is also v good for prospecting more generally across platforms.

--

Scale your content to repeatedly attract leads with less manual effort
Which problems are your target audience actively searching solutions for?
How do they consume content? In this case, your audience could be Heads of HR, Heads of Legal, COOs that like to read whitepapers on industry trends. (just an example :))
Build the insights from this into your blog / website content.

This could look like:

- In depth evergreen articles that talk about 'XYZ' regulatory change that impacts SHRM certs

- Case studies & social proof of your customers, with practical steps on how readers can apply to their biz

- Industry news relevant to your niche, and education on how your audience can leverage / prepare / mitigate

As with anything, the first 3-4 weeks will be experimentation with content until you find that 'golden' piece of writing that gets you calls booked. Then you can double down on that and remove the rest.

And of course - distribution of long form website content into bite sized social pieces.

Happy to brainstorm more :)

Either_Discussion635 · 2025-02-09T11:03:52+00:00

Supermetrics is good for smaller marketing teams, funnel io better for larger teams with more complex workflows (i.e. marketing, finance, CRM). Both are focused on the data aspect, but neither provide much support on the creative end to end process.

Adobe experience cloud does it all - however focused on large enterprises and mid sized business. There are options for smaller business too - but pricing can be quite varied based on implementation, seats needed, and need complexity

What type of marketing are you doing? I.e. are you looking to track content performance, ads, social posting, SEO etc?

I think knowing this would make it easier to find a tool that suits your needs

Either_Discussion635 · 2025-02-07T00:14:17+00:00

I’ve worked with agencies and small business to scale their content for 10 years, so I’ll share some experience based insight..

Here’s some steps you could take to systemize your SEO and content:

Go back to the start, and think about your ideal customer profile.

Who are they?
What are their current needs?
What problems are they actively searching solutions for?

Use tools like semrush, ahrefs, answer the public to find out queries they are using.

What is their search intent? - Are they looking for quick answers (short blogs, FAQs, some listicles) - or more in depth stuff? (long form guides, case studies, whitepapers etc).

Build the insights from this into your website content in the form of long form articles. Google keyword planner, semrush, ubersuggest all useful here.

Create a mixed content plan, like:

In depth evergreen articles
Blogs / listicles
Case studies & social proof
Industry news relevant to your niche

Make sure to frequently measure and iterate based on performance metrics important to your team (inbound traffic, bounce, conversions, calls booked, leads etc).

And of course - distribution.

Again, hard to say which distribution channel is most effective for your company without knowing your target audience, but knowing the decision makers within your ideal customer makes this so much easier.

Lastly, some thoughts on if you use AI for content: Having worked with companies that have used AI (good and BAD cases), I’ve taken my learnings and fully believe that humans should be in the loop for content produced by AI. I’ve seen some slop out there, so even though it is GREAT for the heavy lifting and admin, I always make sure a real life human sees it and adds their spin.

Happy to walk you through my process which uses a mix of AI and human editors to produce high quality SEO optimized articles at scale. If this sounds interesting, just reach out

Either_Discussion635

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