If you’re searching for a company to help you manage your digital marketing then you probably do plenty of research on them first... or at least I hope so.
About two years ago I was searching for a digital marketing agency to work for and I started to recognize a strange trend: digital marketing companies don’t keep up with their own digital marketing.
Not only was this discouraging from an employment standpoint, but I also imagined how a company or person looking to use these agencies would feel if they did their research.
I'd give some examples but I don't want to effect the reputation of some very good companies. This isn't to say every digital company does this, but service-based agencies seem to be the biggest culprit. Myself included.
If you happen to find yourself on Priority Digital's website (the company I work for), and go to the blog tab... you'll only find two posts. They were both from February of 2018.
I made those posts when I started in my current position and my assumption was that content would be an important part of our sales strategy.
It turns out I was wrong.
Content is important. However, getting client-content finished is more important. When you're a small company of only a few employees and don't charge enough to outsource everything (or don't want to for service reasons), writing your own content falls lower and lower on the priority list.
The only time I write articles or make videos now about digital marketing is in the late evening (like when I'm writing this). That time isn't always the most productive for me, and not only does the quantity suffer, but sometimes the quality of the output isn't up to par for what I expect either.
To check in on my own content creation, I did some research. Over the last two years, I marked down how many pieces of content I created for my own websites vs. my client's websites.
This graph includes this website, videos on my YouTube that are business-related, Priority Digital's blog, and www.Sideline-Pictures.com (the movie company that Vincent Barnard and I make movies through).
My client list is changing and growing constantly, but on this list it includes 7 different websites that I currently create or help create content for on a monthly basis. It also includes the WinklerGallery.Org site that I manage.
The trend wasn't as dramatic as I had assumed, but this may be due to my spurts of creative inspiration where I create content like a mad-man for a few weeks and then disappear from the internet for a few months.
That same strategy doesn't work for my clients-- obviously-- so their content output is much more consistent.
What are your thoughts?
Have you noticed this or disagree with me completely?
Do you care if your digital marketing consultant or agency practices what they preach?
Comment down below or @craiginzana on Twitter.