First Move Support, Author at Agency Stack
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Outsource Content Writer
The Elements of High-Quality Written Content 1024 683 First Move Support

The Elements of High-Quality Written Content

Writing is a funny thing; most of us will read and write millions of words in our lifetime, and despite the growing preference for static and moving images in social media and advertising, we are constantly surrounded by text. Literacy is one of the first things we learn at school, and it is a skill we will spend much of our academic lives practising and refining. And yet producing high-quality written content remains elusive for many of us. This is one reason so many businesses choose to outsource content writers, and at Agency Stack, we go the extra mile to generate outstanding written content that you will be proud to hand over to your clients.

Many of us, also, can recognise a good piece of writing when we see one but would be hard-pressed to explain exactly what makes it so effective. Like a good photograph, video, or piece of music, there is some ineffable quality to a good piece of writing that means it connects with us without us being able to put our finger on what that quality is. In reality though, there are principles that content writers follow to ensure their work achieves what it intends to. In this blog, we break down some of the underlying elements of good content writing.

Tone of Voice

The tone of voice you use is hugely important to the overall effectiveness of the finished piece. For starters, it needs to be consistent. If your piece starts off as technical or formal, then slipping into a conversational tone midway through will baffle the reader. Even if they can’t put it into words, something will just seem off. Tone of voice is composed of many elements, like the kinds of words and sentence structures you employ, use of humour, imperatives, and much more. A good content writer will be able to closely match or create the tone of voice that best suits the company they are writing for, keeping in mind their brand image and intended audience.

Cohesive Structure

Having a clear, logical structure will help guide your reader through the piece. For argument’s sake, imagine we’re talking about a longer piece of writing like a blog or an article on a website. The most basic structure – the one we all learn in school – is introduction, body, and conclusion, and this actually holds true for most types of writing. But within that basic structure, there is plenty of room to play around. Breaking the body down into smaller parts and using headings to differentiate them will go a long way to making your piece digestible and easy to read.

It Tells a Story

We use the term ‘story’ somewhat loosely here, but it’s essentially another way of thinking of structure; rather than introduction, body, conclusion, a story has a beginning, middle, and end. Even the smallest units of content are usually most effective when they tell some kind of story. Think of the last meme that made you laugh: what we tend to love about them, even if it’s only on a subconscious level, is how cleverly they can suggest a whole narrative with just one or two images and a few well-chosen words. The same is true of social media posts and blogs.

Good Editing

As we’ve already mentioned, much of what we feel about a piece of writing happens at a subconscious level. If your content is full of spelling and grammatical errors or unwieldy sentences, your reader is less likely to think of you as professional and authoritative. Good editing is key to good content writing.

How Agency Stack Can Help

Improving your written copy is one of the best ways to enhance your clients’ overall brand image and your own in the process. Our professional content writers are Australian-based and speak English as a first language. Their skill, experience, and dedication mean they can write on any topic, to any length, and within tight deadlines. To talk to us about our white paper content writing services, get in touch today.

PPC outsourcing
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When It’s Time to Outsource

As digital marketers, Pay Per Click (PPC) advertising is one of the greatest tools we have at our disposal, and it should form a cornerstone for just about every campaign. However, setting those campaigns up takes time and money, as does training and hiring the staff that run them. If your client base is growing but you only have one or two people handling all PPC campaigns, you’re going to find yourself having to pass clients on to a better-resourced agency or simply allow them to take their business elsewhere. This is why an increasing number of digital marketing agencies are choosing to go with PPC outsourcing through a white label partner like Agency Stack. By using the right partner, you can eliminate the investment risk associated with hiring new staff, allowing you to run killer PPC campaigns while saving money, growing your client base, and boosting productivity.

What to Look for when Working with a PPC Partner

There are plenty of white label agencies out there all claiming to be able to get the best results for your clients. So how do you pick the right one? Here are a few things to consider when making your decision.


There are many different certifications for PPC and digital marketing, like Google Ads Certification, Facebook Blueprint Certification, and Amazon Advertising Accreditation, to name just a few. It is possible for someone to use these platforms effectively without having completed such a course, but those with accreditations are more likely to have up-to-date, expert knowledge than those without.

