How to Boost Your Agency's Content Marketing Results

Simon Thompson, founder of Content Kite, joins the Agency Journey podcast to share actionable tactics that agencies can use to improve their content marketing results - both for themselves and for their clients.

Start with Customer Problems

Simon’s foundational advice is simple but often overlooked: write about the problems your customers have, not about what you do. When you frame content around the challenges your audience faces, you attract people who are actively looking for solutions. That is a far more qualified audience than people who stumble across a post about your services.

Figure out what issues would make someone search for your type of service and use their words and problems to frame your content. This customer-first approach to content creation requires research and empathy, but the results are worth it.

Content Upgrades for List Building

One of the most effective tactics Simon recommends is content upgrades - bonus materials offered within a blog post in exchange for an email address. Unlike a generic sidebar opt-in, a content upgrade is directly relevant to the article the reader is already engaged with.

For example, a blog post about email marketing best practices might offer a downloadable checklist or template as the content upgrade. Because the offer is contextually relevant, conversion rates are significantly higher than generic lead magnets.

Collaborating with Influencers During Creation

Rather than creating content in isolation and hoping influencers will share it after the fact, Simon recommends involving them in the creation process. Interview them for a blog post, ask for a quote, or collaborate on a piece of research.

When someone has contributed to a piece of content, they have a natural incentive to promote it. This approach turns content creation into a relationship-building activity that drives both quality and distribution.

Repurposing Across Formats

Content marketing requires a significant investment of time and effort. Simon emphasizes the importance of getting maximum value from that investment by repurposing content across multiple formats. A single in-depth blog post can become a video, a podcast episode, a slideshow, and a series of social media posts.

This multi-format approach expands reach because different audiences prefer different content types. Some people read, some watch, and some listen. By meeting your audience where they are, you maximize the impact of every piece of content you create.

Content Marketing Is a Long Game

Simon acknowledges that content marketing requires patience. Unlike paid advertising, which can produce results immediately, content builds value over time. A well-written blog post published today can generate traffic, leads, and clients for months or years to come. The compounding nature of content is its greatest strength, but it demands consistency and a long-term commitment.