I started my marketing career as an SEO analyst. Back in 2010, the process of backlink building was fairly easy. I’d see people putting together a press release and distributing it to hundreds of no-name platforms. Some would leave a slew of useless comments peppered with links beneath a blog post. Others would write a low-quality article that looked more like a random bunch of words put together, turn it into a link cemetery and call it a guest post.

The market is flooded with shiny new AI tools, all promising to help teams “do more with less.” In the midst of that noise, marketing leaders are faced with a delicate balance: How can they update their tech stack safely, to reap the benefits of AI without putting marketing outcomes—and budget—at risk? This was a core theme at The Work Innovation Summit, Asana’s marquee event showcasing how AI can unlock human potential at work.

Search engine optimization (SEO) is a powerful content marketing strategy that businesses can use to expand their reach and bring in audiences searching for specific keywords. And if their sites provide timely, helpful answers to their audience’s problems and questions, businesses can build trust and relationships — which turn into revenue. But if your agency wants to deliver ongoing SEO success for its clients, you have to consistently track the right SEO KPIs across every SEO campaign.

Email marketing strategies are one of the effective techniques in boosting your sales and onboarding new customers. Most SaaS companies use emails to market their products and services, but they are articulated perfectly with a vision they tend to get into spam and gradually build a bad reputation around your brand. Don't disregard email marketing tools in favor of chatting apps.

When it comes to designing your marketing agency’s website, it's important to put your best foot forward. Showcasing top-notch work helps potential clients see just what your agency is capable of — and what they might expect if they choose to work with you. Agencies that do a great job marketing themselves build instant trust and credibility. It's where you can show off your best work and tell your brand's story, and it's also where first impressions are made.

Almost 30 years ago, Bill Gates made the famous proclamation that "content is king." A lot's changed since the days of dial-up internet and web pages that look like a freshman web developer's end-of-semester project. But when it comes to digital marketing, it's still “long live the king!” That's why 70% of marketers state that content marketing is a key pillar of their overall marketing strategy.

How hard have you worked to make your digital marketing agency a success? You probably need a nap now just thinking about it. But don’t shut your eyes yet, because we need to talk about digital marketing contracts — a key element of agency success. No matter how hard you work, a weak marketing services agreement can tank your efforts, erode your profit margins, and even threaten your agency’s long-term viability.

Successful innovation requires continuous calibration and careful adjustments. If your previous attempts to recalibrate your innovation efforts have been unsuccessful, it's important to identify what went wrong and determine areas for improvement. Thriving companies prioritize understanding and meeting the real needs of their customers. To accomplish this, it's crucial to discover the underlying needs of your customers.

When you discuss a contract, it can make everyone’s eyes glaze over fast. Most people are far more interested in the meat of the deal: how you’ll execute the project and the payoff. However, thorough marketing contracts are vital to an agency’s success. Proper contracts between your marketing agency and the client, independent contractors, and subcontractors protect all parties, outline expectations, and establish boundaries.