Choose a Local Team 

While you could choose an overseas partner for your PPC, this presents a whole range of challenges; working in different time zones and a lack of local knowledge are two common issues, and you may find that an overseas partner requires much more of your time and effort to manage effectively. Given that saving time and effort are two of the greatest benefits of outsourcing PPC, we strongly suggest choosing a local partner.

Get to Know the Account Manager

Talk to your prospective account manager before making your decision. How committed are they to your business? Do they make the effort to understand the product, voice, and business goals of the client, and are they easily contactable when you need them? If it seems like their attention is divided, it’s best to look for another manager or a different agency altogether. At Agency Stack, our Account Managers understand that every client has unique goals, needs, and challenges, and we strive to provide a dedicated, personalised service to effectively scale each business.

Are They Experienced? 

As with anyone you’re employing to do a job, you want a digital growth partner with plenty of experience in their field. How long has the company been around, and what evidence can they show you of successful PPC campaigns that they’ve run? Our team at Agency Stack has extensive experience working with a diverse client base; whatever challenges your client is facing, chances are we’ve seen something like it before.

What Platforms Should You Offer to Your Clients? 

Google Ads is the most popular PPC platform, but there are many others. Facebook, Bing, Twitter, Amazon, and LinkedIn are all excellent platforms for PPC. Deciding which ones are going to work best for your client will depend on their product, target audience, and other factors. For instance, Google has a wider audience than Facebook – about 3.5 billion compared to 1.45 billion – but Google ads tend to be significantly more expensive. Also, if your audience is using social media heavily, then Facebook ads could be much more effective despite the comparatively smaller audience.

The Benefits to Your Clients

When used properly, PPC advertising is one of the most reliable, cost-effective ways of driving conversions and getting your clients’ businesses noticed. A good growth partner will be able to offer you well-managed PPC campaigns, with reliable reports created through analytics tools and a team of PPC experts on call around the clock to respond to your needs.

How Agency Stack Can Help 

Every business wants to achieve clear, measurable returns on their advertising investment, and at Agency Stack, we design and deliver PPC strategy and content that does just that. To talk to one of our team members about PPC advertising packages that will generate the results your clients have been looking for, contact us by phone or email today.

PPC Outsourcing
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Why It’s Time to Outsource Google Ads

Over the last decade or so Google ads have become a key tactic for businesses to reach their ideal customers. If you are not delivering paid search as a part of your service offering, chances are you’re leaving money on the table.

I can already hear you saying, “PPC isn’t a part of our core service offering” or “We don’t have the time/resources to deliver PPC”.  But lack of capacity or capability doesn’t have to be a roadblock.

Delivering key performance tactics like Google Ads doesn’t have to be a burden for your existing team. Especially when you can simply outsource these activities to a white label service provider like Agency Stack.

The Key to Business is Focus

If you’re looking for a business reboot, then take a leaf out of Apple CEO Tim Cook’s book. “It’s easy to add…it’s hard to stay focused,” he said in a Charlie Rose interview, “so the hardest decisions we make are all the things not to work on.”

Staying focused is key to successfully steering your business, which is exactly why you need to sort out what’s really your job and what can be done by somebody else.

We don’t suggest a Marie Kondo “does it spark joy?” approach, but you should ask yourself if you’re losing important opportunities for growth because you’re distracted and overworked.

Every business goes through growth pains and challenging periods where the staff and revenue ratios are not quite adding up. Luckily, you can help your business sail through all the ups and downs by outsourcing the more routine aspects of your service offerings, such as content creation and PPC, to ensure that you and your business don’t become overstretched.

Focus on what’s important: innovation, marketing, and manning the ship. Being a CEO means acting like a CEO, which means no more cluttering up your schedule with yards of ad copy to write, when you could be out there meeting clients and improving the reach quality of your brand.

OK, So What About Google Ads?

A successful Google Ads campaigner is a detail-orientated person. From fine-tuning the key words, to refining brand messaging, to zeroing in on the best audience via analytics, it’s a lot of work to arrive at the best possible ad.

By outsourcing PPC requirements, you can give Google Ads the attention it deserves without compromising on your bigger goals.

Let Agency Stack Take Care of Your Google Ads

At Agency Stack the possibilities are endless. Get in touch today to find out how our team of Google Ads experts can scale up your PPC services and help your business grow.

