Porchlight has had an on-again, off-again relationship with its blog. The source of that tug of war has always been prioritization. To be clear, there’s no shortage of expertise at this creative agency, which specializes in the home improvement industry. Rather there’s simply a shortage of content creation. As with many small agencies, client work always comes first, followed by a need to promote a portfolio of work. Then, there are new business presentations and pitches. Only after all of this work is done, can agencies begin to invest in building their own position as thought leaders and experts.
Thankfully, in 2020, Porchlight decided to reinvigorate its blog and social media content. As the lead writer and strategist, I believed it was important that our content not blab on and on about our culture, hobbies or other self-promotional nonsense. While such topics are fine for brands with a solid following, for brands that are building an audience, it’s critical to start by offering something of value, such as industry insight, curated news or creative advice.
This belief is where I based the current editorial mission for the blog, and the results have exceeded expectations, with the agency’s principal receiving a significant boost in comments, shares and views on LinkedIn.
Click any of the links below to read the articles from the Porchlight Blog.
Working With An Agency: 3-Part Series Part 1: Why
Working With An Agency: 3-Part Series Part 2: When
Working With An Agency: 3-Part SeriesPart 3: How
Insights from Lowe’s Small Business Shark Tank
Essential Tools to Succeed in eCommerce
My Private Brands Sustainability Summit: Lessons & Highlights