How to sell blogging packages to inbound marketing clients

www.contentmarketingblueprint.com

CMB Partner Office Hours

How to sell blogging packages to inbound clients.

Every Tuesday @3pm Easternwww.contentmarketingblueprint.com


Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion

Extra time: CMB Partner Questions


Max TraylorDirector of Client Services Innovative Marketing Resources

@TheMaxTraylor

+MaxTraylor

Linkedin/in/maxtraylor


Your Hosts

Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources

President| Do Not Call Protection

Stefan SurkaBusiness Development| CMB


What is the CMB Community?

Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.

Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint


After the Webinar

www.contentmarketingblueprint.com/blog

• Webinar recording

• Slides

• Blog article


Today’s Question:

How can I sell blogging packages to my inbound marketing clients?



First, what is the role of blogging.


Attract by answering questions


Agency services overview

Strategy services (Buyer persona, CMB, Website optimization plan

Development Services (Inbound Engine)

Support Services (Content creation, consulting, PR, Social Media)


Symptoms

Low % organic traffic

No organic traffic growth


What are some blogging packages?


Here are 4 blogging packages we offer at IMR

8 articles per month: Written by agency

8 articles per month: Written by client and supported by agency

4 articles per month: Written by agency

4 articles per month: Written by client and supported by agency


Sample 8 article blog package(process repeats every week for 4 weeks)

Regular Blogging (2x per week) Weekly subject matter expert

interviews 8 blog posts per month written by IMR Image selection Keyword optimization Meta data optimization (titles and

descriptions) Subscriber List Management

Interview

IMC creates 2 outlines for client approval

Writer creates content

Client reviews blog for approval

IMC optimizes and posts

blog

Client can choose to take over these steps!


Selling a blogging package


What you DON’T want!

Don’t selling blogs!

Sell a process for growing their business…


Selling tip…

Identify an internal writer for the client as early as possible in the sales process.


Scope of work


Roles

Client’s subject matter expert

Project manager (Inbound Marketing Consultant)

Content manager (in house or outsource)

Content Writer (in house or outsource)


Overall process

1. IMC interviews client subject matter expert for 30 minutes2. IMC creates two blog briefs for the content manager3. IMC sends blog briefs to client for feedback4. Client adds feedback to blog briefs and sends back to IMC5. Content manager reviews briefs and sends to writer6. Writer creates first draft of blog7. Content manager edits first draft of blog8. IMC sends 1st draft of blogs to client for feedback and approval9. Client gives feedback on blog articles10. IMC or content manager finalizes the posts (depending on edits)11. IMC locates images and posts to HubSpot


Project manager overview

30 minute interview: .5 hours

Create two blog briefs: 1 hour

Locates images and posts blogs: 1 hour

Total time investment: 2.5 hours4 blog package: 5 hours8 blog package: 10 hours


Content manager overview

Review briefs, edit and send to writer: 1 hour

Edit first draft of blogs: 1 hour

Finalize posts: .5 hours



Client overview

Feedback on blog briefs: .5 hours

Approval/edits to first drafts: 1 hour



Writing budget (Freelancers)

$60 per

article

Zerys.comWriteraccess.com

Job boards…


Pricing and Timeline(Monthly Packages)

Gross Margins: 54%-58%

8 blog package: $3,620

8 blog support package: $2060

4 blog package: $1,810

4 blog support package: $1030


Download the asset

Proposal copy

Step by step guide to delivering the service(s)

Blog brief template

Cost breakdown

www.contentmarketingblueprint.com/blog


Next Session: Tuesday July 1st @ 3:00 PM EST

“How to sell monthly blogging services”

Sign up at: www.contentmarketingblueprint.com/2014-

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