We are a global agency located in Melbourne, Sydney, and London. Get in touch with Agency Stack today to make your business grow.

To find out more about Agency Stack’s PPC services, contact us here.

white label digital marketing
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How to Match Blogs with Expectations

When it comes to white label digital marketing, getting your blog list written for you may be at the top of your wish list.

Blogs may be fantastic for SEO purposes, and an obvious service offering, but they’re time consuming to write, and even trickier to get right. Who hasn’t come across a terribly written blog that does more harm than good?

In fact, no matter how professional your “back end” digital marketing services are, it’s those “front end” services like blog posts that are going to get the most notice. In short, you’ll be judged by the quality of your blogs just as much as the quality of your website development!

You’ll also be judged by the quantity of your blogs. More is more when it comes to digital marketing content and this applies to your bottom line, too. Afterall, you don’t want to write just one or two blogs a month. To turn a healthy profit, you need to write fifty to five hundred blogs a month!

We all know the quantity doesn’t equal quality, even when you have the very best copywriters on your team.

Don’t Turn Good Jobs Away 

There’s only so much you can manage, before you have to start turning jobs away. Agency Stack doesn’t want you to turn any jobs away, which is where our white label content creation service comes in.

Imagine if you could add an entire team of Australian-based professional copywriters to your business at the click of your fingers, as and when you need them. That’s what Agency Stack offers.

Our copywriters are not just Australian-based SEO experts, they’re creative forward-thinkers, too. We sat down with them to ask them some of their favourite blog post styles to demonstrate some of the ways they might approach your content.

Our copywriters can adopt any tone of voice to accurately reflect your business, so you can feel proud to put your stamp on the results.

Our Top 5 Blog Post Styles

Our copywriters love to think outside of the box, but there are some tried-and-tested blog post styles that simply work, that they think every business should adopt at least once.

1. The List 

As humans, we are drawn to short, sharp concepts. For example, if we are attracted to a brand then we want to know about their top selling products. We love articles that tell us “The Top 5 Holiday Destinations in Australia” and blogs that demonstrate “Ten Ways to Wear This Best Selling Skirt”. Lists are memorable and easy to understand, which is why they make such great blog posts.

2. The Story

Great stories are engaging and hard to forget, which is why presenting your brand or product as a story is such a winning concept. Stories allow you to emotionally connect with your readers and build out your brand messaging and identity in detail. The best blog posts use stories to add value to any given brand or product, by making it more special to customers.

3. The Interview

Interviews represent a simple format that appeals to our natural sense of conversation. If you have someone behind the scenes who has the gift of the gab, why not let one of our copywriters interview them for some great blog content? We can also edit their responses to work better for your search engine rankings.

4. The Cheat Sheet

We’re all short on time these days, which is why customers want a cheat sheet for everything. A quick and easy guide to a product or service is invaluable to curious customers who want to assess the value of your business without receiving a “hard sell”. Cheat sheets indirectly tell someone what’s great about your product or service, without spelling it out.

5. The News Reader

If you’re dealing with an information-based business, having a regular news bulletin is a great way to show that you’re staying on top of industry developments. By presenting a recap of recent industry news and even expressing a unique take on it, you position your business as a leader in the field, which builds customer loyalty and trust.

To find out more about Agency Stack’s blog writing skills, contact us here.

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The Amazing Benefits of Pay-Per-Click Marketing

As an industry leader in white label digital marketing and web development services, at Agency Stack, we make it our business to find and harness every tool at our disposal in the rapidly evolving digital marketplace. When it comes to cost-effective, highly targeted, easily measurable advertising that increases website traffic and boosts sales, few tools perform quite like Pay-Per-Click (PPC) marketing.

What is PPC?

PPC marketing is an advertising model in which the advertiser pays each time someone clicks on their advertisement, hence the term, pay per click. You will have seen the ads that pop up at the top and bottom of search engines, they are clearly marked with the word ‘Ad’ written beside them in bold.

These ads appear to specific internet users based on the inclusion of keywords in the search term, which the advertisers need to bid on. For example, if an advertiser is selling reusable coffee cups, they might bid on the keywords “reusable cup” or “glass coffee cup.” The winning bidder will gain the advantage of having their ad displayed prominently alongside the search results.

In addition to keywords, PPC marketing uses a number of other variables related to the users’ online behaviour to determine who will see a particular ad.

The Benefits of PPC

Targeted Advertising

One major benefit of PPC is that it allows you to select the audience you advertise to with impressive specificity. You can choose for your ads to appear to specific individuals based on factors like their browsing or purchase history, interests, geographic location, and language, ensuring your ads are displayed to the users to whom they are most relevant. In fact, Google have a choice of nine different audience targeting options within their ad platform. From affinity audiences, where you can target people based on their lifestyles, hobbies and interests, through to targeting specific life events like getting engaged or buying a new house.

Cost Effective 

Something else that makes PPC extremely popular with budget-conscious advertisers is that advertisers only get charged when their ad is actually clicked on. This means you are paying for results, which makes it easier to manage costs and calculate your ROI, as opposed to a television commercial or billboard, where you pay a flat fee for advertising real estate regardless of whether or not anyone actually takes notice of it.

Easy to Track and Measure

PPC can be easily measured and tracked through the Google Ads and Google Analytics tools. These tools let you see just how well your ads are performing in real time and present a picture of how users are engaging with them. Based on this data, your ads can then be further tweaked and customised to capitalise on emerging trends. At any given time, you can choose to invest more if your ad is performing well, pull back if it’s not achieving what you’d hoped, or modify the parameters that dictate when your ads are displayed and to whom.

Fast Turnaround 

Another big selling point for PPC is that you will start seeing the impact of your advertisements virtually instantly. While it can take weeks or months to build momentum with other forms of online advertising, like organic search engine optimisation, PPC will start giving you results within minutes.

PPC helps you capture your potential customers at the right time and is essential for discovering opportunities for online growth. At Agency Stack, PPC is one of the central pillars of what we do, and in our opinion, it is well worth considering for any business that is serious about developing a digital marketing strategy with tangible results. To find out more about Agency Stack’s PPC services, contact us here.

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When should you consider outsourcing your web design and development?

In this month’s blog we will explore the ways that agencies can increase revenue and profit by taking on more projects without overloading their existing production team. We will discuss the ways in which agencies have traditionally augmented their production throughput from growing their inhouse team to adding freelancers and outsourcing your web design as potential solutions for scaling their businesses.

Production Limitations Can Prevent Your Agency Scaling

Whether it is a simple brochure site, a sprawling ecommerce store or a completely customised online experience, there is no doubt that most modern businesses see their website as the foundation that underpins all their marketing efforts.

For most digital professionals this is not a revelation. Depending on the length of time you have been in the industry you may have been involved in the design, construction, and deployment of dozens maybe even hundreds of sites.

That said, for all the sites you have worked on; you have probably walked away from twice as many as you have built.  Maybe you were not able to schedule the job due to capacity issues or you could not take it on because it was outside the capabilities of your web team. Perhaps you considered the project as being too big or even too small to be a fit for your current workflow.

Whatever the reason, you left money on the table that could have been a valuable addition to your agency’s revenue.

Whilst there are few things in this industry that hurt more than walking away from a lucrative opportunity you should not feel too bad about it because you are not alone. Hundreds of agencies walk away from projects every day. But what if you could just say YES?

The Challenges of Herding Cats?

For many agencies, shortages of reliable talent, exorbitant recruitment costs, complex HR implications and significant increases in fixed overheads mean that onboarding permanent staff in the hope of securing more projects is not a viable option.

Because of this the practise of assembling a list of freelancers that can be bolted as needed onto a core implementation team has been standard operational procedure for agencies for decades.  This is great in theory but under closer examination it can also be a recipe for disaster.

When the industry is quiet freelancers roam the streets in droves eager to secure a job but when things start to heat up (ie when you need them most) they will become like stray cats on a football field, utterly unpredictable and impossible to pin down.

If your resource base is the thing that underwrites your ability to deliver on projects, then a chaotic system of disparate resources is not something you want to use as a foundation for your agency.

Upwork Roulette

In recent years sites like Upwork and Fiver have made it possible to access an almost infinite number of available resources at the click of a button.

If you are lucky you may find a unicorn that is the capable, intuitive designer or developer of your dreams and this may be a good short-term solution for small, very specific production requirements.

However, unless you fancy becoming the ring master to the three ringed circuses of despair known as offshore people management, assembling a team of disconnected UpWorkers and expecting cohesion and cooperation both with you and between them is pure folly.

