For inbound marketing agencies, blogging will be the most common form of content production as a service. To avoid competing on price, agencies can package blogging services as part of an overall process to grow their client's business, and charge a premium.

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CMB Partner Office Hours
How to sell blogging packages to
inbound clients.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

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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

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How can I sell blogging packages to my inbound
marketing clients?
www.contentmarketingblueprint.com

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First, what is the role of
blogging.

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Attract by answering questions

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Agency services overview
 Strategy services (Buyer persona, CMB, Website
optimization plan
 Development Services (Inbound Engine)
 Support Services (Content creation, consulting, PR,
Social Media)

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Symptoms
 Low % organic traffic
 No organic traffic
growth

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What are some
blogging packages?

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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

14. www.contentmarketingblueprint.com
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!

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Selling a blogging
package

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What you DON’T want!
Don’t selling blogs!
Sell a process for growing their
business…

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

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Scope of work

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Roles
 Client’s subject matter expert
 Project manager (Inbound Marketing Consultant)
 Content manager (in house or outsource)
 Content Writer (in house or outsource)

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Overall process
1. IMC interviews client subject matter expert for 30 minutes
2. IMC creates two blog briefs for the content manager
3. IMC sends blog briefs to client for feedback
4. Client adds feedback to blog briefs and sends back to IMC
5. Content manager reviews briefs and sends to writer
6. Writer creates first draft of blog
7. Content manager edits first draft of blog
8. IMC sends 1st draft of blogs to client for feedback and approval
9. Client gives feedback on blog articles
10. IMC or content manager finalizes the posts (depending on edits)
11. IMC locates images and posts to HubSpot

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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 hours
4 blog package: 5 hours
8 blog package: 10
hours

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Content manager overview
 Review briefs, edit and send to
writer: 1 hour
 Edit first draft of blogs: 1 hour
 Finalize posts: .5 hours
Total time investment:
2.5 hours
4 blog package: 5 hours
8 blog package: 10
hours

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Client overview
 Feedback on blog briefs: .5 hours
 Approval/edits to first drafts: 1
hour
Total time investment:
1.5 hours
4 blog package: 3 hours
8 blog package: 6 hours

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Writing budget (Freelancers)
$60 per
article
Zerys.com
Writeraccess.com
Job boards…

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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

26. www.contentmarketingblueprint.com
Download the asset
 Proposal copy
 Step by step guide to delivering the service(s)
 Blog brief template
 Cost breakdown
www.contentmarketingblueprint.com/blog

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Next Session: Tuesday July 1st @ 3:00 PM EST
“How to sell monthly blogging services”
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars