3 Content Marketing Mistakes Agencies Make (and the Fix)

The mistakes agencies make marketing themselves almost always come down to three things: they talk about themselves instead of the buyer, they hide behind jargon, and they publish into a void with no distribution. Fix those three and your content starts doing actual work.

Mistake 1: You talk about yourself instead of the buyer

The person on your website is a little interested in who you are and a lot interested in whether you understand them. Most agency copy is written from the inside out: our team, our process, our awards. Write from the audience in. Lead with their problem, and prove you get it before you say a word about yourself.

Mistake 2: You hide behind jargon and gibberish

"We dramatically increased ROAS with a 2% lookalike and progressive retargeting" is noise to the person you are trying to reach. It sounds smart to you and means nothing to them. Say the simple version: "Are you struggling to grow?" Simple language makes the buyer feel like you are talking to them, not performing for your peers.

Mistake 3: You publish and pray

Making the content is maybe a fifth of the job. Most agencies hit publish and assume the work is done, then wonder why nobody saw it. If you are not actively distributing what you make, you are whispering in an empty room.

What should agencies do instead?

Talk to the buyer, not about yourself. Say one true thing simply. And give people a reason to remember you, which usually means having one weird thing that no other agency would say.

Avoiding the mistakes is step one. Building the engine is the rest of The Agency Content Marketing Playbook.

Go deeper: Avoiding the mistakes is step one. Building a content engine that keeps earning attention is step two. The Agency Content Marketing Playbook