A Tale of Two Agencies

Partnering with other agencies is another common way to overcome a production shortfall. Like any relationship the honeymoon is wonderful and exciting for both parties, but it isn’t long before those little foibles you first thought were endearing become insurmountable differences.

If you think the site of two hobos brawling over the contents of a shopping cart is a disturbing occurrence you have not seen anything until you have witnessed a disagreement between a UX lead from one agency and the Creative Director of another.

No matter what the outcome, the client almost always loses in this scenario and is oftentimes forced into a position where they become the referee, ultimately, they will have to take the side of one agency over the other. Fair or not, the outcome will not always be in your favour and could see a valuable client leaving your agency with your former partner.

White Labelling

White labelling design and development services is something that has been available to digital agencies for some time. As any agency owner that has dipped a toe into these muddy waters will tell you, experiences vary greatly from one provider to the next.

Tales abound of offshore dev teams who, having fixed a list of 20 bugs, somehow manage to create another 30 to take their place. This process is usually repeated until a point where the agency and the client fear they will never see the site completed.

It is at this juncture that the agency will often receive what is essentially a ransom demand from the offshore dev team who claim that constant “updates” on the part of the client mean that they will not release the site without the agency’s agreement to pay an additional sum.

This type of negative experience can make agency owners wary of utilising white label web design and development services but thankfully not all white label services are created equal.

The Agency Stack Difference

At Agency Stack our web design and development processes are rock solid.  We work with our agency partners to scope and document every detail of every project. We ensure that the job we scope is something that will not only deliver on your client’s requirements but exceed their expectations.

Our cross-platform expertise means that we can be platform agnostic. We can build sites in WordPress, Shopify, Big Commerce, Magento even custom PHP. We can build integrated apps for IOS and Android devices. We build on the platform that is best for the job and therefore the platform that is best for your client.

Once we have agreed on the scope we quote you a fixed price based that gives you room to add your margin and we set a development timeline that will get your client’s site live fast.

By partnering with Agency Stack, you save yourself time, energy, and expense searching for and vetting potential team members or offshore workers. We already have everything and everyone you need right here under one roof.

All you have to do is reach out to our friendly team today and we will take care of the rest.

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The Anatomy of a Killer Pitch

The Who, Why, What, How and When of Successful Pitching

Unlike some run of the mill white label SEO services, Agency Stack is committed to assisting our partners in growing their businesses. What better place to start than with tips on how to deliver a killer pitch?

So, how do you hit all the notes that will ensure your pitch resonates with your prospect?

Follow these steps and you are well on your way.

Step 1 – Establishing Passion and Credibility: The Who

Your pitch is your opportunity to drive home the things your agency stands for and what you’re passionate about. Tying this passion to the key concerns that drive your client’s decision-making process is a great way to establish a rapport and cement you in their mind as the right fit for their requirements.

A true pitch aficionado can exhibit this passion by punctuating their presentation with points of interest that bring the story to life. These anecdotal elements serve to highlight your message and establish memory touchpoints that will be recalled when your prospect is reviewing your offering.

Whilst your passion will ignite your prospect’s imagination, it is evidence of your capabilities that will convince them that your agency is The Who they are seeking.

Credibility comes from proof of your subject matter expertise and professional experience. Examples of positive outcomes achieved for organisations in similar situations to your prospect will further reinforce your pitch.

Step 2 – Identify the Problem: The Why

Referring to the issues that confront your client is a great way to demonstrate an understanding of their business.

You: “So because you are in Industry X, you are often confronted by situation Y, am I right?”

Your Client: “Yes that’s correct, situation Y is one of our biggest concerns”.

Adding these dialogues into your pitch is a big part of establishing “Why” your prospect should choose you and your agency.

It should also be noted that asking questions you know will prompt a yes answer, sets up a mindset of agreement in your prospect that will be useful when it comes to proposing your solution, and ultimately when closing the deal.

Step 3 – Propose the solution: The What

The What is the combination of products and services you’ll propose to achieve your client’s desired outcome.

Whilst it’s important that your client understands the elements of your solution and the roles they will play, most clients will be focussed on outcomes as opposed to the intricacies of Advanced SEO or PPC bidding strategies.

Read your audience and be patient. Give your prospect the chance to ask questions or contribute some of their knowledge. Never forget that appearing condescending, or baffling your client with jargon, are two ways to alienate them and lose you the pitch.

Step 4 – Your implementation plan: The How

Whilst it is important that you explain to your client how you plan to fulfil all of their requirements, a pitch is no place for excruciating detail.

Imagine you are teaching someone to drive a car and you want them to understand how the brakes work. You do not spend hours explaining momentum, acceleration and drag coefficients. You point to the brake pedal and say… “When you want to stop, press that.”

Applying the KISS principle is a good way to ensure that your prospect will not become overwhelmed with detail.

When it comes to establishing The How, think like a driving instructor.

Step 5 – Closing the deal: The When

You have engaged, intrigued, and entertained your prospect through your presentation.

It is time for the four most important words in your pitch.

“When can we start?”

If you have done your job well, there should be nothing to prevent your client from pulling the trigger. You will be surprised how many clients sign up if you simply ask them to.

If they do not, then ask them if there was some part of your proposal that was unclear.

Getting the contract could be as simple as clearing up some small matter of ambiguity.

If your prospect is still non-committal or is asking for time to review your proposal, then put a time limit on it by asking “When can I contact you for an answer?”.

This may seem harsh but if they are not going to sign then, they are already gone. You’re better off spending time finding a prospect who is a good fit for your agency rather than chasing one who is not.



Part 1: Understanding Your Client

If you’ve been considering working with a white label digital marketing agency in order to scale your business, it’s important to be clear on what they deliver. It’s true that you can expand your capacity and capability by hiring hands to do the work, but you must also have an understanding of the services you are selling, and their benefits to your clients.

At Agency Stack, we want to enable you to confidently recommend the right mix of services knowing that they’ll deliver on your client’s expectations. To achieve this, we recommend starting from the ground up with a deep understanding of your client, their business, their customers and the things that separate them from their competition.

Research Your Client

What is it about your client that would make their prospects choose them over a competitor? What are the promises that they make to customers and how do they deliver on them? Consider industry trends as well as the pitfalls endemic to a client’s industry and how your client overcomes them. The promises your client makes to their audience forms the basis of their brand positioning. With that positioning as the foundation, you can make recommendations on the best way to get that message in front of as many prospects as possible.

Understanding Your Client’s Products and/or Services

Are there specific pain points that your client resolves for their customers? Is there something that their product/service provides that others do not? If you can isolate these things, you are well on your way to getting into the hearts and minds of their target audience. Work with your client to assess competing products, where their products excel and what customers take issue with.

Understand Your Client’s Customers

Understanding the things that are important to your client’s customer when it comes to making a purchasing decision is imperative. It’s also important to take into consideration key customer personas so that you can target these types of consumers individually. Knowing who your client’s customers are and what they expect from your client will help you to inform not only the content you provide but also the channels through which to reach them.

Research Your Client’s Competition

Ask your client about their competition, considering the ones on their level, the ones they are beating and the ones they aspire to be like. Some things to consider with regards to competitors are what channels they are active on and what they’re saying, and how your client can position themselves in the same space whilst claiming points of difference that make them the better choice.

Assess Your Client’s Business KPIs and Goals 

This may seem obvious but remember that your client’s goals are the most important thing. Ultimately this will be the yardstick by which they measure your success and therefore their satisfaction with the services you provide. Setting realistic client expectations of achievable results within their budget is the most valuable thing you can give a client. Transparency around this will put you in a much better position than overpromising and under-delivering.

Create a Plan for Success

Once you have all the knowledge you can hope to absorb about your client, the time has come to build the roadmap for their success. Documenting this upfront means no unpleasant surprises for your client. It also protects you from the inevitable miscommunication that can result from a lack of process around the services you offer.

Closing Thoughts

It’s important to recognise that all of these steps complement each other and should be approached as a whole process. By following all of these essential considerations, you’ll hopefully be able to gain a greater understanding of your clients and how they are positioned in the market, as well as what products and/or services they offer, what the competition looks like, and who their customers are.

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Why Content Writing Is the Most Powerful Weapon in Your Marketing Arsenal

For centuries, human beings have connected with one another through content writing. A well-constructed narrative enables the articulation of complex concepts that may otherwise be misconstrued, misunderstood, or simply ignored.

Take for example the ancient texts at the heart of a complex belief systems such as Christianity, Buddhism or Judaism.  The content written in these tomes makes extensive use of parables and fables to establish and maintain the behavioural expectations of the faithful.

They elicit emotional reactions in the reader that transcend socio political status, gender and age group and create bonds between large numbers of practitioners that can, and do, extend across millennia.

Without these texts at their core it could be argued that there would be no continuity of messaging and therefore the ability to maintain an organised set of behaviours within these large groups would not be possible.

Such is the power of content writing to establish a brand.

“Wait a minute” I hear you say, “what do you mean brand? We were just talking about religion that has nothing to do with branding.”

Actually, it does.

We often talk about brand in terms of logotypes fonts and colours but this is actually confusing a brand’s style with the thing that is at its heart – The Brand’s Promise.

So what is a brand’s promise and why is it important?

A brand’s promise is the thing or things that inspire an emotional connection between an individual and an entity whether that be practitioners and their religion, supporters and their team, or purchasers and a product.

Big brands spend millions understanding their target audience and the things that are important to them. They go to great lengths to create descriptions of their ideal customers and then set about building a laser focussed messaging framework designed to resonate specifically with them.

Taking a look at communications from some of the world’s best defined brands it is clear to see who their target personas are simply by examining their content they create to promote themselves and their products.


This video, in Apple’s own words talks about “Greatness behind the Mac”
It leverages the personal brands of celebrities and influencers that Apple know will resonate with their target audience.  It then ties in almost subliminal Apple product placement to those personalities and in doing so it positions those products as the unifying element that lead “Making it”

If you reverse engineer it, it is not difficult to see that every word of content written for this video is articulating the Apple Brand Promise that desire, drive and commitment plus Apple equals success.

The target persona? Intelligent young people who are creative, rebellious, and highly aspirational.

Menu Log

In this video Menu Log, like Apple, have tied a killer personal brand with their own to articulate their brand positioning. That “There is nothing more Pimpin’ than ordering from Menu Log.”

Target Persona? This one is a little trickier to divine.

You must consider the audience that a personality like Snoop Dogg would resonate with. You also need to think about the individuals for whom using a premium service like menu log is a low involvement decision.

Picture the following scenario and you have your answer.
Kids: “Mum what’s for dinner?”
Mum: “It’s dad’s turn to cook”
Dad:  in a thought bubble “Get delivery like a G … See”

The persona in this case would appear to be Men aged 35 to 50 with kids who are earning a decent  income and are low on cooking skills.

So what does Snoop Dogg have to do with writing content for my clients?

Of course, not every organisation has a budget like Apple or Menu Log but that does not mean you can’t write killer content for them.

Talk to your client and their customer facing staff, find out who the people are that are responsible for purchasing decisions related to their products and services.  In many cases there will be multiple customer archetypes to deal with and each of them will have a different set of purchasing triggers.

To successfully address your client’s customers, you must develop a positioning statement and content for each persona with whom they wish to engage.

As an example:

Acme Door Widgets is a company that manufactures door hardware.  Two key purchasing decision makers that they need to influence will be Interior Designers and Carpenters.

For the client to secure an order for their door handles you will need to create a positioning statement that reflects the concerns of each of these individuals and then write content that will substantiate both of those positions.

For the interior designer it is important that every element of every room is tied together from a visual perspective. They need to feel that door handle supplier they choose will give them a range that will enable them to reflect their vision in every room in the building.

For them the positioning statement might be
Acme Door Widgets, Providing Interior Designers with a range of door handles that will never fail to perfectly offset their vision.

In this instance it is important that the content you write reflects the way that that Acme Door Handles’ range of styles, finishes and colours can be combined to create a limitless set of combinations to deliver on any aesthetic choice the designer makes.

On the other hand, the Carpenter has to fit 250 door handles to complete his part of the project. He may have an opinion about the look and feel but his key concerns are likely to be related to ease of installation, quality of fitment and product longevity.

Our carpenter hates it when the fitment of handles is inconsistent, and he has to modify his fitting process to accommodate this. He also worries that a door handle may randomly fail due to a manufacturing fault causing him to have to return to the job and replace the offending component.

For him, your client’s positioning might be something like:

Acme Door Widgets, Providing Carpenters with door hardware solutions that perfectly fit first time and last a lifetime

For the Carpenter Persona, the content written should speak to the rigorous quality control that Acme Door Widgets apply to the assembly of their door handle kits and the product testing they do to ensure that their door handles continue to open and close for decades to come.

Why should I go to all that trouble for the sake of a few blogs and social posts?

Whilst it may seem a lot of work to define and establish your customer’s buyer personas before writing a single word of content you will find that it pays significant dividends in the long term.

These dividends include but are not limited to:

  • The ability to create a content delivery roadmap means that your content team will never have to wonder what they should say in the next blog or social post.
  • Fewer issues around tone and subject matter mean production delays due to client pushback and the need to rewrite content become a thing of the past.
  • Communications that resonate with your client’s ideal customers will deliver better results than ad hoc posts that may completely miss the mark.

At the end of the day, a client who is happy with the results your content writing efforts generate is far more likely to stay than one who is not.  Everything you can do to ensure that client retention is money in the bank for you and your agency.

If you need help creating quality, targeted content for your clients then Agency Stack has your back.

Our team of content creators are capable, on deck and ready to roll with messaging that is guaranteed to resonate with the key decision makers in their target markets.

Contact us now for an obligation free content consultation.

Outsource Content Writers in UK
A Guide to Outsourcing Content Writing 750 500 First Move Support

A Guide to Outsourcing Content Writing

For any business, regardless of industry or size, quality content for websites and social media is a crucial element of branding and marketing. If a company has spent time and effort on ensuring that their messaging is clear and well executed, they will not only be able to retain clients but also attract new ones with their engaging content.

Sometimes it can be hard to stay on top of content creation in-house, especially when content needs to be specialised for certain industries and niches. That’s when it can come in handy to outsource content writers in UK and beyond. The commitment and time it takes to create the amount of content necessary to attract and engage new leads can be a concern for businesses, but luckily it is one that can be mitigated through outsourcing content writing. 

Here are our top tips on why  outsourcing content writing is a must for any business looking to up their game, where you can still retain quality and consistency as well as synergy between platforms.

Cut costs

This one is an obvious one, but outsourcing your content writing is cheaper than hiring a full-time writer. Not only will you not have to worry about training them but you can save thousands of dollars by not having to cover someone’s salary. Outsourcing content writing also means you’ll have more time to focus on ideation, marketing, strategy and experimentation and you’ll be able to see your return on investment more clearly. When you outsource, you’re only paying someone for their service, not the equipment or other expenses that are involved when hiring a full-time member of staff. This makes it a really affordable option for a lot of businesses, especially smaller ones that are trying to keep costs down.

Industry experts

Whilst you or your colleagues might be knowledgeable when it comes to your job or your industry, that doesn’t mean that you’re experts. Sometimes it’s worth reaching out to content writers who have wide ranging experience as well as specialising in certain areas or topics, which means you’ll be guaranteed to find someone who is the right fit for the content writing you need for your brand, and hopefully get insider knowledge that you wouldn’t otherwise have access to.

More time and flexibility

The reality is that researching, writing, editing and publishing regular content can be and is a full-time job in itself, so it’s no wonder that one of the main reasons people look to outsourcing content writing for their business is because they don’t have the time to do it themselves. Outsourcing is a great, flexible option for a company to be able to try out different styles of writing and approaches to producing content. Being able to outsource also provides your business the flexibility to scale back when needed and scale up as the business grows.

Publish More Content

Assembling content that is relevant and high quality takes time, and there’s only so much writing one person can do in a day. So when you outsource that writing for someone else to handle, you can still have creative input but you’re able to publish more content and on a more regular schedule. Outsourcing can help you scale up whilst producing writing that is fast and efficient.

Fresh ideas

By introducing new talent to a business through outsourcing content writing, you can access different viewpoints by allowing writers to express interesting concepts in new ways. It can also be a great way for companies to benefit from fresh ideas, as content writers will often have worked with many different clients across a range of industries and will therefore have been exposed to various topics and trends. They will have in-depth knowledge and experience to bring to the table and by utilising a pool of content writers, you’ll have a constant, reliable and refreshing source of inspiration and new ideas that you can tap into.